Barbara Den Bak

Responsible for the overall brand and experience strategy, translating the Kaer Method into coherent guest journeys, service design principles and spatial concepts across physical and digital touchpoints. Act as strategic lead on experience ecosystem design, guiding multidisciplinary teams from vision and positioning to implementation, and facilitating strategic workshops to align brand narrative, experience principles and commercial objectives. Currently developing scalable hospitality blueprints for future destinations within the Kaer Collection.

Joined Urban Gym Group following the successful exit of High Studios, taking on a strategic leadership and shareholder role within the group. Directed innovation and brand growth across a 25+ location portfolio including TrainMore, ClubSportive, and High Studios. Launched new product formats and an internal academy while aligning the company's multi-brand strategy during a phase of rapid expansion.

Launched the Netherlands' first boutique fitness brand, merging design, music, and performance into a high-energy concept. Scaled the brand nationally with five stand-alone studios and twelve shop-in shops across the Netherlands, building a strong community and premium market position. Successfully exited through acquisition by Urban Gym Group, later joining the leadership team to drive innovation and brand integration across the wider portfolio.