Golazo Roadmap 2022 by Gracias

Golazo’s mission is

a healthier & happier you daily exercise is crucial

by Johnny Thijs, Chairman Board of Directors Golazo Group

INSPIRING PEOPLE TO DO SOMETHING FOR THEMSELVES I must have been introduced to Bob Verbeeck and Golazo about five or six years ago. Initially, I considered Bob to be an entertaining, passionate storyteller who is not just athletic, but also a very ambitious and demanding man. You can sense that he has had to fight for what he has achieved, which is quite impressive. He has successfully written a very beautiful story with his company. I didn’t just look at the positive figures, gradually I also gained more insight into its content. It is a very worthwhile challenge making someone’s physical wellbeing your primary business goal. It was that ambition and Bob as a human being that made me decide to join Golazo. It was a logical next step for Golazo to also add nurturing people’s inner health to their set of goals.

Subsequently, I allowed myself to be gripped by the compelling story. I did quite a lot of sports in the past but I used the cheap cliche of ‘no time’ to get out of that habit. However, listening to Golazo’s message, I became extremely eager to get back into exercise. This culminated in me climbing the Stelvio on my bike three years ago. I was professionally supported by the best coach one can dream of, Paul Vanden Bosch. As has been the case for many others, my will and motivation to succeed were triggered in such a way that planning or time were no obstacles anymore. Now, I have the Mont Ventoux circled in fat marker pen in my diary. Just the thought of it is making my heart race. That is the unique power of Golazo, that power to inspire people to make a change. You don’t have to be an athlete to do sport, you have to be bitten by the bug to start (go back to) exercising.

That is what Golazo does, that is what everybody at Golazo does every single day. For them this is not a job, it is looking for solutions together to improve the wellbeing of more people. They share the same state-of-mind and enthusiasm. They bring people together to break down the boundaries together. On top of the Stelvio, I was privileged to witness the arrival of a group of diabetes patients who had trained for months to be able to successfully climb the mountain. What I saw and felt made me stop and think. For them this was so much more than a purely athletic reward. They had conquered so many obstacles, each and every one of them personally, but even more as a group. It did not just give all of them physical satisfaction, but mainly a sense of belonging. It has been crystal clear for me since then. This business is not driven by sports marketing or top sporting performances. It is all about the physical, mental and social wellbeing of you, your family, your friends, of all of us. That is what Golazo stands for, every single day.

S GOLAZO EX E O D IST Y ? H W PERSONAL & CORPORATE WELLBEING

CONSULTANCY & BRAND ACTIVATION

PHYSICAL WELLBEING WORKPLACE A WELLBEING HAPPIER & HEALTHIER

SOCIAL WELLBEING

YOU WHY

EMOTIONAL WELLBEING

EVENTS

SOCIETAL WELLBEING

HOW

MEDIA

WHAT 4

CORE VALUES PURPOSE

PASSION

The purpose of Golazo is to make you healthier and happier.

We are a movement lead by emotion. A crazy and passionate group.

We want to inspire, motivate and assist you to take control of your physical, mental and emotional wellbeing.

Each day, we celebrate our love for a better and healthier life.

Healthier and happier people are the key for a better, diverse and inclusive world.

We recognize that balance is what keeps our passion on fire.

This is the mission that drives us in all our activities.

Our work is not a job. It is our opportunity to inspire and to be a catalyst for change in all the people we touch.

A healthier and happier ‘you’ is also about fun, about friendship and belonging.

INNOVATION

We continuously challenge any status quo so that we can all grow as individuals, as a team and as an organisation.

Innovation is in our DNA. Forward thinking makes us move forward.

EXCELLENCE

We are committed to the belief that there is always a better way.

We strive to do our best and be the best. Just like our world-class athletes and ambassadors, we shoot for the moon.

We trust our instincts to do good.

We are committed to managerial, operational and technical excellence.

We value innovation and creativity and embrace the entrepreneurial spirit.

EMOTION

We are humbled by our commitment to deliver for each individual participant, each fan and every community we serve.

Golazo is a movement build on emotion.

TEAMWORK

Enthusiasm is far more important than duty.

People are our greatest asset.

We recruit on gut feeling.

Like all great teams, we pride ourselves on collaboration, loyalty and partnership.

We ‘e-move’ each other.

And then a company. ‘To want to do’ something prevails on ‘to have to’.

Our participants’, fans’ and clients’ feedback are key.

Every person in our organisation is key. We are constantly looking for the best. Diversity and inclusiveness are key to our success.

1990

2000

2008

Without a solid business plan, but with a strong conviction that sport mattered in society, 1984 Olympian Bob Verbeeck starts CIS on 18 October 1990. The acronym stands for “Consultants in Sports”. The new company intends to consult brands on their sports sponsorship and strategy.

With the European championships football coming to Belgium & The Netherlands, Octagon (a NYSE listed company under Interpublic IPG) is looking for an agency. Octagon and CIS start working together on a European scale, creating Octagon CIS. Founder Bob Verbeeck decides to sell CIS to Octagon, while staying on as CEO. Octagon CIS becomes a major player in sports consultancy and brand activation in Europe, servicing clients such as Hyundai, Mastercard, Sony PlayStation, Proctor & Gamble, the NBA, ……

With a different and conflicting view on the future of the company, Octagon and CIS decide to go separate ways. Bob Verbeeck regains full control over the company. The company name changes to Golazo, which focuses on the development of their own event portfolio, athlete representation, sports media and consultancy but with operations only in Belgium.

2014

2018

2021

Golazo goes outside Belgium and opens offices in The Netherlands, France, Germany and the UK. This growth strategy is a combination of acquisitions and organic growth. A multi-brand strategy is part of the growth plan. Most acquisitions are related to events, consultancy and brand activation.

Founder Bob Verbeeck sells a 20% equity stake to a group of national and international investors. A board of directors is installed with Johnny Thijs (ex-CEO Belgian Post) as chairman. The Golazo vision in the next ten years will be driven by focus and growth, both in activities, as well as in geography. The average growth objective is 25%. Over the last four years, Golazo has quadrupled in size.

After a difficult 2020 due to the corona pandemic, we realised an excellent 2021 thanks to our agility. Simultaneously, we have used that period to profile ourselves even better and more sharply as a health and happiness movement.

FACTS & FIGURES

A GREAT GROUP OF COMPANIES

#WEAREGOLAZO

Bob Verbeeck, CEO Golazo Group:

“GOLAZO IS A MOVEMENT” Simultaneously, we assisted a number of testing and vaccination centres in Belgium, and we continued to commit to digitalisation and mental resilience as part of our corporate approach.”

Golazo has constantly been growing and evolving since 1990. Did corona play the role of catalyst in that?

Golazo was set up in 1990 as Consultants in Sports. Throughout the years, the company has evolved from a local sports marketing and event organisation to a holistic, multi-brand sports multinational with a mission: a healthier and happier you. Corona has been a catalyst in that transition over the last two years. “We will never go back to being the same business post-corona, we will become a much stronger company,” says CEO Bob Verbeeck. A former top athlete, Verbeeck has also continued to evolve along with his company during the last three decades, going from Consultant in Sport to sports entrepreneur. How does he see the future of his sports entrepreneurship?

Looking ahead is impossible without also looking back. Both the events and sports sectors were badly hit in the last two corona years.

“In corona times, we have tried to define and communicate our strategy and our goal even more clearly, both internally and externally. I am proud to say that everyone at Golazo can tell you in one short sentence what we stand for: we are going for a healthier, happier world in which people look after their physical and mental wellbeing. Exercising is an important aspect in that. The last two years, we have made the shift from a pure sports business to a health and happiness business.

Bob Verbeeck: “When comparing our activities before the pandemic with our activities since then, we have only been able to work without restrictions for three months, between midAugust and mid-November 2021. We had a dramatic 2020 – financially, not operationally or strategically – which was followed by a positive 2021, thanks to our agility and the fact that we showed ‘speed to market’.

Is exercising alone enough? No. In addition to physical wellbeing, which is linked to sleep, nutrition and exercise - mental, social, societal, and corporate well-being are equally important. As soon as social contacts are cut off, that has an enormous impact on our wellbeing. The pandemic has been a steep learning curve for our business in a short span of time.

We also went full throttle with programming our activities in those three months. We moved some spring activities to the autumn, even though we had to strip some of them down.

Furthermore, we have expanded our options with innovative ideas such as virtual challenges. We have seen that we do not necessarily have to organise our events in a physical place, but that we can motivate people everywhere to exercise.

We are committing to a healthier, happy world in which people look after their physical and mental health.

