When a company quietly builds world-class storage and virtualization software for twenty years, it usually means they have been too busy solving real problems to shout about it. That is what makes euroNAS and its founder, Tvrtko Fritz, such an interesting story. In this episode, I reconnect with Tvrtko after meeting him on the IT Press Tour in Amsterdam to learn how his company evolved from "NAS for the masses" into a trusted enterprise alternative in a market filled with bigger names.

Tvrtko shares how euroNAS began with a simple idea that administrators should not have to battle complex infrastructure to keep systems running. Over time, that belief shaped a complete platform covering hyper-converged virtualization, Ceph-based storage, and instant backup and recovery. He recalls the story of a dentist who lost a full day of work waiting for a slow restore, which inspired euroNAS to create instant recovery that restores in seconds rather than hours. We also discuss how their intuitive graphical interface has turned Ceph from a daunting project that once took a week to set up into something that can be configured in twenty minutes. That change has opened advanced storage to universities, managed service providers, and enterprises handling petabyte-scale workloads.

We also tackle a topic that many in IT are thinking about right now: VMware. With licensing changes frustrating customers, Tvrtko explains how euroNAS has become the quiet plan B for many organizations seeking stability and control. Its perpetual per-node licensing model removes the pressure of forced subscriptions, while tools such as the VM import wizard make migration faster and less painful. What stands out most is that Tvrtko still takes part in customer support himself, using real conversations to guide product development and keep the company close to the people who depend on it.

Looking ahead, Tvrtko outlines how euroNAS is growing through partnerships with major hardware vendors and through its expanding role in AI infrastructure, where demand for scalable storage continues to rise.

The conversation highlights the value of engineering-led companies that build with care, focus on reliability, and give customers genuine ownership of their systems. If you want to understand what practical innovation looks like in enterprise storage, this episode will remind you why simplicity still wins.