Business · Companies · 4 hrs ago
Ajambow founders face criticism over valuation on German TV show
Susan Schmidt and Simon Werner, founders of the fitness start-up Ajambow near Leipzig, presented their business on the German TV show “Die Höhle der Löwen.”
Ajambow sells a water-filled, wave-shaped exercise stick designed to strengthen deep muscles through choreographed workouts.
The investors enjoyed trying a short workout, but objected to the founders’ proposed deal: €300,000 for a 10% stake, which valued the company at €3 million.
They rejected the offer, and the founders said they had not explained their plan to build an international holding company clearly enough.
Ajambow says it has sold more than 1,500 devices and works with 30 studios.
It has developed products including ropes and balance boards, and its water-based courses have been certified by health insurers.
The company is now putting more effort into trade fairs and business customers while continuing to sell online to individual customers.
Ajambow founders Susan Schmidt and Simon Werner faced criticism from investors on the German TV show “Die Höhle der Löwen” over their company’s valuation.
The founders sought €300,000 for a 10% stake, implying a company valuation of €3 million.
The investors rejected the offer, saying they considered the valuation too high.
Ajambow sells fitness equipment designed to strengthen deep muscles and has sold more than 1,500 devices.
The company works with 30 studios and is focusing more on trade fairs and business customers.
- Who
- Ajambow founders Susan Schmidt and Simon Werner, and the investors on “Die Höhle der Löwen.
- What
- The investors criticised Ajambow’s €3 million valuation and rejected the founders’ offer of 10% equity for €300,000.
- When
- The pitch was recorded in May; the article was published on 12 October 2026.
- Where
- On the German TV show “Die Höhle der Löwen.” The founders are from Borsdorf near Leipzig.
- Why
- The investors considered the company’s valuation too high. The founders said they wanted to build an international holding company with an investor.
Ajambow founders
Die Höhle der Löwen” investors
Company valuation
Ajambow founders
The founders sought €300,000 for 10% of the company.
Die Höhle der Löwen” investors
The investors criticised the implied €3 million valuation as too high.
Business plan
Ajambow founders
The founders wanted to build an international holding company with an investor.
Die Höhle der Löwen” investors
The investors rejected the offer; the article says the founders did not explain their plan sufficiently on the show.
The pitch was recorded for “Die Höhle der Löwen.
The founders’ offer was rejected after investors criticised the valuation.
WirtschaftsWoche published its interview with the founders.
- Founders
- Susan Schmidt and Simon Werner
- Offer
- €300,000 for 10% equity
- Implied valuation
- €3 million
- Sales
- More than 1,500 devices
- Studio partners
- 30
- Headquarters location
- Borsdorf near Leipzig
What people are saying
Ajambo means rebirth in Swahili.
Sources
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