We have also strengthened our internal engagement by focusing on a one team culture. Our continuous growth also required a greater need for integration. What is it we stand for? Our shift in attention also helped us to attract new talent. That is a focus for the next few years: attracting and ‘nurturing’ talent to build an even stronger team. Lastly, we have managed our finances well, we have committed to sustainability, cyber security, GDPR and last but not least have thrown our weight behind inclusion and diversity together with Cynthia Bolingo.

Was corona the best promotion for sport and also for the Golazo campaign? “Definitely! Nevertheless, there are people who did not pick up on that. That is because there is a lack of triggers, one of the goals we are focusing on is how can we trigger as many people as possible? That is what we are doing directly through our events and challenges, through our business approach, through brands and sports federations, and through the media by weighing in on the debate. You need those four angles to effect change.”

AG Coast Walk

A lot has happened in the last two years. What do the following two years look like? “We have to commit to the four core activities I have just mentioned. The first one is events and challenges, where we would like more signature events. For Belgium in 2022, that is definitely the Soudal Open in golf, a discipline where we had not been active at the highest level. In addition, there are several championships such as the Breaking and 3x3 Basketball World Championships. We have listed 75 sports in which Golazo can play a significant role.

At the moment, we are active in 15 of those sports, so there is a lot of work for us to do in the other 60. We also want to commit to new regions, emerging markets. For instance, we have invested in our relationship with Kenya’s Ministry of Sports over the last two years. This has already resulted in the organisation of the U20 Athletics World Championships. In the coming years, we would like to develop many new initiatives there, offering our experience and expertise in championships. We consider signature events also as

AG Antwerp 10 Miles

catalysts for promoting sport. That is what we experienced during the Road World Championships that we organised in 2021 and we approached every target group, ranging from schools to universities and cities and communities, raising awareness and creating an overall experience. In the next two years, the business approach regarding corporate wellbeing will continue to focus on total wellbeing: physical, mental and spiritual wellbeing.

Our third pillar is brands, under the header Sportizon in Belgium, Triple Double in The Netherlands and Golazo Consulting internationally. Our focus there is on businesses and brands that want to communicate through sport. Moreover, we want to cooperate even more closely with sports organisations, ranging from football clubs to sports federations, and also with athletes. Whereas representation of athletes used to be a separate part within Golazo, we have now come to the conclusion that athletes are also fully-fledged brands.

The fourth pillar is media. We do not have the intention to become a large media corporation, however, we do want to cooperate with large media corporations. For example, we want to weigh in on the debate, continue to expand the activities of Arko Sports Media in The Netherlands in other countries where we are active. We want to disseminate that message with media corporations as partners. For instance: next year there will be TV formats focused on Climbing for Life and Spartacus Run, so that we can also have a positive effect on the psyche that way, showing how much fun it is to exercise. Those four areas – events and challenges, corporations, brands and media – are within our scope for the next two years, allowing us to grow organically and through takeovers.”

What if we turn our gaze beyond those two years: what does the roadmap for 2050 look like? “In the long run, we want to be part of an important movement in the area of digital healthcare, emphasising preventative instead of curative medicine. Digital healthcare does not just mean physical wellbeing, but total wellbeing. We would like to be an important partner in that, but we will not be able to do it alone. The most crucial requirement for success will be to embrace technology: using hyper personalisation, virtual reality, phygital (physical + digital), using data correctly, striking the right balance with human beings and society. How we manage the privacy of our data, how we are ethical citizens, how we demonstrate respect for all stakeholders. These aspects will be the drivers in our decision-making process.”

Over the past two years, we have shifted from a pure sports business towards a health and happiness business.

That is our planet, our society, which brings us to the biggest trending topic in the world of marketing and beyond: purpose. In fact, Golazo has been working on its purpose avant la lettre since 1990. “That’s right. There isn’t a day that goes by that we are not approached by young people, be it graduates or famous athletes, who want to work for us, just because they share our purpose. Regardless of wages or other benefits, it is precisely our purpose that attracts them. We are a purposeful business. That is why I love working here so much: because in my eyes this is not a business, but a movement. The core of Golazo is emotion; we are a movement driven by them. With a wide range of people and projects, we are shaping that movement. That will allow this business to become immortal.”

That brings us full circle: becoming immortal is the ultimate mission for so many athletes, clubs and other players in sport. “The average life span of a business is 40 years. We have been around for 32 years, so if we follow the average we would cease to be a business in eight years. But it is my absolute intention to structure this business, this movement, in such a way that we will always continue to exist.”

WE MAKE PEOPLE MOVE

Mass Participation Events • Spectator Events • Virtual Events & Challenges • Hospitality • Apps • Personal Well-Being

WE MAKE COMPANIES MOVE

Corporate Well-Being Programs • Personalised Services • Apps Workshops

WE HELP BRANDS MOVE

Consulting • Marketing-Communication • Activation • Digital

WE INSPIRE TO MOVE

Media Brands • Tailormade Content & Media • Communication Advice & Support

OUR AMBASSADORS MOVE YOU

A BEST MANAGED COMPANY... AND MORE! Golazo is very proud to having received for the third consecutive year the Best managed Company label, awarded by Deloitte. The Best Managed Companies programme rigorously evaluates and challenges companies against a proven global framework based on four pillars: a clear long term strategy, extensive capabilities, strong commitment, and excellent financial performance.

For us, this label is an acknowledgement for what we realise, all together, every day of the year. Retaining the label after a challenging Covid year 2020, with a special recognition for our resilience, leadership and agility, made us all very proud. Our company and the whole team proved that even in harsh times we are capable of transcending ourselves.

We are honoured to be chosen once again as a “Best Managed Company” in Belgium. The pandemic has been challenging for our event-based business but we have demonstrated focus on our purpose, flexibility in our offer and a tremendous fighting spirit.”

As a company, Golazo has committed to the United Nations Pact and its 17 sustainable development goals. All our projects and services should be in accordance with these UN goals. Our commitment for good health and well-being is obviously in line with the purpose we have as a company. But also gender equality and climate action are already widely intertwined in all our activities. With regards to gender equality, we have been giving the same prize money for men and women in athletics and cyclocross and will be extending this to all our competitions. Equality between all human beings, is at the heart of our concerns. We strongly believe in diversity and inclusion.

With athlete Cynthia Bolingo as ambassador, Golazo started the Bolingo “Embracing Diversity”campaign in 2021 which celebrates and embraces diversity in the world. Bolingo in Lingala means love. Together with Cynthia, we want to honour our love and respect for each other and for the unknown . www.bolingoembracingdiversity.com Golazo is also leading on sustainability in its mass participation events in Europe. We reduce waste through re-usable and recycled materials, green energy and stimulate the use of public transport. We avoid single use plastic packaging to the extend possible and use recyclable banners. In our quest for a better world, we will strive to be “best in class” on all 17 development goals. 23

WE MAKE PEOPLE MOVE

Events are an ideal way to get everybody moving. It gives people purpose. The atmosphere and overall experience surrounding the events including the social aspects linked to them, make those events so much more than just a personal effort. Top sports events are a catalyst for the promotion of sport. Seeing your heroes at work up close, encourages people to start taking up sport themselves. We are increasingly committing to signature events, such as big championships. Our apps, challenges and digital events give everybody the opportunity to exercise wherever and whenever. Through music, encouragement or tips, they add extras that help make it a not-to-be-missed experience.

RUNNING

NN Marathon Rotterdam

Bridgestone 10km Paris Centre

AG Antwerp 10 Miles

Port of Antwerp Night Marathon

Keytrade Bank Crêtes de Spa

Keytrade Bank Brussels Nature Run

Keytrade Bank Crêtes de Spa

Marathon Eindhoven

HBVL Dwars door Hasselt

Urban Trail Series

Nationaal Park Run & Walk Maasmechelen

AA Drink Battle of Thor

AA Drink Spartacus Family Run

Athora Great Bruges Marathon

DSW Bruggenloop

La Parisienne

ATHLETICS

KBC Nacht

ISTAF Indoor Berlin

ISTAF Berlin

Crosscup

World Athletics U20 Championships Nairobi

Kip Keino Classic Nairobi

Allianz Memorial Van Damme Brussels

WALKING

AG Coast Walk

Urban Walk Utrecht

AG Nacht van de Maan

Urban Walk Mechelen

CYCLING

Yuzzu Gravel Series

Harbour Tour

Philippe Gilbert Classic

LBL Challenge

We Ride Flanders Off-Road

GF Strade Bianche

Granfondo Vosges

GF Il Lombardia

Lepape Marmotte Granfondo Alpes

PRO CYCLING

Lotto Zesdaagse Vlaanderen-Gent

X2O Badkamers Trofee Veldrijden

UCI World Cup Cyclocross Namur

Ethias Cross

Benelux Tour

Belgian Championship trial-bike

Baloise Belgium Tour

Oxyclean Classic Bruges - De Panne

2021 UCI Road World Championships Flanders

URBAN SPORTS

Crelan 3X3 Masters

Panna Bootcamp

JBL Unbreakable

TEAM SPORTS

Belgian Beachvolley Championship Masters

FIH Pro League hockey

Love Football

GOLF

Porsche Golf Cup

Holes for Heroes

CLIENT EVENTS

Red Lions Welcome Home event

Sportgala - Gala du Sport

HOSPITALITY

Glamp & Dine The most high-end glamping experience in our country Unadulterated outdoor experience: Spend the night in one of 12 luxury glamping tents, situated right on the water’s edge with a stunning view over the magnificent estate De Vijvers in Averbode. Dinner in starred restaurant Colette or the culinary pop-up concept Dinner on the Lake, a floating restaurant on the estate’s lake, completes the experience.

