Maurer Rides reached a significant milestone in 2025, becoming the world’s first B Corp-certified roller coaster manufacturer.
The certification recognises efforts to meet high standards of social and environmental responsibility. This development highlights how sustainability is becoming a greater consideration in ride manufacturing and raises a broader question for the attractions industry: should more companies take similar steps?
For Jörg Beutler, CEO of Maurer Rides, this milestone is the latest chapter in a story that spans both family heritage and technical innovation.
An industry leader
Maurer Rides is a roller coaster manufacturer based in Munich, Germany, with a history that spans nearly a century. Originally part of Maurer Söhne, a steel construction company founded in the late 19th century, the firm began building roller coasters in the 90s.
Today, it is known for creating a variety of ride systems. This includes its distinctive Spike Coasters, which allow riders to control their speed. The company combines engineering expertise with a focus on innovation, producing attractions for amusement parks worldwide while also exploring ways to make its products and operations more environmentally sustainable.
Beutler has been with the firm for over 30 years:
“I am a mechanical engineer who joined Maurer Söhne in 1992. My grandfather took over the company in the 1920s. 1992 was also the year Maurer began manufacturing roller coasters. So, I was hooked on amusement rides right from the start of my career.
“A few years later, I became the managing director of Maurer’s roller coaster division, and we established Maurer Rides. I am fascinated by all roller coasters and track systems. Still, I have been especially fond of Spike Coasters for the past 15 years because I believe they have enormous potential to deliver extraordinary experiences using state-of-the-art technology.”
Innovation meets responsibility
Maurer Rides has established a unique niche in the attractions industry.
The company has experimented with new track designs, materials, and ride concepts, aiming to create experiences that differ from traditional coasters while also responding to the evolving needs of the industry. For example, its Spike Coasters—self-powered, motorbike-style ride systems—offer operators creative options beyond conventional coasters.
However, innovation at Maurer is now not only focused on enhancing the guest experience but also on protecting the planet.
“Maurer Rides occupies a special position among roller coaster manufacturers, in no small part due to our products,” says Beutler.
“With our Spike Coasters, we have entered a new field offering fresh possibilities. We specialise in developing innovative rides that allow our customers to provide one-of-a-kind attractions. Our commitment to sustainable production and products complements this approach, as we are confident that more and more park visitors will value this in the future.”
That commitment led Maurer to pursue B Corp certification, a rigorous assessment that measures a company’s environmental and social impact.
B Corp certification is a label awarded to companies that meet precise standards related to social and environmental responsibility, accountability, and transparency. The non-profit organisation B Lab grants this certification following a thorough evaluation of the company’s operations and its impact on workers, customers, communities, and the environment.
The process involves assessing and confirming key factors, including supply chain practices, employee benefits, environmental footprint, and governance. Certification is accessible to companies of all sizes and industries. It requires regular renewal to ensure standards are upheld over time and is one of several sustainability-related accreditation options.
More than 9,000 B Corp companies exist globally, with just over 100 based in Germany.
Why did Maurer decide to become a B Corp?
“The B Corp certification enabled us to review the status of our sustainability efforts,” says Beutler. At the same time, the company also received many suggestions for further improvement:
“The certification also meant that we did not need external consulting, as we were able to implement all measures in-house and directly.”
The journey was far from simple.
“Meeting the requirements for B Corp certification was a significant undertaking. A large amount of data had to be collected, and many new procedures had to be implemented. However, it will be easier for us to collect data in future, e.g. on our carbon footprint, as much of this can now be done automatically.
“We have certainly changed the priority with which we approach and implement relevant measures.”
Interestingly, Beutler doesn’t see the certification as a direct sales driver.
“I don’t think our certification will directly lead to new business opportunities. We see it as just one step towards making our company more sustainable overall. Of course, we hope that this will be viewed positively within the industry.”
Still, the industry is paying attention.
“Customers and other stakeholders often ask us about this. We have noticed quite a lot of interest in our approach and efforts.”
