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As a pioneer in its industry, ACS Logistics has developed into a globally active player and partner.
First one, then three. We're talking about the number of container (offices) at Hörsching Airport where Thomas Sticht, Ulrich Hartwig, and Gerald Kleeberger wrote the first lines of their founding story in 2011. Coincidentally, each of them started as a solo logistics expert — later joining forces as a trio. As pioneers in their field, they’ve since transformed ACS Logistics into a globally operating player and partner — thanks to smart technology, human connection, and a clear vision.
"Today is Sporty Thursday" — this message on the screen at the reception immediately catches our eye as we step into the new ACS Logistics headquarters in Asten. Below it, the invitation: "Grab a jump rope or a hula hoop!" Gerald Kleeberger reaches for the latter with a wink. His short performance is almost symbolic of what we’re about to discuss: there’s noticeably more momentum here than one might expect from the logistics industry. "We’re creating various touchpoints so people can meet in playful ways and quickly feel at home as a team after the move," explain his co-founders Thomas Sticht and Ulrich Hartwig.
Not only during the adjustment phase at the new location are atmosphere, modern structures, and the right team "fit" a personal concern for them. The trio realized early on the value of people who are just as passionate about their vision — and they fostered it. They also recognized something else before founding the company: "No one needs just another freight forwarder." They knew from the start that they'd have to take an unconventional path — and that’s exactly what they did. A true expression of pioneering spirit.
"How open the trio is to new ideas, I experienced firsthand: 'Yes, let’s do it!' — that was their reaction when I suggested bringing AI photographer Ines Thomsen on board for a cover shoot with a twist."
Personal interview note from David Bauer
It all began with an intuition. "Our previous employers were doing well financially," recall the three founders, each of whom held responsible positions in the industry. "We were growing and successful, but at some point we asked ourselves what the deeper purpose was — and couldn’t find a convincing answer." Was 2011 the ideal time to start a business? "There were plenty of comments like ‘those crazy guys’," they admit with a laugh. After all, the effects of the financial crisis were still being felt, and many companies were fighting to survive. "But when the framework changes, the cards get reshuffled. And those who are agile and innovative can suddenly rise to the top."
While others likely hesitated, the three sensed opportunity. "Many companies were forced to reinvent themselves at the time. Technology was evolving, cloud services were becoming more accessible, and digitalization — then still a niche topic — was gaining traction in logistics. We integrated it into our business model from day one to be attractive to international partners. That gave us quite a boost."
Equally decisive was the niche the experts chose to survive in the "shark tank" of big players. As Thomas puts it: "You have to create your own playing field where you can dominate, rather than lose on the wrong ones." His colleagues nod in agreement. "More than 98 percent of businesses in Austria are SMEs, while the logistics industry that serves them is almost exclusively dominated by large corporations — that was the gap we saw." Their commitment was clear: "We need to be the overseas logistics provider for the typical Austrian mid-sized shipper." With the unique promise to collaborate at eye level in the people business of logistics. "Corporations often overlook Austria due to its size, but we know exactly what our clients need." Today, ACS Logistics works with partners in over 170 countries — from Easter Island to Madagascar. "There hasn’t been a single job we couldn’t handle."
"A company without a vision is like a ship without a compass."
Thomas Sticht
Managing Director Customer Solutions & Growth, ACS Logistics
From the beginning, the goal was to set new benchmarks, focus on their strengths, and challenge existing standards. But that didn’t mean throwing themselves recklessly into a startup adventure. "We spent months carefully crafting our plan," says Gerald. "At first it was just Ulrich and me — shortly after, Thomas joined us," he continues with a tone that suggests the three had been a team long before founding. "We both knew of each other, but really got to know one another during the founding process," Thomas and Ulrich add. A brief pause. Then Gerald breaks the silence with a laugh: "It was exciting for me too — we all have pretty strong personalities." They haven’t regretted it for a second. Quite the opposite. "It was meant to be. Sometimes it just fits." And just like that, they shared the same vision from day one: To become Austria’s leading quality provider for overseas logistics.
"There hasn’t been a single job we couldn’t handle."
Gerald Kleeberger
Managing Director Customer Satisfaction & Sales, ACS Logistics
At first, they met in external meeting rooms. Shortly after, they rented their first container office in Hörsching. Thomas still remembers how loud and shaky the air conditioning was — a stark contrast to his previous corporate role. "And that’s exactly what felt so good — reconnecting with the business, with people. I’ve never made a decision that felt clearer: I wanted to return to the roots." Much to the joy of his fellow founders: "Thomas put into words exactly what drives us and what we stand for to this day: full customer focus."