“

Heartfelt congratulations for the amazing VIP organisation at the World Championships. Experience, flow, communication, it was all perfect and contributed to the positive and dynamic atmosphere surrounding the event. The beautiful weather was a gift, we had a lot of hope, the pride we felt for our performance and the unique memory will stay with us forever! - Remarkable Client Quote -

”

2021 UCI Road World Championships Flanders-Belgium Experience pur sang. +16,000 VIPs enjoyed the cycling fever with high-level hospitality in 4 host cities and the best view over the peloton. > > > > > > > > >

8 days of cycling fever 2 years in the making More than 16,000 VIPs 4 Flemish host cities 11 VIP villages/private events 62 top colleagues 6,000 helping hands 1,000,0000 supporters along the route 350 million TV viewers worldwide

Spektakel Musical 40-45 Daens, the Musical Big Musicals After a forced break of more than one and a half years, the performances of Daens, the Musical & Spektakel-Musical 40-45 resumed at the Studio 100 PopUp Theatre in Puurs in August 2021. As Studio 100’s hospitality partner for several years now, we were able to welcome back clients in great numbers at this total spectacle again.

Zilt Zeeland Tradition, craftsmanship and passion just across the border An original experience with a boat ride on the Oosterschelde. Taste oysters at the source in a wading suit and enjoy upon your return a gastronomic, flavoursome dinner, with a unique view over the historic oyster ponds of Yerseke.

Immersive Dining Experience A new, innovative total experience We commercialise the very first immersive B2B Dining concept in Antwerp. You will literally be immersed in spectacular, life-size projections whereby the narrative of the 6 unique immersive rooms gets translated in spectacular fashion in the menu.

Dinner in the Sky Spectacular dinner at 55m high in the air Thanks to the combination of a stylishly set table 55m up in the sky, the best starred chefs in the kitchen and an eyecatching view over the city skyline, we can offer you a ‘once in a lifetime’ dinner experience here!

Allianz Memorial Van Damme The stage for the absolute top athletes of the world A VIP package at the most important athletics meeting of the year offers the perfect setting for networking at the highest level. We provide all necessary elements for treating VIPs to an unforgettable evening in the renewed Memorial VIP village through a mix of high-end hospitality and entertainment

Zoute Grand Prix The grandeur of the most exclusive cars & international art in Knokke-Heist and Bruges. We immerse VIPs in the wondrous world of the most valuable vintage cars and modern dream cars. An impressive 8,200m² pavilion with sea view, a breath-taking, artistic setting where joie de vivre is combined with high-level hospitality = the perfect mix for this world-class event.

Corporate events (De Vijvers, Averbode) Corporate events | Corporate triathlons | Private events Estate De Vijvers has developed into a hotspot for a wide range of events, with the enchanting lakes and woods forming the backdrop for unforgettable moments. This wonderful place turned out to be the ideal setting for VIP events, which resolutely focused on outdoor experiences. A pearl that should not be missed, thanks to the exceptional combination of starred restaurant Colette, the culinary pop-up concept Dinner on the Lake & Glamp & Dine, the most high-end glamping experience in our country.

“

Our event was super successful! Everybody was extremely satisfied and delighted to be part of this top weekend! Thank you to you all & everybody behind the scenes! Certainly worth repeating! - Remarkable Client Quote -

”

TRAVEL

Through our cycling travel business Kortweg, we organise cycling holidays for all cycling addicts, cycling clubs and corporate clients. We offer fullycatered tours, including all logistics and create tailormade solutions for companies.

TECHNOLOGY

We embrace technology to make our mission as scalable as possible, turning physical events into virtual challenges and fundraising initiatives. We capture performances, images and interests to deliver an even better experience to all participants and fans. With Chronorace, we are at the forefront of sports data technology.

APPS

Start 2 Run, Hardlopen met Evy and numerous digital challenges and events

MISSION OF

START 2 RUN 4

7.289.000 km (2021) Number of registered kms in 1 year

+16K

active Facebook group members posting daily about their runs

+32K

Instagram messages with #start2run or #hardlopenmetevy

We want to get people running...

in a simple accessible and affordable way...

using training plans created by experienced sports coaches ...

so that they can discover the fun of running ...

and live a healthier life, physically and mentally.

600.000

Number of accounts

1.685.000 sessions (2021) Number of registered activities in 1 year

PERSONAL WELL BEING

Personalised testing and coaching in Energy Lab Ghent, Leuven, Paal and Rotterdam.

TOPSPORT COACHING

The physical preparation and coaching of an athlete is an essential part of the journey towards victory. The professional, scientific tests combined with the many years of expertise of our Energy Lab coaches provide the necessary framework for athletes to improve their performance so that they can get the best out of themselves and realize their goals and dreams.

Emma Plasschaert & Belgian Sailing team

Lucinda Brand - Baloise Trek Lions

Lotto - Soudal

Sport Vlaanderen - Baloise

WE MAKE COMPANIES MOVE

Our purpose is to move people, organisations and society so they can thrive. We do this by empowering them physically, mentally and emotionally. We offer programs for small, medium and large corporations. We create personalised services through apps, wearables, wellbeing platforms and consultancy. We organise workshops and trainings. We offer companies endless possibilities.

CORPORATE WELLBEING: “NO LONGER A BAND-AID BUT A CLEAR FOCUS” SOCIETY

NISATIONS ORGA ME

PURPOSE

AL ION OT M

PHYSICAL

MEN TA

If corona has taught us one thing, it is that people’s resilience is not infinite. The number of people off work with a long-term illness has never been this high. Belgium alone counts 450,000 and the number keeps rising. It is crucial that companies focus on corporate wellbeing more than ever before. Three businesses under the umbrella of Golazo, Energy Lab, Better Minds at Work and Peak4, are joining forces to support companies in their search for greater wellbeing for their employees. “Until very recently, many companies only felt an urgency to deal with wellbeing when there were a couple of cases of burn-out. This has now changed. Companies no longer see investing in wellbeing as a band-aid. They are keen to look ahead and pay more attention to caring for their employees”, says Elke Geraerts, CEO of Better Minds at Work. “This radical change in the future way of working creates extra mental strain, which requires more agility, so you better make sure that wellbeing has been finetuned. The hybrid context of work is very demanding for employees. Working from home is not friendly on the brain. A lack of recuperation, numerous back-toback video meetings. Stress and burnouts are on the rise. We have to make a fresh start, a complete reset post-corona. Many employers understand this. We too have adapted what we can 86

offer. We are now providing workshops, keynotes and webinars dealing with hybrid work: how can you stay more focused at home, how can you manage your people remotely, how do you keep your team motivated remotely. What we have noticed is that we have to work more on an individual level, more coaching. We need to look at what someone’s specific role can be, what that individual’s dynamic is, we are more made to measure than before.” Kristof De Smet, CEO of Energy Lab: “It is fighting a running battle. We started

fighting a long time ago. Resolving issues and going for resilience. Now, businesses are turning to us more and more because they want to know how they can adjust the constant stream so that their employees’ bucket does not overflow anymore. In the past, companies already used to say that they were peoplecentric, but corona has emphasised once again the added value that people bring to their company. Wellbeing has stopped being a corporate value on a poster on the wall and is now a true value that is of paramount importance.”

“That’s why we started thinking about our own model, in which the three energy domains are connected, both on an individual and organisational, and social level. At the core of your wellbeing lies your purpose, your passion, surrounded by your mental, physical and emotional energy levels, which should be connected and in balance. Only when these energy levels are optimal will you be able to flourish fully and project that within your company and your environment. We believe in this human energy and purpose, which is what makes our companies and society move.

