Interview with Sebastian Heise, Managing Director of Sprimag North America
Yannick Schilly: Good morning, Sebastian. How are you today?
Sebastian Heise: I’m doing well, Yannick. It’s good to see you, and I’m looking forward to our discussion today.
Yannick: Before we get started, I notice a colorful picture behind you. Can you tell us more about it?
Sebastian: Absolutely. That artwork is a tribute to one of our former owners in Germany. During a facility remodel, he invited a graffiti artist to cover an entire wall—about 12 meters long and 4 meters tall. When we remodeled the office here in the U.S., we decided to reproduce it as a large poster. It’s a piece of Sprimag’s culture and creativity, connecting our U.S. team with the company’s history in Germany.
Yannick: That’s a great story. Let’s start with you personally. Can you tell our audience a bit about your background and journey to Sprimag?
Sebastian: Sure. I’m from the Stuttgart area of Germany, a region well-known for precision engineering and automotive innovation. I started as an apprentice precision mechanic and machinist and later earned a master’s degree in precision machining. Early on, I gravitated toward automation and custom machinery, spanning industries from automotive components to industrial manufacturing.
In 2001, I joined Sprimag in Kirchheim unter Teck, Germany. The company name was familiar because my father had worked as an industrial photographer for Sprimag’s marketing campaigns in the 1980s and 90s. My initial role at Sprimag involved extended production support for customers adopting in-house coating processes. This role took me to the U.S., where I worked closely with the West Chester, Cincinnati team and built strong relationships that have lasted over the years.
After several years at Sprimag, I gained global experience introducing specialized coating processes at a tier-one automotive supplier, traveling extensively and collaborating with diverse teams. Later, I worked in Boston startups on advanced coating and battery technologies, engaging closely with engineers, PhDs, and chemical material scientists. Throughout this time, I remained in contact with Sprimag, and in April 2025, I assumed the role of Managing Director of Sprimag North America. In this position, I oversee operations and strategic growth initiatives while working closely with Joe Vanden-Eynden, the former Managing Director in Cincinnati, who continues to contribute his expertise in technical sales and project management. This continuity allows us to deliver consistent value to our customers while leveraging decades of collective experience.
Yannick: Congratulations on your new role. Let’s talk about Sprimag as a company.
Sebastian: Sprimag was founded in 1925, originally recognized for a patented automatic spray gun in Germany. This innovation evolved into full OEM equipment, and today Sprimag is a global leader in specialty machines for metal container coatings, including aluminum beverage and aerosol cans. We remain a family-owned company with about 180 employees in Germany, 12 in our U.S. office, and additional service support in Mexico.
Our business spans three core units:
- Packaging machines – internal coatings for aluminum cans and tubes.
- Surface technology – precision coatings for automotive parts, cosmetic containers, medical instruments, and other mass-produced components.
- Service and spare parts – long-term maintenance and support for Sprimag machines globally.
We serve industries including automotive, packaging, aerospace, and medical devices, providing solutions for parts ranging from ballpoint pens to full-size SUV bumpers. What we don’t cover are entire car bodies or large-scale assembly plants, which require separate infrastructure.
Yannick: How does a typical project work with Sprimag?
Sebastian: Usually, a client approaches us knowing their part and coating requirements. From there, we provide a full consultative approach, including:
- Designing the entire process workflow.
- Selecting the right spray guns, nozzles, and pre-treatment equipment.
- Integrating curing solutions, whether thermal or UV.
- Designing the system to fit the client’s facility and throughput requirements.
In cases where the coating is not yet selected, we work closely with leading coating manufacturers to recommend materials and co-develop solutions. Sprimag can manage end-to-end project development, integrating coating engineering, equipment design, and process optimization.
Yannick: And how long do your machines last?
Sebastian: Our machines are built to last decades. It’s not uncommon to find machines we delivered in the 1950s still in operation. Most equipment is designed for 20–30 years of service, with retrofits available for control systems or automation upgrades. This ensures clients can integrate legacy lines into modern MES, ERP, and SCADA systems, extending machine life while maintaining high precision.
Yannick: What trends are you seeing in advanced manufacturing and coating technology?
Sebastian: Industry 4.0 is a major trend, including process monitoring, vision systems, and online thickness measurement. Another emerging area is AI integration—analyzing spray patterns, droplet distribution, and real-time adjustments for optimal performance. Clients also increasingly request upstream and downstream integration to ensure traceability, data collection, and seamless manufacturing execution.
Yannick: What makes Sprimag unique in the market?
Sebastian: There are several differentiators:
- We design, manufacture, and assemble all application technology in-house, including spray guns, nozzles, pumps, and 2K systems.
- We offer customized solutions, even for challenging coatings with high solids or unique particle content.
- We provide full life-cycle support, from initial inquiry to 30-year service and spare parts management.
- We bridge the gap between integrators and coating specialists, offering both expertise in fluid/material science and high-speed automation integration.
Our customers—some partners for decades—value precision, reliability, and the ability to deliver solutions that other companies cannot. Whether it’s automotive brake rotors with complex masking requirements or handling delicate half-shell components, we consistently deliver solutions that meet demanding specifications.
Yannick: Thank you, Sebastian. This has been an insightful discussion, and I’m confident it will inspire manufacturing leaders, engineers, and product designers alike.
Sebastian: Thank you, Yannick. I really enjoyed it and hope to see everyone soon in person.
About Sprimag: Founded in 1925, Sprimag is a global leader in innovative coating systems and spray equipment, trusted by companies across automotive, aerospace, medical, manufacturing, and consumer products industries. With advanced German engineering and a legacy of innovation, Sprimag delivers custom solutions for surface and internal coating applications, from plastic, metal, and glass substrates to liquid, powder, and ceramic coatings. Combining deep application expertise with cutting-edge technology, Sprimag designs systems that enhance efficiency, productivity, and quality while reducing costs—making it the partner of choice for medium- and high-volume production in today’s complex industrial environments.
