Ambu has successfully executed on its ZOOM IN strategy launched in November 2022. In less than three years, we have reestablished a robust financial foundation, delivering strong double-digit revenue growth, increasing the EBIT margin fourfold, generating a strong free cash flow, and eliminating all debt.
Building on this momentum, Ambu is announcing its next-era strategy, ZOOM AHEAD. It includes a long-term aspiration to achieve global endoscopy leadership and marks a defining moment in Ambu’s growth journey to raise the bar for endoscopy.
Leading the structural shift to single-use solutions
The endoscopy market continues to be an attractive growth opportunity for Ambu, and we are leading the structural shift to single-use solutions. Today, Ambu is the market leader in single-use endoscopy across its four business areas: Respiratory (previously named Pulmonology), Urology, Ear-Nose-Throat, and Gastroenterology, building on its EndoIntelligence™ platform (previously referred to as Digital Solutions and Systems).
The ZOOM AHEAD strategy is focused on differentiation, and Ambu will build on the success of ZOOM IN, supported by four strategic themes:
Customer centricity - Improve customer outcomes and efficiency
Innovation - Deliver integrated and high-impact solutions
Business platform - Build a scalable and profitable growth platform
People & culture - Fuel a culture of empowerment and growth
With ZOOM AHEAD, we are dedicated to channeling our investments and efforts where we can create the greatest impact for customers and patients – and lead the market. It is a highly focused strategy, centered on key strategic choices and themes.
On 1 October 2025, Ambu's Executive Leadership Team presented our ZOOM AHEAD strategy at our Capital Markets Day 2025.