Or: ‘How many days a week can I work from home?’ In this narrative there is no divide between wellbeing at work and at home. We are striving for a world in which optimum wellbeing and high performances go hand in hand.”

We are currently also working on refining our own offering: how can we integrate the various energy domains even more fully into the programmes we offer.”

30 years of expertise, we can support business even better. Energy Lab has a stronger footing in the world of sport and exercise, but the desire to connect that with mental and emotional aspects is constantly growing. The alliance with Better Minds at Work and Peak4 is so interesting because they are active in those other areas. Moreover, there is a great need among companies that have been taking well-intentioned, ad hoc initiatives until now to integrate those in one big goal. This is not empty talk anymore. Connecting the dots. Linking initiatives. And making that policy measurable.”

Dirk Loots, co-founder of Peak4 describes it as follows: “The employers that were attractive in the past are not the same anymore. The crux is not whether you get a laptop or a car. Committing to better wellbeing for your employees, is now more than ever an important carrot for attracting new talent. If a company does not do that, they are doomed. The first question applicants ask from a potential employer is: ‘You do not work with a system of set holidays, do you?’

Kristof agrees: “It is no longer a nice to have but a must-have. There has to be a balance. Wellbeing is linked to energy on all levels: be it physical, emotional and mental. That is also why it is so worthwhile for our three companies to work together more closely. We each have our own strengths. By combining

“The workplace is built up of many different generations, and each of them has a different concept of what wellbeing is for them”, says Dirk. “Managing has shifted from command and control to connecting people and steering groups in a different direction. If there is a lot of absenteeism, you need to take a candid look at your leadership. Leaders who are hidden away somewhere high up in the business structure and never show their faces on the shopfloor will have limited impact.”

Kristof concludes: “Some studies state that for every Euro you spend on wellbeing, you get rewarded 4 to 8 times. But it is important to not just look at the figures, you should do this because you firmly believe that people are the capital of your business. This is not about return on investment, but about value on investment, it comes from the conviction that wellbeing and performance go hand in hand. Investing in wellbeing is no longer a separate HR project, but has to be a central focus on the agenda. Otherwise there is no sustainable future for your business.”

AGEAS On Sunday September 19 th, The Belgian Ageas Ambassadors participated in the triathlon at Lac de L’eau D’Heure, Ironlakes. This was the (postponed) highlight after an 18-month training programme. They all made it to the finish line, so congrats to them all! In 2022, Ageas will participate with 100 international ambassadors in the triathlon of Lisboa.

W4Y 42 Win4Youth ambassadors from more than 20 different countries reaching the same goal! Inspiring others to take care of their wellbeing and doing all of this for a good cause helping young children in Vietnam with our partnership with Plan International. Adecco Group

G4S 15 ambassadors took on the challenge of becoming a G4S Star. During six months, the Stars were coached towards the offroad G4S triathlon in Averbode. On the day of the big event, not only did the G4S Stars began their race, they were joined by Alumni Stars and other G4S colleagues bringing the total to 34 triathletes on race day. Talking about a team effort!

Client quotes At Spadel, we were looking for a reliable partner who was able to combine our ‘new’ hybrid working models with a strong wellbeing component. A policy by the people, for the people. I can only recommend the professionalism and high expertise that Better Minds at Work can offer during this important transition. Not only acting as an active partner, but also understanding the specificities of our company and its needs. The policy is reflecting all what we stand for in terms of values, and where we want to go in terms of company in which people are our most important capital. We are very happy with the outcome of our policy and Better Minds at Work did contribute to its success! Eveline Sprangh Group Talent Manager & Internal Communications, Spadel

The team of Better Minds at Work are helping BESIX worldwide to create a company where Resilience is not only being preached, but also trained and supported. They deliver great insight in how managers and employees can focus on what truly matters, be attentive to detect those that need our help more and how everybody can become more resilient through balance and taking care of each other. Read more about this program here. Geert Aelbrecht HR Director BESIX Group

Elke is one of those rare talented people that have the capability to integrate research findings and reallife examples into clear insights and practical recommendations. She does this at ease as well in her books and in her real-life contributions. Thanks to her enthusiasm and knowhow resilience becomes a touchable, concrete thing that matters, not only in what we think but for sure in what we can do. ‘Rabbits and elephants are from now on different animals.’ Jan Van Acoleyen HR Director Proximus

Rabobank The Young Professionals from Rabobank on their Personal Leadership journey. Surrounded by wild nature and coached by the Allied Forces, an organisation of ex Marines, the Young Professionals participated in different exercises on how to work under pressure.

I’m pleased that “together with the

Proximus Consumer BU we launched during the month of March the Energy Boost Challenge. What a great success: 631 team members participated in 128 teams, and 100 teams succeeded in the challenge to move minimum 2021 minutes in 4 weeks’ time (walk, run, cycle). This challenge clearly stimulated our people to work on their mental and physical health, and stimulated new habits like walking meetings. It also generated a nice dynamic in the teams who shared their results and anecdotes. Jim Casteele

“

Chief Consumer Market Officer and Member of the Executive Committee at Proximus

+50.000 Participants

+50.000 KM Biked

+12.000 KM Ran

+3.000 KM Walked

KeepMoving moves people with virtual challenges organised by their employer, brand, city or any other organization. We offer a web solution with standard plug-and-play challenges or fully customised branded challenges that engages participants through playful gamification, worthwinning rewards and inspiring content to promote a healthy lifestyle. Because a healthy body works.

Support your company in developing a long-lasting and high-quality work culture full of positive energy. Because energy and how people deal with it will-more than timegain relevance in the coming years. And where time is a finite resource, energy can flourish, grow and be reinvigorated.

ABOUT MASTER YOUR ENERGY: Master Your Energy is a 100-day programme that helps employees work on the personal energy. A programme filled with valuable inspiration, insights, exercises, tools and moments to reflect with a team of experts that enable your employees to boost their physical, mental and emotional energy.

WE HELP BRANDS MOVE

Our focus is on brands and companies that want to communicate through sport and are aiming for the same mission. We advise and assist our clients creating effective and unforgettable campaigns. We offer services like strategy, creation, digital, activation and events with one ultimate goal: connecting fans with brands. Moreover, we cooperate closely with all levels of sports organisations, ranging from teams to federations, leagues, events, and also with athletes.

CASE

LEUVEN TRAPT

PROBLEM: 170 different nationalities live, work and study in Leuven. In the run-up to the Road World Championships in Leuven, the city wanted to highlight this diversity in a sporting and unifying way. These different nationalities are an enormous asset and strength for the city. Leuven’s diversity policy is built on the foundation that in Leuven it is your future that counts, not your past.

SOLUTION : Therefore, on September 12, 2021, we attempted to break the Guinness World Record “The most nationalities in a static bike cycling relay”. To beat the previous record, we needed more than 68 people of different nationalities.

RESULT : The record was broken! Under the approving eye of Mayor Ridouani and the bailiff, 89 enthusiastic people of different nationalities broke the record while riding 1 kilometre on a static bike.

CASE

AG MUSETTE PROBLEM:

SOLUTION:

RESULT:

Cycling is a sport that has been in AG’s DNA for many years. In full Covid pandemic, AG became the new Main Partner of LiègeBastogne-Liège and Flèche Wallonne.

We created AG Musette: a food box consisting of local products made along the route of the 2 cycling races.

Reaching almost 3,000,000 cycling fans online

AG Musette was a Covid proof activation for cycling fans that met 4 criteria:

15.270 participants

Although cycling fans weren’t allowed to watch the pro cyclists conquer all the famous hills in the Ardennes, we still wanted to give fans a real taste of the Ardennes classics.

AG MUSETTTE WINNER OF THE BRONZE MEDAL AT BELGIAN SPONSORSHIP AWARDS

50,792 website visits

• It showed a strong link between AG and cycling in Belgium. • It emphasised the local character of both races. • An activation focused on a home experience for fans not able to crowd alongside the roads due to Covid restrictions. • An activation that appeals to both die-hard cycling fans & food lovers. Short Social Media videos with expro cyclist Christophe Brandt & TV chef Loïc van Impe highlighting the route followed by the riders & local products.

ELEVEN DREAM TEAM / GOLDEN ELEVEN CAMPAIGN

CASE

SPORTSPRO MEDIA OTT AWARDS – BEST IN FAN ENGAGEMENT AWARD

PROBLEM:

• ELEVEN acquired the rights to the Belgian Pro League and needed an attractive campaign to connect with Belgian fans to drive uptake of subscriptions, generate quality leads for their OTT platform by leveraging the strong emotional connection fans have with Panini albums. • Panini did not have a large budget to promote the new card album and ELEVEN helped them reach out through clubs and in-match promotions direct to fans.

