20 Years of Apex Dynamics BV: Outpacing the competition
Eighteen years ago, Thom van Oss embarked on an adventure that would significantly shake up the established order in the world of gearboxes. With a management buyout, he took over the helm of Apex Dynamics BV at a time when the market still looked at Asian innovation with skepticism. Now, twenty years after the founding of Apex Dynamics BV, there is a well-oiled organization that proves you can beat the established order with a unique vision and a massive dose of speed and customer focus.
Apex Dynamics BV was founded in 2006 because there was a need for a high-quality alternative for planetary gearboxes. Thom was already closely involved in setting up the organization from a sister company at the time, and in 2008 he was given the opportunity to take over the business entirely. It was a decision he made because he firmly believed in the product and the vision of the owner in Taiwan.
“I met Robin Chang, the owner of APEX DYNAMICS INC., at a trade fair in Hanover. That man was so incredibly clear about what he wanted and how he was going to do it that I was immediately convinced. He called it the ‘Apex Family’: a global network of independent companies that exclusively sell his product. Robin said back then: ‘I’m going to make the best gearboxes in the world, but I’m not going to sell them myself. I’ll leave that to companies that truly understand the local market.’ That philosophy appealed to me immensely and still forms the golden rule within our family: we support each other but respect each other’s territory. And we have been doing that with great success for 20 years.”
The ‘lever’ in a skeptical market
The early days were far from easy. In a market dominated by established European names, a new brand from Asia was viewed with the necessary skepticism. Thom knew he had to do more than just offer a good price; he had to prove that quality knows no borders.
“You enter an existing market with a new brand, so you have to prove yourself twice over. At that time, Asian products were viewed quite skeptically. People thought: it will probably be cheap and the quality will be lower. I have always said: a kilo of quality costs exactly the same in Europe as a kilo of quality in Taiwan. If you want to make a precise product, you need top machines anywhere in the world. Apex Taiwan had invested extremely heavily in that. But quality in itself is not yet a differentiator; after all, our competitors also deliver good equipment. So we had to find another way to get in with the machine builder.”
To force brand awareness, Thom devised a clever ‘lever strategy’. Instead of just fighting the battle alone, he sought collaboration with the parties who were already at the table with the machine builders: the suppliers of servo motors.
“Our gearbox is almost always mounted on a servo motor, and every machine builder knew the major servo motor manufacturers. It was difficult for us to get in, but for their representatives, the door was always open. I then started talking to them: ‘You’re already there, you’re already selling that motor. Talk for five minutes longer and sell one of our gearboxes with it. Then you have immediate extra turnover on that order without having to kick down a new door, while the customer receives a complete solution.’ That win-win strategy worked. Very quickly we gained a massive reach in the market because the servo motor brands took our product along as part of their total solution. That gave us the push we needed to establish our own name.”
DNA of speed: ‘move forward’
That early focus on collaboration laid the foundation, but Apex Dynamics had to do more to distinguish itself. It resulted in an almost obsessive drive for speed and service. The slogan ‘Move Faster’ wasn’t chosen by chance; it became the guiding principle for everything that happened in Helmond.
“Speed is in our genes. That starts with responding to an inquiry and ends with delivery, usually from stock. Because the factory in Taiwan produces for stock, we can act exceptionally fast. But it’s also about the internal mentality. From day one, we applied a ‘clean desk policy.’ And that didn’t mean the desk had to be clean, but that we handle customer questions the same day. If a customer has a question right now, they are working on it right now. If you then let them wait two weeks for a quote, the momentum is gone. everything must go out the door the same day. And all our customers appreciate that; they can move forward quickly and know that if necessary, the product will also be on their doorstep quickly.”
The power of automation
It is an impressive sight: a company that serves a huge market share in the Benelux with only five employees. According to Thom, that is only possible through a steadfast belief in automation, a choice he made in the early stages to the surprise of many.
“People called me crazy when I, as a small company, invested in a heavy-duty ERP package. People said: ‘Can’t you just handle that with a small online package?’ But I wanted everything, from inquiry to payment, to be fully automated. Because of that, we are now ‘in control.’ It gives enormous peace in the organization when you know the administration doesn’t take time and is correct. Our hands-on time from inquiry to invoice is less than five minutes. Because we have set it up so tightly, we do with five people what others do with fifteen. And the best part is: we still have time left to truly pay attention to the customer. We keep running harder.”
Future vision: mechanics is never ‘finished’
Despite the rise of new technologies, Thom sees the market for gearboxes only growing. Where twenty years ago it was predicted that mechanical drives would be on their way out, reality in 2026 looks very different.
“When I started, people were already shouting that gearboxes were ‘ancient technology’ and would be replaced by smart motors or direct-drive. But we are twenty years further and the market has only grown. Robotization is booming and applications are becoming finer and more accurate. Think of AGVs in logistics or the rise of co-bots and humanoid robots; such a robot sometimes contains as many as forty gearboxes. The market is evolving and we are evolving with it. Our factory in Taiwan never stands still and continuously comes up with new solutions. Our rock-solid classics like the AB series remain top sellers, but we are also at the forefront of the latest robot and AGV applications with our new GV series.”
A legacy of succes and growth
After 20 years of Apex Dynamics BV and eighteen years as owner, Thom looks back with a sense of fulfillment at what has been built. For him, growth no longer needs to be forced; the focus is on maintaining a healthy, solid foundation and passing the passion to the next generation.
“I am very satisfied with what we have achieved. I no longer need to grow by double digits. We have built a healthy, smooth-running organization that breathes quality at every level. Whether my role will change in the future? The next generation can decide that. I am still in it with a lot of passion and love, but I also enjoy seeing how Stef is now putting his own stamp on the professionalization. Our foundation is stronger than ever.”
