‘Doubling our revenue is the ultimate goal’ - Synaxon duo talk 2025 plans

We caught up with Miguel Rodriguez and Mike Barron to hear about the group’s focus areas, UK strategy and investment priorities

Germany-based solution provider SYNAXON is on a mission to double revenues and become a significant value-added distributor in the UK with new leaders at the helm.

In June Mark Schroeder was promoted to the top job as CEO following the departure of Frank Roebers, while Miguel Rodriguez was promoted to the company’s executive board.

With his added responsibilities for procurement and support, alongside his role as managing director of the SYNAXON Hub in the UK, CRN caught up with Rodriguez and SYNAXON UK MD Mike Barron to find out the group’s plans for the region in 2025.

Laying down his three key priorities as a new member to the SYNAXON board, Rodriguez highlights his aim to strengthen the international business, especially with small MSPs and resellers.

“Our main goal is to enhance the position of small MSPs and resellers in the market. We support them with professional back-office services such as project support and resalable managed services, helping them to be more successful,” he says.

His second focus is on the management of subscription models.

“We are developing a management platform for subscription models for our SYNAXON partners in Germany, particularly for security and network subscription models.

“This enables us to create added value through efficient management of these solutions. We simplify necessary but complex processes to make our offers more competitive and reach new, large target groups for our partners.”

Lastly, continuing to develop SYNAXON’s culture is also on his radar.

“Further developing our great company culture is very important to me. We want to build a work environment that supports social interactions and includes the advantages of working from home. Our culture will adapt to our employees' needs, making sure no one feels alone and that those with families have suitable workspaces or flexible office options.”

Outlining SYNAXON’s business strategy for the UK next year, Rodriguez points to positioning the company as a value partner and not just a distributor through its services.

“Alongside technological solutions like EGIS or our Shop solution, we are enhancing project support and positioning ourselves not just as a distributor but as a true value partner.

“We offer more than just competitive prices; we provide consultancy, technical support, and manage systems, helping our customers focus on new business opportunities. Despite challenging market conditions, we expect a 100 per cent growth in our business in the UK.”

Investing in the UK

Rodriguez explains how SYNAXON’s blueprint differs from its approach to the UK because it adjusts to the local market and current needs.

“In the UK, we openly market our services, unlike in Germany where we have a large, dedicated community. Right now, our service range in the UK is smaller because we concentrate on a few key areas to do really well in them,” he says.

Rodriguez adds that international expansion is a key strategic pillar and a major area of investment for SYNAXON and highlights the top business areas primed for more capital.

“We're putting investments into services and the cloud sector too, since these areas have big growth potential for our partners.

“We really want to highlight our strong and ongoing commitment to investing in the UK business, to make sure everyone knows we're serious about growing our presence there.”

Challenges and 2025 goal

Both Rodriguez and Barron acknowledged the tough market conditions seen in 2024 as arguably the biggest challenge for the SYNAXON business.

“While transactional trading business remains a key pillar, we acknowledge that we operate in a highly competitive market. However, we are confident in the potential within the SMB sector and believe we can continue to grow despite these challenges,” Rodriguez says.

“Even though our Hub business has seen fantastic growth, the market has been fairly flat,” adds Barron.

“However, with AI PC’s, Windows 11, and delayed Covid refreshes, I think there will be growth next year. We have a fantastic team in place and are ideally placed to capitalise on these opportunities.”

However, the duo remain hopeful of doubling growth across various parts of the business next year.

“Doubling our revenue is the ultimate goal and to do that we need the support of our channel partners as well as our vendor partners,” Barron reveals.

“We have fantastic relationships with both; our vendor partners are aware of our plans and are very supportive.”

Rodriguez adds that he’d like to see similar growth across SYNAXON’s customer base.

“Our goal is to at least double our customer base and elevate our status with manufacturers to a higher level, allowing us to provide even more support to our customers in the UK.

“We aim to build a stable, growing structure, and with our current team being the best foundation, our main objective is to become a significant value-added distributor in the UK. As we achieve these goals, further success will follow.”