Jürgen Bickel is the Co-Founder and Managing Director of Storz & Bickel, the German engineering powerhouse behind the world’s most iconic vaporizers. A pioneer in cannabis tech, Bickel launched the first medically certified dry herb vaporizer in 2000 and has spent the past 25 years driving innovation in the category. Under his leadership, S&B has evolved from cult classic to global standard, with precision-engineered devices and a growing presence across consumption lounges, lifestyle events, and mainstream culture. With a civil engineering background and an unwavering commitment to quality, Bickel remains the driving force behind S&B’s success—from the Volcano to the Venty and beyond.
Company: Storz & Bickel
We are thrilled to have you join us today, welcome to ValiantCEO Magazine’s exclusive interview! Let’s start off with a little introduction. Tell our readers a bit about yourself and your company.
Jürgen Bickel: I’m Jürgen Bickel, co-founder and managing director of Storz & Bickel. We’re a German company best known for pioneering high-end vaporization technology, particularly through our iconic products like the VOLCANO and MIGHTY vaporizers. Our journey started over two decades ago when we saw a gap in the market for precision-engineered vaporization devices. In fact, when my partner Markus Storz invented the VOLCANO, there were no other vaporizers available at all. In a way, we could say that we founded this industry. From day one, our focus has been on engineering excellence, safety, and consistency—values that have allowed us to lead the industry both in innovation and reliability.
What emerging technology trends do you believe will have the most profound impact in the next 5-10 years?
Jürgen Bickel: We’re keeping a close eye on several fronts. First, the integration of smart technologies—IoT and AI—into consumer devices is going to redefine how people interact with personal health and wellness tools. Apps, in particular, are becoming powerful bridges between hardware and user experience. They allow us to tailor settings to individual preferences, understand usage patterns, and even offer real-time recommendations, making the entire process more intuitive and personalized. Secondly, sustainable manufacturing through advanced materials and energy-efficient processes is critical—not just for the environment, but for long-term business viability.
Can you share a specific technological breakthrough from your company that has the potential to reshape your industry?
Jürgen Bickel: One of our most exciting recent breakthroughs came with the launch of the VENTY. It introduced real-time draw recognition technology, which, in combination with precision temperature control, delivers the best vaporization experience offering tasty and pure vapor with each inhalation. In the context of vaporization—particularly for medical use—maintaining consistent, precise temperatures is crucial for both safety and therapeutic efficacy.
The VENTY also features a new, highly efficient mini heater that enables extremely rapid heat-up times while supporting a superior airflow rate of up to 20 liters per minute. This allows the device to heat air dynamically as the user draws, ensuring a smooth and powerful vapor experience with no delay. The VENTY sets a new standard in performance and responsiveness and represents a true innovation in the market.
How do you approach innovation while balancing the need for practicality and market readiness?
Jürgen Bickel: It’s a balancing act that starts with listening—both to our engineers and our customers. We invest heavily in R&D, but we also have a rigorous validation process before a product hits the market. It’s not just about what’s possible; it’s about what’s beneficial and reliable. We often prototype several iterations early on which I personally test to ensure that what we’re building solves real problems. It’s this tight feedback loop that allows us to stay innovative but grounded.
What challenges do you face in integrating cutting-edge technology into existing business models?
Jürgen Bickel: The biggest challenge is harmonizing speed and compliance. We operate in a tightly regulated industry, especially when it comes to medical certification and safety standards. That means even if we have a breakthrough today, bringing it to market responsibly could take time. Another hurdle is scaling complex technologies in a way that keeps them affordable without compromising quality—a line we’re always walking. But that’s where our German engineering roots come in handy.
How do you foster a culture of innovation within your organization to stay ahead in the tech race?
Jürgen Bickel: Innovation starts with people. At Storz & Bickel, we maintain a flat hierarchy and encourage cross-functional collaboration. Our teams are empowered to explore ideas without immediate pressure to commercialize them. We also invest in continuous training, attend global tech expos, and partner with academic institutions to stay at the forefront. Most importantly, we’ve cultivated a culture that values curiosity, rigor, and a commitment to quality—which is the foundation of any real innovation.
