Diary of a CEO
Diary of a CEO — Entry #1: Engineering the Perfect Fit
By Raymund Afoakwa, Founder & CEO, Raymund Afoakwa Consulting
Today’s entry begins not in a boardroom or a wind tunnel — but in a bakery.
A proper German breakfast at Der Bäckerei Lerand, to be precise. Strong coffee, fresh bread, and a few moments of calm before what would become a deeply productive day with two of the sharpest minds in performance cycling: Helen Wiehr and Carsten Kaldenhoff, the founders of Hezo Cycling.
For those unfamiliar, Hezo is one of those rare companies that remind you what craftsmanship looks like when fused with technology. They specialise in custom 3D-printed cycling shoes, blending biomechanical precision, sustainability, and pure performance into something that looks as good as it feels. Every shoe is engineered from a rider’s unique foot scan — designed, printed, and finished with German attention to detail that borders on art.
At Raymund Afoakwa Consulting, we’ve been working with Hezo for over two years now — helping to develop and refine not just the product, but the brand. Our role has been to introduce Hezo to pro teams, national federations, and elite athletes, ensuring that their shoes not only reach the right feet but also make a measurable impact on performance.
After a two-hour train ride from Frankfurt to Saarbrücken, I arrived at Hezo HQ, where Helen and Carsten greeted me with their usual quiet precision — the kind that says, we’ve already been thinking about this since sunrise.
We settled in to discuss our 2026 roadmap, mapping out what’s next for Hezo and how we’ll continue to position them at the cutting edge of cycling innovation. The conversation ranged from advanced materials testing and production scaling to athlete partnerships and market entry in Asia and North America.
It’s remarkable how aligned our philosophies are. Where others chase trends, we both chase truth in performance. Whether it’s a track frame, a tyre compound, or a 3D-printed shoe, our shared belief is simple: if it doesn’t exist, we build it — better, lighter, faster.
Our work with Hezo sits at the intersection of engineering and empathy. A rider’s shoe is their connection to the bike — and by perfecting that connection, we can influence power transfer, efficiency, and comfort at the highest level. It’s no coincidence that some of the best riders in the world are quietly switching to Hezo.
As I left the Hezo office this afternoon, I couldn’t help but think about how innovation often hides in plain sight. The world sees the athletes. The medals. The records.
What they don’t see are the breakfasts, the train rides, the conversations in quiet offices — where ideas are turned into prototypes, and prototypes into performance.
And that’s where the real work happens.
Until next time — keep it precise, keep it personal.
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Raymund Afoakwa
Founder & CEO, Raymund Afoakwa Consulting
