Fritz Legler on STÄUBLI, Marketing, and the Future of Textile Machinery
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Mr Fritz Legler
Former Head of Marketing,
STÄUBLI Textile
Mr Fritz Legler, the highly respected Former Head of Marketing at STÄUBLI Textile, has dedicated over four decades of distinguished service to the textile machinery industry. A central figure in STÄUBLI's strategic communication and global expansion, his profound insight into textile technology has made him one of the sector's most influential personalities. Following an impactful career, his retirement was officially announced at the recent ITMA ASIA + CITME Singapore 2025. TVC Media Team had the distinct pleasure of connecting with Mr Legler for this exclusive interview to discuss his remarkable journey and the enduring legacy he leaves behind.
Reflecting on ITMA ASIA + CITME Singapore 2025, what does this particular event represent for you personally and professionally?
ITMA is the leading event in the global textile machinery industry, and for me, it represents both a professional milestone and a personal journey. This exhibition has always been a unique platform to showcase innovation, exchange ideas, and strengthen partnerships. Personally, it’s a moment of pride to see how the industry has evolved and how Stäubli continues to set benchmarks in automation and sustainability. Professionally, it reaffirms our commitment to driving progress and supporting customers worldwide in shaping the future of textile manufacturing.
Throughout your 40-year journey with STÄUBLI, what do you consider your most defining contribution to the company’s global growth and brand reputation?
Just to clarify, I have been with Stäubli for 15 years, and 40 years working in the textile machinery industry. During this time, my most defining contribution has been strengthening Stäubli’s global presence through strategic market development and customer-focused innovation. I worked to build strong teams and foster close relationships with clients, ensuring that our solutions consistently meet evolving industry needs. This approach has helped reinforce Stäubli’s reputation as a trusted partner and a leader in textile machinery worldwide.
STÄUBLI has built a strong global presence, particularly in fast-growing markets such as China and India. What strategies proved most effective in navigating these dynamic regions?
Our success in dynamic markets like China and India has been driven by proximity, adaptability, and innovation. A key strategy was establishing Stäubli Hangzhou in 1997 as a strong local hub, enabling us to provide immediate technical support, training, and services tailored to regional needs. We also have an office in Mumbai, and this local presence ensures fast response times and builds trust with customers, while maintaining Stäubli’s global standards of quality and performance. Alongside this, we invested in long-term partnerships, introduced advanced automation technologies, and focused on understanding market-specific requirements. These efforts have allowed us to deliver sustainable growth and reinforce our reputation as a reliable partner in these fast-evolving regions.
The SAFIR PRO S37 has been a major highlight of this year’s exhibition. Could you elaborate on how its automation features and yarn recognition technology set new benchmarks for weaving efficiency?
The SAFIR PRO S37 integrates advanced automation and yarn recognition systems that minimise manual intervention and reduce downtime. Its ability to handle complex yarn types with precision ensures higher productivity and consistent quality, setting a new benchmark for efficiency in modern weaving. Whether at a top speed of 280 cycles per minute or in non-stop 24/7 operation, the drawing-in machine SAFIR PRO S37 delivers constantly perfect results. The system can be integrated into any weaving mill. The space requirements are minimal, and the system can be optimally positioned in a variety of setups.
Alongside the S37, the S3280 electronic rotary dobby has drawn attention for its high-speed performance in air-jet weaving. What key design priorities guided its development?
Our primary focus was speed, reliability, and adaptability. The S3280 was engineered to deliver exceptional performance under demanding conditions, ensuring precise control at high speeds. Energy efficiency and ease of integration were also key priorities. This machine can run 24/7 for several decades and up to 1100 rpm. It is suitable for producing all types of patterned fabrics.
Sustainability and automation are recurring themes in textile technology. How is STÄUBLI aligning its innovations, such as the LX PRO Jacquard and TIEPRO warp knotting machines, with these global priorities?
We design every innovation with sustainability in mind, so reducing power consumption is a key priority across our product lines, and we achieve this through smart engineering, optimised motion control, and lightweight, durable components that require less energy to operate. The LX PRO Jacquard and TIEPRO machines exemplify this approach by combining automation with eco-friendly processes, helping mills achieve both environmental and economic goals.
Our LX PRO Jacquard machine integrates advanced electronics and intelligent control systems that support predictive maintenance, helping manufacturers avoid unnecessary energy usage due to unplanned downtime or inefficient operation.
The TIEPRO warp tying system helps reduce energy consumption by making the process faster, smarter, and more efficient. Thanks to its high level of automation, TIEPRO minimises downtime and eliminates unnecessary power usage during machine stops. Its precision and reliability ensure smooth restarts and optimised workflows, allowing mills to save energy while boosting productivity. With TIEPRO, sustainability and performance go hand in hand.
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Looking at the Asian textile market, particularly Southeast Asia’s manufacturing ecosystem, how do you envision STÄUBLI’s role evolving over the next decade?
Asia has long been a key region for textile innovation and production, and its continued growth presents exciting opportunities. At Stäubli, we’re deeply committed to strengthening our presence and partnerships across Asia by investing in local support, technical expertise, and tailored solutions.
Today, Southeast Asian weavers are facing new challenges from the US tariffs. Stäubli emphasises local teams in Southeast Asia who understand the language, culture, and business dynamics. This proximity helps build trust and ensures tailored service and rapid response to market shifts. Regarding the cost pressures, our machines with advanced technologies are made to reduce operational costs and lower maintenance.
You have managed teams and operations across Europe, the USA, and Asia. How did this global exposure shape your leadership philosophy and approach to marketing high-technology capital goods?
Global exposure taught me the value of cultural diversity and adaptability. My leadership philosophy centres on empowering teams, fostering collaboration, maintaining a clear vision, and being deeply customer-centric. In marketing high-tech goods, understanding regional nuances while communicating universal benefits has been key. Effective leadership in the textile machinery sector requires a blend of global awareness and sensitivity to local market needs. That’s why Stäubli’s solutions are not only technically advanced but also aligned with the specific needs of each market.
You are well known as a visionary leader. What leadership insights or principles would you like to pass on to the next generation in the textile machinery sector?
Stay curious, embrace change, and never lose sight of customer needs. Innovation is not just about technology; it’s about creating value and building trust. Leading with integrity and a long-term perspective will always set you apart.
As you conclude this remarkable chapter of your career, what message would you like to share with the global textile community and with those continuing STÄUBLI’s journey toward innovation and excellence?
I am deeply grateful to the global textile community for its resilience and creativity. To those continuing Stäubli’s journey: keep pushing boundaries, stay committed to quality, and remember that innovation thrives on collaboration.
Can you already share who your successor will be?
Yes, my successor will be Summer Hsia. She will formally succeed to the role of Marketing & Communication Officer effective December 1st. Summer has been with Stäubli for over 14 years and brings extensive experience in marketing and communications. I’m confident she will continue to strengthen our global communication strategy.