Metal Finishing News (MFN) recently had the opportunity to speak with Falko Schmidt, CEO of the newly formed Specialty Abrasives & Peening Solutions Division at Winoa. In this interview, Falko shares insights into how this division fits into Winoa’s “Turbo 2030” strategy, elaborates on market trends and innovations, and explains Winoa’s commitment to sustainability and customer value.

1) Strategy & Role of the Division

(?) MFN: Falko, thank you for taking the time to speak with us. Could you start by explaining how the Specialty Abrasives & Peening Solutions Division fits into Winoa’s new Turbo 2030 strategy?

(!) F. S.: The Turbo 2030 strategy sets out to strengthen Winoa’s core business while also targeting the rapid-growth segments of specialty and peening media. This new division is the “engine” of that strategy, tasked with driving global growth in our Specialty product lines, such as stainless steel abrasives (W Abrasives STELUX™) and conditioned cut wire (Frohn™ and HD Cut Wire™). By giving this division a worldwide scope and a dedicated organizational structure, we can respond to evolving customer needs more effectively—especially as many of our clients operate on a global scale.

(?) MFN: What sets this division apart from Winoa’s traditional steel abrasives business?

(!) F. S.: While our traditional steel abrasives business is world-renowned for consistency and quality, the Specialty Abrasives & Peening Solutions Division has a global mandate to accelerate innovation and tailor solutions for high-value, high-growth segments. It’s not just about offering a different product; it’s about providing a suite of specialized solutions for increasingly sophisticated demands in surface preparation and shot peening.

(?) MFN: Could you give us a brief overview of the key product lines in this division?

(!) F. S.: Sure. We focus on stainless steel media like W Abrasives STELUX™, which is praised for its longevity and recyclability, and on cut wire, including high-end (HD) cut wire. We also leverage partnerships such as Toyo Seiko in Japan and the newly integrated Frohn brand and product line in Germany and the USA to round out our portfolio. Altogether, these specialty products stand out due to their durability, technical advantages, and the specific benefits they offer in peening applications.

2) Market Strategy & Growth Plans

(?) MFN: Turning to market strategy, where do you see the biggest growth opportunities: Europe, North America, or Asia?

(!) F. S.: Each region holds strong potential. Europe and the U.S. remain essential for us, given their established industries and growing need for more advanced solutions. At the same time, India, the Middle East, and Japan are shaping up to be strategic growth markets due to lightweighting trends in manufacturing and the rising demand for specialized peening solutions.

(?) MFN: What key market trends shape your strategy?

(!) F. S.: The global move towards lightweight materials in industries like aerospace, automotive, and energy plays a big role. These sectors need advanced peening and surface finishing solutions that improve product longevity and performance without adding weight. Additionally, sustainability concerns are increasingly critical; customers look to us for long-lasting, recyclable media that can help reduce waste and environmental impact.

(?) MFN: As you expand, what challenges do you foresee, and how do you plan to overcome them?

(!) F. S.: One challenge is ensuring consistency and quality across global markets. With our expanded footprint, we want to maintain the same high standards everywhere. We’re addressing this through substantial investments in global production, local partnerships, and advanced AI-driven process controls to monitor and optimize product performance.

3) Innovation & Technology

(?) MFN: Innovation seems core to your growth strategy. How is the division driving R&D in surface preparation and peening?

(!) F. S.: Our starting point is always understanding the customer’s unique needs. With peening, that might mean exploring new ways to enhance fatigue life or surface properties in advanced alloys. We focus on continuous product improvement—like refining steel and stainless-steel abrasives, and integrating cutting-edge technology into our processes.

(?) MFN: Could you talk about specific improvements in cut wire and stainless steel abrasives?

(!) F. S.: Of course. We are collaborating closely with Toyo Seiko on HD cut wire, a high-performance media for demanding peening applications. The upcoming production in Europe will reduce lead times and improve flexibility for customers, boosting our overall value proposition. On the stainless steel side, STELUX™ remains a top choice for many industries due to its durability and recyclability, and we’re constantly working on enhancements that elevate performance while reducing overall process costs. And there will be even more to come. Beyond traditional tonnage sales, we will introduce forward-thinking business models that offer greater efficiency, flexibility, and value for our customers.

