Amsterdam Founders Club

Simone Vincenzi has delivered over 2,000 presentations, spoken at events across the world, and built a training company that helps founders get clients every time they step on a stage or run a webinar. He is a multi-award winning entrepreneur who writes for Forbes and Entrepreneur Magazine, and co-founded GTeX, one of the fastest growing expert training companies in Europe.
In this episode, Marcel sits down with Simone to break down the complete framework for selling from presentations, from the first minute of your talk to the moment you close. This is 14 years of hard-won lessons in one conversation.
What you'll learn:
The three things your audience needs to believe before they buy
Why your entire presentation is your pitch
How to open a talk so people are already sold before you make an offer
The three types of call to action and which one fits your business
Why urgency isn't manipulation and how to use it ethically
How to handle a cold or unresponsive room without losing your energy
The second call to action most speakers never use and why it works
Timestamps
00:00 Three things you'll learn today00:40 Introducing Simone Vincenzi01:56 What GTeX does and who it's for02:46 The three things a buyer needs to believe before purchasing04:00 Sell to a problem-aware market05:21 Can every business sell from presentations?06:50 How trust and price are connected07:15 The moment Marcel first saw Simone sell from stage08:38 How Simone got 90% of a room to pull out their credit card09:24 Where Simone started: bad English, speaking too fast, zero sales12:17 Moving to the UK at 20 and starting a business at 2313:40 His first attempt at making an offer15:34 The first time it worked: £1,000 in one evening16:07 The one thing he did differently that changed everything17:41 Getting feedback and putting in 10+ years of speaking training20:09 Give yourself grace: your first is your worst21:46 Record yourself, review it, get a coach23:27 The Vilnius story: how his biggest failure humbled him25:09 Show up like it's Madison Square Garden 26:03 Find your energy in what you care about27:26 Selling one to many: learning to ignore the 95% who say no28:54 What closed body language actually means during your pitch30:15 Why rejection feels worse on stage than in a 1-to-131:34 How to protect your energy when the room is cold33:19 Why selling from stage is the most transferable skill36:11 The structure: your entire presentation is your pitch37:27 The three blocks: introduction, content, call to action37:47 How to create urgency from the very first minute39:04 How Simone opens his webinar presentation41:33 Establishing credibility without making it about yourself43:02 Start with the audience, not with your story43:45 What your content should actually be doing44:44 Address objections throughout 46:01 What to do if your audience doesn't have a following yet47:35 Objection first, then story 48:58 The three types of call to action49:28 Ask for permission before you sell51:25 "Is it okay if I ask you for some money?" 52:49 Lean into your natural selling style54:41 Which call to action fits which audience and personality59:29 The second call to action most speakers ignore61:07 WhatsApp bots, QR codes, and data collection mid-presentation63:47 How to structure a "get it now" close64:51 A confused mind says no 66:07 Sell the transformation: what they'll have, do, and become68:28 Less is more when it comes to what's included69:22 How to present your offer as a story, not a list71:11 How urgency works 75:53 Why humans are wired to respond to urgency and scarcity77:18 You only have their attention while you're in front of them79:20 How to close: repeat the offer at least 2-3 times81:39 Answer questions, reinforce the message, end strong82:50 One message to every founder in the world
Connect with Simone Vincenzi:https://www.linkedin.com/in/simone-vincenzi/
Connect with Marcel Wijermars:Superconnectedfounder.comAmsterdamfoundersclub.comhttps://linktr.ee/marcelwijermars
Apply to join Amsterdam Founders Club: https://amsterdamfoundersclub.com/Instagram: https://www.instagram.com/amsterdamfoundersclub/
The podcast is produced by 301 Studios and Marcus Engel: https://www.instagram.com/themarcusengel/ - studiobooking@weare301.com

Esther Jacobs, known as the No Excuses Lady, writing 30 books, speaking in 70 countries, raising €16 million for charity and building a globally recognized personal brand, celebrated her 55th birthday with a one-off theater show in Amsterdam. The occasion? Her retirement. 
 
But as Marcel quickly finds out in this conversation, "retirement" for Esther means something most founders have never considered: stop doing what drains you, keep doing what you love, and trust the money follows.
 
Esther didn't burn out and quit. She made a deliberate decision to flip the ratio, from a life of doing with islands of being, to a life of being with the occasional bit of doing. The theater show was her way of drawing a line in the sand and making it public, so she'd have to follow through.
 
