The Author.

Joost Wouters is known for bridging personal growth with professional performance—the reason top companies worldwide invite him to work with their leadership teams.

“I help General Managers and their teams embody the change they want to see, overcome barriers to sustainable growth, and reclaim their energy to lead.”

Joost (pronounced like 'Yoast') knows firsthand what it’s like to feel more like a reactive firefighter than a proactive business builder. That experience became his drive: to prevent other leaders from getting stuck in the same trap—and to help them unlock their full potential.

Career journey

• Started at Procter & Gamble

• Member of the Executive Team, Pepsi Cola Benelux

• Founded his own Management Consulting firm after the birth of his first son

• Founded The Seaweed Company, an European-based company that produces, processes, and markets seaweed

• Over the past two decades, worked with global clients including Unilever, Heineken, Reckitt Benckiser, Vodafone, Nestlé, Zara, LG.Philips, Imperial Brands, Sara Lee, Campina, KPN, and many others across Europe, South Africa, Russia, the USA, and South America.

In 2005, Joost traveled with his family for a year across the USA in a motorhome. In 2006 he moved to the Mediterranean coast of Spain. Today, after living for ten years in sunny Spain, he's back in the Netherlands - always in for a cortado and a good conversation about leadership challenges.

Why leaders work with Joost

Clients often describe Joost as “Mr. Results.” He doesn’t just advise—he models the transformation leaders want for their organizations.

He has helped:

• Executive teams design and implement strategies that win buy-in across the company

• Leadership teams achieve breakthrough results by fully leveraging cross-functional expertise

• Managers grow into inspiring leaders who boost team productivity and engagement

• Commercial teams develop concepts that accelerate sales and market share

Joost’s mission is simple: help leaders and teams fulfill their potential—because organizations rise to the level of their leadership.