Maurer Rides’ B Corp certification accelerates the industry’s path to a greener future
interview by Becci Knowles
Maurer Rides CEO Jörg Beutler discusses the company’s vision for a sustainable future and its unique achievement as a roller coaster manufacturer having earned the prestigious B Corp certification.
For nearly a century and a half, Maurer Rides has been a driving force in engineering and manufacturing. Founded in Munich, Germany, in 1876, the company has evolved from its origins to become a global leader in the design and production of roller coasters and transport systems. Today, Maurer Rides has over 1,000 employees and operates six production sites around the world.
Maurer’s journey into the amusement industry began in 1993 with the acquisition of the roller coaster operations of Bayrische Hütten Stahl (BHS)/Anton Schwarzkopf. This significant and strategic expansion brought with it a rich legacy of roller coaster design and technology. To sharpen its focus on the roller coaster market, Maurer established the subsidiary Maurer Rides GmbH in 2003, which now functions as a specialized and independent entity within the Maurer Group.
Maurer Rides has consistently pioneered the development of influential technologies within the roller coaster industry. A prime example is the introduction of the Maurer X-Car in 2004, an innovative system for inverted rides without shoulder restraints that changed the rider experience. The company has also developed the XTRAC multi-body simulation package for designing innovative track figures and the Maurer XBEND method for precise, three-dimensional bending of track tubes.
More recently, Maurer Rides unveiled the Spike drive technology, considered a transformative advancement for developing and manufacturing of roller coasters as well as other rail-bound transport systems. The Spike ASM (Adaptive Spike Motor) drive unit is touted for exceptional power density and for enabling “unprecedented” acceleration and versatile track designs, making it possible to surpass prior energy and gravity constraints, thereby elevating the thrill factor while also enhancing the sustainability of operations.
In a landmark move that reaffirms its commitment to a sustainable future, Maurer Rides has now become the first roller coaster manufacturer worldwide to earn the prestigious B Corp certification.
Awarded by B Lab, a global nonprofit that measures a company’s social and environmental impact, B Corp certification recognizes companies that meet the highest standards of social responsibility, environmental sustainability, transparency, and corporate governance. With only around 100 B Corps in Germany altogether, Maurer Rides is part of an exclusive group.
What key factors drove Maurer Rides to pursue B Corp certification, and why was this the right moment for your company to take this step?
We’ve been interested in sustainability for a long time, and it’s something I’m also interested in on a personal level. We started by doing a big analysis of how sustainable we are and wrote a long report about it that met the standards of the Global Reporting Initiative, or GRI. We did all of this with our own staff and didn’t use any external consultants. But we wanted to make sure we were on the right track, so we asked for external certification. We decided that B Corp was the best fit as it’s a general certification that’s open to all industries. Getting the certification was a logical next step for us, but it took a lot of effort.
B Corp certification validates ethical conduct and social responsibility as well as sustainability. Does partnering with a B Corp certified manufacturer help other industry members move toward those goals?
Yes. Although supply chain legislation in Europe has been somewhat watered down, all companies are called upon to question and verify the sustainability status of their suppliers as part of their own sustainability efforts. Working with certified suppliers is rated much higher in this respect. In addition, the park operators can be sure that certified suppliers have all the data necessary to assess the sustainability of their products, such as the carbon footprint or the energy consumption of the roller coasters over their life cycle.
Ethical business conduct and social responsibility are key factors for sustainable business. I am sure that it will become increasingly important for theme parks to pay attention to how these areas are covered by their suppliers.
We see ourselves as pioneers of sustainable engagement in our industry. In doing so, we hope to give the movement a boost. We believe it is our responsibility to live up to this challenge and continue to be a leader in this area. We expect our customers to put pressure on suppliers to insist on high standards. B Corp certification is good preparation.
Can you provide specific examples of how Maurer Rides plans to reduce its environmental footprint?
Of course, we are constantly working to reduce the energy consumed in the manufacture of our products. We also optimize the energy requirements of our products. It is more difficult to reduce the carbon footprint of our suppliers. For example, the carbon footprint of steel production is currently very high, and we have few alternatives for this material. What we can do is assess the amount of recycled steel in our suppliers’ steel production and monitor the market for the availability of green steel, which will become increasingly available in the future.
Tell us about changes made within the company to help meet the high standards required for B Corp certification.
We have continued to raise our standards, particularly in the environmental area. The development of various policies, such as the Code of Conduct, the Responsible Business Policy and the Whistleblower Policy, has also helped us make progress in the government sector. We already had a high standard in the social area, but we still have some weaknesses, for example, in finding enough female employees to ensure a more balanced ratio.
I hope that sustainability efforts and related certifications will increasingly become the standard in our industry. Getting involved early on is not only important in this respect but can also lead to more sustainable and therefore more future- oriented products from a broader perspective.
What other initiatives or innovations is Maurer Rides pursuing to enhance sustainability in the amusement park sector?
One focus is the increasing consideration of energy efficiency and reducing the carbon footprint when building new roller coasters. We are also keeping an eye on life cycle costs and are working on interesting concepts in this area as well.
B Corp certification is consistent with our values, practices and products. We believe that our Spike drive systems are a particularly energy-efficient and sustainable technology. With the introduction of the Spike ASM Launch, this technology is now available for roller coaster trains and high-capacity requirements. And new Spike products are in the pipeline that will be a great addition to the many facets of roller coasters. •
