Karl Müller junior and Claudio Minder, Co-CEOs and Founders of the kybun Joya Group, have revolutionized the health shoe market by making pain-free walking a reality. Their leadership and innovative approach have positioned them among the Top 10 CEOs reshaping healthcare in 2024. With the mission to improve mobility and well-being, their brands, kybun, and Joya, have transformed lives worldwide, creating lasting value for customers and employees alike. In an exclusive interview with CIO Views, Karl and Claudio share some inventive and inspiring thoughts creating a positive impact on the healthcare industry.
CIO Views: As the Founder of kybun Joya, you’ve had a remarkable journey to the top of the healthcare industry. How do you personally define success, and what makes it important to you?
Karl Müller: For me, success is about ongoing progress—constantly improving and evolving. It’s not defined by quick wins or impressive numbers. What seems like success today can quickly become irrelevant if you’re not moving forward. Markets shift, competitors emerge, and brands that fail to innovate get left behind. If we can create lasting value and impact while continuing to make progress, that’s even better. And most importantly, it’s about enjoying the journey as we go.
CIO Views: Can you briefly describe how your work at kybun Joya contributes to improving the healthcare industry?
Claudio Minder: At kybun Joya, our mission is simple yet powerful: to ensure that people can move pain-free for a lifetime. We’ve designed our shoes to address a fundamental human need—comfortable and unrestricted mobility. Studies show the positive effects of our shoes, and many customers report becoming completely pain-free thanks to kybun and Joya.
Our customers often become advocates for our brand because they experience the life-changing benefits firsthand. Additionally, we’re proud to allow our employees to make a real impact in people’s lives every day. That sense of purpose is what drives us and keeps us striving to innovate and reach more people around the world. This isn’t just about selling.
CIO Views: Tell us more about kybun Joya and its services. What laid the foundation for the company?
Karl Müller: My father, Karl senior, laid the foundation for our company in 1996 with the revolutionary invention of the MBT (Masai Barefoot Technology), a shoe designed to improve posture and alleviate pain. His journey started in South Korea, where he lived from 1977 to 1989. He personally suffered from Achilles and knee pain, and while walking barefoot in the rice fields, he found relief. This experience inspired him to create shoes that could replicate that natural, pain-free movement for others.
After selling MBT in 2006, he wasn’t finished with his mission—he founded kybun in 2009 and launched an automated footwear production facility in Switzerland to continue improving people’s mobility and well-being. In 2008, Claudio and I co-founded Joya, and by 2022, we merged both health shoe brands into the kybun Joya Group, combining our strengths to keep this mission alive and growing.
Claudio Minder: Today, we’re proud to have over 200 employees, with 100 of them based in Switzerland, and our products are available at 1,200 points of sale in 40 countries. Karl’s father’s groundbreaking innovation continues to shape what we do today. But we’re not just building on the past—we’re constantly innovating to create better solutions for our customers.
Our goal remains the same: to improve people’s mobility and quality of life. Together, we’ve taken that vision to new heights, combining the traditions of health innovation with forward-thinking technology, and expanding our reach to help people around the world live pain-free.
CIO Views: How do you ensure a culture of integrity and innovation in your work and your team?
Claudio Minder: We encourage our team to take responsibility. Rather than simply fostering creativity, we collaborate with our team to find ways to simplify processes, making it easy for both our partners and customers to work with us. This focus on practical improvements empowers our team to take ownership and lead meaningful changes that benefit everyone. By fostering transparency and accountability in everything we do, we create an environment where trust is earned, and innovation can thrive through clear and open collaboration.
Karl Müller: Recently, a team member pointed out that my way of acting with conviction in meetings can come across as overly self-confident—something I hadn’t noticed for years. As the founder, I need to believe in our vision the strongest. However, I realize this can make employees feel like their input isn’t needed or that they can’t challenge my ideas, which stifles dialogue. That’s why I remind the team not to mistake my confidence for knowing everything. They are the experts, and I rely on their insights to make the best decisions. By creating this openness, we allow space for real contributions that drive our success.
