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"The academy is well on its way to international recognition"

2020. November 14, Saturday 13:42 | Talent Development

Daring and thoughtful, he boldly cuts into missions that seem impossible to others, but he is always known to be weighing his decisions with pinpoint precision. Joerg Bauer, a German national, Chairman and CEO of Tungsram, has lived in Hungary for more than 20 years, speaks the language well and is a respected figure in Hungarian and international business. Members of the board of trustees of the foundation that runs NEKA, who has already seen and will continue to see lots of opportunities in the activities of the academy. That was our topic to discuss with him.

– You have revived a classy Hungarian brand, now 124 years old, when you decided to buy the Hungarian light source business from General Electric a few years ago. That is how Tungsram was reborn. Is there any similarity in the construction of a young brand, such as NEKA, or in the rebuilding of an old brand like Tungsram?

– Yes, the term often used about us is patinated, which, on the one hand, is truly flattering. On the other hand, it demanded from us to wash this patina down with a bucket of vinegar and a sponge so that our company could shine again in the light of innovation. We are very proud of our history, the Hungarian managers, researchers and employees who shaped the path for Tungsram right from the beginning to its first golden age. We are proud of Lipót (Leopold) Aschner, who, as a true patriot, led Tungsram with commitment during both World War I and World War II. The name Tungsram still rings a bell in the Middle East and Northern Africa, especially among members of the older generation. At the same time, in many other markets, we must build the brand from scratch, and this work is similar to the one involving the construction of NEKA. After all, both brands are based on innovation and excellence, both are Hungarian and have social responsibility in mind.

– When you made this business decision, everyone took their hats off for your boldness and optimism. In sports, but first of all in handball, what do you think takes the most courage to do these days?

Handball has become very dynamic and professional today, but it also requires strategic thinking and a good team spirit

–  When I was a teenager, I played handball pretty well, although not good enough to make the national team. But I think that sports, especially team sports, help people to obtain the right attitude in life, and I myself have benefited a lot from 12 years of active play. Handball has become very dynamic and professional today, but it also requires strategic thinking and a good team spirit. But perhaps the most important expectation in this sport is that one shall never give up. We have all seen matches where a team managed to turn around a nine-goal deficit in the last few minutes.

– You regularly advise NEKA on organisational operations. What, in your opinion, could be now, in the 2020s, the most viable institutional model for a sports academy? More precisely, how much should the focus be on sports only or also on an expansion of its activities?

– I am very pleased that, through my experience in the international corporate world, at times I can complement NEKA's expertise in educational and professional matters with a completely different approach. The academy is right on track to reach international recognition. In my career, I have seen a lot of investment programmes, but NEKA combines the personal commitment of its founders and managers having vast handball experience with a pursuit of perfection in an excellent way. I believe that the potential of sports rehabilitation and individual development can be used in other sports and will certainly go beyond the borders of Hungary.

At NEKA, in addition to sports, students are given a real career model, which can only be agreed with

– What do you like most about NEKA personally?

– Perhaps that it offers students excellent education without any compromise, parallel with exercising sports. In fact, very few people can live their entire lives on the income they earn in their active years as athletes. The Olympic fourth place is very quickly lost in oblivion, even if the podium was only two inches away. But that result may have also come with a lot of sacrifices, a lot of work. And if you have that accomplishment, after the competition you may not know what to do in the say forty years ahead of you. At NEKA, in addition to sports, students are given a real career model, which can only be agreed with – I support it myself.

– What vision do you have for the academy for the near future?

– For me, the academy is a place of innovation, where we push the boundaries of education, digitalisation and vision for the future. Over time, it would be franchised in international waters, so its impact could multiply. Beyond handball, the academy's work is harnessing the latest achievements of research and technology in the areas of injury prevention and rehabilitation.

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