Three years after it was founded, Glow25 (a brand of Primal State Performance GmbH) is taking an unusual path for a young company: it is setting up its own foundation. With the Glow Foundation, Glow25 is setting a clear example of sustainable corporate management and social impact. The foundation is dedicated to helping people age with dignity – with a particular focus on preventing old-age poverty and social isolation.
Glow25: More than just success – responsibility as corporate DNA
From the very beginning, Glow25 has pursued an approach that goes beyond financial success. Just one year after it was founded, the Glow Purpose Project was launched to support charitable projects. Since 2022, Glow25 has donated EUR 10,000 annually to organizations that fight poverty in old age and create community – especially for women and marginalized groups who are often overlooked due to gaps in the pension system.
“Our rapid growth is a commitment for us,” explains Rafael Frenk, co-founder and CEO of Glow25. “We want to use our success to help people who need support – not just once, but in the long term.”
The Glow Foundation: Anchoring sustainable commitment
With the founding of the Glow Foundation, Glow25 goes one step further. The foundation anchors the company’s commitment permanently and independently of short-term economic fluctuations. It is run as a trust foundation, administratively supervised by Michael Rheindorf. Glow25 focuses on content orientation and project coordination. The three-person foundation board consists of Rafael Frenk, Ulrike Koschwitz and Lavinia Steinfels, who played a key role in the founding of the foundation.
“For us, it’s about laying a strong foundation for long-term change,” says Lavinia Steinfels. “We don’t just want to help in the short term, we want to make a lasting impact. There is a lot to do, especially in the area of old-age poverty.”
Future vision: Big plans and active participation
The Glow Foundation has big goals. Annual fundraising galas and the awarding of patronage by public figures are planned. In addition, Glow25’s customers, the so-called “Glowies”, are also actively involved in the foundation’s work. A special committee offers them the opportunity to get involved directly and help shape the development of the projects.
“Our goal is that all people get the support they need to live a dignified life in old age,” emphasizes Steinfels. “Statistics show that one in five women is affected by poverty in old age, and many older people suffer from loneliness. This is exactly where we want to start.”
Academics from various disciplines are also invited to contribute their expertise to the work of the foundation. A scientific advisory board is intended to help ensure that innovative approaches and solutions to social problems are developed and implemented.