If 2024 was about choosing to slow down, 2025 was about being forced to slow down, and learning lessons I couldn’t have learned any other way.
This is my third year writing one of these reviews (see my 2023 review and my 2024 review). Like always, it’s partly for me to reflect, partly for my kids to read someday (hey future kids! 👋), and hopefully it helps other entrepreneurs too.
Here’s the honest truth: 2025 was the year where everything that could go sideways… did go sideways. And you know what? It was still a really good year.
TLDR: Tore my ACL, had a car accident while unconscious with my whole family in the car, got diagnosed with epilepsy, can’t drive for a year, had my third kid (Jesse!), started a new business, learned to actually ask for help, and had yet another fun, memorable year! 🎢
Let’s dive in 👇
Personal Highlights
When Your Body Says “No”
March started out great. I was playing squash, and for the first time in months, my knee was feeling good. I remember thinking: “Finally! This is the first time I can play at close to 100% again.”
Five minutes later, something snapped.
Turns out I tore my ACL and meniscus. (Fun fact: I probably already had some damage from the TV show Hunted back in 2023, but this squash game finished the job.)
Surgery was scheduled for April 24th, just weeks before our third kid was due. So picture this: right when my wife needs me most, I’m walking around on sticks, completely unable to help with anything. Not ideal 😅
Here’s where I learned something important: I’m a problem-solver. Give me a challenge, and I naturally want to tackle it head-on. So after the injury, I went into full optimization mode. What exercises? What supplements? What’s the fastest recovery?
The answer my physiotherapist kept giving me? Do less. Much less than I wanted to.
It was definitely something I had to learn (and I’m still learning). Sometimes the solution isn’t to do more, it’s to actually slow down and let your body heal.
Here we are in December, nine months later. I can walk, though not pain-free. Can’t run yet. Most exercise is still off the table, except cycling (thankfully, I’m Dutch 😉).
My brain wants to sprint. My body insists on walking. And I’m learning to be okay with that.
The Accident 🚗
It was summer. We were on a family holiday at Landal Coldenhoven here in the Netherlands. Honestly, one of the most fun holidays I’d had in a while. Super relaxing, tons of kids’ activities, perfect for their age.
We were driving back home, car fully packed. Three kids in the back, bicycles everywhere, every inch filled with baby gear.
I was driving. Carolien was in the passenger seat.
Apparently, I hit the curb slightly. Carolien said “hey, watch out”, and that’s when she saw me completely unconscious. My foot was stuck on the gas pedal.
She had maybe 20-30 seconds to get my foot off the gas with one hand while steering with the other. We were heading straight for a roundabout at full speed.
We smashed into another car. Both vehicles totaled.
But somehow, we all walked away without serious injuries.
The first thing I remember is Carolien screaming “Jesse!” because the impact was on the left side, exactly where our newborn was sitting.
I spent 24 hours in the hospital while they figured out what happened. Then about a week later, it happened again.
Throughout the year, I had five MRIs total: two for my knee, two for my brain, one for my heart. Brain tumor? Nope. (Good news: I definitely have a brain though! 😅)
Most likely diagnosis: epilepsy.
The practical impact? I’m not allowed to drive for a year. Not until I go at least 12 months without any incidents.
So Carolien became my personal driver. For everything. I also had to start asking friends to meet up closer to home since I’m doing everything by bike now. (We do have an electric bike, which helps!)
But you know what was harder than not being able to drive? Asking for help.
I’ve always been much better at offering help than asking for it. This year forced me to actually deal with it, because we simply couldn’t manage on our own.
The Impact on the kids
The accident especially affected our middle child, Levi. He’s only 3, and while he couldn’t fully articulate what happened, you could see he was different. More angry. Withdrawn at daycare. Started wetting his pants again.
We’d use toys to act it out and explain what happened, which seemed to help. It took about a month before he was himself again. I completely underestimated how much that would impact him. But for a 3-year-old? It was a mini-trauma.
I’m just grateful he bounced back 💙
Jesse Arrives 👶
Remember how I mentioned the surgery was scheduled for April 24th? Jesse was born on May 28th.
So there I was, walking with sticks, barely able to move, right when Carolien needs support the most. Instead of me supporting her, she had to support me while caring for a newborn.
Not exactly how we envisioned it 🙈
To make matters more interesting, 24 hours after Jesse was born, we got a call: “You need to rush back here. Now.”
Jesse had blood group incompatibility. We knew there was a risk, Levi had the same issue. We went to the hospital on Thursday and came back Sunday, four days total. Fleur and Levi stayed with their grandparents during that time.
Here’s a silver lining though: because I was stuck in the hospital, I actually had to rest my knee. Everything was taken care of for us. So while it was stressful, it was probably the best thing for my recovery.
Sometimes life has a weird way of working things out ✨
Family Through The Chaos ❤️
Despite everything, or maybe because of everything, I got to be more present with the family this year.
When you can’t drive, can’t work out, and are forced to slow down, you end up having more time for the small stuff. And you know what’s been the absolute best part of having three kids?
