Reinventing the kitchen: How Thermomix leverages community-led innovation 

From the gramophone to the TM7, Vorwerk and its Thermomix brand have transformed everyday experiences into ground-breaking innovation. Dr Thomas Stoffmehl explains how community-led insights fuel innovative products that redefine modern cooking. 

In 1929, the German company Vorwerk was producing motors for gramophones. Powered by state-of-the-art engineering, they were not just a new way to play music – they were a revolution in sound. 

When the market for gramophones collapsed, the company faced a choice: fade away or reinvent. Vorwerk chose the latter. 

Drawing on decades of engineering expertise and a culture of precision, it turned its sights to the home appliance. The result was first a revolutionary, lightweight vacuum cleaner. Then, in 1971, the Thermomix – a multifunctional appliance that could blend, chop, heat, and mix – was introduced, anticipating the modern consumer’s appetite for convenience and quality. 

“The transition from gramophone motors to the Thermomix wasn’t just about creating a new product,” says Vorwerk’s Speaker of the Executive Board, Dr Thomas Stoffmehl. “It was about applying core innovation and heritage to a completely new market.” 

For more than 140 years, Vorwerk has been guided by a spirit of reimagining, most recently embodied in the Thermomix TM7. Launched globally in February, with an event reaching over eight billion people, product demonstrations commenced in Australia and New Zealand in June.   

“Every feature we introduce, every in-built recipe we refine, comes from our users’ experiences. This is community-led innovation in action,” says Stoffmehl. 

Thermomix’s focus on community has deepened since the Australian Thermomix distributor sold the franchise to Vorwerk last year, enabling significant growth in its local presence. Consultant numbers have surged since the acquisition, with a 55% increase in Australia and 82% in New Zealand. 

“These consultants are at the heart of the Thermomix experience,” says Stoffmehl. “They don’t just sell a product – they demonstrate it, guide home cooks through recipes, run workshops, and support users in getting the most from their Thermomix. They are essential partners in innovation.” 

When the community contributes to the evolution of Thermomix, they’re co-creating the product, providing real-time feedback, testing ideas, and shaping products. 

“Innovation isn’t just about a better motor or sharper blades,” says Stoffmehl. “It’s about creating a product and a business model that people help us build, which shapes what’s possible.” 

Operating in over 40 countries, Thermomix has cultivated a fiercely loyal following. The TM7 – featuring a 10-inch touchscreen, Cookidoo integration for over 100,000 guided recipes, and a modular platform designed to support future AI and voice control features – is a community-driven revolution and represents the biggest leap forward yet in terms of technology and usability. These enhancements unlock new possibilities for everyday cooks, from seamless meal planning to mastering complex recipes with step-by-step guidance. 

By embedding community feedback into every stage of development, Thermomix has created a product that scales globally while remaining locally relevant. This approach drives high customer retention and strong brand advocacy, turning users into ambassadors who evangelise new features and releases, such as the TM7. 

“The power of our community extends beyond the kitchen,” says Stoffmehl.  

“It’s a partnership that fuels growth and ensures innovation is both meaningful and commercially viable.” 

But, like the gramophone before it, the Thermomix doesn’t just add convenience – it changes behaviour, driven by a community as integral to the brand as the technology itself. 

Explore more or book a TM7 Demo with a local Thermomix® consultant at thermomixTM7.com.au or thermomixTM7.co.nz