Forward Trajectory
The BOSS Magazine|November 2018
Forward Trajectory

At Sunrise Medical, Motion Is The Mission.

The global wheelchair market is speeding ahead, poised to reach an estimated $6.1 billion by 2022. As one of the world’s most renowned manufacturer of mobility devices, Sunrise Medical is in prime position to take advantage of that acceleration.

As well they should. The motivation to improve people’s lives with assistive technology powers the company’s beating heart. With 2017 revenues hovering around $584 million, Sunrise leverages its considerable purchasing power and engineering expertise to develop innovative mobility products, including power and manual wheelchairs, motorized scooters, and advanced seating and positioning systems.

Sunrise CTO Bernd Krebs is unabashedly candid about the benefits Sunrise brings to the world, and how a mission can alter the tone of a workplace. “We’re not in a typical consumer industry or even in the defense industry; we don’t build bullets. We are helping people in a very traumatic moment in their lives. Something I’ve learned over the years is not to underestimate how you can identify yourself with your work tasks,” he said.

“Our work environment is unbelievably motivated. It’s a work hard, play hard culture. Everybody is highly engaged because of our philosophy of improving people’s lives.”


One of the company’s key strategies is to bring the customized, state-of-theart mobility devices they design and manufacture to market at top speed. “Our core competency is the customization of the product for the end user and doing this in a very precise and quick manner. We pride ourselves in delivering a product that can be fashioned in millions of configurations in just seven days,” Krebs noted.

Sunrise products reach end users through an extensive network of dealers specializing in rehabilitation products. The company also works in tandem with hospitals, training their clinical staff, and providing support to physical therapists who are charged with matching the needs of patients with complex rehabilitation needs with appropriate mobility solutions.


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November 2018