"Each of us brings our strengths, and together we form a greater whole. This was even scientifically confirmed later through behavioral profile analyses." Speaking of which: they now use those in the recruitment process to gain objective insights alongside the personal ones. "The analysis gives us valuable insights into how people think, what their strengths and weaknesses are — and that’s also a huge benefit for them personally." It’s also the launchpad for talent development, where the results are continuously integrated. "We want the best people and want to support them intentionally. That’s the only way to meet our high standards of quality." Often, these are career changers they train themselves. "Our training program through the Dual Academy has been a strategic part of organizational development for years."
At the end of onboarding, there’s a deliberate break from standard processes: the "Callsign Ceremony". New team members receive a personal nickname from their colleagues after the first few weeks — a code that reflects personality, attitude, or quirks: Maverick. Columbo. MacGyver. Not a joke — but genuine appreciation. "For us, it’s not a gimmick. It’s about making the person behind the role visible and showing real integration." The engraved callsign pendant is more than symbolic. It represents cultural fit, emotional identification — and a mindset that turns internal appreciation into measurable strength in both recruitment and team performance.
"We’ve retained our mindset as a Smart Forwarder to this day."
Ulrich Hartwig
Managing Director Customer Experience & Digitization, ACS Logistics
Although digitalization has always been central to their business model, the label "Digital Forwarder" doesn’t quite do it justice. "It doesn’t fully represent who we are — we see ourselves as Smart Forwarders." And what do they mean by that? "We leverage the advantages of digitalization, but always with a focus on the customer. For us, technology isn’t the centerpiece — people are." The trio nods in unison. "Digitalization will continue to evolve, no doubt. But we firmly believe that people will remain central. Logistics is and will stay a people business." They recognized the potential of new technologies early on and continue to invest in top-tier software — including globally leading transport and logistics management systems. Today, they even employ their own tech team to develop custom solutions.
This combination of high-tech and high-touch has become a formula for success. With smart processes and lean structures, this niche player can not only keep up with corporate giants — it often surpasses them in flexibility and service. It’s not just about optimizing transportation, but about lifting their customers’ entire logistics game. Fittingly, in 2020, they defined their long-term vision for 2030: "The best customized logistics solution. Anytime. Straightaway."
And now, after nearly 14 years, they’ve opened what may be the most significant chapter in their success story: Their new headquarters in Asten isn’t just a new workplace. "It’s a place for co-creation and collaboration," they assert.
"Growth isn’t an end in itself. What drives us is the belief that continued development creates the greatest benefit for our customers." And the numbers prove it: Since its founding, ACS Logistics has achieved an average of 28% annual growth — without a single quarter in the red.
Today, they work with over 600 logistics partners in more than 170 countries.
With the new HQ, they’ve created a future-ready space — functionally, technologically, and culturally. Flexible work models, thoughtfully designed retreat and collaboration zones, and common spaces with views of nature reflect not only modern work ideals but also a clear understanding of company culture as a productivity factor. "Our new headquarters isn’t a regular office — we see it as a platform for Austria’s most talented logistics professionals," the trio concludes. "We’re not just going to work here — we’re going to shape the future of logistics together."
Breaking News: The time machine is here. Would you go to the past to change something since the founding — or into the future to see where the company goes?
Thomas Sticht: Definitely into the future. The past is full of good memories and serves as a wise advisor. To make it worthwhile, I’d go to 2050 — because we already have a good sense of the road to 2030.
Breaking News: Imagine your industry in 2050 as a person. What would you ask them?
Thomas Sticht: What does it take to ensure our industry remains a people business despite advancing technology — so that humans continue to make decisions and find the best solutions together?
Breaking News: You could invent a superpower for the logistics industry. What would it be, and which villains would you fight?
Gerald Kleeberger: My superpower would be "DataSense" — a sixth sense for supply chain data. It would allow companies to instantly understand, connect, and act on information. With it, I’d battle the villains of logistics: black-box processes, poor communication, and a lack of service awareness.
Breaking News: A personality joins you as your mentor for a day. Who do you pick?
Gerald Kleeberger: Dietrich Mateschitz. That would have been exciting. He had so many visions, implemented a lot, and held onto his ideas despite tough beginnings.
Breaking News: Your task is to decode the DNA of ACS Logistics. What are its dominant genes?
Ulrich Hartwig: Performance — deeply rooted and always active. Appreciation — the social DNA that shapes our collaboration. Customer First — a drive gene that guides our perspective. Smartness — our adaptation code for clever solutions. Team Spirit — the glue that holds us together.
Breaking News: You leave a time capsule for the future of logistics. What do people find in 100 years when they open it?
Ulrich Hartwig: A hologram that tells our story — and shows that effort pays off.
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Go to the original article. (German)
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