CIO Views: Can you briefly describe how you manage day-to-day operations at kybun Joya and how your leadership influences the company’s direction?
Claudio Minder: At kybun Joya, we’ve developed a management approach we call the Joya way, designed to fit our strengths and weaknesses as CEOs. Our operational team, led by our COO, ensures that day-to-day business runs smoothly and handles the recurring cycles of our seasonally-driven industry.
Every six months, with the change of seasons, our processes reset, requiring precision and coordination across production, distribution, and retail. Of course, we often challenge the team with new ideas, which can disrupt the flow. To keep things lighthearted, we gave them water pistols—they can sprinkle us when we bring unplanned tasks. It’s a fun way to maintain balance while ensuring the focus on operational efficiency is respected.
Karl Müller: Claudio and I devote much of our time to creating and sharing stories that bring our brand’s mission to life. Every week, we spotlight customer success stories, celebrate new store openings—like the one in Baghdad, Iraq—or highlight initiatives such as donating shoes to the homeless.
These stories are how we connect with our customers and demonstrate the real-world impact of our work. While the operational team ensures smooth business operations, our leadership is centered around inspiring the team, seeking new opportunities, and keeping creativity and innovation at the heart of our efforts.
CIO Views: What were the roadblocks that taught you valuable lessons in your professional journey?
Claudio Minder: What I’ve realized over time is that waiting for the perfect moment is often a trap. Many entrepreneurs spend too long refining their plans, but true progress happens once you take that first step. The ability to adapt along the way is what really matters. In business, movement is crucial—you can adjust your course as you go.
Flexibility is especially vital in fast-evolving markets. We’ve faced challenges in introducing health shoes to markets unfamiliar with the concept, but by educating consumers and building strong connections with orthopedists and specialist shoe stores, we’ve been able to bridge that gap and grow.
Karl Müller: One of the most important lessons I’ve learned is that roadblocks are not the end—they’re just part of the journey. In 2011, after making some wrong decisions, our business was struggling financially, and we were close to giving up. Then, a customer visited our office and shared how our shoes had transformed her life. That moment reminded us why we do what we do and gave us the push to keep going.
Before becoming an entrepreneur, I used to give up when things got tough. But this journey has taught me that there’s always another way forward. Success doesn’t come from finding the perfect path—it comes from being willing to adjust and take new routes when needed. Knowing that things are meant to be and feeling blessed helps me see challenges as opportunities to grow. In the end, perseverance is what keeps us moving. It’s about learning, adapting, and trusting that the next step will reveal itself.
CIO Views: What do you regard as your greatest achievement as a transformational leader within this industry with years of experience?
Claudio Minder: Our greatest achievement in recent years has been transforming our business by launching our own global health franchise network. In 2020, we saw the rapid disappearance of specialist stores that provided comfort and orthopedic shoes, which posed a serious risk to personalized health advice for our customers. At the same time, the pandemic was shutting down businesses everywhere, making the future of accessible health products uncertain.
Rather than depending solely on external partners, we made the bold choice to launch nearly 100 kybun Joya stores worldwide. This strategic move has kept us closely connected to our customers while continuing to collaborate with our partners. The franchise model didn’t just safeguard our brand—it allowed us to expand beyond footwear into a full well-being approach, including ergonomic standing mats and sitting cushions.
We’ve learned that having the courage to take risks and adapt quickly drives long-term success. Expanding during the pandemic was essential to fulfilling our mission: ensuring that a lifetime of pain-free walking is possible. This vision is what truly drives us forward.
Karl Müller: What I’m most proud of is that we’ve turned customers who buy our shoes into true ambassadors, fans, and believers in the brand. We’ve delivered 100 percent on the promise we made to them, and that’s been key to our success.
CIO Views: Share with us your views on making an influential impact on the next generation and how you wish to do so.