The certification process
The certification process impacted nearly every aspect of the business, from HR policies to engineering design.
“The B Corp requirements cover many areas and are very diverse. To name just a few examples, we have implemented guidelines for barrier-free working, introduced a whistleblower system, and established a process for reviewing and motivating our suppliers to commit to sustainability as well.”
In addition to these processes in operations, logistics, and human resources, B Corp certification also influenced Maurer Rides’ engineering designs, he adds:
“We now have a clear understanding of the carbon footprint of our products and where and in which materials the levers for reduction can be found. Additionally, we have analysed the energy consumption of our products in great detail and implemented further savings.”
Furthermore, the company examined the life cycle costs and analysed the longevity of the components used in its products. “We were able to make improvements in this area as well. Partly through design measures and partly through the use of improved components.
“Overall, our company now has a greater awareness of sustainability and the materials used in construction.”
One discovery, in particular, reframed Maurer’s sustainability priorities:
“What surprised me was that all the improvements we achieved in terms of our carbon footprint are almost insignificant compared to the huge amount of CO₂ produced in the manufacture of the steel used to build roller coasters.
“Since then, we have focused even more strongly on building lightweight structures using as little steel as possible. This reduces both CO₂ emissions and costs.”
The future of Maurer Rides as a B Corp
Maurer Rides is far from finished with its sustainability journey.
“We will publish regular sustainability reports to communicate the measures we have implemented and the improvements we have made,” says Beutler. “This will help ensure that sustainability becomes an increasingly important part of our business activities.”
The company is also closely monitoring industry-wide developments.
“I am certain that sustainability will continue to grow in importance in our industry, undergoing a standardisation process along the way. We would like to play a role in that process.”
When asked what advice he would offer to others considering certification, he says:
“B Corp certification is certainly only one option among many. This option seemed appropriate to us because it takes a very holistic view of all sustainability issues and is open to all industries. However, we are monitoring further developments very closely, especially in our industry, and will continually reassess whether B Corp is the best option for us or whether there are alternatives.”
Some individuals believe that B Corp certification has limitations. The process can be lengthy and costly, potentially posing challenges for smaller companies to participate.
Critics also argue that the scoring system can be complex and may not accurately reflect a company’s actual environmental and social impact. Some also suggest that since companies pay a fee for certification, a conflict of interest could arise.
Furthermore, B Corp standards may not be equally applicable across all industries, and there are concerns that the label might be used more for marketing purposes than for fostering genuine, lasting change.
Yet Beutler says: “The positive thing about B Corp is that it is certainly not a narrow-minded certificate but requires genuine commitment.”
Sustainability is key for the attractions industry
Maurer’s experience demonstrates that B Corp or any strong sustainability framework requires a company to evaluate its entire operation, not merely product design. It compels thrill ride manufacturers to consider all aspects, such as material sourcing, supply chain transparency, staff welfare, and energy efficiency.
For an industry that relies on spectacle, this kind of behind-the-scenes change may seem less glamorous. However, as Jörg Beutler’s comments demonstrate, the advantages extend beyond appearances, encompassing lower emissions, reduced costs, improved processes, and greater long-term resilience.
In an era when guests are becoming increasingly eco-aware and parks face growing pressure to demonstrate their sustainability, Maurer Rides’ B Corp journey could serve as a model—or at the very least, a starting point—for others to initiate their own efforts.
As Beutler puts it:
“We expect further technological developments in both areas [energy efficiency and sustainable materials], which we will monitor closely and incorporate into our products as soon as improvements are possible.”
For the attractions industry, sustainability is becoming an increasingly important aspect of how rides are designed and constructed. Companies that address it early could influence how the sector develops in the years ahead.
Maurer Rides will be exhibiting at IAAPA Expo Europe 2025 in Barcelona from 23 – 25 September. The team can be found at booth #1-1207, and meetings can be booked via email.