In this episode, Marcel sits down with Esther to explore what retirement actually means for a founder, and whether most of us are building toward a finish line that doesn't have to be that far away.
What you'll learn:
 
- What the theater show was really about and why going public made her more money
- Why "retirement" for a founder doesn't mean stopping, it means redesigning
- How to build a business around what you love and quietly cut the rest
- Why growth for its own sake is a trap, and what to optimize for instead
- How Esther raised €16 million for charity with zero experience in the sector
- Why your personal brand and your network are retirement assets and how to build them
- The doing vs. being shift: how two car accidents and what changed everything
 
 
Timestamps
00:00 One tip for founders who want to retire on their own terms
00:33 Introducing Esther Jacobs, the No Excuses Lady
01:19 How Esther approaches business: start small, test fast, roll with it
02:01 Organizing a cruise from Spain to Brazil from a Facebook ad
03:01 Skip the business plan why she tests before planning
04:13 The theater show: how she sold tickets before the venue was booked
05:33 Growing up between scarcity and abundance
06:52 Her family background: a grocery store and two very different mindsets
08:34 After her BBA: why she didn't follow the traditional path
09:51 Becoming extremely good at a few things and what that costs you
11:12 Learning vulnerability after years of high performance
12:09 The second car accident: a whiplash that changed everything
13:54 Reclaiming her time, and a major mindset shift
15:49 What retirement actually means for a founder
16:40 Why she stopped chasing growth and started designing her life
17:49 How she decided what to stop doing and what to keep
18:54 Did she have a financial goal before retiring? (The answer is no)
19:30 Why announcing it publicly made her more money, not less
20:30 What founders can learn from her decision
21:10 Don't make growth your main goal unless it truly energizes you
22:23 The world changes, retire while you can still enjoy it
23:13 How she invested for retirement: real estate and personal brand
25:18 35 years of visibility as a retirement asset
26:15 Your personal brand as goodwill  how it pays you back over time
27:25 High-ticket work she actually loves: VIP days
28:35 How to build a personal brand that attracts the right people
29:23 Ikigai: the intersection of love, need, and willingness to pay
29:52 How she uses AI without losing her authentic voice
30:31 How Esther raised €16 million for charity with zero experience
31:46 The insight that unlocked it: give people something to give away
33:02 What charities got wrong and what Esther figured out
34:49 Media, Survivor, and why everything you put out lives forever
36:29 Reality TV: what they don't tell you about casting and editing
38:08 Can everyone become a better person?
38:40 Connection is what it's really all about
40:00 How to practically retire as a founder on your own terms
40:47 Create space serendipity needs room to work
41:23 Bundle your work, protect your energy
41:53 On money: why she doesn't track income or spending
43:13 Final message: imagine your own funeral
 
Connect with Esther Jacobs:
LinkedIn: https://www.linkedin.com/in/estherjacobs/
Instagram: https://www.instagram.com/estherjacobsnl/
 
Website: https://estherjacobs.info
Connect with Marcel Wijermars:
Superconnectedfounder.com
Amsterdamfoundersclub.com
https://linktr.ee/marcelwijermars
Apply to join Amsterdam Founders Club: https://amsterdamfoundersclub.com/
Instagram: https://www.instagram.com/amsterdamfoundersclub/
 
The podcast is produced by 301 Studios and Marcus Engel: https://www.instagram.com/themarcusengel/ - studiobooking@weare301.com

The Strategy Behind $20M Exit and the Buy-and-Build Playbook No One Talks AboutPeter Michels scaled his accounting and tax advisory firm from 0 to €20 million in yearly revenue.
Through organic growth,
a buy-and-build strategy,
and multiple acquisitions,
before successfully exiting the business.
In this new episode of the Amsterdam Founders Club podcast,
Marcel sits down with Peter to unpack the full journey.
From washing cars door-to-door at age 11 to building a multi-million euro firm.
Including what it really takes to find and acquire the right businesses.
 
