The power of connection:

Walking through wind and rain, eating a homemade sandwich, and then diving into the sea together. Not exactly what you’d expect when scheduling a meeting with a CEO. But that’s what happens when you meet Iwan de Leeuw on a Friday afternoon at Bloemendaal aan Zee. Every week, he dives deep sometimes literally into the sea with different business relationships. Contact transforms into connection, creating what he calls “lifetime” relationships. Iwan shares stories of his unique walks and the inspiration they bring.

Knowing who you are, what you do, and what you dream of

Contact can happen via phone, WhatsApp, or Teams. But real connection? That requires looking each other in the eyes. Phones off, allowing space for meaningful conversations or even a silence that speaks louder than words. With these relationships, 90% of the conversation isn’t about work; that topic is already covered. During a walk, you truly get to know each other—what drives someone, what challenges they face, or what brings them joy. It opens up conversations you wouldn’t have in the office, and that’s what makes it so special.

Creating lifetime relationships

At BESPARK, we are always focused on lifetime clients but Iwan takes it even further: lifetime relationships. Meetings are always at Bloemendaal aan Zee. Beforehand, he tells people to bring their swimwear. Many think he’s joking, but he’s not. In summer, they often end up jumping into the sea or a dune lake halfway through the walk. In spring or autumn, the walk might end earlier by the fireplace with a warm cup of soup.

Inspiration outside the office

During Covid, indoor meetings weren’t allowed, so I quickly started walking with clients, partners, and collaborators. For me, it wasn’t new I spend a lot of time in nature but the response was so positive that I’ve continued the walks every Friday for seven months each year since.

"What a wonderful morning! Thanks for the invitation. Beautiful walk and a refreshing dip. And above all, a meaningful connection."

Within my network, I look for like-minded people who are likely to find such a walk inspiring as well. So far, I’ve only received positive feedback. It sparks ideas, and sometimes people are so enthusiastic that they ask to do it again. For me, that’s when I know the mission is accomplished.

^{Together with a lunchbox in the dunes}

Bloemendaal aan Zee always brings me peace the surroundings have it all, from the beach to walks through the pine forest. It’s the perfect starting point for these meetings. Beforehand, I ask how far people want to walk. They receive a BeSpark water bottle to fill with dune water before we set off. At the end, I hand out a lunchbox. Often slightly surprised, but with a big smile, they take it. There we are, together in the dunes with our homemade sandwiches, enjoying new inspiration, insights, and the beauty of nature.

"Thank you for the wonderful walk, swim, exercises, sandwiches, and great conversation!"

Afterwards, I head home not only with a good feeling, but also with even more respect and understanding for the other person. In other words: a new “lifetime relationship.”