At 18, John decided to switch from hockey to athletics. He contacted an athletics coach, and together they reached the Olympic Games eight years later. It had never been his plan to become a professional athlete. John was the typical ambitious student, who graduated magna cum laude as a bio-engineer from KU Leuven. He was a party animal and fully enjoyed student life. It was only during the COVID period that his life changed drastically and the Olympic dream was born.

But John had neither financial support nor sponsors, and also no professional framework like many other athletes. He was still unknown to his sports federation and to the outside world.

Yet within two years, John has grown into one of the top athletes in his sport. He had a vision and executed it:
1. He immersed himself thoroughly in the scientific side of training and human physiology.
2. He surrounded himself with the right medical team.
3. He built the largest social-media presence in men’s athletics.
4. Against all expectations, he reached the Olympic final.

John’s story is anything but traditional and offers many interesting parallels with the business world.