Vitality in the workplace is more important than ever. But as an organization, how do you really make it part of your culture? In this episode of Bright Business Talk, we speak with Antonio Barradas, CEO of Bedrijfsfitness Nederland, about how they are using technology to make working Netherlands more vital and why HubSpot plays a key role in this.
From strategy to gym
Antonio Barradas is a familiar face in the scale-up world. With a background at Just Eat Takeaway and Otrium, he knows better than anyone how to grow commercial teams. Since 2023, he has been at the helm of Bedrijfsfitness Nederland, which has since been acquired by the Finnish Epassi Group. Market leader in employee benefits.
"Our goal is to get as many people moving as possible," Antonio says. "Companies sign a contract with us, and their employees can then exercise at thousands of gyms in the Netherlands through one platform."
Working smarter with HubSpot
"With us, sales, marketing and customer success all work in the same system. We have even linked performance management to HubSpot. Only when data is entered correctly does a bonus follow. That provides both structure and commitment."
Using lead scoring, health scoring and smart automation, the team knows exactly which customers need attention. "We are taking more and more steps towards RevOps. Our processes are becoming data-driven and we are constantly learning."
From platform model to growth engine
Bedrijfsfitness Nederland works according to a platform model: it connects companies, gyms and employees. It is all about the right match.
"In SMEs, corporates and government institutions you see that vitality is becoming an increasingly important theme," Antonio explains. "Not only physically, but also mentally and even financially. We want to capitalize on that."
Digital marketing plays a big role in this. "Through LinkedIn, Instagram and our website, we show HR managers and boards how easy it is to offer vitality with us. The threshold is low, the impact is high."
Leadership with frameworks as well as space
In addition to his passion for sales and growth, Antonio strongly believes in the strength of his team. "As a leader, I provide frameworks as well as trust. Visibility is important, I don't believe in leading from an ivory tower. You have to understand what's going on."
His main lesson for other companies starting with HubSpot? "Start small and build support. Only when your teams understand the value will they really start using the system. And make sure you have a clear data structure, otherwise it will remain chaos."
Ambitions for the coming years
The focus is on expansion towards SMEs (200-2,000 employees) and strengthening the proposition towards larger customers such as ING, Deloitte and various ministries. Additional services such as nutrition, mental health and other employee benefits are also being explored.
"Our dream? That vitality becomes as natural as salary. And that we are the partner that makes that possible for organizations."
Watch the entire broadcast below (also viewable on YouTube):
