Jiří Koleňák: My name is Jiří Koleňák and welcome to the Úspěšní (Successful) podcast, where we explore the principles and habits that drive my guests to succeed. My guest today is Matouš Syrový, who tiled his first bathroom at just seven years old. From the age of fourteen, through part-time jobs and full-time roles, he experienced every position from warehouse worker to marketing. Eventually, he gravitated toward sales and bathroom design. In 2019, he bought the Pardubice showroom from his father and, together with his wife and team, began writing a new chapter for Koupelny Syrový. Hi Matouš.
Matouš Syrový: Hi Jirko, beautifully said, thank you for the invitation.
Jiří Koleňák: How did working through all those positions shape you? Looking at your current role as manager, what did that path bring you?
Matouš Syrový: What shaped me most? Looking back, definitely playing competitive football. I played in the league for Hradec Králové from age ten, which required intense discipline. Managing a company feels identical to sports—when things get tough, you don't call in sick or give excuses; you just show up and perform. That athletic background was my greatest preparation.
Jiří Koleňák: Is it useful for a manager to start in manual labor and ground-level roles within the company?
Matouš Syrový: In heavy construction and interior industries, absolutely. A package of floor tiles weighs 25 to 40 kilos, not like styrofoam. Having done that work, I understand the physical reality, which helps me distinguish real operational feedback from excuses. I remember delivering goods across the country at eighteen, having my phone die in České Budějovice without a GPS—it was a great learning experience. Knowing your company inside out is an invaluable foundation.
Jiří Koleňák: When you took over the business in 2019, what were your first steps?
Matouš Syrový: First, I had to stabilize the business financially by setting healthy margins. Second, I preserved my father's strong focus on customer service while deepening it. We introduced new design concepts, exclusive product lines, and manufactured custom items to differentiate ourselves from competitors—creating our own "blue ocean."
Jiří Koleňák: You emphasize a unique customer experience. Could you tell us more about that?
Matouš Syrový: We mapped out the ideal customer journey from the moment a client steps into our showroom. We focus on sensory details—the lighting, fresh flowers, and a signature ambient scent. Our customer journey consists of eight distinct steps, ensuring clients feel welcomed and guided. At the same time, we maintain technical precision so critical details like floor plans aren't overlooked.
Jiří Koleňák: What are the advantages and disadvantages of taking over an established business versus starting from scratch?
Matouš Syrový: The main advantage is deep industry experience. I remember visiting showrooms with my father at age five, washing bathtubs on weekends, and soaking in the atmosphere. The downside is that in a tight-knit market, suppliers sometimes hold onto past history from twenty years ago. Overall, the advantages far outweigh the drawbacks. I love this industry and building on stable roots pays off.
Jiří Koleňák: Your goal is to grow revenue to 150 million CZK within five years. What specific steps drive that growth?
Matouš Syrový: We are taking a traditional retail approach rather than building an e-commerce platform. We focus on boutique-style brick-and-mortar showrooms. We recently opened a showroom in Prague-Březiněves, and the results prove that high-end physical locations generate strong revenue, high customer satisfaction, and long-term brand loyalty. While the market pours capital into online sales and self-service pickup points, we double down on personal relationships.
Jiří Koleňák: The bathroom sector is highly competitive. What sets Koupelny Syrový apart?
Matouš Syrový: Showroom design and product curation. Instead of offering standard items found across the market, we travel across Europe and Asia to source unique design trends and innovative manufacturing technologies. Furthermore, our customer service is relentless. I aim for zero rejected warranty claims—if an issue arises, we resolve it in the client's favor. We actively seek feedback, train our staff, and prioritize client satisfaction over short-term profits.
Jiří Koleňák: What were your most successful innovations in the past year?
Matouš Syrový: We began integrating artificial intelligence into our design planning and inspiration phase. I resisted AI initially, but now we use it to test layout concepts and creative ideas. In our showrooms, we redesigned space structures to build fully realized, real-scale bathroom displays complete with ceilings, giving clients an authentic feel. Operationally, advancements in construction chemistry and materials allow us to complete turnkey bathroom renovations in just two weeks instead of two months. Clients give us their keys, go on vacation for two or three weeks, and return to a completely finished bathroom.