Watching Fleur and Levi with Jesse.
They absolutely ADORE their little brother. Seven months later, they still get excited when he wakes up. They help take care of him. They make him laugh.
That’s honestly been one of the biggest joys of 2025, seeing how much the older two love their little brother.
As for Carolien? She’s been incredible this year. Driver, caregiver, new mom, support system for three kids AND me recovering. We had to lean on friends and family a lot more than usual, but we made it work together.
One thing I’ve learned: a strong partnership isn’t just about being there for each other when things are good. It’s about adapting when everything goes sideways 💪
Holidays & Adventures 🌍
January: Snowboarding with Friends ⛷️
Started the year with a snowboarding trip with fellow entrepreneurs in Austria. I wasn’t sure I’d make it because my knee was already giving me trouble, but it worked out. We got super lucky with the weather too.
Little did I know this would be my last real adventure before everything went downhill (pun intended).
April: The Spain Trip That Wasn’t ✈️
We had a family trip to Spain fully booked, was supposed to be our last vacation as a family of four before Jesse arrived. But with the surgery, we had to cancel.
Definitely a bummer. But we’ve rebooked most of it for next year! 🎉
Summer: Landal Coldenhoven 🏖️
In July, we did a week at Landal Coldenhoven. With a newborn, we didn’t want to fly, so we kept it simple and local.
And honestly? One of the most fun holidays I’d had in a while. Super relaxing, tons of kids’ activities, perfect for their age. Sometimes the best vacations are the ones where you just slow down and enjoy the moment.
(Of course, this was also the trip where the accident happened on the way home 😅)
October: Mallorca ☀️
We wrapped up the year with a week in Mallorca. And wow, we got incredibly lucky with the weather. The week before? Rain and storms. The day after we left? Temperature dropped 15 degrees.
But during our week? Perfect beach weather. The kids loved it. We loved it.
Throughout the year, we did weekend getaways with friends, day trips with the family, and just a lot of fun stuff. It’s the little adventures that make the year memorable 🎉
Business Highlights
Building Again (But Smarter?)
So remember how in my 2024 review I said I was enjoying NOT having a business to run? Yeah, that didn’t last long 😅
Here’s the thing about entrepreneurs: we can’t help ourselves. Eventually, the itch to build something comes back.
On December 31st, 2024, I bought a domain. (Yes, literally on New Year’s Eve, because why not?)
I wasn’t entirely sure what I was going to build yet, I just knew I wanted to create something again. Over the first half of the year, the idea took shape, and by mid-year, it became a real thing: WinningAds.
We officially launched in August with an early bird deal.
What’s Different This Time?
At my previous businesses, I had a team of ± 45 people at its peak. With WinningAds? I have a team of 2.
That’s not a typo. Two people 🙌
One in Canada, one in Slovenia. Both remote. Both incredibly smart and great at what they do.
Here’s why: I’m betting on AI, not on having lots of hands doing simple tasks. The simple stuff? AI can handle that now. What I need are smarter people who can build, strategize, and execute at a high level.
We’ve done a couple hundred thousand dollars in revenue so far, mostly recurring. And I do enjoy parts of the process.
Because here’s what I learned: I really, really love building things. Especially with AI. It’s like putting together a puzzle where you’re combining different pieces, marketing, psychology, technology, to create something new.
But if I’m being completely honest? I’m still figuring out if this is the thing, or just a thing. WinningAds works, and I enjoy working on it. But I can’t shake the feeling that there’s something else out there that would light me up even more. Something I haven’t discovered yet 🤔
A Year of Smart Lucky Moves
Just like in 2024 when I didn’t have an active business but still had one of my better years financially due to investments, 2025 was similar. Even though I spent significant time building WinningAds, the investment side was actually the primary driver financially.
I made some moves that worked out really well, though I’ll be honest, luck played a role too.
For example: I sold Ethereum at $4,900. If you look at the charts, it’s actually hard to even find where it hit that exact price. I had a sell order set up and it got filled at what turned out to be nearly the peak. I unloaded all my crypto assets at the right time 🎯
I also bought various dips really well and sold at the right moments. These days I’m more of a buy-and-hold type of guy, but I do make exceptions when opportunities present themselves.
Tesla stocks continue to do great, and I remain a long-term believer in the company 🚗
Going Deeper with AI
Here’s where things get interesting for 2026.
WinningAds is built as an AI-first business, and it’s working well. We’re leveraging models like Claude, ChatGPT, Google’s offerings, and others. But right now, we’re essentially an AI wrapper, using these powerful tools to deliver value.
That’s a solid foundation. But I want to go much deeper.
Here’s what I’m realizing: WinningAds is solid. It’s working. But it’s also… familiar. It’s not that different from what I’ve built before, just with AI layered on top. And while that’s efficient, it’s also kind of boring for someone who loves learning new things.
I need new challenges. I need to learn. I need to build things I haven’t built before. That’s what energizes me, not just optimizing what I already know how to do.