(?) MFN: How does the Frohn-Winoa synergy contribute to these developments?

(!) F. S.: The acquisition of Frohn GmbH significantly strengthens our cut wire portfolio. By bringing Frohn’s production expertise together with Winoa’s global reach and Toyo Seiko’s technical excellence, we can offer even higher-quality peening media and introduce new hybrid solutions. It’s a synergy that benefits everyone—especially customers looking for reliable local production and top-notch support.

(?) MFN:Any upcoming advancements you’d like to highlight?

(!) F. S.: One of the most exciting is the introduction of HD cut wire production in Europe, planned for late this year or early next. Alongside that, we’re also revisiting our entire service model. We realize some customers want more than just media; they need complete solutions. We’re exploring new business models, going beyond our current WCare offering, to provide a deeper level of technical partnership.

4) Sustainability & Industry Trends

(?) MFN: Sustainability is increasingly important in manufacturing. How do stainless steel abrasives compare to expendable or mineral abrasives?

(!) F. S.: Stainless steel abrasives, including wire-based media, last much longer and generate considerably less waste. Despite higher initial costs, their extended service life and recyclability often make them more economical and environmentally friendly for continuous industrial applications.

(?) MFN: What steps is Winoa taking to reduce its environmental footprint?

(!) F. S.: We’ve invested heavily in modernizing our factories worldwide. To date, we’ve cut our greenhouse gas emissions by 26% and plan to reach net zero by 2050. One compelling example is our use of AI-driven cameras in the conditioning process. By carefully monitoring each grain, we can determine the optimal conditioning time, saving electricity without compromising quality. It’s a practical demonstration of how Winoa pairs sustainability with the latest technology.

5) Customer Impact & Service Improvements

(?) MFN: How do these innovations improve performance and cost efficiencies for customers?

(!) F. S.: Longer-lasting abrasives reduce overall operating costs. Our AI-based production methods also guarantee more consistent quality, which translates to better results in peening and surface finishing. Essentially, customers can achieve superior surface properties with fewer resources, resulting in both financial and ecological benefits.

(?) MFN: Which industries stand to benefit the most from these solutions?

(!) F. S.: Automotive and aerospace are obvious beneficiaries due to their high demand for consistent, top-tier surface and peening treatments, but we also see significant potential in energy, construction, and general manufacturing. Anywhere that surfaces must withstand stress or corrosion can gain value from our solutions.

(?) MFN: Winoa’s commitment to service is well known. How do you see it evolving?

(!) F. S.: We’re flexible about how we reach and support our customers—whether through our eCommerce platform, direct senior technical sales experts, or trusted local distributors. With the addition of Frohn and the continued partnership with Toyo Seiko, we’re expanding our technical expertise. We aim to be a one-stop partner for all blasting and peening needs, and that includes advanced consulting services and tailored process recommendations.

6) Vision for the Future

(?) MFN: Let’s talk about the future. Where do you see the Specialty Abrasives & Peening Solutions Division in 3–5 years?

(!) F. S.: We aim to establish ourselves definitively as a global leader in specialty peening media and solutions. This means continuing to invest in production capacity, technology, and partnerships. By aligning with the Turbo 2030 strategy, we’re confident we can deliver tangible value to a broader range of customers worldwide.

(?) MFN: What role will Winoa play in shaping the next era of peening and surface preparation?

(!) F. S.: We believe Winoa can serve as a catalyst for change. Our combination of innovative product development, sustainability focus, and customer-centric models positions us as a key influencer in the industry. We’re not content with following trends—we want to define them, driving the field toward even more efficient, eco-friendly, and performance-oriented solutions.

This article was produced by MFN in collaboration with Falko Schmidt, CEO of the Specialty Abrasives & Peening Solutions Division at the Winoa Group, to shed light on the advancements, sustainability efforts, and forward-thinking vision shaping the future of Winoa.

MFN would like to thank Falko Schmidt for this interview!

For Information: Winoa

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38570 Le Cheylas, France

Tel. +33.6.43 66 51 65

E-mail: iann.bouchard@winoa.com

www.winoa.com

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