Jiří Koleňák: You are unusually active on social media for this industry. Which platforms work best for you?
Milan Formánek: Instagram is our primary platform, where we have around 33,000 followers. We approach content with humor and authenticity. A recent video collaboration with influencer Martina Pártlová reached 900,000 organic views and hundreds of comments. We also post honest videos addressing technical pros and cons—like concealed shower valves—or sharing project mishaps. Authenticity resonates. We use TikTok to connect with younger audiences (ages 15–25) who will buy homes in five to ten years, while Pinterest drives design inspiration. For older demographics, we publish detailed technical articles on our blog.
Jiří Koleňák: Bathrooms are purchased once every decade or two. Does investing in long-term customer relationships make business sense?
Matouš Syrový: Absolutely, because word of mouth and referrals drive our business. Our primary target demographic—middle to upper-income clients—frequently recommend us to their network. We often see grandmothers, their children, and their grandchildren all buy bathrooms from us over time.
Jiří Koleňák: Your vision is to become one of the top three bathroom brands in the Czech Republic within five years. How do you define being "the best"?
Matouš Syrový: We want to be recognized as the unmatched benchmark for full-service, stress-free bathroom design and installation. When clients want beautiful, functional results backed by reliable customer care, Koupelny Syrový should be their immediate first choice. We don't compete on price; we excel in service and peace of mind.
Jiří Koleňák: How important is having a clear vision and defined company values?
Matouš Syrový: Essential. I consolidated our company values into four clear pillars: Quality, Responsibility, Teamwork, and Openness. Responsibility means taking full ownership of your outcomes. Teamwork means stepping up when needed—if half our staff falls ill during peak season, I personally work the showroom floor on weekends, and I expect similar alignment from my team. Openness ensures honest communication, while Quality applies to everything from products to customer service.
Jiří Koleňák: How do you lead your management team to take ownership?
Matouš Syrový: I meet with my four key managers twice a month for deep two-to-three-hour operational alignment. I act as a manager, leader, and partner depending on what the situation demands.
Jiří Koleňák: How do you manage executive stress and maintain personal resilience?
Matouš Syrový: Physical fitness directly impacts mental resilience. I train crossfit five times a week, use saunas twice weekly, and maintain a disciplined diet. A panic attack experience in 2020 forced me to develop deep self-awareness and listen to my body. Gratitude practices also keep me grounded.
Jiří Koleňák: You run a family business. Who else from your family is involved?
Matouš Syrový: My wife works with me full-time, my mother manages accounting and financial controls, and my sister Barča designs our showroom concepts and visual standards. It took time for everyone to find their ideal roles, but having trusted family members as core partners is an immense strength.
Jiří Koleňák: How do you handle difficult personnel decisions when scaling the business?
Matouš Syrový: Raising operational standards meant restructuring our sales team—about half the team transitioned out because they didn't align with our client-centric growth model. Firing a respected colleague is painful, but when performance no longer aligns with company direction, making clear, decisive choices is necessary for both parties.
Jiří Koleňák: What advice would you give to aspiring entrepreneurs?
Matouš Syrový: Don't fear failure or emotional intensity. Learn to read your fears, listen to your body, and maintain an unwavering internal belief in your vision. Above all, love your industry—without genuine passion, navigating the difficulties of business is nearly impossible.
Jiří Koleňák: When do you feel truly successful?
Matouš Syrový: Success is deeply personal. Seeing my children spend time in our showrooms, opening beautiful new locations in Hradec Králové or Prague, and watching my team members celebrate major personal sales wins brings me the greatest fulfillment.
Jiří Koleňák: Thank you, Matouš, for sharing your story and insights.
Matouš Syrový: Thank you, Jirko, I thoroughly enjoyed it!
Jiří Koleňák: To our viewers, please like, comment, and subscribe. See you next time!
