Simucube’s CEO, Hannu Harju, joins a discussion about all things Simucube and answers questions from the community. How does Simucube balance innovation with maintaining its niche in a competitive market? Listen to the podcast on YouTube or read the episode highlights in this blog to find out.

What drives Simucube to innovate?

Hannu explains Simucube’s approach to innovation, teamwork, and preserving company culture during rapid growth. When discussing high-level decision-making, Hannu shared that Simucube relies heavily on team input rather than one person making all major decisions.

Hannu described Simucube’s company culture as down-to-earth, thriving on creativity and trying new things. He emphasized that when Granite Devices Oy (Simucube) was founded, the team made employee well-being a top priority.

“We innovate and do the things that other companies don’t do. We push things forward.”

A significant technological breakthrough: Simucube ActivePedal

The Simucube ActivePedal launched just over two years ago and has been a great success. In 2024, Simucube also released the ActivePedal Pro.

Hannu reflected on the challenge of designing the original ActivePedal (now ActivePedal Ultimate). The hardest part, he said, was making the motor feel invisible, so the pedal felt as natural as a hydraulic or traditional pedal. This required complex firmware and hardware refinements, representing a major technological milestone.

Hannu also discussed the growing competition in the sim racing market. He believes active pedals will become a bigger trend in the future.

Three key insights from Hannu’s discussion

1. Simucube’s collaborative decision-making

At Simucube, teamwork drives major decisions. Strategic choices are shaped collectively.

2. Innovation at the core

Simucube focuses on niche innovations like the ActivePedal, avoiding mass-market trends.

“We do new stuff because we’re interested and motivated to do it.”

3. Balancing growth and values

Simucube has grown fast over the years and now has nearly 60 employees. Hannu says the team built just enough structure and processes to support this growth without slowing down efficiency. Employees remain at the heart of the company’s work, just as they were when Granite Devices started.

Learn more from the episode

Listen to the episode on YouTube to hear more of Hannu’s answers to community questions. Other podcast episodes feature insights from Simucube employees, offering a deep dive into Simucube’s culture and working style.

What did you think of the first episode? Share your thoughts in the YouTube comments or join the discussion on Discord.