Neumann CEO Yasmine Riechers on making Neumann a workflow brand

Yasmine Riechers, CEO of Georg Neumann GmbH since March 2024, discussed her background and the company's direction in an interview published on September 29, 2026. The conversation started at the NAMM Show in January and continued over the following months.

From China to Berlin

Riechers studied international business. Early in her career she helped set up a production plant in China, a project that grew into full operational responsibility and taught her about manufacturing, scaling and supply chains. She joined the Sennheiser Group in 2015 to help build up its Greater China business, starting as director of operations and later becoming country manager. She grew up near Hanover, and her family has long-standing ties to Sennheiser. She moved back to Germany in the early 2020s to lead the group's Corporate Development Office.

She said her years in China taught her to move faster than typical European planning cycles allow and to adapt global strategy to regional needs instead of exporting it unchanged from headquarters.

Nashville and the U.S. market

With Sennheiser USA now based in Nashville, Riechers said the move is meant to bring the company closer to the artists, producers, engineers and studios there. She said Neumann will put more weight on education, partnerships and direct contact with creators and engineers in the U.S.

Hardware, software and immersive audio

Riechers recalled that Neumann developed the first commercially available condenser microphone and that its founder also built cutting lathes, amplifiers and mixing desks. She gave an example of today's workflow: an immersive mix started in a studio with a 7.1.4 KH monitor setup and continued in a hotel room with an MT 48 interface, NDH headphones and the RIME software. She called the Virtual Immersive Studio app for Apple Vision Pro the company's "concept car." Shortly after that app, Neumann reissued the M 50 tube microphone, first introduced in 1951.

Plans for the next decade

For the next five to ten years, Riechers named AoIP, immersive audio, software integration and new creator segments as the main growth areas. Geographically she sees potential in Asia and plans to expand in the U.K. and the U.S. She said her main early success as CEO is a clear end-to-end strategy that positions Neumann as a workflow brand while keeping its engineering roots.