Our Journey to IPO Readiness by 2028

BIOGENA APOLLO 2028

With our new growth and corporate development strategy, BIOGENA APOLLO 2028, we are preparing the BIOGENA GROUP for one of the most significant milestones in BIOGENA's history: IPO readiness by 2028. Inspired by Apollo – the god of light, healing, and wisdom – this ambitious plan reflects our bold goals and ties our future vision with clarity and insight.

Key Points of Our BIOGENA APOLLO 2028 Strategy

  • Customer-Centricity:
    We place full focus on the needs of our customers in everything we do, ensuring consistent customer experiences across all touchpoints and channels.

  • Investment in Digitalization and Innovation:
    To provide our customers with the best possible service, we are significantly investing in the latest digital technologies and innovations.

  • Building the „World of Biogena“:
    We are evolving into a leading global health destination, offering a comprehensive range of products, services, and solutions for our customers.

  • Organizational Development and Internationalization: 
    We are strengthening our organizational structures and processes, expanding our activities internationally to increase our global presence in line with our mission.

  • Accelerated Growth: 
    Our goal is to sustainably accelerate the growth of the BIOGENA GROUP and achieve a revenue of 250 million euros by 2028.

"With our growth and strategy program BIOGENA APOLLO 2028, we are placing the health and well-being of our customers at the center of our work more than ever before. This is the key to achieving the ambitious goals of the BIOGENA GROUP and securing both our independence and long-term success. To realize this vision, the commitment and support of all our colleagues and partners is essential."


Albert Schmidbauer

The BIOGENA APOLLO 2028 Program

The implementation of the BIOGENA APOLLO 2028 program follows a clear structure and defined guidelines, enabling all teams and organizational units to operate in a focused and purposeful manner throughout the entire duration of the program. This structure is designed to ensure that the right decisions are continuously made to achieve the goals of BIOGENA APOLLO 2028 optimally.

Customer First - Customer-Centricity

At the core of our actions are our customers. The program is closely linked to our mission to empower as many people as possible in their pursuit of better health and well-being in a personalized manner. By consistently placing our customers at the center, we also open ourselves to new, expanded target groups. Our goal is not only to reach customers but also to turn them into enthusiastic fans of the BIOGENA brand and to build long-term loyalty.

Boost Our Brand - Amplifying Our Brand Awareness and Enthusiasm

Inspired by our claim 'Welcome to Yourself,' we passionately and diligently continue our efforts to make a valuable contribution to health and well-being. Our goal is to amplify our successful brand strategy while clearly, consistently, and effectively addressing new, international, and younger target audiences.

Through these initiatives, we aim to build and actively shape relationships with our customers. We achieve this through consistent digitalization, personalized campaigns, and the integration of all customer interactions in the "World of BIOGENA" – our central health destination featuring all products, services, and thematic worlds.

Clear brand promises and navigation systems at all touchpoints make it easy for our customers to find their way. These steps allow us to inspire even more people and be understood as the preferred health partner across all life phases and situations.

Product is Key - Premium Well-Being Lifestyle

As one of the world's leading providers of premium micronutrient supplements, we are committed to aligning all future products, services, and offerings with a "Premium Well-Being Lifestyle" characterized by radical quality. Our goal is to make it as easy as possible for our fans to find, purchase, and stay engaged with the right offerings.

To achieve this, we will organize our products, services, and offerings specifically by target groups, life stages, and thematic areas. Additionally, we plan to improve accessibility by offering highly flexible subscription options, allowing our customers to receive and customize their supplements effortlessly.

Drive New Growth - Omni-Channel Drives Our Growth

We rely on an omni-channel strategy that enables our customers to access our products, services, and offerings both in our stores, digitally, and through our partners. Our focus is on further digitalization and the integration of all channels.

For us, true customer centricity means being present where our fans enjoy spending time and are open to health topics – such as in hotels or spas. Our goal is to provide personalized offers at the right time to optimally utilize growth potential among both existing and new customers.

To create, coordinate, and implement this strategy, we have established the new organizational unit "Business Development" led by Julia Hagenauer. This team will be responsible for effectively aligning and growing our omni-channel activities.

Lead in Digital - Digitalization as the Engine of BIOGENA APOLLO 2028

Motivated by "Make every moment shoppable," we strive to make shopping as simple and convenient as possible for our customers. Fully leveraging the potential of digitalization is our key to offering our fans a highly personalized and special customer experience.

The BIOGENA Coach App will play a central role in this: it supports our fans at home, on the go, in stores, and at many other touchpoints in finding the best services and products quickly and easily. The BIOGENA Club is increasingly evolving into a membership program that allows our fans to access the right offerings quickly and preferentially.

To advance our digital initiatives faster and more efficiently, we have created the new organizational unit "Customer & Digital Experience." This team is led and built by Albert Schmidbauer in collaboration with our growth partner HEYRISE.

Organize to Grow - Organizational Development

We are aligning BIOGENA consistently with customer needs and establishing two new organizational areas on top of our existing organization. The BIOGENA management fosters this development and ensures the framework for excellent teamwork.

Customer & Digital Experience: Focus on customer centricity and digitalization at all touchpoints and channels. Bringing together and further building an interdisciplinary team from digital marketing, e-commerce, UX, design, data, AI, development, platform, and operations.

With HEYRISE, we have brought on board a strategic growth partner that functions as an integral part of BIOGENA, not as an external agency or consulting service.

Albert Schmidbauer leads this new unit in cooperation with HEYRISE

Business Development: Focus on new business fields and growth areas, bringing together our places, creating overarching customer experiences, and connecting offline and online experiences.

This new organizational unit is led by Julia Hagenauer, supported by Albert Schmidbauer


Backbone - Our Foundations for BIOGENA APOLLO 2028
Premium Health & Well-Being:

At BIOGENA, "Premium" stands for excellent products, science-based services, and personalized health solutions in every customer interaction, aiming to redefine the standard in the field of good health & well-being.

Execution Excellence: 

We work as a team on BIOGENA APOLLO 2028, thinking across departments and consistently aligning all our actions with the customer experience. By consistently implementing the program, we will achieve above-average results and maximize customer benefits.

People Led - Tech Powered:

Through the use of the latest technologies, data analysis, and artificial intelligence, we drive our success. This powerful combination enables us to not only recognize but precisely address the individual needs of our fans, customer, partners, and teams. By strategically using technology to support people, we maximize success across all areas and set new industry standards.

Dear BIOGENA Community,

The BIOGENA APOLLO 2028 program is more than a business goal: it is a promise to you, our community, that we will tirelessly work to improve the health and quality of life for people worldwide through our products and services, always knowledge-based, committed, and courageous.


Dr. Albert Schmidbauer
Founder, Owner and CEO
BIOGENA GmbH & Co KG