Bruno Bouygues, President & CEO of GYS, has transformed the family-owned French industrial group into a global leader in welding, battery service, and collision repair equipment. With over 900 employees across seven countries and distribution in 132 markets, GYS has grown from €4 million to €140 million in revenue under his leadership. Passionate about innovation, international expansion, and building a resilient brand, Bruno shares his journey of steering GYS toward becoming a world-class industrial powerhouse while staying true to its family values.
From Finance to Family Business
We started the interview by asking, “What motivated you to leave a promising career in banking and consulting to join GYS?”
Bruno Bouygues replied, “I always envisioned to be an entrepreneur at a certain point in my career, but I wanted to gain diverse experiences first. After studying engineering at MIT and completing my MBA at INSEAD, I worked in banking and consulting, which gave me a strong foundation in finance and strategy. When my father took over GYS in 1998, the company was modest (less than 5M€ sales)and in difficulties. I quickly decided to join and pursue with him a family entrepreneurial journey. For me, it was about building something sustainable, locally rooted in innovation and global ambition. Joining GYS was not just a professional decision, but also a deeply personal one, an opportunity to combine family values, entrepreneurial drive and a long-term vision. Today, with revenue exceeding €140 million and a presence in 132 countries, I’m proud of how far we’ve come as a team and as a family.”
Defining GYS’s Market Position
How would you describe GYS’s positioning in the global market?
Bruno Bouygues replied, “GYS is a French family-owned industrial group specializing in welding equipment, automotive battery service solutions, and body repair equipment. While the heavy machinery industry is highly competitive, we have carved out a strong position by focusing on advanced technology, reliability, and integration. Our welding machines, for instance, can require up to three million lines of code, which demonstrates the complexity and innovation behind our products. Beyond manufacturing, we also provide integrated software solutions, which sets us apart from many competitors. Although the global machine tool market is valued at around €50 billion and we remain relatively small compared to giants in the sector, our agility and focus on innovation allow us to compete effectively. Our positioning is not just about producing equipment, but about delivering productivity, precision, and traceability for our clients, which include leading names such as Renault, PSA, Tesla, Airbus, and Alstom.”
Innovation as the Core of Growth
Innovation seems central to GYS’s DNA. How do you foster it within the company?
Bruno Bouygues replied, “Innovation is the backbone of GYS. To remain competitive in a global market, we must always stay a step ahead. This is why we reinvest heavily in research and development. At our headquarters in Laval, we are expanding our R&D center with a €3 million investment to increase our engineering team from 90 to 120. We see technology not only as hardware but also as software and data integration. Our products combine mechanical engineering with sophisticated digital platforms that improve performance and traceability for our customers. Internally, we foster a culture of curiosity, continuous learning, and empowerment. Employees are encouraged to experiment, question processes, and propose new ideas. By integrating innovation into our daily operations, from production to customer service, we ensure that our 3,000 machines produced daily deliver both reliability and cutting-edge technology. Innovation, for us, is not a department, it’s a mindset shared across the company.”
Tackling Challenges in a Competitive Industry
What challenges does GYS face in such a competitive industry, and how do you overcome them?
Bruno Bouygues replied, “The heavy machinery and welding equipment market is extremely competitive, with hundreds of competitors outside China and just as many within China. The challenge is not only price competition but also the pace of technological change. To succeed, we focus on differentiation rather than scale. We are not trying to be the cheapest manufacturer; instead, we emphasize quality, advanced features, and long-term value. Another challenge is building international brand recognition. Although we are now distributed in 132 countries, brand visibility and trust take years to establish. To overcome this, we invest in customer relationships, after-sales service, and localized support. We also face the challenge of balancing global growth with maintaining our family-business values. The key is resilience and staying true to our mission: to provide cutting-edge, reliable equipment that empowers industries worldwide. Despite these challenges, we have consistently remained profitable.”
Expanding the Global Footprint
GYS is already present in multiple countries. What is your vision for international expansion?
Bruno Bouygues replied, “Internationalization has been one of our strongest growth drivers, and it will continue to be our focus. Today, we operate in seven countries with major industrial sites in France and China, and we export to 132 countries. Sixty-two percent of our revenue now comes from international markets, proving the strength of our global presence. Looking ahead, we aim to establish a stronger footprint in two critical regions: India and the United States. Both represent immense opportunities due to their scale, industrial demand, and appetite for advanced manufacturing solutions. Our goal in the next decade is to double the company’s size, not just by growing sales but by building deeper partnerships with local industries. International expansion also means adapting to cultural and regulatory differences, which is why we believe in localizing operations while maintaining the innovation and quality standards that define GYS globally.”
Leadership and the Bouygues Legacy
How does carrying the Bouygues family name influence your leadership at GYS?
Bruno Bouygues replied, “While the Bouygues name is well-known in France due to the wider family group, our journey at GYS has been distinct. This company is not connected to the Bouygues conglomerate; it is an independent family business. That said, being a Bouygues does come with a strong entrepreneurial culture and a sense of resilience. Working alongside my father, Nicolas Bouygues, who chairs the Supervisory Board, we have found the right balance between trust and professional objectivity. Carrying the family name means carrying certain values, integrity, perseverance, and long-term thinking. But it also pushes me to ensure that our success at GYS is built on its own merits. Our employees, partners, and customers know us not only for our family legacy but also for the reliability, innovation, and professionalism of our work. Ultimately, leadership is less about a name and more about the results and culture you build.”
The Next Decade for GYS
Lastly we asked, “Looking ahead, where do you see GYS in the next 10 years?”
“In the next decade, our ambition is clear: we want to double the size of GYS while maintaining our profitability and family values. This will be achieved through a combination of geographic expansion, deeper innovation, and stronger partnerships with global industries. Our immediate focus is entering high-potential markets like India and the United States, which will significantly expand our customer base. At the same time, we will continue to invest in R&D, particularly in areas such as digital integration, energy efficiency, and automation, which are increasingly vital for industrial customers. Another priority is strengthening our brand identity globally so that GYS is not only recognized for technical excellence but also trusted as a long-term partner. In 10 years, I envision GYS as a truly global industrial leader, with a reputation for both cutting-edge technology and the human values of a family-owned enterprise.” Bruno Bouygues concluded
Connect with Bruno Bouygues on LinkedIn
For more information visit GYS France
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