By Katie Rose
In this interview with Katie Rose, Lina Elsner, Managing Director of Elsner Elektronik GmbH shares how passion for technology begins when people feel they can make a difference.
KNXtoday: In 2023, you took over the management of your family business, Elsner Elektronik, with your brother, Bastien Elsner, and mother, Jutta Elsner, after your father, Thomas Elsner, retired. How have you managed the succession process and how do you maintain work-life balance whilst working with family?
LE: Taking over the family business was both an emotional and strategic journey. Our transition was carefully prepared over several years, ensuring that each step was guided by experience, trust, and shared vision. We defined clear areas of responsibility early on: Bastien leads product development, I focus on HR, finance, and organisational development, and our mother Jutta maintains a vital link with the company’s roots.
Working with family requires balancing closeness with professionalism, but with open communication and mutual respect, it works well. To maintain life-work balance, I recharge by spending time outdoors, with family, and with our two feel-good managers: our dogs, Benno and Bruno.
KNXtoday: According to the German Bank KfW, currently, 231,000 small and medium-sized German enterprises (SMEs) owners are contemplating closure as they cannot find a successor. What advice would you give to both owners and successors?
LE: For company owners, I would say: start early. Succession planning takes time, honesty, and trust. Share your knowledge, delegate responsibility gradually, and let successors grow into leadership.
For successors, my advice is: step into your role with courage and respect. Honour what has been built, but also bring your own ideas and vision to the table. A successful transition combines tradition and innovation.
KNXtoday: Tell us about your vision to create ‘Buildings with a Brain’ with KNX.
LE: Our vision is simple yet powerful: we make buildings think. With KNX as an open standard, our products allow homes and workplaces to communicate, learn, and respond intelligently. We want to create living spaces that are energy-efficient, safe, and comfortable – connecting technology and people in a sustainable way. This vision is expressed through our mission to make buildings smarter and life easier.
KNXtoday: You pushed for Elsner to achieve the Environmental Management System ISO 14001 certification and have promoted the recycling of crown caps to make wheelchairs for children with disabilities. What other changes have you implemented to increase the company’s sustainability and what further developments are you working towards?
LE: Sustainability is not a project for us – it is part of our culture. Beyond the ISO 14001 certification, we have introduced solar energy for our production site, reduced packaging waste, and optimised logistics to minimise emissions. We also work closely with local suppliers to continuously improve product longevity and repairability. Looking ahead, we want to advance our circular economy and engage our team in environmental initiatives. Every small action counts when you multiply it by 60 employees who want to make a difference.
KNXtoday: What do you feel are the potential benefits of Women in KNX?
LE: Visibility and connection matter. Women in KNX is a platform where women in the smart building industry can support, inspire, and learn from one another. I believe in its mission to strengthen diversity and to show that leadership and technical excellence are not defined by gender.
KNXtoday: What gender stereotypes do you feel still exist in the industry and how do you feel these can be challenged and addressed?
LE: Technology is still often seen as a male domain, but this mindset is changing. The best way to challenge stereotypes is through example – by showing competence, confidence, and collaboration. We need more role models, mentorship programs, and inclusive education to make technology attractive and accessible for everyone, especially young women.
KNXtoday: What key lessons have you learned as a woman in leadership and what would your advice be to aspiring female leaders?
LE: Authenticity and empathy are not weaknesses – they are strengths. I have learned that good leadership means listening, communicating clearly, and staying true to your values, even in difficult moments.
My advice to women is: believe in your abilities, ask for opportunities, and build a supportive network. Don’t try to fit into outdated moulds; shape your own leadership style.
KNXtoday: As KNX celebrates its 35th anniversary and looks to the future, what do you feel is needed to engage and encourage the younger generation, particularly women?
LE: 2025 is a special year: both KNX and Elsner Elektronik are celebrating their 35th anniversary. Both milestones reflect innovation, perseverance, and partnership. To inspire the next generation, we must show that building automation combines technology with purpose – sustainability, comfort, and well-being. At Elsner, we invest in apprenticeships across four professions and give young people space to develop their ideas. Passion for technology begins when people feel they can make a difference.
KNXtoday: Tell us about your feel-good managers Benno and Bruno
LE: Benno and Bruno are our office dogs and bring joy to everyone at Elsner. They remind us to take breaks, move, and smile – a small but powerful contribution to workplace well-being. Their presence shows that even in a tech company, a bit of warmth and humour are essential for a positive culture.
KNXtoday: Is there anything else you’d like to add?
LE: I’m proud to lead a company that combines innovation with responsibility. With teamwork, creativity, and warm heartedness, we will continue making smart buildings and life easier for the next 35 years and beyond.
KNXtoday: How can people connect with you?
Website: www.elsner-elektronik.de
LinkedIn: www.linkedin.com/in/lina-elsner
Lina Elsner is the Managing Director at Elsner Elektronik GmbH, a family-owned company developing intelligent building automation solutions based on open standards such as KNX, focusing on sustainability, quality, and user comfort.
