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Behind every company lies a story – and in equestrian businesses, stories matter. They connect people, values, and trust. At Blücher Deutschland GmbH, the story begins far away from the riding arena: in the paratrooper units of the German Bundeswehr. What started as a bond forged under extreme conditions has grown into a shared vision of building a sustainable, Mittelstand-style company that serves one of the most traditional industries with practical innovation.
This is the story of Malte Rudolf and Julian Werner, two founders with very different backgrounds – one deeply rooted in horses, the other shaped by leadership and entrepreneurship – and how their paths came together to create Blücher.
Malte and Julian met during their training as paratrooper officers. They completed rigorous training, served abroad, and faced challenges that demanded absolute trust in one another. In such circumstances, camaraderie becomes more than friendship – it becomes a bond of loyalty, resilience, and responsibility.
These experiences shaped their leadership style and business philosophy:
While Julian focused on leadership and management, Malte always had another passion: horses. With his mother, he began breeding horses in Mecklenburg and laid the foundations for his own horse farm. His dream: to raise horses in a natural, spacious environment and turn his passion into a profession.
This deep connection to horses gave Malte a clear perspective: he knew the pain points of daily stable management – especially the endless, repetitive task of arena maintenance. He understood how much time it consumed, how much it distracted from real horse care, and how crucial it was for horse health.
Julian brought the entrepreneurial mindset. With strong leadership experience, a broad professional network, and strategic skills, he wanted to build something lasting – a Mittelstand-style company with quality, sustainability, and reliability at its core.
Where others saw “startup hype,” Julian saw the opportunity to create a company with solid foundations: real products, real customers, and real value.
Together, Malte and Julian identified a clear gap:
The result was their first product concept: an autonomous, battery-powered tow vehicle designed specifically for riding surface care. A machine that would not replace people, but relieve them of repetitive work, allowing stables to focus on horses and clients.
The military background of both founders continues to shape Blücher’s philosophy:
This pragmatic, disciplined approach sets Blücher apart from many startups – the company does not chase trends, but builds solid, reliable solutions.
Blücher Deutschland is more than a technology firm. It is a company with a mission rooted in trust, tradition, and responsibility. By combining Malte’s equestrian expertise with Julian’s entrepreneurial leadership, the company embodies both the soul of the stable and the strength of Mittelstand industry.
Their goal is not short-term growth, but long-term value:
The story of Blücher Deutschland is not about technology alone. It is about people – two men whose friendship and shared values evolved from military service to entrepreneurship, from parachutes to stables.
In a world where startups often chase hype, Blücher follows a different path: steady, reliable, and deeply connected to the needs of equestrian professionals. For clients, this story matters – because trust is built not just on products, but on the people behind them.
At Blücher, we unite tradition and innovation to create reliable, Made-in-Germany solutions for the equestrian world. Our mission is to ease daily workloads, protect horse health, and support professional riding businesses with technology that is robust, safe, and built to last.
