There is always a way forward
Sonja van den Bosch · Your partner in Strategy, Leadership & Growth
I help business owners, leaders & teams navigate growth and change, strengthen leadership and turn strategy into action
Hi, I’m Sonja,
If we were having coffee together, I’d want to know your story. What you’re working on, what’s changing, what’s exciting you, what’s keeping you awake at night and where you want to go next.
I believe every great partnership starts with really understanding you, your business and what opportunities and challenges are in front of you.
For more than 25 years, I’ve moved between corporate and entrepreneurial life, strategy and people, marketing, sales and leadership, across Europe, Australia, Asia and North America.
I’ve built businesses and started again, experienced success and failure, and repeatedly chosen change and lived it myself.
I'm endlessly curious, and that's what I love about business. There's always more to learn, new ideas to explore, different perspectives to discover, worlds to connect and room to grow.
I grew up in the Netherlands, completed my MBA at Maastricht University and started my career in marketing.
At Life Fitness, I was given the opportunity to build the Benelux marketing team from the ground up.
We changed the marketing approach from product-driven to relationship-driven. We got closer to our customers and our sales team and changed the way we went to market. Revenue grew by 116%, market share increased from 13% to 40%, and Life Fitness became the market leader.
I loved the pace, the people and seeing what could happen when you looked at a business differently.
Then Arjen and I decided to leave it all behind. We sold our house, packed our backpacks and set off to travel the world. When we arrived in Sydney, we loved it and decided to stay. It would become our home for the next 23 years.
Staying meant starting again, building a new life, career and network on the other side of the world.
At Zest Health Clubs, I led the national marketing strategy across 27 clubs in 3 states. I shifted the focus to the customer experience, working directly with club managers and their teams to bring the brand to life in every interaction. This led to stronger member and staff engagement and improved retention.
Later, at Travel Indochina, I led global sales and marketing through a period of rapid international expansion. I transformed an underperforming sales and marketing team into a high-performing global function and drove innovative marketing to reach new customers as we expanded across brands, destinations and international markets.
It brought together so much of what I loved: strategy, growth, people, travel, different cultures and making things happen.
Then life changed again. We had our twin boys, Jordi and Dylan, and in 2009 I founded Twinlife Marketing.
I saw an opportunity to bring two worlds together: experienced marketers looking for meaningful, flexible work and growing businesses needing senior strategic marketing expertise without a full-time hire.
I built Twinlife Marketing around a trust-based hybrid model, long before this way of working became mainstream. Over 16 years, it grew into a profitable, purposeful business, creating lasting value for clients, our people and the business.
I’ve always believed that purpose and profit belong together. Twinlife Marketing was proof that you didn’t have to choose between the two.
Along the way, I also co-founded One Beyond Success, helping turn an idea for elevating human potential and connection within corporate teams into a market-ready solution, including co-designing and facilitating team development and coaching programs.
Over time, clients increasingly turned to me for so much more than marketing. They valued having someone alongside them who understood the realities of building a business, leading people and navigating change, while bringing the fresh perspective of a trusted sparring partner from outside their business.
My role expanded into supporting business owners through growth and change, developing leaders and helping teams work better together.
Challenging thinking, connecting the dots and helping people make decisions and move into action became more and more of what I did, and what I loved most.
In 2024, I created Twinlife Forward to bring together everything I’d learned and experienced across business, leadership, marketing and growth, helping business owners, leaders and teams move forward with greater clarity and confidence.
Then in 2025, after 23 years in Sydney, we decided it was time for another adventure. We packed our bags and spent 10 months travelling, exploring where and how we wanted to live next, while helping our young adult twins make their own move to Europe and start building lives of their own.
Valencia is home now, and from here I partner with clients across Europe, Australia, Asia and around the world.
I know what it means to carry responsibility for a business and a team, make difficult decisions and bring people with you.
I don’t bring a standard formula or textbook answer. I bring experience, perspective, intuition, curiosity and energy.
I listen closely, ask different questions and connect things others might not connect, helping you see what can be difficult to see from inside your business.
I'll challenge your thinking, encourage you to stretch and support you to make things happen. I love seeing people grow in confidence, develop as leaders and achieve things they didn't think they could, while growing their businesses and bringing out the best in their teams.
Our partnership is shaped around you, your business and what you want to achieve. Whether you're navigating growth and change, exploring opportunities or working through challenges, we'll focus on what matters and make things happen.
Now I'd love to hear your story.
Tell me what's in front of you, what you're working towards or what you'd like to change. Let's explore a way forward together.
Every great collaboration starts with a conversation. Let's have one.
Sonja
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Download my profile to learn more about my experience, the perspective I bring and how I can help you, your business and your team move forward.
Value a fresh perspective on what’s in front of you?
Let’s start a conversation.