What Is Elon Bar-Lev’s View on Dental 3D Printing Automation?
In dental 3D printing, automation is no longer a future concept — it is already reshaping how labs and clinics scale production. Elon Bar-Lev, Global Head of Direct Sales at Rapid Shape, shares his perspective on dental 3D printing automation, global market consolidation, and what it takes to build successful sales partnerships in an industry moving faster than ever.
Q: You’ve been with Rapid Shape for around two years now and currently serve as Global Head of Direct Sales. What convinced you to join the team?
Elon
Before joining Rapid Shape, I was Head of Sales for a distributor of 3D printers based out of the Netherlands, managing both direct customers and a reseller network across the region. Before that role, I spent several years living in Taipei working as a Global Channel Sales Manager for a different 3D printer manufacturer.
When the opportunity with Rapid Shape came up, a few things stood out immediately. DLP technology has a long-standing reputation in the 3D printing industry, and Rapid Shape has been one of the pioneers in that space. At the same time, the dental market has been growing rapidly, and it felt like the company had exactly the right technology to support that growth.
But the real reason I stayed is the people. The team here is passionate, collaborative, and genuinely fun to work with.
Q: In your role, you work with teams and customers around the world. What does a typical working day look like to you?
Elon
One of the interesting things about my role is how much it has evolved over the past two years. I originally joined Rapid Shape to expand the reseller network across the EMEA region. Over time, my responsibilities grew and I eventually led the global dental sales segment, managing both direct and indirect sales.
During that period, I built a team that grew from two people to nine at its peak. Today, my focus has shifted toward global key accounts as Global Head of Direct Sales, while the channel sales organization is now led by one of my former team members.
In practice, my days involve a mix of strategy discussions with large customers, coordination with regional teams, and working across multiple time zones.
Q: What are the biggest opportunities and challenges in the global dental market right now?
Elon
There are several developments in the dental market that I find particularly exciting. One major trend is the consolidation of large aligner producers. These companies are producing massive volumes of aligners and increasingly manufacturing for multiple private-label brands.
That scale is reshaping parts of the industry and pushing production technologies forward. At the same time, digital workflows continue to expand. More dental labs and clinics are adopting 3D printing as a core part of their operations.
Looking ahead, I believe automation will be the next major step. As production scales, printers will increasingly operate almost like additional team members—running reliably in the background while technicians focus on higher-value tasks.
Q: You work closely with distributors and partners worldwide. In your opinion, what makes a truly strong and successful sales partnership?
Elon
For me, it always comes down to trust, transparency, and a shared long-term vision. Rapid Shape is not interested in simply selling to anyone with a checkbook.
We want partners who truly understand their local market, have strong networks, and are committed to supporting customers over the long term. When both sides approach the relationship that way, the partnership becomes much stronger and far more sustainable.
Q: You and your wife are expecting a baby soon, and she is also Head of Marketing at Rapid Shape. How are you both preparing for this exciting new chapter in your lives?
Elon
Yes, it’s a very exciting time for us. Since we both work at Rapid Shape, our professional and personal worlds already overlap quite a bit. Preparing for our first child has definitely become a major focus recently.
We actually have a simple agreement at home: my wife is responsible for making the baby, and I’m responsible for the nesting. So, I’ve been busy getting the house ready for our new arrival.
Q: You speak Hebrew, English, and Mandarin, and are currently learning German. How important are language skills and cultural understanding in your role?
Elon
They’re incredibly important in a global role. Speaking the same language as your partners and customers helps build trust much faster. But even more important is understanding cultural differences in how business relationships are built. Having lived and worked in different countries, I’ve seen how differently people approach business. Being aware of those differences makes collaboration much smoother.
And of course, living in Germany now means my German is very much a work in progress.
Q: Your colleagues often describe you as very positive and always in a good mood. How do you maintain that energy, especially during challenging times?
Elon
One of the things that helps me a lot is practicing martial arts twice a week. It’s a great way to release energy and reset after a long week of travel or meetings.
And right now, preparing for our first child definitely puts everything else into perspective. It’s hard not to stay positive during such an exciting time.
Q: Where do you see the greatest growth potential for Rapid Shape over the next few years?
Elon
Two areas stand out: automation and integration. Automation is already a key focus with systems like the RS Inline 3.0, which allow customers to scale production in a much more efficient way.
At the same time, we are putting a much stronger emphasis on integrating our systems with third-party software and service providers. This will make it easier for customers to connect Rapid Shape printers with the rest of their digital workflow. Throughout 2026, customers will see significant improvements in this area.
Q: If you had to describe Rapid Shape in three words, what would they be?
Elon
Innovative. Precise. Partner-Driven.
Rapid Shape combines strong engineering and reliable technology with a real commitment to working closely with customers and partners. That combination is what makes the company unique.
Q: And finally: would you dare to answer this last question in German? 🙂
Elon
Ja, natürlich — ich kann es zumindest versuchen!
Rapid Shape in drei Worten:
Innovativ, präzise und partnerschaftlich.
Diese drei Worte beschreiben für mich sehr gut, wofür Rapid Shape steht: starke Technologie, hohe Qualität und eine enge Zusammenarbeit mit Kunden und Partnern weltweit.
Und mein Deutsch wird hoffentlich auch jedes Jahr ein bisschen besser — genau wie unsere Produkte.
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