Report of the Allied Forces client event on June 4, 2026
“There are plenty of events where you walk in, shake hands, grab a bite, and head back home,” Allied Forces partner Laurens van Geffen begins his speech. The room is filled with 100 clients and partners. All of them have traveled to Rotterdam to celebrate the 8th anniversary of Allied Forces. “But that doesn’t suit us,” Laurens continues. “That’s not who we are. We wanted to do something different. Something for you.”
That ‘something’ turned out to be connection. Connection with others, but above all, with yourself. A journey that the guests had embarked on two hours earlier – the moment they parked their cars at De Brug, the iconic former Unilever office overlooking the Maas river.
From 3:30 onwards, guests are welcomed in the parking garage by Allied Forces hosts. Once their cars are parked, a card with a route description to the main hall is pressed into their hands. “Our very first challenge,” one of the visitors jokes.
Fortunately, everyone manages to find the hall. Here, they are greeted by portraits of the entire Allied Forces team. Beneath the photos are quotes about what it takes to achieve high performance and the way Allied Forces operates.
“Trust the process. Be surprised by the outcome.”, “Explore your inner world, conquer your outer world.”, and “The more you know yourself, the more patience you have for what you see in others.”, the quote that captures the theme of the day in a single sentence.
At the end of the hall, guests take the elevator to the fourth floor. Once upstairs, they receive a colored sticker on their left shoulder and are send on a mission to find someone with the exact same color. Guests are asked to spark up a conversation based on two questions:
- How do I come across to you? What is your first impression of me?
- What do you think I do for a living? What role do you think I fulfill?
“Straight into the deep end.” That is Allied Forces. Sometimes it feels a bit strange or uncomfortable. But the moment you surrender to the process, you experience that it works.
The bar quickly buzzes with lively conversation. And then, the first group of 12 visitors is called forward to continue their journey. Guided by two Allied Forces colleagues, they walk into a room where they are requested to take off their shoes. “Trust the process.”
On bare feet, the guests shuffle somewhat hesitantly into the next space. There, 12 beach chairs are waiting for them. Right in the sand. Facing the Maas river. “Whew, that’s not so bad.”
As everyone settles in and puts on headphones, the audio starts. Shouting people, loud office noises, the hustle and bustle of the city. Then, it slowly transitions into increasingly peaceful sounds. Meanwhile, a spoken word track triggers their thoughts: “What do I actually know right now?”
After 5 minutes, eyes open again and feet are wiped clean. Visitors receive their shoes back and are led to 12 Allied Forces colleagues. They stand there, smiling warmly, holding VR goggles. “Now, what is this going to be?”
Once the VR goggles are securely fastened, the visitors are no longer on the fourth floor of De Brug, but in an unfamiliar city. They see a butterfly flutter past and cars drive by. When they turn around, they face a massive skyscraper. And an elevator. They are invited to step inside. Pressing the top button takes them to the 80th floor. The doors slide open. They are standing on the roof. And right in front of them lies a wooden plank. Do they dare to take a step forward?
While the adrenaline is still rushing through their veins, it is already time for the final experience of their journey: a guided meditation. In a small room with comfortable chairs, the visitors find complete stillness.
Utterly relaxed, the guests are led to the next hall. From their guides, they receive a reflection card:
- What made the biggest impression on you? And why?
- Which sensation that you just experienced would you like more of in your life? And why?
Visitors are invited to answer the questions for themselves in silence. It is characteristic of the way Allied Forces works: experiencing something first, and then examining what it does to you. An effective way to truly get to know yourself.
And then we are back to Laurens and his story: “We wanted to create a place where you could truly meet each other. Where you connect, spend time together, and perhaps spark something that lasts. A new connection. A new relationship.”
“But before you can truly connect with someone else, there is someone you need to meet first. And that… is you. That is the encounter you have just experienced. Dropping down from the rush of everyday life into stillness. Then the leap. Eighty floors high. Pressure or courage? And finally, the silence. Listening inward. Needing nothing, understanding nothing, just being present.”
“Three moments. Letting go. Daring. And finding stillness within.”
That was the gift from Allied Forces. To all the clients and partners who came to Rotterdam on June 4th. To celebrate together that this beautiful team has been going strong for 8 years now, and has found a wonderful home in a place that symbolizes what we value most: connection, perspective, and strength.
And just like that, the event draws to a close. After a short speech by Allied Forces founder Armand van Velzen about how it all began, many meaningful encounters, a personal compliment for every guest from the ‘compliment girls’, delicious bites, a personal aura photo, and a closing word of thanks from co-founder Anton van den Berg, the guests head back home.
“Magical!”, “Insane!”, “Impressive!”, and “Inspiring!” are the compliments rolling in the next day through the partners and associate partners of Allied Forces. “So cool to have been a part of this,” said one of the guests.
We are so glad we could give you this gift!
