Greg Nieuwenhuys
My Story

I've been through
the journey.

Transformation starts when you admit you're scared, and go anyway.

Greg Nieuwenhuys
20+
Years of CEO-level
transformation

Transformation starts when you admit you're scared, and go anyway.

I've been a CEO at 31 with no idea what I was doing and turned a traditional retailer into Google's "Best Omni-Channel Retailer in Europe." I've watched premature twins fight for their lives and emerged knowing what matters. I've been three hours into a 24-hour mountain race, convinced I should quit, and run another 21 hours.

Today, as Chairman and AI strategist, I help leaders navigate the biggest shift of our era. Not as a technology project, but as the most important change of their professional lives. With the credibility of a CEO who has led transformation himself, the vulnerability to admit that change is hard, and the practical approach that delivers results in days.

Your audiences don't just leave informed. They leave feeling: "I can do this."

Read the full story

Milestones that shaped me.

1997
MSc Applied Physics, TU Delft
Engineering mindset meets business ambition
2003
CEO at 31 — Bever
Doubled sales, tripled EBITDA. Google's Best Omni-Channel Retailer in Europe
2004
Cho Oyu Summit, 8,201m
Solo summit and ski descent. Turned back once. Went back up.
2011
Dutch Ski Champion
National champion in speed skiing, 2011 and 2012
2015
CEO, Cotswold Outdoor Group
4 brands, 130+ stores, ~£200M revenue
2019
Twins born at 28 weeks
850 grams each. A year in intensive care. Life redefined.
2020
Chairman & CEO, Mammut
Led transformation of CHF 300M Swiss mountain brand
2024
WAIMAKERS & Speaking
100+ companies on AI transformation. Keynotes worldwide.

Three moments that changed everything.

Greg Nieuwenhuys on the summit of Cho Oyu, 8,201m

The Boldest Thing I've Ever Done

First attempt: turned back 200m from the top. Too slow. Too dangerous. Climbing partner injured. Broken rib from coughing in thin air. Terrified to go back up alone. But I went. I summited. I skied down.

"Courage isn't the absence of fear. It's action in the face of it."
Greg at UTMB ultramarathon

The Mallorca Reset

Three hours in. Falling apart. Heart rate 20 beats too high. Convinced I should quit. At the aid station, something shifted. Ditched the heart rate monitor. Just get to the next one. Ran another 21 hours.

"The moment you feel most like quitting is often just before everything turns."
Greg Nieuwenhuys

The Year Everything Stopped

Twins born at 28 weeks, 850 grams each. Over a year in intensive care. Wife seriously ill. Three children at home, two in hospital. The hardest period became the most important lesson.

"When you've nearly lost what you love most, you stop wasting energy on things that don't matter."
Ultra Athlete
Mountains & ultra-trails
8,201m
Cho Oyu Ski Descent
168km
UTMB Finisher
613
UTMB Index
24h
Bob Graham Round
UTMB Profile

What Greg is thinking about.

Recent posts from LinkedIn — AI strategy, leadership, and lessons from the field.

Greg Nieuwenhuys
Greg Nieuwenhuys
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Why I Stopped Using Slides and Started Solving Problems on Stage. Most keynote speakers show you what AI can do. I decided to show you what it can do for you — right now, with your data, your problems. Here's what happened when I opened my laptop in front of 400 CEOs...
Greg Nieuwenhuys
Greg Nieuwenhuys
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The CEO Who Said "We're Not Ready for AI" — and What Happened Next. I hear it in every boardroom. "We need to understand it better first." Here's what I've learned after working with 100+ companies: the ones who wait aren't being cautious. They're being left behind...
Greg Nieuwenhuys
Greg Nieuwenhuys
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What Skiing Off an 8,000m Peak Taught Me About Leading Under Pressure. At 7,800 metres, with a broken rib and dropping oxygen, I had a decision to make. It's the same decision every leader faces when transformation gets hard: do I turn back, or do I keep climbing?
Follow Greg on LinkedIn

Your team will know exactly what to do Monday morning.

Every engagement is tailored. Every demo is live. Every audience leaves ready to act.

Book Greg for your event

Keynotes, workshops, and leadership sessions. Every engagement is tailored, every demo is live.

Format
Keynote
Workshop
Full Day
Languages
English
Dutch
French
Location
Worldwide
Fee Range
£10,000 – £20,000
Tailored to format & scope · placeholder — confirm with Greg