Company news·02 Jun 2026
Company news
10 Jun 2026
Maša Struna, Head of HR, on How UF PRO Built a Global Brand Without Losing Its Culture
KOMENDA, SLOVENIA (10 June 2026)
When people think of UF PRO today, they often think of premium tactical clothing trusted by military and law enforcement professionals around the world. What is less visible is the journey behind that growth and the people who helped shape it.
Originally established as UNI&FORMA, a small Slovenian company supplying uniforms to local institutions, UF PRO has grown into one of the most recognised names in tactical clothing. Today, the brand is trusted by military and law enforcement professionals in more than 40 countries and used by many of the world’s most demanding units.
Over the years, the company expanded its product portfolio, entered new markets, built international partnerships, and established itself as a global brand. Yet despite this transformation, one thing has remained remarkably consistent.
“The real foundation has always been people, those who bring curiosity, discipline, and a drive to continuously improve,” says Maša Struna, Head of HR at UF PRO.
From her perspective, the company’s story is ultimately a story about the people who grew alongside the organisation, helped shape its culture, and continue to drive its development today.
Preserving Culture While Scaling Internationally
Growth inevitably brings change. As UF PRO expanded internationally, new perspectives, experiences, and ways of working became part of the organisation. According to Struna, embracing this diversity while preserving the company’s core values has been one of the key challenges—and successes—of the journey.
The company has worked deliberately to maintain the qualities that defined it from the beginning: direct collaboration, shared responsibility, openness, and a strong sense of purpose.
"We have always valued ideas over titles, initiative over formality, and responsibility over control."
Even as the organisation became larger and more complex, maintaining accessible leadership and keeping decision-making close to the people performing the work remained a priority. The entrepreneurial mindset that helped build UF PRO in its early years continues to influence how teams approach challenges, improvements, and innovation today. The result is a culture that has become increasingly international while remaining highly connected.
Supporting People Beyond Their Roles
Alongside professional growth, UF PRO places significant emphasis on employee wellbeing and long-term development.
The company invests in a variety of initiatives designed to support both personal and professional growth, including first-aid workshops, fitness and pilates programmes, massage sessions, additional collective health insurance, and continuous learning opportunities.
Education is encouraged not only through formal training but also through curiosity, experimentation, and collaboration across teams. At the same time, the company recognises the importance of creating an environment where employees can perform sustainably over the long term.
Beyond everyday work, employees regularly participate in team-building activities, shared experiences, and outdoor programmes designed to strengthen teamwork, resilience, and mutual trust. Family-oriented events and a dog-friendly office environment further contribute to a workplace culture centred around connection and respect.
These initiatives reflect a broader philosophy: sustainable business performance is built on engaged people who feel supported, valued, and able to grow.
Building Careers, Not Filling Roles
For many employees, one of the strongest reasons to stay at UF PRO is the opportunity to continue developing throughout their careers.
As the company has evolved, employees have taken ownership of key initiatives, stepped into newly created positions, and expanded their responsibilities across different areas of the business.
According to Struna, professional growth alone is not enough to retain talented people.
“People stay where they feel respected, supported, and fairly recognised.”
This belief shapes the company’s approach to recruitment and development.
"We see employment as a long-term partnership. Our intention is not to fill roles, but to build careers—together with the people who choose to grow with us."
The focus is not only on finding people with the right skills, but also on identifying individuals whose mindset, values, and ambitions align with the culture the company has built over the years.
Looking Ahead
As UF PRO continues to grow internationally, new opportunities are emerging across product innovation, advanced manufacturing, sales, marketing, digital transformation, supply chain optimisation, and international operations.
The company expects demand for technical expertise to remain strong, while also placing increasing value on adaptability, cross-functional collaboration, and continuous learning.
According to Struna, the ability to combine expertise with curiosity will become increasingly important in the years ahead. As technology, markets, and customer requirements continue to evolve, individuals who are willing to learn, adapt, and contribute beyond a single area of expertise will play an important role in shaping the company’s future. It is a mindset that has long been embedded in UF PRO’s culture and reflects the belief that growth comes from continuously challenging limitations rather than accepting them.
Looking ahead, the goal is not simply expansion, but continued organisational development while preserving the values that have defined the company from the beginning.
For Struna, that future remains closely connected to the people who make the organisation what it is today.
"At UF PRO, people are not seen as resources, but as the foundation of everything we build."
Products, innovation, and performance are ultimately the result of individuals working together with purpose and precision. As UF PRO enters its next chapter, investing in people will continue to remain at the centre of the company’s long-term vision.
Press Release
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