What you'll learn:
- How to build a business from 0 to €20M using a buy-and-build approach
- Why Peter registered his company the same day his daughter was born
- The acquisitions playbook
- Why he never sells and what he does instead
- How to recognize when you're stuck and what to do about it
- The difference between goals and habits
 
Timestamps:
00:00 What you'll learn today
00:25 Welcome to Amsterdam Founders Club
01:02 Was Peter always an entrepreneur?
01:31 First business at age 11: car washing door-to-door
01:53 Second business: stringing tennis rackets
04:30 Starting the accounting firm
05:33 His wife pushed him to go for it
06:07 He registered the business the same day his daughter was born
06:44 On financial risk and the entrepreneur identity
07:43 First acquisition: €30K in clients, quadrupled within a year
08:33 How he found deals through his network
08:53 "I'm never selling, I'm always telling my story"
10:01 Hustling for clients: Chamber of Commerce lists and cold letters
11:12 On being good at sales without it feeling like sales
12:44 The SIMPLE framework
13:46 Focus on income first, everything else comes after
14:28 From solo to first team member
16:01 The fear of hiring and why you have to push through it
16:41 What Peter kept focusing on as the company grew
17:33 Culture change as you scale and what to do about it
18:56 Why first hires matter and how to get them right
19:29 Hire for what you're bad at, not a version of yourself
20:16 When to bring in your first manager
21:21 The four keys to growing a business: passion, plan, mindset, fun
23:19 How to write a job offer that actually attracts the right people
25:00 Sell the story to potential employees, not just the job
26:15 When it's not a fit: having the hard conversation early
28:56 The Formula of Happiness and letting people go with respect
30:21 The journey to private equity: feeling stuck pre-COVID
31:07 The moment he decided to sell
34:13 The Sunday that changed everything
35:18 Meeting the PE partners who shared his vision
36:31 How the deal was structured: cash, shares, and staying involved
37:26 Why he said no to the first buyer
38:41 Shared vision over price: what made this deal work
39:51 Advice on equity vs. cash deals for founders
41:13 How to value your business
43:07 Life inside the buy-and-build: scaling toward €50-70M
44:41 What they learned from acquiring businesses that were too small
47:16 How to choose the right businesses to acquire
48:22 Why people resist change after acquisitions -- and how to handle it
49:46 Should you be transparent with the team during acquisitions?
52:04 Preparing your business to sell makes it better to run anyway
52:50 Key lessons from 15+ acquisitions
55:15 Why Peter didn't want to be CEO 
58:06 "Don't become the manager"
58:48 What Peter is working on now: growth coaching for founders
61:21 What "stuck" actually looks like for an entrepreneur
63:24 Zoom out to see what you're missing
64:09 Peter's 5-year vision: speaking at Ahoy
65:23 His upcoming book: working title revealed
65:39 One message to every founder in the world
 
Connect with Peter Michels: 
Instagram : 
https://www.instagram.com/petermichels010/
 
Connect with Marcel Wijermars:
Superconnectedfounder.com
Amsterdamfoundersclub.com
https://linktr.ee/marcelwijermars
 
Apply to join Amsterdam Founders Club:
https://amsterdamfoundersclub.com/
Instagram: https://www.instagram.com/amsterdamfoundersclub/
 
The podcast is produced by 301 Studios and Marcus Engel: https://www.instagram.com/themarcusengel/ - studiobooking@weare301.com

In this episode of the Amsterdam Founders Club Podcast, we sit down with Michelle Maree, founder of The Nomad Escape, Entrepreneur Network, The Inner Circle, and the visionary behind Nomad Island Fest in Madeira. From building global communities to attracting world class entrepreneurs, Michelle shares how powerful networks are built through trust, value, and long term thinking.
 
Michelle breaks down how she went from being homeless to building a global business ecosystem by mastering relationships, intentional networking, and mindset. We dive deep into how founders can build influence without chasing clout, how meaningful introductions create million dollar opportunities, and why real success comes from giving before asking.
 
If you’re a founder, entrepreneur, digital nomad, or creator looking to grow your business through authentic connections, this podcast is packed with real stories, practical networking frameworks, and mindset shifts that can change how you approach business forever.
 
