When the calendar flipped to January, few could have predicted just how transformative 2025 would be for POYNTING. It wasn’t just a year of growth—it was a year of reinvention. From expanding into Europe’s innovation hub to redefining how we think about antenna design, POYNTING embraced change with energy and purpose.
The biggest headline? The launch of POYNTING BV in the Netherlands—a strategic leap that signals our ambition to become a truly global player. This new entity houses two dynamic business units:
To make this vision real, we moved talent across borders. Leon Baard (CFO), Eduard Walker (Head of R&D), Margot Fourie (Operations Manager), and Joseph Pembamoto (Antenna Engineer) packed their bags for the Netherlands. Joining them is Wessel Roosenbrand, a brilliant Dutch engineer fresh from Eindhoven University, whose expertise in radio astronomy antennas adds a new dimension to our team.
Innovation is a tricky business. As companies mature, the gravitational pull of market demands often drags R&D toward incremental tweaks. Necessary? Yes. Exciting? Not always.
That’s why we created a standalone R&D division—a space where adventurous ideas can thrive without being suffocated by short-term market pressures. Inspired by a Harvard Business Review insight, this model ensures creativity stays commercially relevant: the new unit designs products for POYNTING to manufacture and market, earning royalties based on success. It’s a startup mindset within a global brand.
Another strategic pivot was our entry into the OEM market. The industry is moving toward integrated solutions—antennas, routers, electronics working seamlessly together. POYNTING’s reputation for holistic design makes us the perfect partner for OEMs looking to elevate their offerings. We’re not just selling antennas; we’re enabling ecosystems.
Customers often tell us: “Your antennas just work better.” The specs? Similar to competitors. The results? Consistently superior.
Here’s why:
The difference is dramatic. Competitors optimize for specs; we optimize for performance. And the proof? It’s on the racetrack.
At Sweden’s NXT Gen Cup racing event Anders (full name to confirm) tested puck antennas for real-time telemetry on race cars. Every competitor failed—except the POYNTING PUCK. Despite higher gain specs on paper, none matched PUCK’s real-world performance. When cars are flying around a track at 200 km/h, connectivity isn’t a luxury—it’s survival. PUCK delivered.
Europe remains our strongest market, with brand recognition soaring. Against all odds—and despite tariff headwinds—the USA is showing unexpected growth. It’s a testament to the resilience of our products and the trust we’ve built globally.
To steer this momentum, we restructured our leadership for sharper strategic alignment:
Leon Baard
CFO
Shenrea Pillay
Group HR Manager
Tjeerd Huitema
CRO
Dora de Souza
CMO
Stephen Froneman
CEO, POYNTING Antennas
Juan Potgieter
President, POYNTING Inc
Hugo Carvalho
Head of POYNTING Europe
Dr. Andre Fourie
Group CEO
The road ahead is bright. Expect new products, deeper partnerships, and initiatives like POYNTING Academy,
live webinars, and cutting-edge marketing resources to empower our partners and customers.
2025 was the year we set the stage. 2026 will be the year we own it.
Dr Andre Fourie
POYNTING Group CEO
