# SCHUPP ## Facts | | | |---|---| | Founded | 1934 | | Origin | Germany | | Headquarters | Dornstetten | | Status | Active | | Manufacturing | Germany, Glattal (Dornstetten), Baden-Württemberg, Wittendorf (Loßburg), Baden-Württemberg | | Distribution | Salon & professional | | Website | https://www.schupp.shop/de/ | SCHUPP is a German family company based in Dornstetten, in the Black Forest region of Baden-Württemberg, that makes and sells products for physiotherapy, rehabilitation, fitness and wellness. It was founded in 1934 by Dr. Ludwig Schupp as a plant-extraction business [2]. Within the beauty and personal-care field, SCHUPP is known for its massage preparations, including lotions, oils, creams and sports balms, together with bath additives and other body-care products. These sit alongside therapy couches and training equipment in a much broader catalogue aimed mainly at professional users. The company is now run by the third generation of the Schupp family and marked its 90th anniversary in 2024 [2]. It remains active, with its own production in Germany and a network of export partners elsewhere in Europe. ## Origin & founders Dr. Ludwig Schupp started the company in Freudenstadt in 1934. Before that, according to the company's own history, he had built factories producing tannin extract in Sweden, Russia and Poland. Tannins are plant substances traditionally used in leather tanning, and that background in extraction shaped the new venture: the business began with a facility for extracting substances from plants [2]. The early years ended abruptly. At the end of the Second World War the factory was destroyed, and the town of Freudenstadt did not allow it to be rebuilt on the old site because spa operations were planned for the area. The business therefore had to look for a new site. ## History & milestones In 1951 SCHUPP moved to the Glattal valley, about 7 kilometres from Freudenstadt. There it grew medicinal plants on a site of roughly seven hectares and processed them for extraction. Two years later Eduard Schupp, representing the second generation, joined the family business, and a new production building was later opened in the valley. When Dr. Ludwig Schupp died in 1971, Eduard Schupp took over sole management. The 1970s brought the first products made specifically for therapy. In 1975 the extraction plant was renewed and the company began producing fango, a mineral-rich mud applied warm in heat therapy. In 1977 therapy couches joined the range, made in the company's own workshops for the first time. This combination of treatment preparations and practice furniture set the direction the company still follows. The third generation arrived in 1993, when Karin Schupp joined the management. The same year saw the opening of a second plant in Wittendorf and the introduction of a certified quality management system. In 2005 SCHUPP launched Mystery and MatriXX, its own product series for medical training therapy, a form of supervised exercise used in rehabilitation. Eduard Schupp retired from management in 2008, aged 85, after 55 years with the company. Growth in the years that followed came partly through taking over other brands. SCHUPP acquired the training-equipment brand ATAMA in 2012 and the Önapi brand in 2018 [2]. The company's history also notes that it became the exclusive distribution partner in Germany for DAVID, though it gives no year for that agreement. Since June 2020, Uwe Dieterle has served as managing director alongside Karin Schupp. In 2024 the company celebrated its 90th anniversary, reporting a workforce of about 100 people across its offices and field sales team [2]. ## Ownership SCHUPP remains family-owned and describes itself as a family business in its third generation. Its legal name is Schupp GmbH & Co. KG, a German limited partnership registered in Dornstetten, with its address on Glattalstraße [7]. The general partner of the partnership, the entity that carries unlimited liability, is Schwarzwald-Kosmetik GmbH, also based in Dornstetten [7]. This is part of the company's legal structure rather than a separate parent group, and no outside owner is known. The company's own brand portfolio includes ATAMA, which it uses for strength and cardio training machines, and Önapi, both acquired as described above. ## Philosophy & positioning SCHUPP presents itself as a long-standing supplier to the health sector rather than a consumer beauty brand. Its homepage carries the tagline "Seit 1934 ein starker Partner der Gesundheitsbranche", which translates as "a strong partner to the health sector since 1934" [1]. According to the company, what began as a regionally rooted firm has become a full-range supplier that equips physiotherapy practices, clinics, therapy centres, rehabilitation facilities, gyms and wellness businesses with products and tailored fit-out concepts [3]. The company says its aim is to support customers not only with products but also with sound advice and practical solutions. It lists its guiding values as quality and product safety, customer focus, clear responsibility, confidentiality, and staff qualification and technology. SCHUPP describes quality as the outcome of suitable products, traceable processes, qualified employees and regular dialogue with customers and partners. Although the core audience