Exciting news from Rookie: We're entering a new era – and Tina Häußler is now at the helm! 🚀
Tina brings not only years of experience in strategy, brand management, and digital growth , but she's also a mother to a two-year-old daughter . She knows firsthand how wonderful, challenging, and sometimes chaotic everyday life with a baby can be. This experience makes her the perfect person to lead Rookie into its next phase.
Our founder, Ben Berndt, will now focus entirely on his podcast "ungeskriptet" and is entrusting the reins to Tina. Together with our team, she will build structures that will secure our growth and help us make our baby carriers and products for parents worldwide even better.
Why being a rookie is more than just a job for Tina
“Rookie has long fascinated me. Now being part of this success story myself and taking the next steps with our team fills me with great excitement.” – Tina
With her passion for supporting parents, Tina primarily wants to do one thing: bring closeness, security and ease into everyday parenting .
Mini-interview with Tina 💬
We asked Tina a few questions – and she answered honestly and approachably:
Tina, congratulations on your new role as CEO of Rookie! How does it feel to be both a businesswoman and a mother?
"It's an exciting mix of two worlds. My day often begins and ends with cuddling and playing with my daughter, while in between, strategy meetings, product planning, color and pattern decisions, or optimizing our logistics processes are on the agenda. Both are challenging, but they also fulfill me. Being a mother has shown me how valuable closeness is, and that's exactly what's reflected in our products. This balance between closeness and freedom of action inspires me every day as CEO."
What personally attracted you to Rookie?
"Rookie combines everything that's important to me: a great product, top quality, appealing design, and a strong, authentic company history. Add to that an international team that shares my values with passion and expertise. I wanted a role where I don't have to pretend to be someone I'm not, and where, as a mother with a need for flexibility, I can take the next step in my career. Rookie offers exactly that."
What significance does wearing a mask have for you personally, and why is it so important to you at Rookie?
"For me, babywearing is far more than a practical tool. It means closeness, security, and freedom all at once. Especially in the first few months with my daughter, babywearing allowed me to be present without restricting my movement. We want to pass on this feeling with Rookie: parents should feel supported while carrying their children. Every carrier should combine closeness, comfort, and joy."
Which experiences from your previous professional life are particularly helpful to you now?
"My extensive experience lies in strategy, brand building, and digital growth. My focus is on positioning Rookie so that we reach even more moms and dads worldwide and everyone wants to be part of our community. At the same time, I contribute expertise in building teams and processes to ensure sustainable growth. I want to create an environment where every employee can thrive and where leadership with heart and clarity is tangible."
How do you balance work and family?
"It's never perfect, and that's not what I aim for anyway. After kindergarten, my daughter demands attention in her own unique and unpredictable way, while the business continues. She's two and a half now, so it's no longer about carrying her around, but about consciously spending time together: playing, laughing, goofing around, and switching off together. These moments give me energy and clarity for my work and help me set the right priorities. Sure, it's also challenging, but it's precisely this mix that makes it vibrant and motivating."
What do you wish for the future of Rookie and for yourself personally? "For Rookie, I envision international growth, conquering new markets, and a steadily expanding community. I want to create an environment where every employee can develop further. It's important to me to lead with heart and clarity and inspire others to reach their full potential. For me personally, it means leading a company whose products I stand behind 110%, with passion, dedication, and the vision of supporting families worldwide."
What does that mean for you as a rookie mom or dad?
With Tina at the helm, this means an even greater focus on high-quality, functional, and design-oriented products that support you and your baby in everyday life. Whether shopping, taking a walk, or simply at home – our Rookie baby carriers are designed to make your life easier while also providing a sense of closeness.
Because our heart beats for you to feel supported – while you carry your baby. 💛
✨ Conclusion: With Tina Häußler as CEO, a new chapter begins for Rookie – one that supports, inspires, and guides parents worldwide. We are incredibly excited to embark on this journey together with you.