Karl Müller: I believe my greatest impact on the next generation will come from building a company that lasts, one that makes Switzerland known globally for health innovation. Our family business is not just about shoes—it’s about keeping people mobile and pain-free for life, and that’s a mission I want to continue for decades to come.
I need to show the next generation that creating a business with lasting value requires a long-term vision, the courage to take risks, and the flexibility to adapt when things don’t go as planned. I’m also open to seeing new entrepreneurs emerge from our network—people with even bigger ideas than mine. If what we’ve built can inspire others to push boundaries and create something new, that’s a legacy I would be proud of.
CIO Views: What are your personal goals, and how would you describe yourself in one word?
Claudio Minder: My personal goals are to continue growing both professionally and privately. Professionally, I aim to keep leading kybun Joya to success and expanding our market presence. Privately, I place great value on balancing work with family and hobbies. One word that describes me is “committed”—I pursue my goals with great focus and dedication.
Karl Müller: I would describe myself as a trailblazer. My personal goal is to push boundaries and challenge the status quo in everything I do. I aim to lead by example, not just within my company but also as an inspiration to the next generation of leaders. I believe in carving new paths, taking calculated risks, and staying true to my vision, even when it goes against conventional thinking.
CIO Views: How do you stay abreast with the growing competition in the industry?
Karl Müller: Competitors are essential—they push us to be at our best and often inspire new ideas. But competition mustn’t distract us from our vision or lead us off track. When competitors move into areas outside our strategy, we remain focused on our own path. I admire those with their own clear vision, but less so those who simply imitate. Imitators might see quick success, but without a deep focus on customer needs, it doesn’t last.
Innovation, like our ForeverFoam technology—which is 300 percent more durable than competing materials—sets us apart. We don’t chase competitors; we focus on delivering lasting value to our customers. By staying true to our mission and embracing innovation, we’re not just keeping up—we’re leading the industry.
CIO Views: Walk us through your regular day at work.
Claudio Minder: My day kicks off early—usually around 5:30 AM—with a run. Physical activity is essential for me, not just for staying fit but also for keeping my mind sharp. After that, I dive straight into work, starting with emails and setting priorities for the day. Much of my focus is on strategic decisions and exploring new business opportunities that align with our vision.
A big part of my routine involves staying in close communication with our partners and employees, particularly those at the HQ. This ensures we’re all aligned on our long-term goals and that we continue to grow and strengthen the brand together.
CIO Views: How do you maintain a balance in your personal and professional life?
Karl Müller: For me, it’s not about finding a balance between work and life—it’s about staying well-rested and physically fit. I’m deeply passionate about what I do and see my work as a life mission, especially in this phase where I’m driving the company forward. Of course, I need moments to recharge and find balance, but that doesn’t mean stepping away from my passion.
I start my day early with meditation and reflection to clear my mind and set my intentions. And when I really need to reset, I take a few days off to be alone, giving myself the space to gain new perspectives and refresh mentally. It’s less about escaping work and more about staying in the right mindset to lead effectively.
CIO Views: What is your message to aspiring leaders in healthcare?
Claudio Minder: My message to aspiring leaders in healthcare is simple: always put the well-being of your customers at the center of everything you do. Stay informed about the latest developments in medicine and technology, as innovation can transform lives. Lead with empathy, communicate clearly, and stay true to your vision—even if others doubt you. Finally, commit to integrity and responsibility—these values are the foundation of trust and the key to long-term success.
Conclusion
Through visionary leadership, Karl Müller and Claudio Minder have built kybun Joya into a global leader in health shoes, focusing on mobility and comfort. Inspired by Karl’s father’s groundbreaking Masai Barefoot Technology, they continue to innovate, expanding their mission to keep people walking pain-free for life. Their commitment to integrity, innovation, and customer well-being has driven the company’s success, creating a lasting impact in healthcare while inspiring the next generation of leaders.
