From Fixtures to Software

In this Industry Dialogue, MAD Elevator’s president talks about the evolution and future of the company.

During the National Association of Elevator Contractors’ 2023 Convention & Exposition in Reno, Nevada, in September, your author (KW) had the opportunity to engage in a candid discussion with Steve Reich-Rohrwig (SRR), president of MAD Elevator Inc. The conversation covered a wide spectrum, including the company’s perspectives on elevator design, technological advancements and the broader landscape of the industry. Mississauga, Canada-headquartered MAD got its start in fixtures, and is now exploring the potential of Internet of Things (IoT) technology and even how technology can take fixtures to the next level. 

KW: Thank you for taking the time to chat, and congratulations on your recent Ellies win for best software.

SRR: Thank you. The recognition never loses its charm. It’s always an honor to be acknowledged by the industry.

KW: Let’s delve right into that. From starting as an elevator fixtures company, MAD is now winning Ellies for best software. How did that transformation occur?

SRR: It’s been a remarkable journey. MAD began in 2005 as MAD Elevator Fixtures Inc., completely dedicated to designing and manufacturing elevator fixtures. We purchased components, cut metal and assembled panels. By 2016, we officially rebranded to MAD Elevator Inc. Fast forward to today: We’re immersed in interiors, shells, communication equipment, digital signage and even venturing into the IoT space for elevator performance management. 

KW: Was this diversification part of a strategic plan, or did circumstances guide your path?

SRR: Honestly, long-term planning is not something we excel at. As we grew, we recognized opportunities in adjacent spaces, responded to internal needs, and sometimes, it was just easier to manage processes in-house. A pivotal moment was in 2010, when we formed a strategic partnership with Touch-To-Go Technologies, known for its elevator touchscreen product. This collaboration not only enhanced our hardware and software capabilities, but also introduced the concept of customizing the passenger experience through software. It opened a door to experimentation.

KW: How do you determine the direction for new product features or offerings?

SRR: Passion. We just need one person to feel passionate about an idea to drive it far enough to prove it out. We can come up with an idea, assign tasks and manage timelines, but some of our most successful ventures stemmed from an individual’s passion. If they’re committed, we ensure they have the resources and bandwidth. If an idea lacks clear benefits for customers or if it’s way off the mark, we’ll steer away. Otherwise, we believe in giving it a shot.

KW: Any standout examples you’d like to mention?

SRR: Recently, our F1 cab shell has received a lot of attention. After a series of quality issues with previous batches, I was skeptical about exploring shells further. But one individual’s persistence changed that. Within nine months, we developed a shell with swift installation and automated engineering, resulting in positive feedback from customers.

KW: Was the F1 cab shell a highlight at the trade show?

SRR: There was considerable interest, yes. But what caught many by surprise was the enthusiasm for our elevator interior video wall.

KW: Is this a new product from MAD?

SRR: Actually, it’s an old product. It was displayed for a few years with little interest. What sets ours apart now is its interactivity. Because of our fixture roots and the project-specific interactive graphics we do for our touchscreens, our system doesn’t just play videos. It integrates with controllers to provide real-time interactions based on elevator activities.

KW: Do you foresee this as MAD’s next breakthrough?

SRR: While it’s a standout product, I believe it might remain niche for high-end clientele, rather than becoming mainstream.

KW: So, any predictions for MAD or the elevator industry’s future?

SRR: I wish I had something insightful to say. We remain focused, listen to our customers and seize opportunities as they come. The surge in IoT performance monitoring, marked by our own MosaicONE Insights, indicates potential. The specifics, however, remain to be seen.