Sometimes your business doesn't need more ideas. It needs someone who can see what you can't.
LET’S REACH MOUNTAIN TOPS TOGETHER
WHO I GUIDE
WHO I GUIDE
WHO WE SERVE
WHO WE SERVE
WHO WE SERVE
WHO WE SERVE
I work with founders and leaders who already know where they want to go but can't see how to get there. I find the blind spot. I map the next move. And I stay until it's clear.
THE moment WE MEET
By the time most people find me, they're not starting from scratch. They've already built something. They have clients, ideas, experience and ambition. From the outside, everything looks like it's moving. On the inside, it often feels different.
There are too many ideas. Too many opportunities. Too many directions. Marketing feels harder than it should. Growth creates complexity instead of freedom. The business no longer feels as coherent as it once did.
That's usually the moment we meet.
WHAT I naturally DO
I don't see myself as a traditional coach. And although strategy is a big part of my work, it's not the whole story.
What I naturally do is zoom out. I look beyond the obvious problem and search for the pattern underneath it. Sometimes the challenge isn't marketing. It's positioning. Sometimes it isn't pricing. It's confidence. Sometimes it isn't growth. It's that every part of the business has evolved separately and no longer works together.
My work starts by understanding the whole before trying to improve the parts. Because once everything starts making sense together, better decisions become surprisingly obvious.
WHERE THAT
comes FROM
Over the last fifteen years I've built businesses, communities and collaborations across very different industries. From logistics and technology to entrepreneurship, from building one of the largest retreat communities in the Netherlands and Belgium (3,500+ professionals) to advising founders through Profit Mode, guiding retreat venues from Spain to Bali, and developing international retreat concepts.
On paper those experiences look unrelated. To me they've always been the same work. Understanding complex systems. Connecting the right people. Seeing opportunities before they become obvious. Helping businesses become more intentional.
And yes, there's a failed startup in there too. Two years of giving everything taught me the most expensive lesson of my life: you cannot out-hustle a broken foundation. It's why I slow people down for a living now.
Read the full story. Insights →
TODAY
Today I work as a strategic thinking partner for entrepreneurs, founders and retreat professionals who know they're capable of more, but don't want to grow by simply doing more.
Together we step back before moving forward. We ask better questions. We challenge assumptions. We create structure where there's complexity. Sometimes that leads to a new positioning. Sometimes to a completely different business model. Sometimes to one small decision that changes everything
I do this from wherever I am: the Netherlands, Spain or Bali. You could say I don't have a home base, or you could say my life is one long workcation. It depends on how you look at it, and that perspective shift is basically my job description.
A FEW THINGS YOU SHOULD probably KNOW
I once cooked an entire retreat (gluten-free, vegan) with a broken elbow, and wrote the cookbook while I was at it. After cooking three retreats I learned that retreat-cheffing is a job of its own, so I took my retreat-chef pension. People still cook my recipes at home and at their retreats.
I got my Bali project by making a vision board on a rainy Sunday and emailing it to the owner. The worst thing that can happen is a no. I'll probably offer you cacao or tea. I don't drink coffee, so you'll have to bring your own. My famous bliss balls, though: those I'll share.
Focus time in the morning, people time in the afternoon. That's when both are actually good. Human Design nerds: hello, 2/4 Projector. I need my alone time and I'm a natural networker. Sounds like a contradiction. It's where my strengths live.
My favourite way to start the day: sunrise on the beach or in nature, cacao in hand. My favourite sentence: "you two should meet." I say Hola Señor(ita) and mix Dutch and English mid-sentence. It comes with the life. I take your business seriously. Myself, a little less.
WHAT I believe
DEPTH OVER VOLUMEOne right client over ten wrong ones. One real insight over ten polished slides. I work with a small number of people at a time by design, not by accident. Proximity is the product.
FREEDOM BY DESIGNThis practice is built around a life, not the other way around. Location-independent. Intentionally structured. The business serves the life, never the reverse. And I help my clients build the same.
CLARITY OVER COMFORTI say the thing. The real thing. Not the version that's easier to hear, the one that actually moves something. You don't pay me to feel good. You pay me to finally see clearly.
I believe positioning comes before marketing. I believe relationships create more opportunities than algorithms. And I believe the strongest businesses aren't built by following someone else's formula. They're built by understanding what already makes you different and designing everything else around it. No one-size-fits-all. Every person and every business is different; some things work more often than not, but always tailored to you.
The work is specific. The results are real. Here's where I create the most powerful transformations.
WHO I work WITH
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You've built something real. Revenue is coming in, clients are saying yes. But you can feel the ceiling. The way you've been building got you here; it won't get you where you're actually trying to go. You need someone who sees the full architecture, not just the next tactic. Someone who treats your business like the serious thing it is.
→ Book a Clarity Session -
Your retreats are good. The people who come, come back. But every edition still starts from zero: finding participants, filling spots, hoping it sells. You don't need a better retreat. You need a business around your retreats, with positioning that does the selling before you do. I've worked with hundreds of organisers, and the pattern is almost always the same: the product is ready, the business isn't.
→ For Retreat Professionals -
You have a beautiful place, and beautiful places don't fill themselves. Bookings come in waves, the wrong inquiries cost you time, and the business around the venue never got the same attention as the venue itself. I've guided retreat locations from Spain to Bali on exactly this: concept, positioning, and the strategy that turns a stunning place into a running business.
→ For Retreat Professionals -
You can see exactly where this could go. That's not the problem. The problem is that your current structure (your team, your offer, your systems, your own role) was built for where you were, not where you're going. Growing into a vision isn't about working harder within the old structure. It's about redesigning the structure on purpose.
→ Book a Clarity Session -
the professional ready to stop being the best-kept secret Everyone who works with you raves about you. And still, the right people can't find you, because you've been relying on word of mouth and hoping quality speaks for itself. It does, but only to the people already in the room. Positioning isn't bragging. It's making sure the people who need you can recognise you.
→ Book a Clarity Session -
If you're looking for a one-size-fits-all template, someone to make your choices for you, or inspiration without commitment: I'm not your person, and that's okay.
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The list is never complete. If something here resonates anyway:
send me a message →
THE invitation
If you're looking for someone to tell you exactly what to do, I'm probably not the right fit. If you're looking for someone who can help you see your business more clearly, ask better questions and build something that actually fits who you are, I'd love to have that conversation.
Not ready yet? Enter my world →