These went back 49 years, allowing fans to select their favourite all time players, formations and team coaches. The success of the campaign lies in this novel digitalisation and the unique celebration of the fan’s heritage created by ELEVEN, the Pro League, the clubs and Panini.

• The campaign achieved a strong increase in top-of-mind brand awareness, now reaching the likes of Sporza and Play Sports. • Net sales for Panini almost tripled this season, with Belgium being the only country in Europe where Panini saw a sales increase. • The campaign was relaunched at the end of the season by creating the Golden ELEVEN campaign, which became the official Fan Award at the Profvoetballer van het Jaar.

SOLUTION: • ELEVEN and the Pro League began their new TV soccer rights deal at the beginning of the 2020/21 season. They reinforced ELEVEN’s “By The Fans, For The Fans” message in December by launching the “ELEVEN Dream Team”. Fans and clubs deprived of live matches were given a once in a lifetime opportunity to share their love of their team by accessing an online image bank of specially digitalised Panini Stickers.

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RESULT: • 34,000 registrations and 7% organic growth per month, an impressive result in a small country like Belgium • All clubs launched their communication simultaneously, resulting in a very high participation rate in the first 24 hours with more than 12,000 teams created and #ELEVENDreamTeam as the #1 trending hashtag in Belgium on Twitter. • During the two weekends that the ELEVEN Dream Team activation was integrated into live broadcasts, 1.5 million Belgians in total watched football on ELEVEN

CASE

BRIDGESTONE OLYMPIC GAMES EXPERIENCE PROBLEM:

How can Bridgestone bring a premium experience like the Olympic Games in smaller experiential activations to Europe to help enhance the brand’s reputation and association. After COVID struck, the problem became more complex with needing to organise and deliver this experience to adhere to each countries COVID protocols and requirements. While ensuring in moving forward we activated in a way that would still reach large audiences and was respectful to the situation to only reflect positively on the brand’s reputation and values.

SOLUTION:

Within budget parameters (which due to Tokyo 2020 postponement meant needing to stretch across 2 years), to promote Bridgestone as being an Olympic Partner by bringing the positive values of sport and the Olympic Games into key European towns, we developed a premium custom built mobile experiential experience. Which brought the spirit of the Tokyo 2020 Olympic Games to 12 iconic cities and destinations across Europe including stops in Madrid, Paris, Berlin and London. The public were invited to experience a number of different sport activities (and to challenge themselves against Bridgestone’s inspiring Olympic ambassadors) as well as learn more about Bridgestone products and finally receive a premium Japanese calligraphy print to keep them Chasing Their Dream No Matter What.

RESULT:

Besides being the only worldwide Olympic partner to activate the Olympics in Europe during the Covid-19 pandemic, we reached approximately 330.000 consumers through this live interactive experience. Passing through 5 countries and 12 cities, more than 11.000 visitors physically took part in the Olympic Games experience in addition to 41 journalists, which led to more than 100 press articles for an estimated reach of 600 Mio. On various SoMe channels, we reached a total of more than 9 Mio impressions.

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AG Antwerp 10 Miles The brand claim of Supporter of Your Life was brought to life through various actions at different touchpoints. First of all, in a pre-campaign. By training for the AG Antwerp 10 Miles runners could win prizes to share with their family and supporters. During the race, a big cheering lane with supporters, music and a DJ, was set up to motivate and support all the runners. At the finish, an innovative range of photobooths was set up to celebrate individual finishing times. Upon arrival at the booth, the finish time was displayed on high end LED boards and could be shared with fans & family.

Women & football The RBFA launched Love Football, a project to inspire more girls and give them a taste of the magic and fun of football.

•

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Bioracer Pursuit of Speed To support the Belgian, Dutch, German and many more teams, we created on behalf of Bioracer the commercial and digital platform ‘THE PURSUIT OF SPEED” to present the latest graphene shirt and support their mission: to make you faster.

AA Drink Spartacus wall Sampling made fun at AA Drink Spartacus Series. We challenged all participants to do an extra effort by climbing the AA Drink Wall to get their well deserved AA Drink Isolemon. Because with AA Drink everyone is Ready for More.

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Video content: We create content that makes brands, fans, people, athletes feel the power of sports. We put people at the heart of everything we do, to create strategically relevant sport related content which informs and entertains. It’s simple, we want to form a strong bond between the customer, the brand and the asset.

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Allianz Athletics In 2021, Allianz became the lead sponsor of athletics in Belgium for 4 years. Title partner of the Allianz Memorial Van Damme, main sponsor of the national and regional federations and a number of athletics ambassadors: Kim Gevaert, Peter Genyn, Rani Rosius, Thomas Carmoy and the Belgian Cheetahs Team. We helped Allianz select athletics by fitting the brand’s objectives to the right sport opportunity. Extensive preresearch was conducted looking at all Olympic sports in Belgium. We then helped with negotiations and contracts with athletes and federations, organised press launch, set up Allianz’s presence at the national championships and the Allianz Memorial Van Damme. A survey at the Allianz Memorial Van Damme showed that athletics fans already had huge awareness of Allianz and understood that Allianz is indeed the lead sponsor of athletics in Belgium.

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ELEVEN

Provided services:

Since September 2021, Hincha is the leading agency responsible for handling ELEVEN’s marketing communications. We developed the Eleven Fan Growth model and create campaigns in the field and through digital channels to further strengthen the connection between ELEVEN and Belgian sports fans.

• Strategy • Data • Advertising • Digital/Field activations • Gamification

AA Drink Boost Points We launched a loyalty program on AA-Drink.com to support all local sports. You can collect Boost Points by training, buying AA Drink products or by participating in AA Drink events and competitions. What to do with your Boost Points? Redeem them for sporty prizes! Results: +25.000 registered members 30.000 sport sessions logged via Strava/Fitbit • 200.000 Boost Points rewarded • •

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CASE

JOHAN CRUYFF FOUNDATION | KALVIJN X LESBOS PROBLEM: Exercising helps you forget everything for a bit. That is true for us, but especially for people who are having a much harder time than we are. That is why the Johan Cruyff Foundation and Movement On The Ground set up a Cruyff Court at the Lesbos refugee camp.

SOLUTION: Content creator Kalvijn visited the Greek island to draw attention to the issues there and to examine what role sport - and in particular the Cruyff Court - could play in the life of refugees. He made a fourpart content series about it.

RESULT: The videos were disseminated via Kalvijn’s Instagram channel (1 million followers). Additionally, Kalvijn went on Radio538, FunX, SlamFM and Shownieuws and an article was published on Trouw.nl. The gross total reach generated was 6.2 million.

The videos can be viewed on Kalvijn’s Instagram channel (@Kalvijn)

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CASE

UEFA | SIGN FOR AN EQUAL GAME

Ambassadors Matthijs de Ligt, Jadon Sancho, João Félix, Pernille Harder, Paul Pogba and Moise Kean.

PROBLEM:

SOLUTION:

Discrimination, homophobia and sexism are the biggest problems in European football. We can only tackle issues like these by fighting against them as one team. UEFA commits itself to making a positive social impact through football. The Equal Game campaign is based on the conviction that everyone should be able to enjoy football. It does not matter who you are, where you come from or how you play.

Therefore, UEFA launched the ‘Sign for an Equal Game’ campaign in the run-up to the UEFA EURO 2020. As part of that campaign, six of the greatest football stars of this generation - Paul Pogba, Pernille Harder, Matthijs de Ligt, Jadon Sancho, Moise Kean and João Félix – asked the young European football community, ranging from players to fans, to stand up against all forms of discrimination in football

Visualisation of different digital signature cards

Digital signature card of Matthijs de Ligt

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through two symbolic gestures: by creating a digital signature card on equalgame.com and sharing it on their social media accounts.

RESULT: We managed to reach no fewer than 877 million people with this campaign. Furthermore, the many videos and other expressions of the campaign led to more than 60 million online interactions and 3.5 million digital signature cards were made.

CASE All Albert Heijn stores in The Netherlands were provided with campaign material.

ALBERT HEIJN | VOETBALPASSIE PROBLEM: Football has a strong foothold in all of Dutch society. There is a club in every village. The Netherlands has more than 3,000 amateur associations and 1.2 million club footballers. There is no other network of football clubs like it anywhere else in Europe. Unfortunately, amateur football largely came to a standstill in 2020 and 2021. This created a big gaping hole in the lives of all players and everybody involved in football. But the club funds suffered as well.

