I am Anthonie Wurth, former European Judo champion, Olympic athlete and behavior change expert. In 1992, I represented the Netherlands at the Summer Olympics in Barcelona, reaching the pinnacle of my sporting career. After concluding my career in martial arts, I worked ten years as a business trainer, seeing firsthand how the corporate environment compared to competing in top-level sport. I noticed that companies invest a lot of time and resources in enhancing the skillsets of their employees. But the actual application of these skills hardly received attention. This insight motivated me to develop a methodology that fosters structural and lasting behavioral change. Developing a methodology including a reinforcement program is one thing, but convincing companies that this model significantly increases the return on investments made in training programs is a whole different matter. It took a while before my model garnered traction in the corporate world, but my determination paid off when Hilton Worldwide recognized the value of solidifying the results of their training programs with my methodology. Soon others followed suit. Eventually my program was translated into 45 languages and used in over 100 countries worldwide, making it one of the most sought-after methods in the field.In 2019, I founded My New Behavior, a company that solely focusses on the creation of meaningful and lasting behavior change, be it for individuals or entire workforces. An important focus area of My New Behavior lies in solidifying DE&I initiatives through behavior change. In doing so we not only cultivate meaningful behavior change, thereby increasing employee engagement, productivity and retention, but also equip managers with the tools to guide this process from start to finish. In other words: with My New Behavior I help people and organizations get better at being better. And that’s what I do best.Anthonie Wurth