Not just in the product itself, but across the entire business operation. I want to push AI integration to a level where we’re not just using it, we’re built around it at every layer.
The bigger lesson? I need to move faster and be more agile than in my previous businesses. The game has changed. You can’t afford to hold onto something just because you’ve already built it.
If something isn’t working or if there’s a better direction, you have to be willing to pivot quickly. That’s something I’m still learning, letting go faster, adapting quicker, not being attached to what you’ve already created just because it exists.
WinningAds is the foundation I needed to build. Where it goes from here? I’m not entirely sure yet. What I do know is that I’m not going to let past decisions, or comfort zones, slow down future opportunities. Even if that means pivoting in unexpected directions 🚀
Lessons Learned
Every year brings new lessons. Here’s what 2025 taught me:
1. Health Really Is Priority #1 ❤️
I wrote this as a goal in my 2024 review, but 2025 made me live it differently. When you lose your mobility, when you pass out while driving with your kids in the back, suddenly health isn’t just a concept. It’s everything.
2. Slow Down to Speed Up 🐢
This is the hardest lesson for someone who just wants to solve everything immediately. My brain wants to sprint. My body insists on walking. And you know what? The body’s right. Sometimes you have to slow down to actually move forward.
3. The Glass Really Is Half Full 🥛
I’ve always been the kind of person who sees the glass as half full. But this year reminded me that this isn’t normal for a lot of people.
Multiple people asked me why I wasn’t more down about everything. But to me? It really wasn’t that big of a deal because things could always be worse. That’s just how I’m wired.
This year didn’t teach me optimism, it reminded me that I already have it, and that it’s a trait worth holding onto.
4. Asking for Help Is Harder Than Offering It 🤝
I’ve always been much better at helping others than asking for help myself. This year forced me to actually confront that weakness. And honestly? People are more willing to help than you think. You just have to be willing to ask.
5. You Can Just Do Stuff 💪
Even when circumstances aren’t perfect. Even when you’re recovering from surgery and managing a newborn and can’t drive. You can still build things. You can still move forward. Just maybe at a different pace than you originally planned.
6. Sell On Time 💰
A lesson from the investment side: “My rich friends sell too early.”
There’s real wisdom in taking profits when they’re there, even if you think something could go higher. I tried to apply this more consistently in 2025, and it worked out really well. Sure, I got lucky on some timing (like that ETH sale), but being willing to actually take profits made a real difference.
Looking Back at 2024 Goals
Time for some accountability! Let’s see how I did:
✅ Health First
Well… I technically made health a priority, just not in the way I expected. Got forced into it rather than choosing it. But hey, it counts!
✅ Family Time
Despite everything (or because of everything), I got to spend even more time with the family than planned. Being unable to do much else has its advantages.
✅ Build Something Fun
Built WinningAds from scratch, launched it, and got it to a couple hundred thousand in revenue. Could it have gone faster? Sure.
But considering everything that happened this year, I built a new business that I enjoy working on. I’d call that a win 🎉
Goals for 2026 ⏭️
Looking ahead, here’s what I’m focusing on:
Fitter at 40 Than at 30 🏃
I turn 40 in November 2026. My goal? Be in better shape at 40 than I was at 30.
Here’s the interesting part: I actually think I was already fitter than my 30-year-old self right before the knee injury. Got a bit of a setback, but I’ve still got 11 months to get back there. Challenge accepted 💪
Move Faster with AI 🤖
Not just with WinningAds, but with AI in general. That’s where my curiosity is pulling me. I want to build things I’ve never built before. Learn things I don’t know yet. Experiment with ideas that scare me a little because they’re new territory.
The key is going deeper, not just using AI as a wrapper, but integrating it at every level of whatever I’m building. And being willing to pivot fast when needed, even if that means leaving behind what’s already working in favor of what’s more fulfilling.
Figure Out the Next Game in Life 🎯
What comes after entrepreneur mode? What does the next chapter look like? I don’t have all the answers yet, but I’m excited to figure it out.
This isn’t about having everything mapped out. It’s about staying curious, being honest with myself about what energizes me, and being open to whatever comes next.
Wrapping Up 🎁
So that was 2025.
Looking back, it was the year I couldn’t control, and that turned out to be exactly what I needed.
If 2024 taught me it’s okay to slow down by choice, 2025 taught me how to adapt when life forces you to slow down. And you know what? I’m grateful for both lessons.
Three healthy kids. A strong marriage that handled one hell of a year together. A business that’s growing and teaching me things. Better perspective on what actually matters. And a reminder that I’m wired to see the glass as half full, which served me well this year.
Yeah, I’d say we did alright 😊
Oh, and one more thing: after a year without any incidents, I’ll technically be allowed to drive again, but rest assured I’ll be the first in line for Tesla’s Full Self-Driving once it launches in Europe. Having that safety net, knowing the car can take over if something happens, will make all the difference. Until then, the bike life continues 🚴
Bring on 2026 🚀
See you next year! 👋