SOLUTION:

One of the key visuals of the Voetbalpassie

That is why Albert Heijn – in cooperation with KNVB and various big football sponsors – launched Voetbalpassie: a digital savings programme allowing customers to support their local football club, simply by doing their shopping at Albert Heijn. Between 13 September and 3 October 2021, Albert Heijn customers saved Voetbalpassie points using the AH app when purchasing more than 1,500 participating products. They even saved double savings points when buying any vegetables or fruit. Every full digital savings card of 10 points meant €1 in sponsorship for a local football club of the customer’s choice.

RESULT: In total, the campaign collected a whopping €1.6 million. That amount allows the associations to purchase training material, among other things, or to set up financial reserves for the maintenance of the pitch, changing rooms or club house.

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WE INSPIRE TO MOVE

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Strong and inspirational content can help and guide people in their choices to move. Our media titles (both in print and digital) serve targeted sports audiences and professionals. Our ability to create and produce crystal clear content on sport and health is an asset we offer to all professionals in the sport to ease their communication with their members, peers and fans.

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MAGAZINE

MEDIA BRANDS

04 JAARGANG 7 EDITIE

LIJKE WANDELBOND EEN UITGAVE VAN KONINK

NEDERLAND (KWbN)

SPECIAL:e

wandelmod voor de winter

Daniël Boissevain T “WANDELEN IS HE NIEUWE ‘STOER’” Gezonde én lekkere kerstrecepten

De leukste wintertochten

.0 NAAR BOUILLON  TANDEN  KRUISTOCHT 2 LEN OETBOTTEN EN HAAIEN HERT IN VIJLEN  WANDE OP ZOEK NAAR MAMM BOSCAFÉ ’T HIJGEND HUGO DE GROOT  (SLOT) IN DE VOETSPOREN VAN GDIJK OMRIN RIESE G  DE WESTF LANGS DICHTER STARIN PRIJS: € 6,99 07-12-2021 09:41

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november.indd 1

MEDITATIE

TERUGBLIK

UT4M

MINDFUL RUNNING

Hoe je (opnieuw) rust kan vinden dankzij je loopschoenen

Ultratour des 4 Massifs in en rond Grenoble

Lopen als meditatie

Terugkeer naar het hooggebergte Tot grote frustratie van veel traillopers zorgde de coronapandemie het voorbije anderhalf jaar ook in de Alpen voor een lange reeks aan afgelaste wedstrijden. Maar zodra het weer mocht, stond onze verslaggever extra enthousiast aan de start van een 170 km lange ultratrail met onderweg meer dan 11.000 positieve hoogtemeters.

Je hebt vast wel gehoord van de wonderlijke effecten van meditatietechnieken, zoals mindfulness en transcendente meditatie. Maar voor velen blijven deze relaxmethodes vaak nog een ver-van-mijn-bedshow, iets dat tijdrovend of zweverig is. Toch hoef je mediteren niet te associëren met niks doen. Mindfulness bijvoorbeeld betekent letterlijk ‘bewust zijn’. Het is bewust bezig zijn met de activiteit die je nu doet, zonder je zorgen te maken over wat er nog op je to-dolijst staat. Wij vertellen je hoe je deze mindset via het lopen kan bereiken.

TEKST: KRIS CLERCKX FOTO’S: UT4M – BENOIT AUDIGE, IAN CORLESS & NACHO GREZ

TEKST: MICHAEL SOMERS FOTO’S: GOLAZO & SHUTTERSTOCK  SEPTEMBER 2021 ● runningNL

SEPTEMBER 2021 ● runningNL

NEW ARRIVALS

ANOUK MAAS

NEW ARRIVALS

INTERVIEW

Het leven van een acteur, vaak laat thuis na een paar intensieve uren op de planken, vraagt een gezond lichaam en gezonde geest. Maar het is, als je een druk bestaan hebt, natuurlijk ook heel makkelijk om er zomaar weer het bijltje bij neer te gooien. Het is de reden dat Maas een personal trainer heeft. “Nee, niet omdat mijn collega’s dat ook allemaal hebben ofzo, maar omdat ik eigenlijk gewoon een stok achter de deur nodig heb. Zeker als het gaat om mijn crossfittrainingen.” Ze heeft een hekel aan fitnessen. “Zo’n zaal met allemaal van die toestellen, en iedereen die dan zijn eigen programmaatje afwerkt, ik kan het niet.” Liever werkt ze op commando. “Haha, nou ja. Dat ook. Dat ik aanwijzingen krijg, en dat iemand me stimuleert. Zo van: en nog vijf, vier, drie. Maar ik vind het vooral gewoon ook fijn als er een vaste afspraak is, dat het in mijn agenda gepland staat.” Daarom ook rent ze tegenwoordig geregeld met de buurman. “Omdat ik zoveel dingen doe, is het plannen ervan essentieel. Natuurlijk wil ik graag tijd vrijmaken voor het hardlopen, maar het is niet makkelijk om zomaar even te gaan. Daarom heb ik nu de afspraak met de buurman, die gelukkig ongeveer hetzelfde tempo loopt, dat we twee keer in de week ‘s ochtends om acht uur gaan rennen. Dat staat in de agenda. Hup, je klopt bij de ander op de deur en je bent samen weg.”

Ik leer nog elke dag van mijn lichaam De nieuwe lente- en zomercollectie van On omvat veelzijdige must-haves en combineert een minimalistisch design met technische materialen voor een groot comfortgehalte en optimale bewegingsvrijheid.

UITGEDAAGD OM TE GAAN LOPEN Ze houdt van het afwisselende leven, zoekt de uitdagingen op. “Natuurlijk ben ik gezegend dat het me, op verschillende vlakken, goed afgaat. Ik heb de instelling, zo is dat trouwens ook met sport, dat ik doe wat ik leuk vind. Ik ga ervoor, en probeer er dan zo goed mogelijk in te zijn. Mijn nieuwsgierigheid is mijn drijfveer, ik denk heel vaak: ik ga het gewoon doen.” En dus ging ze hardlopen toen collega’s dat deden en haar uitdaagden. In 2014 al liep ze de Dam-tot-Dam-loop, voor het goede doel. Daarna stond ze weer een tijdje stil. “Iedereen herkent dat wel. Je werkt naar een doel toe, haalt dat doel, en gaat daarna weer een tijdje andere dingen doen.” Maar inmiddels heeft ze het lopen écht wel weer serieus opgepakt. En zijn er alweer de eerste doelen. Nou ja, ze overweegt om zich – als ze tevreden is over haar opbouw richting de 10 kilometer – weer eens in te schrijven voor een loopevenement. “Want die sfeer, die vind ik toch wel te gek. Een vriendin van mij heeft de New York Marathon gelopen, en is daar altijd heel enthousiast over. Ik denk niet dat ik dat ooit ga doen. Maar ik weet wel dat als ik een ticket voor een evenement heb, ik veel zin krijg in het traject ernaartoe. En dat ik zo’n loop ook echt als de kers op de taart beleef.”

www.on-running.com

HARDLOPEN ALS AANVULLING OP YOGA Met haar vriend, fotograaf en filmmaker Michel Mölder, loopt ze zelden of nooit. Aan het begin van de zomer, tijdens een kort verblijf op Vlieland, probeerde ze het weer eens. “Een stukje van vijf kilometer. Maar, hij loopt gewoon zoveel makkelijker, is zoveel meer een hardloper. Hij heeft echt die fysiek. Het is zo oneerlijk, zo’n lang lijf, van die enorme lange benen, weinig vet. En als hij één stap zet, moet ik er drie doen. Of hij moet inhouden, of ik moet keihard gaan. Dat is niet heel relaxed, dat werkt gewoon niet.” Dat geeft niks, als je het maar accepteert. “We klimmen wel samen. Dat is een gezamenlijke passie. We hebben er de laatste tijd helaas wat minder tijd voor gehad, maar liefst plannen we elke zondag een klimdate. Tuurlijk is het heel inspannend, maar al met al heeft het, omdat je bijvoorbeeld vooraf rustig de tijd neemt om de route te bepalen, iets meditatiefs.” 

Ze loopt, omdat ze niet al te lange afstanden doet, het liefst in de periferie van de stad, Amsterdam in haar geval. Het Rembrandtpark, Erasmuspark of het net wat verder gelegen Vondelpark, het zijn haar favorieten. Als ze overweegt om er een Run-Dip-Run van te maken gaat ze naar het Amsterdamse Bos. Het lopen in de stad is, ze erkent het grif, natuurlijk niet het meest ideale. “Stoepje op, stoepje af. Die oneffen tegels, wisselende bestrating, het is toch een andere belasting voor je spieren dan wanneer je in het bos loopt. Maar goed, ook daar heb je oneffenheden natuurlijk. Ik doe het er maar mee, het is gewoon een beetje opletten.”

