Apollo in the Spotlight: Christoph Helfrich on Logistics, Technology, and Why Relationships Still Matter

Tell us a bit about how your journey began – was it something you always planned, or did it take you by surprise? 

No, this was definitely not planned at all. My father used to work at the airport (though not in logistics), and I have always been fascinated by aircraft and the entire airport environment.

I had the idea of choosing a job somehow related to this world, but the fact that it eventually happened was purely a coincidence. I am even more grateful that I had the opportunity to work for several airlines in the past before starting my own business.

How have you seen technology transform logistics in the past five year, and what are you most excited about the future?

First of all, I’m happy that logistics has gained a different perception over the last 5–6 years. Especially during the pandemic, many people became aware of the true value of logistics and the supply chain.

When it comes to technological transformation, logistics is generally quite reserved toward innovation and can even be considered somewhat old-fashioned. A good example is the long time it took to implement the electronic Air Waybill in the airfreight industry.

In warehouse logistics, technological transformation—particularly automation and robotics—is the most visible. In our day-to-day business, one of the most exciting innovations in recent years has been the introduction of new online booking tools with dynamic live rate levels in airfreight, which are now also emerging in ocean freight.

Do you believe AI will replace certain logistics roles, or simply empower them? Why?

From my perspective, AI will be a major help, as it allows us to simplify things and make processes more efficient.

On the other hand, at least for the customers and partners we serve, logistics will always remain a people-driven business. Standardized processes are well suited for AI, but honestly speaking, a large part of the logistics services we provide fall outside of standard frameworks.

Therefore, from my point of view, AI represents more of an opportunity than a threat to our industry.

If you could change one thing about the logistics industry, what would it be and what impact do you think it would have?

Perhaps the strong price-driven mindset is something I would like to change, although I know this is quite unrealistic.

We see ourselves as a fully service-driven freight forwarder, delivering real value and support to our customers and clients. Our goal is to offer this service package at a price that is in line with the market.

High-class service combined with the lowest price is something that simply cannot coexist.

What do you wish someone had told you before you started in logistics?

That your hair color will turn to grey much sooner than you think 😉

What motivated you to join this network, and has it met your expectations so far?

We are still quite new to the network, so honestly speaking, it is a bit early to comment on met or unmet expectations. What is important for us is not simply joining a network and hoping that connections and business will automatically follow. Making new contacts, connecting, and meeting new people is what truly makes a network valuable to us.

I sincerely look forward to meeting new partners at upcoming network events, as business is still very much built between people. Network coverage is one thing, but building relationships is a completely different story—you need to invest time and energy to make a network truly successful.

If you had to describe this network to a new contact or colleague in one sentence, what would you say?

Very professional, not too big to be just a small fish in the wide ocean, but still big enough to have a great choice of partners with different strengths.

What’s one thing your colleagues would be surprised to learn about you?

Maybe the fact that my school grades weren’t very good when I was a child. But please keep this confidential and don’t tell anyone 😊

Don’t worry—your secret is safe with us. We promise not to tell anyone 😉

Thank you, Christoph, for sharing your insights and experiences with us.