My Story

The Foundation

Before the decks, there was everything else. Culinary school at twelve. Competition car hi-fi at sixteen. Hotel management in Munich. A Bachelor in Event Management from Rotterdam. A decade in construction alongside a German master builder who trained me in every trade from the ground up. That's the foundation everything else was built on.

I didn't start with a business plan. I started with a bag of records and an obsession with music that wouldn't let go of me. From the clubs and venues of Holland, I learned what it meant to be in the rooms where the music actually happened, not watching from the outside, but inside, behind the decks, behind the curtain, making it work.

In those early years I worked alongside artists who would go on to become some of the biggest names in electronic music. Afrojack. Darkraver. Outsiders. Yellow Claw. At the time they were unknowns and so was I. What I was building, without fully realising it, was a map of exactly how this industry worked. Where the money went. Who actually held the power. And why so many talented DJs never made it past a certain ceiling.

The Reset

Before Bali, there was everything that made Bali necessary.

I lost my father on my 19th birthday. That kind of loss doesn't break you cleanly, it just changes the coordinates of everything that comes after. I kept moving because that's what you do. The construction, the music, the events, the rooms, the hustle. You pour yourself into the work.

Then in 2005 a car accident stopped everything. Not my fault, but it didn't matter. What followed was eight years of fighting a system designed to exhaust you into giving up.

Insurance companies don't beat you with a decision. They beat you with time. With paperwork. With the slow grinding pressure of a process that never quite ends. And in 2012, while still in the middle of it, I had a light stroke. My body made the decision my mind wouldn't.

I slowed down. Cut off the energy-draining case. Took the payout that was nowhere near what it should have been and made peace with it, because the alternative was losing more years to a fight that was costing me more than money.

In 2013 I threw one last event in Holland. Blasterjaxx. The Outsiders. A line-up that showed exactly how far the scene had come and how much of it I'd been part of. Then I left. What was supposed to be six months to find some clarity and reset became something I never planned for.

It's been almost thirteen years.

The pain in my back and neck never fully went away. Some days it still hurts. But the pressure did. And it turned out that was the heavier thing.

Moving to Asia

The move to Bali wasn't a holiday. It was a decision to go to a place where the industry was still being built, where someone who understood how to put a proper operation together could actually create something from scratch.

I founded WeR4U Productions. Events, talent management, SFX production. We built it into a serious operation that worked with venues like the Hard Rock Hotel, the Hilton and Hooters, and expanded across Southeast Asia. I became Creative Director of DJ Mag ASEAN.

And then there was Showbotzz.

Showbotzz — The Act Nobody Expected

I co-founded Showbotzz with a partner who shared the same belief: that the performance experience could be something completely different. We built 2.5-metre CO₂-cannon-blasting robot costumes, hyper-mascot characters with full LED rigs and live-directed choreography, and took them to stages across Asia.

What followed was a run of shows alongside W&W, Wiwek, Marshmello and Yellow Claw. Not as support acts, but as featured performers delivering the SFX spectacle that became inseparable from those headline sets. When I talk about having shared the stage with the biggest names in electronic music, this is what I meant. You can't fake that kind of credibility. You either built it or you didn't.

The Problem Nobody Was Solving

With 25 years in the industry I had seen the same pattern play out hundreds of times. Talented DJs, genuinely talented, stuck in the Local Loop. Playing the same bars, in the same city, on the same terms, forever. Not because they weren't good enough. Because they were operating without a system.

The blood-sucking promoters who wanted you to work for exposure. The agencies that held you hostage and took their cut for access you should have owned yourself. The grind of manually chasing payments, sending PDF contracts by hand, DMing promoters who replied with silence. The starving artist myth that convinced talented DJs that it was supposed to be this hard.

I looked for tools that could help solve this. They didn't exist, not for DJs specifically, not built around how the DJ business actually works. So I built them myself.

DJ Funnels — Built Because It Had To Exist

DJ Funnels is the all-in-one booking machine, CRM and marketing system built specifically for professional DJs. Automated booking workflows. Contract management. Lead generation tools. Email sequences. A complete EPK system. Everything a serious DJ needs to run their business like a business.

It wasn't built as a product. It was built as a solution to a problem which I had experienced personally and then handed to every serious DJ who had the same problem but didn't have 25 years and 6 companies worth of experience to draw from.

The Masterminds

Along the way I trained directly with world-renowned Kane Minkus, Peng Joon and Russell Brunson, three of the world's most respected names in business mentoring, digital marketing and funnel strategy. I was inside their private masterminds. Not watching a webinar. In the room. That knowledge is now baked into everything I build and every DJ I work with.

Why I Work With DJs One-on-One

I have the courses. I have the software. I have the community. But the DJs who get the fastest, most dramatic results are the ones who get direct access to me, to the full system, customised to where they are and where they're trying to go.

That's not something I can scale infinitely. Which is why I keep it to a small number of spots, why the application process is serious, and why I turn people away who aren't the right fit. The wrong person in that seat doesn't just waste their investment. It wastes the time and energy that should be going to someone who's ready.

If you've read this far and it resonates, it's probably time to apply.

Life Beyond The Decks

Above all else, I am a family man. Married to the love of my life, a beautiful and caring Indonesian woman, and a proud father of two. Together, for over a decade, we've lived between Bali and Thailand, drawn by nature, warmth and a pace of life that Europe never offered.

The kids grow up differently here. Weekend trips to swim with dolphins in Lovina, volcano hiking, exploring temples, rafting through the jungle in Ubud, sitting with a Balinese family we've grown close to through ceremonies and traditions that most tourists never see. Vietnam, Malaysia, Singapore, every island in between. Real places, real cultures, real life skills that no classroom can teach.

None of it came easily. COVID wiped out 95% of my event business and travel operations overnight. What was left was the 5% I'd built with my mentors, and I went all in on it. While everyone else was forced to learn the online world from scratch, I'd already been building there for years. The shift that broke most people became the moment that proved the system worked.

The freedom on the other side of that is what you see now. A few hours of work in the morning, picking up the kids from school in the afternoon, sunset at the beach, dinner out. A life that runs because the business runs itself, not because I'm running myself into the ground.

That's what the system actually buys you. Not just revenue. Time.