Mads Bo Jensen, since April 2025, you have been Product and Sustainability Manager for Scandinavia. What are your main responsibilities?

For my first six months here, my main work has taken place in Denmark. Much of it has focused on ensuring that our products meet both high quality and sustainability standards. My role involves making sure that our solutions across Scandinavia comply with local regulations, contribute to sustainability targets, and continuously improve in terms of environmental performance. We have also introduced a new product, for which I have been answering many technical and sustainability-related questions. In addition, I am preparing an internal training course to strengthen the knowledge of my colleagues, who have no technical background, in product management and sustainability.

What specific considerations are there for the Danish market?

In Denmark, we mainly supply materials for single-family houses, which account for about 50 to 60 percent of all homes. Wall elements, 100 mm in width, are very common here. There are strict requirements to reduce the carbon footprint of these walls, and the work on developing a lighter version began several years ago. This brings additional challenges, such as ensuring fire resistance and durability. There is no one-size-fits-all solution; in some cases, this requires close cooperation with Xella's product management department which is always ready to help, the plants where the material is produced, our technology & research center, as well as careful alignment with new and often complex regulations. 

Is there already a success story?

One of the first projects I became involved in focuses on circularity - finding ways to reuse and recycle material residues from our building sites. Seeing that materials once destined for landfill can be reused in new ways is personally very rewarding. 
Mads, you joined Xella, seeking to align your work with your interest in sustainability. What does that mean to you? 
I have lived in the countryside for many years and have seen firsthand how climate change affects us here in Northern Europe. That experience strengthened my desire to contribute to more sustainable solutions through my work. Professionally, I have already taken steps in that direction: in 2022, I worked for CRH, one of the world’s largest precast concrete manufacturers. While concrete remains essential in construction, its high CO₂ emissions made me realize that I wanted to focus on more sustainable materials. Later, I joined LEGO, where I managed various renovation and facility projects - and gained valuable insights into how large companies approach sustainability in practice.

So why did you leave LEGO?

I really value my time at LEGO; it gave me deep insights into how a global company approaches sustainability. At the same time, I realized that I wanted to be closer to the product and to the environmental impact of what I do every day. That understanding led me to Xella.

What is your educational background?

My career started with hands-on experience as a carpenter, followed by a Bachelor’s degree in Construction Management. I’ve always been driven by the question of how we can build smarter - reducing CO₂ emissions while keeping structures efficient, strong, and cost-effective. That’s where my passion for sustainability began. 

What do you do for relaxation?

I enjoy the flexibility to organize my work independently. I train almost every day, whether lifting weights or go running in the hilly terrain around Vejle, where the Danish headquarters is located. My family, four children, my wife, and our dog, are a big part of how I recharge. 
I would also describe myself as a geek. In my free time, I paint miniature figurines, and I used to sell them when I was younger. It’s my way of switching off, and I hope to share it with students through a small painting class, through the local youth network, which I will give some time in 2026. It's been very important for my own mental health and I want to pass that forward.