The participants
The family
Moritz GmbH is a family business with deep roots. It all began in 1946, shortly after World War II, when Hugo Moritz took over an old blacksmith’s workshop in Brückstadt (Germany), north of Frankfurt am Main, and built it into a successful company. After 30 years, he brought his two sons, Hartmut und Horst into the business, initiating the first generational transition. However, tragedy struck when Hartmut was killed in a car accident. Ten years later, Hugo also passed away, leaving Horst—supported by his wife Elsefully in charge of the company. Hartmut’s wife and now widow, Anna Maria Moritz, never worked in the company, but as the heir to 25% of the business property, she is financially secured through the company. Instead, she is actively involved in social and church-related volunteer work. However, her ownership stake gives her a say in key future decisions for the company.
Horst has three children and hopes that one of them will take over the business. He actively supports Heiko in his career, allowing him to work in the company for two years as a mechanical engineer. But things don’t go smoothly—both men are strong-willed, leading to a major falling out, and they have stopped speaking to each other. Horst’s other two children initially pursue different career paths. His relationship with his youngest son, Kevin , is complicated, but could Kevin—a free-spirited guitarist and bon vivant—still be a potential successor? And what about Veronika? Due to her empathetic and socially oriented nature, Horst has never seriously considered her as a potential leader. In fact, the thought has never even crossed his mind.
The workforce
Or would it be wiser to appoint a trusted employee as the new head of the company? If so, two key individuals come to mind - Horst’s most trusted employees, who have worked closely with him for years:
- Ludwig Wonschack , the Commercial Managing Director, has played a crucial role in strengthening sales and financial control. He oversees three employees in administration, three in finance, and one in quality management.
- Manfred Groß , the Technical Managing Director, has been with the company for so long that he feels deeply connected to it. He manages 15 employees in production, three in the warehouse, and five in engineering and design.
After Heiko fell out with his father Horst, Horst gave Groß and Wonschack a 10% stake in the company to further motivate and retain them. Could they be good successors?
But what would a managing director be without his secretary? Frau Ruth Ehlers the only woman in the company, has been the true heart of Moritz GmbH for decades. She is invaluable to Horst, assisting him with everything from day-to-day operations to managing sensitive company matters. She knows all the facts and figures, but also the personal stories of employees. She listens to everyone— because working under Horst’s dominant leadership isn’t always easy. She has known Horst’s children since they were little and worked closely with Else Moritz who managed administrative tasks before Herr Wonschack was hired. Back then, it wasn’t easy for Else to balance family and business, and she was grateful for Ruth’s help—both professionally and personally.
Information on All Key Players
In the interactive family genogram, you can explore each character in detail. By clicking on an individual, you’ll find a short profile introducing their role.
- Need to prepare for your own role? Download your confidential game instructions as a PDF.
- Playing the game digitally? Each character has a virtual background available for online sessions.
Horst Moritz
Heiko Moritz
Veronika Moritz
Kevin Moritz
Horst Moritz (65)
Managing Partner, father and senior
“I am Horst Moritz, the managing partner of Moritz GmbH. I have been leading the company since I took it over from my father in 1993. My company and I are deeply connected—Moritz GmbH is my life’s work, and I take great pride in what I have built through hard work.
Even today, I am the first to arrive at the company every morning and often work late into the night. Unfortunately, due to health reasons, I now have to start planning my succession. This worries me greatly. Who today is still willing to take on such a demanding responsibility with full commitment and has the necessary entrepreneurial skills?
I don’t want everything I have built over decades to be destroyed in the end. After all, the future of 57 employees, their families, and our customers is at stake! The company needs a strong leader who commands authority and always maintains control.”
Else Moritz (63)
Wife of Horst, the Power Behind the Scenes, and Mother
“I am Else Moritz, as you all already know. Originally, I had imagined my life quite differently. After studying acting in Graz, I had already landed a few roles. Then I met my dear Horst. Shortly after our wedding, he took over his father’s company. Of course, it was clear that I would support him. After all, I come from a family of entrepreneurs myself. So, I gave up my own career and stood by his side, helping him wherever I could. I took over bookkeeping and human resources, but beyond that, we have always discussed all major decisions together.
I am my husband’s advisor. When it comes to important matters, we talk about everything. This way, I can continue to support him to this day.”
Anna-Maria Moritz
Partner, Widow of Hartmut
"I am Anna-Maria Moritz and also a shareholder of Moritz GmbH. I was married to Horst’s brother, Hartmut, whom I unfortunately lost far too soon. It’s tragic that Hartmut passed away so early. Otherwise, he would be here today and could have certainly supported Horst well as a co-managing director.
Life has not been kind to me! I don’t have any children of my own, and I don’t have a particularly good relationship with the three chaotic children of my brother-in-law. It’s not easy having to do everything alone.
It pains me to see how many conflicts there is within the family. This wasn’t the case in the past. Back then, everyone stuck together and supported each other! Instead of dealing with these arguments, I prefer to focus on more important things. I am actively involved in social work and very engaged in the church.”
