Afinitas Announces Changes in European Sales Organization

Afinitas, a leading global infrastructure equipment and services company, is pleased to announce several changes in its European sales organization, which is led by Afinitas President, Daniel Bühler. “We see tremendous opportunities for Afinitas in markets worldwide,” said Bühler. “This new alignment brings our German and Danish sales organizations together enabling our teams to use their vast experience and resources to the fullest to serve our customers and the industry.” The following changes were effective October 1, 2020.

Jørn Hoffman, who currently serves as Sales Vice President, will take on the position of Executive Vice President. With over 40 years of experience in the industry, Jørn is one of the world’s foremost experts in global precast markets and building modern concrete pipe and manhole factories. In this role, Jørn will be focused on strengthening the Afinitas global footprint and leading critical, high-priority opportunities and projects across all markets. Prior to joining us, Jørn was one of the founders and Managing Director at machine manufacturer Betodan A/S, where he worked for more than 25 years. He will continue to be based in Denmark.

Jørn Hoffman

Jørn Hoffman

Torben Mørch, Sales Manager for Oceania and Sub-Saharan Africa regions, has been named Sales Vice President and will oversee strategy for all regions outside of the Americas, as well as develop and lead the Afinitas European Equipment & Automation sales team. Torben joined our sales team in Brønderslev in 2007 after serving as a key account manager at Aalborg Portland cement company, where he worked for almost six years. In 2014, Torben and his family moved to the U.S., when he accepted the role of Director of Global Marketing, working out of our Mediapolis, Iowa, location. He and his family moved back to Denmark in 2016 and Torben returned to sales management. He will continue to be based in Denmark.

Torben Mørch

Torben Mørch

 Michael Weissenfels, who currently serves as Vice President of Sales and Business Development, will also move into an Executive Vice President role, taking on special and complex projects across the globe. Michael brings more than 25 years of experience in the precast concrete industry and has been instrumental in building business in key accounts. Prior to joining the sales team at HawkeyePedershaab in 2014, Michael served as the head of Sales & Marketing at Schluesselbauer for almost 20 years.

Michael Weissenfels

Michael Weissenfels


“Daniel has developed a solid strategy and organizational structure that positions the Afinitas Equipment & Automation Division for significant growth,” said Brad Schmidgall, Afinitas CEO. “With the world’s leading equipment and services from HawkeyePedershaab and BFS, and expert sales professionals covering all key areas of the world, we are very optimistic about what the future holds for our company and our team members.” 




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