Innovation is in our DNA

How do you set new standards in the dental industry? How do you foster a culture of innovation within a company? And how do you stay ahead of time? Dipl. Ing. Peter Malata shares his insights in this exclusive interview. Just before IDS 2025, we take a closer look at the latest developments at W&H. Since 1996, Peter Malata has led the medical technology company, which today has around 1,300 employees, three production sites, and 18 sales subsidiaries – exporting to 130 countries worldwide.

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W&H has established itself as a leading global manufacturer in the dental industry. How did the W&H Group get to where it is today?

It all started with the two precision mechanics, Jean Weber and Hugo Hampel, who founded W&H in 1890. My parents took over the company in 1958, and naturally a lot has happened since then. We’ve grown and evolved from a manufacturer of precision dental instruments to a full-solution provider. Yet, our straight and contra-angle handpieces still embody the W&H philosophy: maximum precision and reliability. That is what characterises our products. At IDS 2025, we’re dedicating an entire booth to our turbines, straight and contra-angle handpieces, couplings, and motors. We’ll also be showcasing our new Synea Power Edition. In other words, we are continuously innovating, introducing enhanced functionalities and new features, also for our straight and contra-angle handpieces.

That brings me straight to the next question. Pioneering work plays a central role at W&H. You once said: ‘I am convinced that innovation is the driving force of a company.’ How do you promote this spirit at W&H?

In my opinion, innovation requires cooperation and good collaboration. Every individual plays a crucial role in turning an idea into reality, from conception to design and production. That’s why we foster a culture of shared responsibility and teamwork within W&H. Our team structure is certainly a key aspect of this. In a world that is evolving faster than ever and with endless new possibilities, we strive to provide our customers truly unique solutions. Our users set us up with challenges, and we solve them together – as a team.

What does ‘Made in Europe’ mean to you personally and to the company?

We’ve repeatedly proven that innovations also originate from Europe. The development of new products and setting standards are particularly important to us. For me personally, ‘Made in Europe’ represents outstanding quality and a commitment to creating solutions at the highest level. At W&H, this philosophy is reflected in our modern manufacturing approach. Ongoing process optimisation and our high level of vertical integration ensure that we adhere to the strictest quality standards – down to the smallest component.

W&H has always set new standards in dental technology. What do you think makes it possible to set standards even today in such a fast-moving market?

Our dedicated and highly skilled employees. A sense for emerging trends. Strong in-house development expertise. Close relationships with our customers. And the most important thing: the courage to embrace new ideas. I could name many factors, but perhaps the simplest way to put it is: innovation is in our DNA.

At IDS 2025, you announced that W&H will be unveiling an entirely new product portfolio. May you share a little more about it? What are you most excited about?

We want to keep the excitement alive, so we won’t reveal too much just yet. But what I can say is that we are introducing five new products that you might not expect from us. In any case, I'm really looking forward to seeing our costumers’ reactions and getting lots of positive feedback. This new portfolio, developed and produced by W&H, is a real milestone for us and an important step into the future. Of course, that’s not all. We’ll also be presenting other innovations at IDS. There is a lot to discover across our two trade fair booths. In the field of hygiene and reprocessing, we are a workflow provider with perfectly coordinated products. In oral surgery, our product solutions provide surgeons with optimum support for a wide range of treatments.

Experience and expertise are fundamental at W&H. In 2024, you celebrated 40 years with the company. What are the most important lessons you've learned over these four decades?

Forty years may sound like a long time, but it has flown by – probably because we approach work with enthusiasm. We have made it our mission to keep breaking new ground. Throughout this journey, we’ve stayed true to what truly matters: delivering the highest product quality and maintaining close relationships with our customers and partners. Humour accompanies us every day in our work – for me, this is one of the core values of the W&H culture that makes all the difference.

Finally, let's look ahead. Where do you see the W&H Group in the next 10 years?

Over the next 10 years, we aim to continuously evolve – both as a company and with our products – while further expanding our market position. With W&H Med, we are already going in new directions and establishing ourselves more and more as an international partner in medical technology. As a solution provider, we see significant growth potential, particularly in the field of digitisation. Our focus remains on creating real value for our customers. Healthcare professionals should be able to fully concentrate on their patients. Therefore, our products are designed to make their workflows simpler, faster, and safer. W&H has always been a pioneer, and I firmly believe we will continue to drive innovation and actively shape the industry in the years to come.

Thank you for your time and these valuable insights!