Schlüter sales director Günter Broeks is leaving

After almost 33 years as Sales Director and authorised signatory at Schlüter-Systems, Günter Broeks is leaving the company on the 30th of June 2026.

Since his arrival at the company in 1993, Günter Broeks has played a prominent role in the continuous further development and enduring international success of the Iserlohn-based market leader. This includes, most importantly, the continuous expansion of the sales structure of the system manufacturer and strategic marketing. Over the decades, he established a powerful sales organisation based on strong customer loyalty and effective chains of added value, thus fulfilling the ambition of Schlüter-Systems to position itself as a market and brand leader. One example of this is the successful establishment of the Schlüter-BEKOTEC-THERM heating panel system in the tiling and building materials trade, which led to the creation of a new market segment, including our own advisory centres – the BEKOTEC CompetenceCenters – at selected specialist trade fairs. The introduction of the Digital Sales Management system ensured that the digital transformation was also incorporated at an early stage.

Highlights beyond Germany

His expertise and future-oriented approach have been instrumental in influencing the success and reputation of Schlüter-Systems, and he has been responsible for a wide range of highlights, even on the international stage. Particularly notable was his keen awareness of the industry and its evolving market trends, as reflected in his strategic marketing approach that continues to shape the company's operations to this day. The customer-specific sales conditions introduced in Germany also continue to prove extremely popular in other countries as well. The same applies to one of the most successful customer loyalty concepts in the industry. The training courses that are provided to qualify as a Schlüter System craftsman or system sales representative are a fundamental component in customer relationship management. The resulting networks of craftsmen are unprecedented in this form. “Our target group is not just professional tilers themselves, but actually anyone who installs tiles. I already addressed this topic in an interview with the trade magazine ‘Fliesen + Platten’ way back in 1994. That led to some interesting discussions within the industry at the time – these days, the ‘watering down’ of the skilled craftsman approach is no longer an issue. And now, just as back then, we want to encourage these skilled craftsmen to take on different types of jobs and work together to build networks, such as when installing BEKOTEC-THERM – an initiative that has been a success for all those involved”, said Broeks.

This dedication to craftsmanship also makes Günter Broeks stand out within the construction industry – whether through his work in the BauFokus Working Group at the Federal Association of German Building Materials Retailers (BDB) or through his commitment towards making apprenticeships more attractive and to improving the perception and appreciation of skilled craft professions.

“When I was still relatively new to the company and while on a business trip, Werner Schlüter said to me: 'Mr Broeks, just stay with me and everything will be fine!' He kept his word. I can look back on almost 33 years of enjoyment and passion – for me, that is and always has been a key factor in our mutual success."

Managing Director, Marc Schlüter, expressed his gratitude on behalf of the entire family of the company for the long-standing and extremely successful collaboration: “We are very grateful that Werner Schlüter and Günter Broeks encountered one another more than 30 years ago.” That was the meeting of two exceptional individuals who have pursued the same goals ever since. During this entire time, Günter Broeks has had a tremendous influence on the sales division at Schlüter-Systems and has always contributed to its continuing development by providing fresh new ideas and directions – not just in Germany and Europe, but across the entire Schlüter Group worldwide. We are highly appreciative of his tireless commitment and passionate dedication, and wish him all the best for the next chapter of his life.”