Track record.

• Founded a studio to build fitness products that reject novelty-churn and upsell mechanics in favour of tools that actually work.

• Led company-wide product strategy and operating model across Product, UX, and Engineering.
• Took executive responsibility for the UX organisation (20+), aligning design, research, content, and localisation into a single operating model.
• Established product and UX operating systems across strategy, discovery, experimentation, and quality.
• Introduced outcome-driven prioritisation and experimentation to align execution during a regulated transition period.

• Unstuck and delivered a stalled 0→1 platform, launching production in 90 days.
• Led product, engineering, design, CX, and operations across 7 cross-functional teams.
• Doubled sign-up conversion, improving funded account rates to 55%.
• Launched an AI assistant to support smarter retail investment decisions.

• Refocused the product on the strongest use cases during market contraction.
• Increased activation by 25%.
• Brought product, marketing, and design into one delivery track.

• Delivered the full digital experience: churn 32%→11%, app rating 36%→90%, conversions +20%.
• Built two #1-ranked NL fitness apps with habit loops, loyalty mechanics, and rich member analytics.
• Unified Product, Design, Engineering, Data, CX, and ERP into one connected organisation.
• Introduced real-time in-club NPS, transforming member feedback into an operational loop.
• Worked with PE owners and the Board on growth and investment.

Skin in the game: personally invested in SportCity and remain a shareholder.

• Led Mobile & CRO product groups as the tech org scaled from 700 → 3,000.
• Delivered +300% YoY mobile conversion across a €1B+ revenue channel.
• Grew mobile bookings 100%+ during the scale phase.
• Managed 15+ product teams operating globally across multiple markets.
• Spread strong experimentation habits and practical JTBD thinking across product.
• Coached and grew high-potential PMs and Group PMs; known for raising execution standards.

• Built the fitness app from 0 → 2M+ users with 38K 5★ reviews.
• Increased revenue 500%+ via retention and activation systems.
• Owned product, design, growth, marketing, and user engagement end-to-end.

• Built from 0 → 5M+ users across iOS, Android, Amazon.
• #1 in 80+ countries, 21% paid conversion, 20K+ 5★ reviews.
• Co-founder and board member. Owned product, design, growth, and long-term direction.

• Founded and shipped multiple consumer and B2B products across early-stage startups.