Profile: Poul Due Jensen, born in 1971 in Denmark, studied in Aarhus University, Stanford University, IMD and INSEAD. Currently serving as Group President and CEO of Grundfos, Poul led the company’s management team to visit China in November 2024.

In Chinese terms, Poul Due Jensen is a “企三代(the third generation in the family business)”. His grandfather founded Grundfos in Denmark, and his father expanded it into a global pump industry giant. Four years ago, the family’s responsibility passed to Poul.

In mid-November, Poul met with Global People in Shanghai for his first face to face in-depth interview with Chinese media. As expected, he was dressed in a sharp suit, with neatly combed hair, exuding an air of competence and confidence. Yet, he defied some expectations—there was no air of arrogance about him. Entering the room, he casually placed his backpack on the floor and diving into an engaging conversation.

When gifted an issue of Global People, Poul flipped through it, praising it as “wonderful”. Asked about his impressions of China, he immediately responded, “Fantastic!” Near the end of the interview, he excitedly revealed that the next day was special: “Tomorrow is a special day—I’ll be celebrating my 53rd birthday in China!”

On and off camera, Poul was full of energy. His life philosophy is simple: Be true to yourself, no matter the circumstances. “You have to believe in yourself, trust your judgment, and stick to your values. This way, you won’t be bogged down by others’ opinions,” he said.

Twenty-nine years ago, it was this conviction that led Poul’s father to establish Grundfos in China despite skepticism.

“Enter China, as soon as possible”

Poul’s current visit to China included Grundfos’ entire management team. Despite the jet lag, they began an intense schedule, touring Grundfos offices, concept stores in Shanghai, and factories in Changshu and Suzhou, Jiangsu.

Poul (third from left) visited Grundfos China on November 2024.

At the Grundfos China employee meeting on November 19, Poul explained their purpose: “One goal of this trip is to learn from you. Over the past nearly 30 years, China has been an incredibly important market for Grundfos. We want to understand the market changes so we can keep winning here.”

Grundfos’ connection with China began with Poul’s father, Niels.

In the 1990s, Niels received a market research report from Grundfos’ Singapore representative, advocating for Grundfos’ entry into China. At the time, China was an unfamiliar territory for most Danes. When Niels presented the idea to the board, nearly everyone opposed it. But Niels firmly believed that China was an essential part of Grundfos’ globalization journey. He made the decisive call: “We must enter China, as soon as possible.”

In 1995, Grundfos officially entered China, becoming the first European company to establish a factory in Suzhou Industrial Park. Two years later, Poul and Niels visited China together. “During that trip, we mainly explored Shanghai and Beijing. Back then, Chinese people were shy but friendly. My father saw tremendous opportunities—a chance for Grundfos to contribute meaningfully,” Poul recalled.

Poul (left) with his father Niels.

Since then, Grundfos has deeply rooted itself in the Chinese market, participating in landmark projects like the Water Cube, the Bird’s Nest, the National Centre for the Performing Arts, Beijing Daxing International Airport, and Shanghai Disneyland. Many people don’t even realize that Grundfos products are a part of their daily lives—such as the pump that ensures water flows from their showerheads.

With each visit, China has left lasting impressions on Poul. “If there is one word to describe China, it is ‘dynamic’. Every experience felt brand new,” he remarked. Its rich culture contrasts starkly with Denmark’s. “This inspired me to move to Asia. I spent eight years in Singapore, which allowed for frequent trips to China. Once, my kids asked, ‘When will you take us to China?’ I took them to Hong Kong, explored night markets, and sampled street food. It was fantastic.”

Poul enjoys Chinese cuisine—its diversity of flavors excites him. “Visiting different regions to meet clients has allowed me to taste a variety of dishes—spicy, sweet, oily—all wonderfully flavorful,” he shared. Poul enjoys eating with chopsticks, sipping Chinese tea, and occasionally sampling baijiu (a traditional and renowned alcoholic beverage in China). “The flavor of baijiu is truly unique. I can still taste it even two days after drinking! Honestly, there’s little I dislike about Chinese food.”

Every trip to China brings Poul joy. To Poul, China has become part of his life and part of Grundfos’ growth story. “It’s incredible—whether from my father’s stories or my own experiences, China is truly a fascinating place.”

“It’s important to know the world beyond Grundfos”

In September this year, Poul’s father, Niels, passed away—a profoundly challenging time for him. “My father was always my role model, guiding and supporting me through life’s ups and downs.”

As a child, Poul often listened to family discussions about Grundfos at the dinner table. Over time, he absorbed its history: In 1944, his grandfather established a die-casting foundry and machine factory in a basement in Bjerringbro, Denmark. The following year, the company received an order to build a small automatic water supply system for a local farm. However, due to the lack of an electric pump of satisfactory quality, his grandfather decided to develop one himself. This marked the beginning of Grundfos’ story.

