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New roles will further deepen Equipment & Automation relationships worldwide

ST. LOUIS — October 8, 2020 — Afinitas, the 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.

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.

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.

“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.”


The Afinitas platform brings together global leaders in the design, manufacture, installation and support of equipment for the production of precast concrete and infrastructure products. The company is organized into three divisions: Equipment and Automation (representing the HawkeyePedershaab Concrete Technologies, Inc. and BFS Betonfertigteilesysteme GmbH brand products); Forming Systems (representing the New Hampton Metal Fabrication and Spillman Company brand products) and Concrete Accessories (representing products from CAM, Hawkeye and Spillman). By combining this expertise, Afinitas strengthens its commitment to providing best-in-class solutions and service for its customers around the world. Afinitas is part of BW Forsyth Partners, LLC, the investment arm of multibillion-dollar global manufacturing and engineering consulting firm Barry-Wehmiller. To learn more, go to


BW Forsyth Partners is the investment arm of multibillion-dollar global manufacturing and engineering consulting firm Barry-Wehmiller. Established in 2009, BW Forsyth Partners blends Barry-Wehmiller’s unparalleled legacy of value creation and people-centric culture development with keen investing experience to help companies realize their true potential. With a focus limited to areas known well, BW Forsyth Partners seeks to partner with leadership teams to acquire small- to middle-market companies in the capital and component equipment, and professional services sectors. In each of its operating companies, BW Forsyth Partners deploys operational improvements and strategy development without compromising the autonomy, strategic vision and entrepreneurial spirit of their leadership teams. For more information, visit

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