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Humpert consistently family-friendly

District Administrator Eva Irrgang awards seal of approval to Humpert as a "Family-friendly company in the Soest district"

On Wednesday, 03 July 2019, District Administrator Eva Irrgang presented Wilhelm Humpert GmbH & Co. KG from Wickede (Ruhr) with the significant certification of "Family-friendly company in the Soest district".

Eleven companies from the Soest district received the seal of approval for the first time. Irrespective of industry affiliation and company size, they have all created initial opportunities which make it easier for their employees to strike a balance between work and family life.

In order to receive the prestigious certificate, Humpert first had to undergo an extensive audit and present itself to a jury of 10 experts. The expert jury had to be fully convinced of the company's sustained family friendliness.

The aim of this important certificate with the corresponding logo is to help support the company's external image as a family-friendly company, and accordingly to highlight a further positive aspect in the recruitment of new employees. At the same time, the internal presentation is also particularly important in order to actively support staff in achieving a better work/family balance.

"With the presentation of the company as particularly family-friendly, in conjunction with the positive description of our HQ in Wickede (Ruhr) and all its advantages in the regional environment, we aim to counteract the existing shortage of skilled workers and fill the exciting jobs associated with the ergotec brand" says company CEO Willi Humpert.

On the part of Humpert Maja Grothe, Assistant to the Management Board, and Martina Schäfers, Head of Human Resources and member of the Works Council, received the certificate from the District Administrator.


Science meets practical reality – students from TU Dortmund take a closer look at cyclists

Humpert cooperates with students from the Chair of Marketing at the TU Dortmund

The Chair of Marketing at TU Dortmund headed by Professor Dr. Hartmut Holzmüller and the management at Wilhelm Humpert GmbH & Co. KG agreed a comprehensive cooperation for the 2014/2015 winter semester to research the implementation of the "ergotec" brand of bicycle components, which has been on the market for 5 years, and a possible targeted further development.

Across all the various user groups, physical complaints are a wide-spread issue among cyclists. Among those complaints are often cited pain in the buttocks, knees, neck and the hands. Despite the availability of ergonomic bicycle components on the market that have been proven to contribute to reducing physical complaints, only few people actually avail of this possibility. Wilhelm Humpert GmbH & Co. KG from Wickede/Ruhr has been marketing such ergonomic components under the brand name "ergotec" for many years. In order to examine the behaviour in dealing with cyclists' physical complaints and the level of acceptance for their products among consumers, the company conducted research together with 15 marketing students from the TU Dortmund under the stewardship of Professor Dr. Hartmut Holzmüller.

The goal of the market research was not only to study the cycling behaviour, but rather to take a more detailed look at the way cyclists deal with physical complaints and how they remedy these. The research process involved the students conducting 91 highly detailed interviews and an online survey with over 800 participants. With the data acquired, the students were able to create a detailed representation of the bicycle market, the behaviour of the cyclists, as well as how they deal with physical complaints when cycling.

The results also showed that the bicycle market is full of hidden potential when it comes to ergonomic products, which Humpert can use to further its "ergotec" brand. Over 50% of those surveyed complained about, in some cases, significant physical complaints when cycling, but they did not know about suitable products to alleviate their symptoms. Cycling tourists and sport cyclists, in particular, demonstrate an extensive knowledge and interest in bicycle components. It is all the more surprising that these cyclists have seldom taken advantage of the benefits offered to them by these ergonomic bicycle components. Representatives from the bicycle industry also confirm this finding of the students. It has been the retailers' experience that the cyclists complain a lot about the physical symptoms being suffered, but are relatively helpless when it comes to finding a cure. This means that the openness on their part with respect to the ergonomic products of the Humpert brand "ergotec" is particularly high. The specialist retail sector plays an important role in this matter. 67% of those surveyed regard the specialist retailers as the primary point of contact when it comes to purchasing bicycle products.

The students in their summary concluded that the "ergotec" brand is already well its way to acquiring suffering cyclists as customers. Their recommendation is to continue with the existing marketing strategy and to professionalise it even more in order to further raise the level of awareness that exists for the "ergotec" brand and to ensure that the knowledge of ergonomically correct cycling can be increased.

What should be paid attention to is the communication channel that potential consumers use when looking for information, and this is the internet for 85% of those who took part in the survey. 59% of those surveyed also received information from friends and acquaintances. In this context, the online platform www.cyclingright.com that has been created in the form of a micro site proves to be an effective tool.