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VM Podcast S3E2: for Velo3D the best offense is a good Defense

The new CEO Brad Kreger illustrates his strategy to improve human and machine processes, regain commercial strength and point the company's nose back up

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For this new episode of the VM Podcast, we welcome Brad Kreger, the new CEO at Velo3D, the largest US-based manufacturer of metal powder bed fusion 3D printers. Mr. Kreger joined Velo3D in December 2022 as the Executive Vice President of Operations and was tasked with transforming the company’s processes, consolidating them after a period of rapid – perhaps even too rapid – expansion.

VM Podcast S3E2: for Velo3D the best offense is a good Defense. The new CEO Brad Kreger illustrates his strategy
Brad Kreger, Velo3D CEO

When Benny Buller, the company’s founder, stepped down as CEO late last year (he remains on the Board of Directors), Mr. Kreger stepped up. Today he is here to speak with VoxelMatters about his strategy to turn the company around, reassure investors, and “attack” the next phase of massive AM growth, starting with key Defense applications.

He intends to do this by leveraging the “industrialization” experience he matured working at large companies such as Thermofisher, where his responsibilities included taking startups and young organizations that had been acquired and bringing them through the industrialization curve.

In this VP Podcast episode, we touch upon many different topics, starting with how both human and machine processes were improved, by expanding the quality team, and how new EVP of Sales, Michelle Sidwell, came in to help to set the sights on the right target and regain strength on the commercial front by going after the ideal potential partners.

Kreger hopes that this newfound stability, along with an aggressive commercial strategy, will lead to more sales and a rapid turnaround in the financial analysts’ outlook. The Velo 3D stock is currently trading at an all-time low, but Kreger believes the company is “radically undervalued”.

*The audio content has been edited to add transitions and remove pauses and filler words.

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Davide Sher

Since 2002, Davide has built up extensive experience as a technology journalist, market analyst and consultant for the additive manufacturing industry. Born in Milan, Italy, he spent 12 years in the United States, where he completed his studies at SUNY USB. As a journalist covering the tech and videogame industry for over 10 years, he began covering the AM industry in 2013, first as an international journalist and subsequently as a market analyst, focusing on the additive manufacturing industry and relative vertical markets. In 2016 he co-founded London-based VoxelMatters. Today the company publishes the leading news and insights websites VoxelMatters.com and Replicatore.it, as well as VoxelMatters Directory, the largest global directory of companies in the additive manufacturing industry.

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