Heiko Moritz
Diploma Engineer, Oldest Son
“My name is Heiko Moritz, and I am 32 years old. My two siblings and I practically grew up with my father’s company. He always emphasized that we were free to choose our own careers, but it was clear that he hoped for a family succession. We often spent time at the company, even on Sundays, when new machines were purchased. Our father would proudly show us the latest technical advancements. Being the eldest, I was the most involved.
After training as a toolmaker, I worked in the company for two years, so I know the employees and processes very well. Unfortunately, my father was never open to new ideas. A company has to evolve with the times, after all. I would have taken on an independent area of responsibility to steer the company in a new direction, but he didn’t trust me with that. That’s why it was better for both of us that I left.
Afterward, I studied engineering and now work as a manager in a large mechanical engineering company.”
Veronika Moritz (30)
Industrial Designer, MBA, Only Daughter
“My name is Veronika, and I am the middle of the three children. Since I was not as involved in my father’s company as my brother Heiko, I initially pursued my own path. I spent a year in Canada as an au pair and then successfully studied industrial design. After my studies, I started working as a designer at a startup. However, I quickly realized that the work environment was too ‘elitist’ and lacked creativity. As a result, I transitioned into marketing and completed an MBA program alongside my job. I now lead the marketing department of a larger mid-sized company, where I primarily manage key accounts.
Now, after my father’s heart attack, I am ready to join the family business. I see it as our responsibility as his children to support both our father and the company.”
Kevin Moritz (25)
Student, second son
“Hello everyone, yes, I’m Kevin, and I’ve also worked in our company. However, unlike Heiko, I don’t plan on fully joining in just yet. My ideas about company management and collaboration might be a bit different. This rigid hierarchical thinking isn’t really my style. As you know, I’m a musician, and in a band, it’s all about collaboration. Not everyone has to be the best, but everyone has to contribute something. I’d do everything differently here. Well, just throwing that out there.
So, my passion is music. I’m studying piano and guitar. Life also needs a bit of aesthetics and art; otherwise, it has no value. Music gets you into the right flow. Of course, I do other things as well. I’m really good at motorsport, even though I might not look like it. But I know my stuff. So, if you ever want to know something about cars…”
Ludwig Wonschack (42)
Commercial manager
“Yes, as already mentioned, Manfred Groß and I, together with Horst Moritz, form the executive management team. As the commercial director, I am responsible for the company’s finances. Our collaboration works very well, and important decisions are usually made unanimously. The employees accept us. Originally, I trained as a technical draftsman. I previously worked in sales until Horst recruited me at a trade fair.
My business administration knowledge comes from hands-on experience. Initially, my task was to bring order and structure to the rather makeshift accounting and commercial operations of the company. Over time, my responsibilities have expanded significantly—I now handle everything except production and customer service. However, as a former sales professional, I would like to become more involved in this area as well. Horst cannot continue managing so many customers on his own.”
Manfred Groß (55)
Technical manager
“Hello, my name is Manfred Groß, and I am the operations manager at Moritz GmbH. I originally learned the blacksmithing trade under Horst’s father, which makes me the longest-serving employee here. This company is my life—I quite literally know every screw and understand the production process better than anyone. My colleague Ludwig Wonschack and I support Horst Moritz in managing the business. Our collaboration works well; we are a well-coordinated leadership team, and everyone has their role. But when it comes to production, no one can tell me what to do—that’s my domain. We discuss all important matters with Horst Moritz. Over the years, our relationship has grown beyond just business; we have known each other for a long time.
If Horst is ever unavailable, we can easily continue day-to-day operations in his best interest. The employees respect us, ensuring that everything runs smoothly. When things get hectic, I am good at staying calm—that comes with experience. I hope we can work together to find strong solutions for the future of this company.”
Ruth Ehlers (63)
Office management
“My name is Ruth Ehlers. I am the office manager at Moritz GmbH, and at this point, I’m practically part of the furniture. I’ve been with the company for almost 40 years now. I was here when Horst took over the business from his father.
We’ve been through so much together. We were always like one big family. The summer parties were the best—when all the employees came together with their families. That sense of togetherness was truly something special.
Horst and I used to start early in the morning and work late into the evening. My son often had to come to my office after school to do his homework. He always enjoyed playing with the Moritz children. But now… they want nothing to do with us anymore.
I had actually planned to retire at 60. I’m only still here for Horst’s sake. But in two years, I really have to be done.”
Anita Ripolizc
Consultant at Moritz GmbH, moderator
"Welcome, dear Moritz family and dear employees of Moritz GmbH!
My name is Anita Ripolizc, and I am pleased that you have all taken the time to be here today. Horst Moritz has brought me in as a moderator for your succession planning conferences. I have been advising Moritz GmbH for years and am therefore well acquainted with the company. I am happy to support you now in planning Mr. Moritz’s succession. Moritz GmbH and a smooth transition are personally very important to me.
Since I do not know all of you yet, I would like to ask you to briefly introduce yourselves in this round. Please tell me how you are connected to Horst Moritz and Moritz GmbH and what you consider important for the company’s succession."
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