Timestamps:
00:00 – Introduction: Building a Global Network
02:08 – The Ken Honda Story & Leading With Authenticity
09:13 – The Power of Community Builders
14:46 – From Homeless to Home Free & The Triple Growth Formula
16:47 – Vision Clarity: You Can’t Scale What You Can’t See
20:50 – Global Tax Strategy & Location-Independent Business
24:05 – How to Build Strategic Relationships the Right Way
30:10 – Give First: The Foundation of High-Level Networking
42:39 – The Practical Networking Event Playbook
49:59 – The Strategic Network Tracking System
55:44 – Why Micro Events Are So Powerful
01:02:03 – Designing Interactive, High-Impact Events
01:13:42 – Energy, Attraction & Showing Up With Confidence
01:29:07 – How to Organize Your First Event (Even If You’re Not an Expert)
01:39:58 – 10-Year Vision, Impact & Legacy
 
Connect with Michelle Maree : 
 
Instagram : https://www.instagram.com/michelle.maree.official
 
Website : https://thenomadescape.com/
 
 
Connect with Marcel Wijermars:
 
LinkedIn:  https://www.linkedin.com/in/marcelwijermars
 
Instagram: https://www.instagram.com/marcelwijermars
 
Apply to join Amsterdam Founders Club:
https://amsterdamfoundersclub.com/
Instagram: https://www.instagram.com/amsterdamfoundersclub/
 
The podcast is produced by 301 Studios and Marcus Engel: https://www.instagram.com/themarcusengel/ - studiobooking@weare301.com

In this deep dive episode of the Amsterdam Founders Club Podcast, former Mindvalley CMO Alessio Peroni reveals how he helped Mindvalley scale from $25 million to $75 million in annual revenue through smart marketing decisions, funnel optimization, and audience first growth strategies. This podcast breaks down the real systems behind one of the most successful online education companies in the world and what actually drove Mindvalley’s explosive growth.
Alessio Peroni shares behind the scenes insights into Mindvalley’s marketing strategy, including the shift from evergreen courses to cohort based programs, the rise of community driven learning, and how improving course completion rates directly impacted revenue. The discussion covers YouTube advertising, paid traffic, funnel design, membership models, scarcity, and why most online courses fail to scale while Mindvalley succeeded.
This episode is essential viewing for entrepreneurs, marketers, founders, and course creators who want to understand how to grow an online education business sustainably. If you’re interested in digital marketing, funnels, subscriptions, brand trust, and scaling to seven or eight figures, Alessio Peroni’s real world experience at Mindvalley offers practical lessons you can apply immediately to your own business.
Episode Timestamps
(00:00) – Intro: Scaling Mindvalley from $25M to $75M ARR(05:00) – Alessio’s journey: from small-town Italy to global brands(12:00) – Joining Mindvalley & learning marketing at scale(18:00) – The key growth levers behind Mindvalley’s 3× revenue(25:00) – From evergreen courses to cohort-based programs(33:00) – Why completion rates matter more than content volume(40:00) – Scaling paid ads & why YouTube became a breakout channel(48:00) – Moving to a membership model (and the risks involved)(56:00) – Community, retention & why most subscriptions fail(1:05:00) – How to reach your first $1M in online education(1:15:00) – Pricing, funnels & low-ticket vs high-ticket offers(1:23:00) – Final advice for founders & course creators
 
Connect with Alessio Peroni : 
Instagram : https://www.instagram.com/alessio_pieroni
Website : https://withalessio.com/
 
Connect with Marcel Wijermars:
LinkedIn: https://www.linkedin.com/in/marcelwijermars
Instagram: https://www.instagram.com/marcelwijermars
 
Apply to join Amsterdam Founders Club:
https://amsterdamfoundersclub.com/
Instagram: https://www.instagram.com/amsterdamfoundersclub/

Welcome to the first episode of Amsterdam Founders Club. I am Marcel , Your Host for the Amsterdam Founders Club  podcast , but on this pilot episode, Marcus Engel hosts the Episode and I will tell  the origin story of how dinners in Bali grew into Growth Nights, organizing events for more than 2,000 founders, and our new mastermind program. If you’re building a startup, scaling revenue, or planning founder led events this episode is for you.
 
We dig into founder community building, event curation, selling out events, avoiding pitch heavy networking, and the exact criteria I look for in my mastermind.  Expect practical insights on organizing founder events, personal brand for founders, strategic partnerships, and scaling to €1M.
 
Want in? Apply for the mastermind: https://amsterdamfoundersclub.com/mastermind/, or learn how to run your own founder events at https://amsterdamfoundersclub.com/. 
 
Subscribe for founder stories, Growth Night recaps, and playbooks to scale your business. 
 
 
Connect with Marcus Engel :
LinkedIn — https://www.linkedin.com/in/marcus-engel-301studios
Instagram — https://www.instagram.com/themarcusengel
 
Connect with me :
LinkedIn — https://www.linkedin.com/in/marcelwijermars
Instagram — https://www.instagram.com/marcelwijermars