# So You Think It’s “Just A Cable”? Think Again, with WERAP Group CSO Markus Hoffmann (Eric)

- Show: [EMS@C-LEVEL](https://hardwarepodcasts.com/podcast/ems-c-level)
- Published: 2026-03-05
- Length: 9m
- Page: https://hardwarepodcasts.com/podcast/ems-c-level/2026-03-05-so-you-think-its-just-a-cable-think-again-with-werap-group-cso-markus-hoffmann-e

## Summary

Markus Hoffmann, Chief Sales Officer of WERAP Group, explains the company's strategic acquisition of a Lake Constance-based specialist to establish a dedicated aerospace and defense hub. This move integrates high-reliability cabling and box build capabilities, bringing EN 9100, MIL, and NATO certifications under one roof to serve civil avionics and satellite markets. Hoffmann emphasizes that cabling is a design-critical subsystem where precision in crimping and shielding determines mission success, rather than a late-stage commodity. The group plans to deepen its focus on healthcare, defense, and industrial sectors while pursuing turnkey solutions through R&D partnerships in Southeast Europe.

## Chapters

- [0:08](https://hardwarepodcasts.com/podcast/ems-c-level/2026-03-05-so-you-think-its-just-a-cable-think-again-with-werap-group-cso-markus-hoffmann-e#t=8) Introduction: WERAP Group Overview and Lake Constance Acquisition
- [1:03](https://hardwarepodcasts.com/podcast/ems-c-level/2026-03-05-so-you-think-its-just-a-cable-think-again-with-werap-group-cso-markus-hoffmann-e#t=63) The Lake Constance Deal: Timeline, EN 9100 Qualification, and Hub Strategy
- [3:54](https://hardwarepodcasts.com/podcast/ems-c-level/2026-03-05-so-you-think-its-just-a-cable-think-again-with-werap-group-cso-markus-hoffmann-e#t=234) Market Strategy: Synergies, Customer Base, and Single Source Accountability
- [5:15](https://hardwarepodcasts.com/podcast/ems-c-level/2026-03-05-so-you-think-its-just-a-cable-think-again-with-werap-group-cso-markus-hoffmann-e#t=315) The Critical Nature of Cabling in Aerospace and Defense
- [6:40](https://hardwarepodcasts.com/podcast/ems-c-level/2026-03-05-so-you-think-its-just-a-cable-think-again-with-werap-group-cso-markus-hoffmann-e#t=400) Future Growth: Turnkey Vision, R&D Partnerships, and Sector Focus

## Topics

- [Manufacturing partners & offshoring](https://hardwarepodcasts.com/topic/manufacturing-partners)
- [Design for manufacturing & NPI](https://hardwarepodcasts.com/topic/design-for-manufacturing)
- [Certification & compliance](https://hardwarepodcasts.com/topic/certification-and-compliance)
- [Growth, exits & acquisitions](https://hardwarepodcasts.com/topic/growth-exits-and-acquisitions)

## Most relevant to

companies scaling up

## Mentioned

- WERAP Group (company)
- Flex (company)
- WERAP Aerospace and Defense GmbH (company)
- Airbus (company)
- EN 9100 (other)
- MIL standards (other)
- NATO standards (other)

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## Citing this page

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