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Personal2 November 20221 min readLees in het Nederlands

Klaas Kroezen sells his stake in WUA

After 15 years my adventure at WUA has come to an end. A look back at the journey, the lessons and what comes next.

Klaas Kroezen sells his stake in WUA

UPDATE: After 15 years my adventure at WUA has come to an end.

My brother and I started WUA in 2008 from my student accommodation. We had a dream: to build a great international company. With one product: becoming world champion in the digital world. Working with the best brands. A company where we, together with the people around us, strive to live our own dreams. Living Dreams. Together.

And so we did!

I am extremely grateful for all the lessons WUA has taught me, the customers, former customers, investors, colleagues, former colleagues, suppliers, advisors, coaches, family, and everyone who was, directly or indirectly, able to be part of this journey with us. Thank you for all your support!

Now the time has come to follow our own paths. Henk still has many ambitions for WUA. I wish him and the team a great ride and all future successes!

So, what am I going to do next? Do what I love most. Connect, Inspire, Invest, and Grow beautiful business(es).

But first, I will be enjoying a sabbatical with my wife and kids. Hibernating in Thailand, dreaming about the next steps!

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Klaas Kroezen
About the author

Klaas Kroezen is an entrepreneur who trains, coaches and speaks. He wrote the #1 Dutch bestseller Sales, Honest & Relaxed and the new book Van klant naar fan (From customer to fan, November 2026). After 25+ years in sales with his own international market research firm, he helps organisations adopt the From customer to fan mindset: selling honestly and relaxed, and turning customers into fans with the whole team.

More about Klaas