In 1977, his grandfather passed away, and his father took over the company. Having trained as a mechanical apprentice and worked as a mechanical engineer, the second-generation leader embarked on Grundfos’ journey of international expansion.

“Though I was too young to grasp all their conversations, I learned a lot about Grundfos’ history and values, shaping who I am today and giving me insight into both the advantages and challenges of working in a family business," Poul said. Although immersed in Grundfos’ culture, Poul’s parents never pressured him to join immediately after graduation. Instead, in 1996, he entered the IT industry, seeking to gain experience outside the family business. “Understanding the world beyond Grundfos was crucial for me. I wanted to learn how other industries and companies operate so I could bring that knowledge back.”

This decision coincided with the IT boom,which piqued his interest. His dedication soon earned him a management role, despite being inexperienced. To compensate, he drew on leadership lessons from captaining his handball team. “Handball taught me that success requires teamwork. Even as a captain, you’re nothing without your team.”

Later, as Grundfos’ CEO, Poul found the role similar to leading a handball team—strategizing, inspiring others, and working collaboratively toward shared goals. “Now, I have an exceptionally strong team, and together, we’re driving Grundfos forward in the best possible way,” he said.

Poul (right) playing handball.

Grundfos has a strong tradition of valuing sports activities. Since 1989, the company has hosted the “Grundfos Olympics” every four years at its headquarter in Denmark. The event fosters team building and strengthens friendships among employees through competition. In May of last year, Poul participated as a member of the handball team and shared on social media before the match: “I must be one of the happiest and proudest CEOs in the world!”

Over the years, sports have greatly benefited Poul. In addition to handball, he enjoys running, skiing, and has recently developed a passion for spinning bike. Even during business trips to China, he makes time to hit the gym for a quick workout before dinner. Back in Denmark, he occasionally goes hunting with his family and their dog. “These activities are not only how I stay fit but also how I keep my mind sharp.”

As the third leader of the family business, Poul takes pride in the achievements of his grandfather and father, but he also acknowledges that the job is far from easy. “I want to earn respect through my efforts and be remembered as Poul, not just as Niels’ son. I will do my best to face every challenge. My goal is to make Grundfos even stronger than when I took over and to create a better world for the future.”

Support free trade, oppose "building walls"

Looking back, Poul has no regrets about his career choices. “If I could live my life over, I’d make the same decisions.” His international work experience gave his family broader perspectives. “My wife and I are Danes. Our daughter was born in Canada, our son in the U.S., and they grew up in Singapore. As a truly global family, we’ve had many opportunities to appreciate different cultures.”

This experience has also made Poul strongly oppose the rise of a backlash against globalization, advocating for free trade rather than “build walls” around themselves. “Building walls harms industrial and human development. People need to talk to each other.” In an interview with Danish media this June, he candidly remarked, “I feel it would be a bit of a double standard if I wanted to compete in China and then not welcome Chinese companies to Europe as well.”

During the interview, the journalist noticed a pin on Poul’s left lapel. His eyes lit up when asked about it. “Thank you for noticing—it’s very important to me,” he said. In 2015, the United Nations announced 17 Sustainable Development Goals (SDGs), and Grundfos places particular emphasis on Goal 6——Clean Water and Sanitation. “The pin I’m wearing today represents Goal 6. Currently, two billion people lack access to safe drinking water. Our goal is to provide clean water to 300 million of them by 2030.”

At the same time, Grundfos is also committed to Goal 13: Climate Action. In March, the company inaugurated its plant located in Changshu, Jiangsu Province, which Poul described as “one of Grundfos’ most sustainable and energy-efficient plants to date”. The plant uses photovoltaic power to meet about 50% of its electricity consumption. A new wastewater recycling system has been built in the plant, which significantly reduces water consumption and pollution. This project also represents Grundfos’ largest overseas single-site investment in the past decade.

Poul remains optimistic about the prospects of the Chinese market. In his view, China leads the world in green transformation and demonstrates the capacity to influence global progress in many other areas. “What strikes me most in China is the speed of action. Since I came to Suzhou for the first time, there was nothing but field. A year later, I returned to find highways, buildings, and much more. Rivers across the country have been cleaned, and the water is now clearer than ever. High-speed trains are sometimes more convenient than flights, and there are so many electric vehicles on the roads.” What impresses him even more is China’s younger generation, becoming more talented, more confident, and always willing to take on critical responsibilities at work.

Today, Grundfos employs about 20,000 people globally, with 1,700 of them based in China. Outside of Denmark, China is home to Grundfos’ largest product research and development center, located in Suzhou. Poul plans to deepen the company’s investment in the region. “Although the growth rate of China's economy is slowing down, I’m confident the market will continue to grow. One day, I hope we’ll have the opportunity to build another factory here.” He trusts his instincts and judgment, as well as the enduring potential of the Chinese market—just as his father once did.

(Intern Zhang Linjia contributed to this story.)