Het Belgische RectoVerso biedt sportkleding die zowel functioneel als trendy is. Deze High-Waist Neon Legging met zweetafvoerende compressie weet die combinatie van sport en mode perfect te illustreren.

www.rectoversosports.com

ON - PERFORMANCE COLLECTION SS21

Waarom zou je altijd hetzelfde blijven doen? Je hebt tenslotte maar één leven

RECTOVERSO – NEON COLLECTION SS21 MEI 2021 ● runningBE

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SEPTEMBER 2021 ● runningNL

BLIKVANGER

Kruistocht 2.0 naar Bouillon Ontdek de vele hoogtepunten van Wallonië.

Wandelen vanuit een Limburgse berghut

Beleef de winter met de mooiste routes en tochten Geniet volop van Koning Winter.

De Staring-ervaring: wandelen rond Almen Het natuurschoon van de Achterhoek als inspiratiebron.

Boschbouwschool.

Eindeloos wandelen door paaltjesroutes te combineren.

58 7e jaargang, nummer 4, december 2021 Magazine Wandel.nl is een uitgave van KWbN i.s.m. Arko Sports Media en verschijnt vier keer per jaar.

Bondsbureau KWbN Postbus 1020 6501 BA Nijmegen T. 024-3655575 E. info@kwbn.nl

4-5 inhoudsopgave nr#4.indd Alle pagina's

Aan de wandel met Daniel Boissevain

Special: warme wandelmode voor de winter

“Er is nog zoveel moois om te ontdekken.”

Geniet van de frisse buitenlucht.

Hoofdredactie

Redactieadres

Eindredactie

Uitgever

Suzanne de Lijser Karlijn de Jonge

Coverfoto

David Meulenbeld

Aan dit nummer werkten mee

Paul Begijn, Kim Hittinger, Nicolaas Klei, Corine Koolstra, Max de Krijger, David Meulenbeld, Wouter Roosenboom, Sander van der Veen, Johan Vellinga, Sietske de Vet, Hella van der Wijst, Michel Zoeter

december 2021

86 Op zoek naar mammoetbotten en haaientanden

Lekkere én gezonde recepten voor je kerstmenu Voor ieder wat wils.

“Strandjutten is verslavend.”

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Het verlenen van toestemming tot publicaties in dit tijdschrift houdt in dat de uitsluiting van ieder ander onherroepelijk door de auteur is gemachtigd de door derden verschuldigde vergoedingen voor kopiëren, als bedoeld in artikel 17 lid 2 van de Auteurswet 1912 en in het Koninklijk Besluit van 20 juni 1974 (Stb. 35) ex art. 16b van de Auteurswet 1912 te innen en/of daartoe in en buiten rechte treden.

En verder: 06 Buiten Beeld 18 Blikvanger: De Koloniën van Weldadigheid in Drenthe 23 Column Hella van der Wijst 24 De wandeling van… Anne Claire van der Lugt 42 De Westfriese Omringdijk deel 4 57 Column Nicolaas Klei 76 In de voetsporen van…Hugo de Groot 82 Leden over hun KWbNlidmaatschap 84 Wandelnieuws 92 Ode aan het Landschap 94 Goed Uitgerust 98 Meer Wandel.nl

Koloniehuisje.

koloniekerkje uit 1851. Er was tucht voor de bewoners van de koloniën. Of ze het geloofden of niet: elke zondag kregen ze verplicht een donderpreek. Ging men niet naar de kerk? Dan was de straf onverbiddelijk. Niet vanuit de hemel, maar vanuit het bestuur met dikke sigaren. Twee stuivers kostte kerkverzuim. Overtredingen zoals vloeken, drankmisbruik, ontuchtig of ongodsdienstig gedrag, ongehoorzaamheid, luiheid en onzedelijkheid werden ook onverbiddelijk bestraft met boetes. Of maximaal acht dagen opsluiting in de strafkamer.

Ambtenarenhuisjes

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Postkantoor.

Er was tucht voor de bewoners van de koloniën

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en mooie plek op het terras in de zon, eind achttiende eeuw werd dit logement in Frederiksoord gebouwd. Het was de vaste vergaderplaats voor de bestuurders. Stichter van de Maatschappij van Weldadigheid – Generaal Johannes van den Bosch – zat hier. Nippend aan hete koffie misschien, net zoals wij. We maken ons klaar voor de wandeling van 11 kilometer. Een stukje bos en dan Huis Westerbeek, het is onze eerste stop bij dit witte huis. We zijn niet in Amerika, maar gewoon in Drenthe. Toch werden ook hier belangrijke beslissingen genomen. Van hieruit werd in 1818 en de jaren erna de kolonie Maatschappij van Weldadigheid gesticht. Van den Bosch en zijn Maatschappij van Weldadigheid wilden

18-21 Blikvanger Max de Krijger.indd 20-21

december 2021

De koloniën stonden aan de basis van onze huidige verzorgingsstaat de armen in Nederland perspectief op een beter bestaan bieden.

Openluchtmuseum Arme sloebers moesten hier een nieuw en strak georganiseerd leven gaan lijden. Weer in het gareel met orde en tucht. We lopen langs de kleine huisjes waarin ze woonden, al was dat toch wel een weldaad voor de stadse mensen die aanvankelijk in krottige huisjes woonden. Na de begraafplaats bij Wilhelminaoord wordt het nog mooier. Het lijkt nu een openluchtmuseum. Bij veel huizen staan informatiebordjes, zoals bij het

december 2021

Even stoppen, wat een leuke ambtenarenhuisjes staan hier. Ze werden gebouwd voor de schrijvers, wijkmeesters en andere notabelen van de koloniën. Er waren ook spinnerijen, weverijen, een groentedrogerij, een conservenfabriek en een stoomzuivelfabriek. Zo kon ook de fysiek zwakkere in de maatschappij werken. We passeren het eerste rustoord. En ook een tweede. Want hardwerkende mensen kunnen ook oud worden. Via een lus door het bos komen we weer terug in de bewoonde wereld. Het Huygens Huys, het voormalige postkantoor. Zal een nieuwe bewoner hier een smeekbede hebben verstuurd naar de familie in de grote stad? Waarschijnlijk niet. Ongeletterden hadden hier de overhand. Dan het statige huis waar de huisarts zijn praktijk

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uitoefende. Het eindpunt is in zicht. In 1820 was het idee om 40.000 armen in de kolonie op te nemen. Dat was tamelijk overschat. Armoede bestrijden met werk, onderwijs en kerkgang bleek een utopie. We nemen nog een kop koffie, in het logement waar de heren van stand beslisten. Al was het sociale experiment niet zo succesvol zoals gehoopt, de koloniën stonden wel aan de basis van onze huidige verzorgingsstaat. En dit Unesco-gebied is nu vooral ook een prachtig wandelgebied. 

Op Wandel.nl lees je meer over de routes langs de Koloniën van Weldadigheid. Ga naar www.wandel.nl/ wandelroutes/nederland/kolonien.

december 2021

07-12-2021 10:03

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impact ERS OER VOOR GOLF KRACHTIG LEESV

2021 EDITIE 1 I SEPTE MBER

DE GOLFBANEN MET DE GROOTSTE F U N FA C T O R G O L FA M B A S S A D E U R GEERT DE VLIEGER

In collaboration with Golf Vlaanderen, we launched a brand new magazine for the Flemish golfer.

