Interview with Rovsing’s CEO Hjalti Pall Thorvardarson

For those who haven’t heard of Rovsing before, could you tell us a bit more about your company, what you do, and which markets you address? 

Rovsing A/S is a high-tech SME that specializes in Electrical Ground Support Equipment (EGSE), Independent Software Validation & Verification (ISVV), and testing systems for the space and defense industries. We provide innovative, modular products that are either sold as stand-alone units or integrated into larger system solutions, ensuring the seamless operation of spacecraft and satellite systems. Our core market has traditionally been Europe, where we work with major space agencies and large integrators, but we are actively expanding into the U.S., Middle East, and APAC regions to leverage their growing space sectors.

Could you tell us more about your EGSE products, their advantages, and how they compare to competitors?

Our EGSE solutions ensure that spacecraft and satellite systems operate flawlessly during critical mission testing phases. What truly sets Rovsing apart is our ability to deliver highly customizable, turn-key systems that can be quickly adapted to mission-specific requirements. This allows us to meet customer demand within days, compared to weeks or months required by our larger competitors. We also have extensive expertise in both hardware and software validation, ensuring that our solutions are not only reliable but also optimized for complex, high-stakes space missions.

In the private sector, where project timelines typically run between 6-7 months, our speed and flexibility give us a significant edge. By contrast, institutional projects, such as those with large space agencies, often take up to 18 months. The private sector’s faster pace plays to our strengths, as we can adapt quickly and meet these tighter deadlines, which further differentiates us from competitors. Additionally, most of our competitors are divisions within larger companies, which tend to focus on a broad range of activities. Rovsing’s sole focus on EGSE and software validation gives us a deep, specialized expertise, which translates into a more personalized and efficient service for our customers

Rovsing has mentioned plans for growth in the U.S. and emerging markets. Could you elaborate on your strategy for entering these regions and differentiating from competitors?

We see large potential in the U.S., Middle East, and APAC space markets, which are rapidly growing and increasingly open to new players. Our strategy for entering these regions builds on our expertise in EGSE and software validation. We differentiate ourselves by offering highly agile and customizable solutions that can meet local demands faster and more efficiently than larger, less specialized competitors.

The private sector in these regions is particularly attractive due to its faster project timelines. By being nimble and responsive, we can quickly deliver solutions that meet customer needs, helping them bring their projects to completion much faster than typical institutional timelines allow. In addition, we are forming strategic partnerships with regional players, which will allow us to build trust and accelerate market penetration. To stay ahead of the curve, we continue to invest in R&D, ensuring that we can offer cutting-edge solutions tailored to the specific challenges of these new markets.

Rovsing has expanded its operations and formed strategic partnerships over the past year. Could you provide more details on these developments and their impact?

In the past year, we have solidified our position in the market by forming key strategic partnerships with major industry players such as Airbus DS, Thales Alenia Space, and OHB. These collaborations have allowed us to secure contracts for significant missions, including Galileo 2nd Generation and CRISTAL, among others.

These partnerships have been instrumental in stabilizing our business as they contribute to a diverse order backlog across multiple missions. This diversity not only mitigates the risk associated with any single project but also strengthens our operational flexibility. We’ve seen this growth reflected in our expanded order portfolio, which positions us well for steady, long-term growth both in Europe and emerging markets like the U.S., Middle East, and APAC. These collaborations, coupled with our focus on core expertise, help us maintain a competitive edge while supporting sustained expansion into new regions.

Is there a recent significant event or upcoming milestone that will shape Rovsing’s future?

One of the most significant milestones for Rovsing was the completion of our turnaround process, which has provided a strong foundation for future growth. This process has stabilized our operations and allowed us to focus on expanding into new markets such as the U.S. and other emerging regions. Going forward, our continued investment in R&D will play a critical role in driving product innovation, ensuring that we stay ahead of technological advancements in the space industry. We are also committed to enhancing our strategic partnerships, which will help us secure a broader portfolio of missions and further establish our presence in new markets. 

Could you share more about Rovsing’s company culture and how you attract top talent in such a specialized industry?

At Rovsing, our culture is built on agility, innovation, and collaboration. We foster an environment where employees are encouraged to take ownership of their projects, which empowers them to develop creative solutions to complex challenges. We also place a strong emphasis on continuous learning and professional development, which helps us attract and retain top talent in the highly specialized space industry. 

Our focus on core expertise and innovation allows employees to engage in cutting-edge projects that push the boundaries of what’s possible in space testing and validation. By creating an inclusive and dynamic work environment, we ensure that our teams are motivated to deliver high-quality, customer-focused solutions. This culture of innovation and ownership is key to our success and continues to attract top-tier talent to our company. 

Where do you see Rovsing in three years?

In three years, we expect Rovsing to be a leading provider of EGSE solutions and software validation services, not just in Europe but also in the U.S. and other emerging regions. We aim to continue expanding into new verticals by leveraging our core expertise, allowing us to explore strategic opportunities in adjacent industries such as defense and critical infrastructure.

We will remain committed to our core values of agility, customer focus, and innovation, which have been the foundation of our success thus far. By maintaining these principles, we are confident that we can achieve sustainable growth while staying at the forefront of technological advancements in the space industry. Our goal is to continue providing tailored, high-quality solutions that meet the evolving needs of both institutional and commercial clients across the globe.

Could you mention three reasons why Rovsing is a good investment today? 

Proven Track Record: With a solid foundation in the European space market and long-standing relationships with key institutional clients, we have established ourselves as a reliable partner in the industry. Our focused expertise and recent financial turnaround make us well-positioned for sustainable growth.

Growth Potential: We are actively exploring further high-growth markets like the U.S., Middle East, and APAC, where our customized, agile solutions are in high demand. Our diversified project portfolio and strong order backlog offer resilience against market fluctuations.

Core Expertise & Customer Focus: Unlike many competitors that are divisions within larger corporations, Rovsing is dedicated solely to its core expertise in EGSE and software validation. This specialization allows us to offer a higher level of customer focus and quicker project execution, giving us a significant competitive advantage and ensuring strong customer loyalty.