is professional, the company also sells to private customers through its own online shop. ## Products & innovation Massage preparations form the part of the SCHUPP range most relevant to personal care. The company groups its massage lotions by character: neutral, scented, warming, cooling, and those made with plant oils. Its oils span massage oils, aromatherapy massage oils, base oils, essential oils and an organic Ayurveda line. A separate group covers massage creams and sports balms. The massage range is presented without claims of therapeutic effect. Heat therapy is a second strand with roots in the company's own history. Alongside heat packs, SCHUPP offers fango and natural moor (peat) products, continuing a line of work it began in 1975. Massage accessories include rubs, therapy wax, cupping equipment and vibration massage tools. The body-care category adds lotions, creams, bath additives and bath salts. According to SCHUPP, selected preparations and therapy couches are made in its own production facilities in Germany [3]. The wider catalogue, much of it outside beauty, extends to strength and cardio machines under the ATAMA name, functional-training gear, exercise mats, movement-therapy devices, assessment and body-analysis tools, and training software called CUBE. The 1993 quality management system is a company-wide process standard; no cosmetics-specific third-party certifications are known. ## Sustainability SCHUPP describes its environmental work in cautious, specific terms. The company says it is reviewing its packaging step by step. According to the company, selected 200 ml bottles are made of 96 per cent bio-based polyethylene derived from sugarcane, a figure it attributes to its supplier [5]. The company also points to offsetting for its printing and for parcels shipped with DHL, and its sustainability page reports DHL offset figures for 2024. Notably, SCHUPP avoids blanket "climate neutral" labels. It states that its figures apply only to the specific measure described, not to the business or its products as a whole. ## Distribution The company's main market is Germany, where it runs a nationwide field sales service from three sites in Baden-Württemberg: Aach near Dornstetten, Wittendorf near Loßburg, and Haslach. It sells both to businesses and to private customers through its own webshop. Outside Germany, SCHUPP works through distribution partners. Its export page lists partners in eight European countries: Iceland, Latvia, Lithuania, Luxembourg, Sweden, Slovakia, Hungary and Cyprus [9]. No distribution outside Europe is known. ## Current status SCHUPP is active. Its online shop is live, and its history and sustainability pages carry information from 2024, including the 90th anniversary and the year's shipping offset data. Karin Schupp and Uwe Dieterle lead the company, which continues to develop and manufacture products in the Black Forest. The company also maintains Instagram, YouTube and Facebook accounts. ## Timeline {#belagg-timeline} | Year | Event | Source | |---|---|---| | 1934 | Company founded in Freudenstadt by Dr. Ludwig Schupp; business began with a plant-extraction facility. | https://www.schupp.shop/de/historie | | 1945 | Factory destroyed at the end of the Second World War; the town did not permit rebuilding at the old site because of planned spa operations. | https://www.schupp.shop/de/historie | | 1951 | Relocation to the Glattal valley, about 7 km from Freudenstadt; medicinal plants grown on a roughly 7-hectare site for extraction. | https://www.schupp.shop/de/historie | | 1953 | Eduard Schupp (second generation) joined the family company; a new production building was later opened in the Glattal. | https://www.schupp.shop/de/historie | | 1971 | After Dr. Ludwig Schupp's death, Eduard Schupp took over sole management. | https://www.schupp.shop/de/historie | | 1975 | Extraction plant renewed and fango production started. | https://www.schupp.shop/de/historie | | 1977 | Therapy couches added to the range, made in own production for the first time. | https://www.schupp.shop/de/historie | | 1993 | Karin Schupp joined management (third generation); second plant opened in Wittendorf; certified quality management system introduced. | https://www.schupp.shop/de/historie | | 2005 | Launched Mystery and MatriXX, an own product series for medical training therapy. | https://www.schupp.shop/de/historie | | 2008 | Eduard Schupp retired from management after 55 years, aged 85. | https://www.schupp.shop/de/historie | | 2012 | Took over the ATAMA brand. | https://www.schupp.shop/de/historie | | 2012 | SCHUPP took over the brand ATAMA (training/MTT equipment). | https://www.schupp.shop/de/historie | | 2018 | Took over the Önapi brand; the same history section states SCHUPP became exclusive distribution partner of DAVID in Germany (no year given). | https://www.schupp.shop/de/historie | | 2018 | SCHUPP took over the brand Önapi. | https://www.schupp.shop/de/historie | ## Sources 1. (T1) https://www.schupp.shop/de/ 2. (T1) https://www.schupp.shop/de/historie 3. (T2) https://www.schupp.shop/de/unternehmen 5. (T2) https://www.schupp.shop/de/nachhaltigkeit 7. (T2) https://www.schupp.shop/de/impressum 9. (T2) https://www.schupp.shop/de/exportpartner --- Glowpedia · · Published 2026-10-06 Please cite with a link to the article URL.