Meet Nico Leuenberger, Founder of Podcastschmiede

Tell us about Podcastschmiede
Audio storytelling is at the heart of Podcastschmiede. Migros, AXA, CSS, and others trust the Swiss podcast agency to plan and produce podcasts that deliver value. With Sam, the Sound Ad Marketplace, Podcastschmiede is also building Switzerland’s first booking platform for podcast advertising.

Please give some more details of your startup story.
Coming from a radio background, Nico Leuenberger founded Podcastschmiede in early 2019 to bring the US podcast boom to Switzerland. Among the first clients were Migros and NZZ, with many more following. The team has steadily grown to 12 audio producers and audio marketers. In 2024, the booking platform Sam was launched as a second pillar of Podcastschmiede.

Tell us more about your plans for 2025 and what is your long-term vision.
After helping establish branded podcasts as a mainstream marketing tool for Swiss companies, our main growth area in 2025 will be podcast advertising. We’re matching brands with podcasts and making audio campaign booking accessible and stress-free. At the same time, we aim to continue improving as audio storytellers and further embrace video podcasts.

What has been the biggest success that you have achieved in your startup?
I started Podcastschmiede with the simple vision that I, as a solo audio storyteller, could make a living from my passion. That vision didn’t just come true for me—it became true for 12 people. That’s by far my biggest success.

If you could do it all over again, what would you do differently? What are your biggest learnings?
I would prioritize better. I’m a very curious person and tend to start many things at once. If I could do it again, I’d try to do fewer things—but do them better.

What motivates you to continue your business every day?
My curiosity (yes, it’s not all bad!) and the joy of discovering how to make opportunities work. It’s a great feeling when you realize you followed the right instincts, hired the right people, and built a path you can now walk together.

One piece of advice for someone who is just starting out with their startup?
Manage your workload wisely. If you have the energy to give 120%, great—but there are other ways. I founded Podcastschmiede while raising young children I wanted to see grow up. That forced me to hire and delegate early. You’re not alone!

What does it mean to you to be a member of the Swiss Startup Association?
The startup ecosystem drives me. Being around other founders, hearing their stories, and exploring collaboration opportunities—it makes my day. It’s great to have an organization that facilitates these exchanges.

Would you recommend joining the Swiss Startup Association? Why?
Yes, absolutely. It connects you with other founders, and together we’re stronger.

Have you ever visited the events of the Swiss Startup Association? If yes, which ones? Would you recommend them?
I attended Founders Day 2025 and would absolutely recommend it. It was an inspiring day filled with advice for early-stage startups, scaleups, and even later-stage founders. Go there, meet people, get inspired!

Is there anything that we haven’t asked you that you would like to share with us/the community?
It’s no secret that a founder’s life is a rollercoaster. There are dark moments you’ll have to face. But the highs are incredible. With courage, stamina, and the right people, you can build things you never thought possible. 🙂

Connect with Nico on LinkedIn!

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About the Swiss Startup Association

The Swiss Startup Association (SSA) is the umbrella organisation and the voice of Swiss startups. As a sector-independent non-profit organisation, the SSA gives startups a strong voice vis-à-vis politics, business, and works to improve the conditions for startups in Switzerland.
Beyond its political engagement, the SSA fosters a community for startups, recognizing the unique challenges they face. Through networking opportunities, educational sessions, and practical services, the SSA collaborates with industry partners to offer tailored support and valuable resources to guide founders on their entrepreneurial journey.

Join the Swiss Startup Association! Tap into our member benefits, the comprehensive Investor List and get full access to our events. By becoming an SSA Member you enjoy discounted tickets to our Big Founders Dinners and the SSA Founders Day.