Brutaal en verleidelijk nd Een blik op een schittere strijd toneel voor een epische its bij Whistling Stra

WWW.SPORTENSTRATEGIE.NL

NOVEMBER 2021 // JAARGANG 15 // EDITIE 5

Sport&Strategie VOOR EXECUTIVES IN DE SPORT, BIJ OVERHEID, BEDRIJVEN & MEDIA

DE GROEIKANSEN VAN BILJART

AARDVERSCHUIVING IN COLLEGE SPORTS

PAGINA 8

PAGINA 15

VITALE MENSEN IN EEN GEZONDE SAMENLEVING: OPROEP AAN HET (NIEUWE) KABINET PAGINA 20

25 JAAR VAKVERENIGING COACHES BETAALD VOETBAL

15E JAARGANG - NUMMER 3 - 2020

tegie Sport&Straer numm

MER EEN ENDE NUM LEZERS. DE IN HET VOLG EAU AAN MOOI CAD

EDITIE 03 OKTOBER 2020

JAARGANG 15

VAN COACHES - VOOR COACHES - DOOR COACHES

PAGINA 24

“Ik zou graag een organisatie aansturen om Nederland meer aan het bewegen te krijgen” Oud-schaatser en chef de mission voor de Winterspelen Carl Verheijen wil bijdragen aan een vitaal Nederland Onwaarschijnlijk snel na de Zomerspelen vinden van 4 tot en met 20 februari in Beijing de Olympische Winterspelen 2022 plaats. Chef de mission namens Nederland is oud-schaatser Carl Verheijen. Een man om in de gaten te houden. Verheijen heeft de kwalificaties om het ver te schoppen in het Nederlandse sportbestuur. Bijdragen aan een vitaal Nederland, daar ligt zijn ambitie. “Met de kennis en ervaring die ik in de gezondheidszorg heb opgedaan, kan ik ook een bijdrage leveren in de sport” DOOR FRANS OOSTERWIJK

Chef de mission Carl Verheijen (46) rekent op een Nederlandse ploeg van 35 à 40 atleten. “We hopen op 10 shorttrackers, 5 mannen, 5 vrouwen; 18 langebaanschaatsers, twee keer 9. Drie atleten hebben al aan de vereisten voldaan: kunstrijdster Lindsay van Zundert, snowboarder

S&S 05 2021.indd 1

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Glenn de Blois en skiester Adriana Jelinkova. De curlingmannen kunnen zich aan het eind van dit jaar nog plaatsen, de bobsleeërs misschien ook.” Voor de langebaanschaatsers, Nederlands belangrijkste smaldeel bij de Spelen, ligt alles nog open. Olympische deelname wordt beslist bij het Olympische Kwalificatie Toernooi (OKT) rond de kerstdagen. “De komende tijd ga ik wedstrijden, evenementen en trainingen bezoeken. Om met coaches te praten, en met sporters die mogelijk aanspraak maken op een olympisch ticket.”

Pierre Verkroost Coach van gewichtheftalent Enzo Kuworge “Een toptalent heeft ook het talent om altijd te willen trainen”

Gegeven de besmettingen die afgelopen zomer plaatsvonden bij het vervoer van atleten naar Japan, zal ook de vlucht naar China een punt van zorg zijn. Bemoei je je daarmee, zit je er bovenop? “We hebben op Papendal het team Games Operations in Nederland dat daarmee bezig is. Met de high performance coaches van NOC*NSF en de bonden bespreken we: wanneer gaan de Lees verder op pagina 5

FOTO: ANP PHOTO

“Ik was voor het laatst in China in november 2019, net voor Covid, toen ze al heel ver waren met de voorbereidingen. In principe ga ik voor de Spelen nog eens, maar dat is nog niet zeker. Opnieuw vanwege Covid: de quarantaine-verplichtingen zijn lang, de vrijheden klein. Niet zo handig om erheen te gaan dus. Maar we krijgen regelmatig een visuele update van hoe het staat met de accommodaties en de drie dorpen. Dan laten ze met camera’s en mensen zien hoe het in elkaar steekt en waar alles is. Een deel van de sportaccommodaties is gebouwd voor de Zomerspelen in 2008 en wordt nu nog eens gebruikt. Het schaatsstadion is nieuw. Ze laten verschillende routes zien, kun je zien waar en wat gebeurt. Wat ik ervan gezien heb, maakte echt indruk op mij. De sportfaciliteiten zijn top, state of the art.”

CHEF DE MISSION VOOR DE KOMENDE WINTERSPELEN CARL VERHEIJEN.

27-10-2021 16:08

NLCOACH-COVERS 05 2020.indd 1

ROUWVERWERKING

BEROEPSCODE

“Met elkaar emotie en ervaringen delen, is heel belangrijk”

Wangedrag op voorhand uitsluiten

JE GRENZEN KENNEN ALS COACH “Het geluk van de sporter moet de absolute prioriteit hebben”

07-12-2021 10:21

The Dutch golf federation NGF claims golf is the most sustainable sport in the Netherlands. We helped the NGF get this message across with an Online Greenpaper, creating marketing concept, text and visuals.

Van Rome 1960 naar Tokio 2020

ZESTIG JAAR NEDERLAND OP DE PARALYMPISCHE SPELEN

9 789054 724612

COVERS 1960-2020 SC.indd Aangepast V

07-12-2021 10:17

The Netherlands not only has a rich Olympic history but was also present at 28 editions of the Paralympics, with countless memorable achievements and unforgettable highlights. In 2021 we released Van Rome 1960 naar Tokio 2020, the complete reference book on 60 years of history at the Paralympic Games, from every medal won to the history and development of the Paralympics and the emancipation of disabled people in general.

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DE RENEWABALL WINT ALTIJD

SPONSORRINGEN MAGAZINE #1 2021

SPONSORRINGEN

#SPONSORVANCIRCULARITEIT

SPECIAL 2020 ALLE WINNAARS EN

Miljoenen tennisballen vervuilen het milieu. Dat kan anders. Daarom steunen wij als hoofdsponsor van het ABN AMRO World Tennis Tournament de ontwikkeling van ’s werelds eerste circulaire tennisbal: de Renewaball. Kijk voor meer Sponsorringen informatie op abnamro.nl/renewaball

GENOMINEERDEN

In 2021, we were once more responsible for organizing the Sponsorringen, the annual award event for the best sponsor cases in sports. Commissioned by the Sponsorringen Foundation, we take care of the complete process, from registration and nomination to the award ceremony.

COVERS SPONSORRINGEN.indd 1

07-12-2021 10:25

Toolkit coronamaatregelen

Coronamaatregelen en sport

Covid 19 sport toolkit

voor de meest actuele informatie op Coronavirus en sport - C F. De toolkit wordt in de loop van de week eüpdatet n.a.v. de nieuwe maatre elen, aan ekondi d op 26 november.

Kijk

oud

inh

oorlichtin smateriaal basisre els

oronatoe an sbewijs

ulpmiddelen controle C

o t t

FAQ en c n ac

Open tool ##wewinnenveelmetsport

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Developing the Covid 19 toolkit for organised sports. A toolkit which helps governments, federations and clubs in the Netherlands with communicating and explaining Covid 19 rules and guidelines, always up-to-date and adjusted to the current situation.

DUTCH CENTRE FOR SAFE SPORTS

HAVE YOU GOT IT YET? CASE

Heb jij ‘m al?

Elke vrijwilliger zou een VOG moeten hebben!

AIM OF CAMPAIGN: Increasing the number of sports associations that are part of the free of charge VOG scheme, which in turn will lead to more volunteers applying for a VOG (Certificate of Conduct).

Gregory Sedoc

Presentator en ex-hord

eloper

CHALLENGE: Develop and roll out a campaign motivating sports associations to apply for the free VOG (Certificate of Conduct) in the house style of the Centrum Veilige Sport Nederland.

SET-UP: Interactive digital toolbox for sports associations and volunteers, including a clear table of contents and relevant content. Poster boy Gregory Sedoc joins the Centrum Veilige Sport Nederland in drawing the attention of all sports associations and volunteers to the importance of VOG with slogan ‘Have you got it yet?’.

Ik ben al vanaf mijn zesde lid van atletiekvereniging AAC. Ik heb daar altijd van sport, samen met volop kunnen genieten anderen, zonder me om andere zaken zorgen te maken. En zo hoort het ook, dat moet voor iedereen de normaalste zaak van de wereld zijn. sportverenigingen die Ik hoop echt dat alle dat nog niet hebben gedaan , zich aanmelden voor de regeling Gratis VOG. Doe jij mee? Kijk op centrum veiligesport.nl/VOG

Vrijwilliger? VOG!

Advertentie

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OUR ATHLETES MOVE YOU

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Athletes competing successfully at the highest level are a true inspiration for all. For many kids, watching these role models is a first stepping stone to discovering a sport. The perseverance of athletes that leads them to the top, motivates people in their daily lives. These athletes are the perfect ambassadors to our mission and our company. In return for their support for what we do, we take care of everything that distracts them from trainingcompeting-sleeping.

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Gesa Krause

Cynthia Bolingo

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Elise Vanderelst

Ferguson Rotich

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Thibau Nys

Baloise Trek Lions

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Nina Derwael

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Manon Deroey

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Emma Plasschaert

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Goal-getter Out of the box Loyal Ambitious Zero limits Organised

GOLAZO STAR VALUE PROPOSITION You are part of a passionate team with common values You work in a dynamic, inclusive & safe environment You are challenged and supported in your professional & personal growth You embrace the wellbeing culture & active lifestyle

Sports-minded Team player Accountable Respectful

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You find meaning & responsibility in your job

OUR DREAM IS

PIER YOU. A HEALTHIER & HAP

Spectator Events Mass Participation & Well-Being Personal & Corporate dia on | Digital Sports Me Consulting & Activati ion lity Representat Ambassador & Persona