From the “Nuremberg Funnel” to Individual learning journeys: How the Jungheinrich ACADEMY is rethinking learning
Stacks of paper once filled the table; today, employees navigate learning pathways on the Jungheinrich CAMPUS – supported by virtual reality, AI and an international network of trainers. Thomas Diwan, Director of the Jungheinrich ACADEMY, explains how learning at Jungheinrich has been rethought.
Eighteen years ago, Thomas Diwan – now Director of the Jungheinrich ACADEMY – stood in a training room at Jungheinrich in Norderstedt. On the table: a pile of overhead transparencies. In front of him sat a diverse group, ranging from managing directors to back-office staff. Two blocks of two weeks each, first in Norderstedt, then in Moosburg. Learning followed the principle of the so-called “Nuremberg Funnel”: a lot of content delivered in a short time, regardless of who was in the room.
“At the time, I thought: this is simply how sales training works,” Diwan recalls. “Today, I know that learning can be very different – more precise, lighter and much closer to real-life practice.”
Today, new colleagues at Jungheinrich no longer start with a funnel, but with target-group-specific, needs-based learning units embedded in individual learning journeys on the Jungheinrich CAMPUS – the central learning platform for e-learning, classroom modules, assessments, reporting and translations. Instead of standardised courses, employees receive exactly what they need – when and where it makes sense for them. AI-supported features accompany them in their day-to-day work, while content is available quickly, in multiple languages and with a strong practical focus. The result is a continuous learning flow rather than isolated training events.
“In the past, we distributed knowledge; today, we design pathways that allow people to grow in their everyday work – individually, continuously and globally scalable,” says Thomas Diwan.
In the interview, he talks about the philosophy of the Jungheinrich ACADEMY, its structure and what makes its learning offer truly outstanding.
Thomas, why is education so important at Jungheinrich?
Education empowers people to realise their full potential. It provides orientation in a complex world and enables us to act – whether we are dealing with technological change, new ways of working or personal development. For us as the Jungheinrich ACADEMY, education means even more than that: it is the key to strengthening our employees – for today, for tomorrow and for whatever lies ahead.
Those who learn do not only gain knowledge; they also build self-confidence, motivation and a sense of ownership. That is exactly what an innovative company needs. Ultimately, education ensures that we remain agile, creative and fit for the future as an organisation. True to our motto: Knowledge makes the difference.
What exactly does the Jungheinrich ACADEMY do?
With an international network of currently 340 certified trainers, standardised processes and the CAMPUS learning platform, the Jungheinrich ACADEMY has developed into a centre of excellence for the qualification and development of all employees.
Our focus is on internationalisation, decentralisation and “learning at the speed of business”. The learning portfolio no longer covers only Sales or Customer Service, but also topics such as HR, Engineering and Production, Finance, Sustainability and IT.
What makes the ACADEMY’s offer “outstanding”?
Our goal is clear: we want to ensure that Jungheinrich has the best-trained employees in the industry. In doing so, we not only enable individual growth, but also create a sustainable competitive advantage for the company.
The ACADEMY is the central learning hub for all employees – regardless of business area or region. Our trainers work closely with internal stakeholders to translate specific needs into tailored training solutions. I vividly remember a new sales colleague who, years ago, completed a four-week block course and knew a lot, but struggled to apply it in practice. Today, just weeks after joining, I receive a short message: “I’ve just solved a customer case using the CAMPUS module and the learning agent – and applied it straight away in my next meeting.” In moments like these, it becomes clear that learning has truly moved into the flow of work – close to practice, supportive and at an individual pace.
A recent example of this is our 360SALES programme. In a market that is becoming increasingly demanding due to standardisation, automation and the rise of digital channels, it provides early and targeted development across process, market and solution competence – fully customer‑centred and digital by design. It illustrates how modern learning logic accelerates onboarding and enables new knowledge to be applied more quickly. We are particularly proud of our broad range of digital learning methods, from virtual reality to AI‑supported learning solutions. This approach was recognised in 2026 with the e‑Learning AWARD – for the third year in a row!
The Jungheinrich ACADEMY demonstrates what modern learning looks like today: individual, practice-oriented and internationally connected. It builds the capabilities our employees need to actively shape change – and in doing so, makes a significant contribution to Jungheinrich’s long-term success and to bringing Strategy 2030+ to life.
