Joost van Roijen

Joost has spent his entire career operating in the commercial arena. With a background in commercial economics and later communication science, he immersed himself early on in the question of why people do what they do. This curiosity about behavior, motivation, and influence has been a common thread throughout his work, from commercial roles to his position as commercial director, where he led teams and was responsible for growth and results.

After years in permanent employment, Joost felt in 2018 that it was time to step out of his comfort zone. He consciously chose self-employment, a decision that brought him more freedom, energy, and sharpness. Since then, he has worked as a trainer, coach, and consultant with professionals and teams on mindset, sales, and leadership, with the aim of helping people become commercially more effective from greater self-confidence, personal strength, and well-thought-out sales messages, so that you move as smoothly as possible from ‘lead’ to ‘deal’ in co-creation with the client.

Within Allied Forces, everything comes together for Joost. He strongly believes in the power of attention as the foundation for sustainable performance. As he puts it himself:

“If you want to move forward and achieve goals, it starts with attention. First attention for yourself, then for the people around you. Without that attention, results are empty.”

In his work, Joost creates safety and trust, so that people dare to speak up and look at themselves honestly. He challenges where necessary, but always in a respectful way. His style is direct and engaged, with an eye for both the person and performance. Mindset plays a central role in this: what stories do you tell yourself, do they help you move forward or hold you back?

Alongside his work, Joost is a proud father of two adult children and has been happily married for many years. He enjoys sports, can often be found in the gym in addition to a game of padel, and loves traveling, good food, and meaningful conversations with friends. This combination of energy, connection, and performance characterizes him, both professionally and personally.