In just a few days, COMMIT Health Clubs will begin rolling out the most innovative training concept in the fitness industry: E-GYM. E-GYM’s intelligent strength training equipment marks a new milestone in the field of performance tracking and results-driven training—something Arjan fully supports. “I can’t wait for our current and new members to experience this concept. It aligns perfectly with our mission to make the Netherlands sustainably healthy. For everyone, regardless of whether you already exercise a lot or not at all, want to lose weight, or want to build more muscle strength. At COMMIT, we’re working hard to guide people—who are often not even aware of their unhealthy habits—toward results, both physically and mentally.”

COMMIT, of course, stands for commitment: when you’re truly committed to your health and have made that decision, it guarantees results. That’s what Arjan is dedicated to, always and in everything he does. “With COMMIT, we’re a young company, just out of the startup phase, actually. Our two locations in Utrecht are doing well, members know where to find us, and our third location will open in early 2024. That’s a truly unique project! We’re opening our COMMIT Health Club in a beautiful, restored church, complete with confessional booths and an altar. Working on your physical and mental health in that inspiring environment with like-minded people is a gift to yourself.”

In 2016, Jolanda opened an Anytime Fitness location in a building she owned on Händelstraat in Utrecht, in addition to her existing Albert Heijn businesses in Koudekerk aan den Rijn and Utrecht. At that time, Arjan was living what he describes as a “Burgundian” lifestyle, in which attention and time for exercise and health were often pushed aside in favor of his work for his businesses and other (administrative) activities. “When we started with Anytime Fitness, I weighed in at nearly 110 kilos. That was, of course, not representative of a fitness entrepreneur. The shift that followed came from the realization that “I’m a fitness entrepreneur now, so I can’t look like this.” I transformed because of who I suddenly was. At Anytime Fitness, we “tried” to help members too, but there was no budget and no effective approach available to provide sufficient support on a personal level. It mostly came down to giving advice.

In 2019, I came into contact with SLL and experienced firsthand what real coaching can do for you.
That combination is actually what gave rise to the concept for COMMIT Health Clubs. I missed the satisfaction of being able to make a real impact on people’s lives. To bring about lasting change. How often do people start a diet, exercise, or get active, only to fall back into old patterns? And why is that? For me, it’s because they don’t have enough commitment to achieve a goal and stick with it. They receive advice, but there’s no discussion about who you actually are and whether you’re willing to do what’s necessary. Taking the time to reflect on where you are in your life right now and where you’d like to go. Often, people do know what they want, but they’re still searching for the tools that can help them achieve it—and, above all, stick with it. When I look at where I am in my life as an entrepreneur, partner, and father, I’m incredibly proud and happy. I want everyone else to experience that feeling, and I want to convey that in everything I do.”

Commitment in the broadest sense of the word

Making the Netherlands healthy together is Arjan’s mission. It’s a challenge not everyone is cut out for, but one Arjan took on early in his career. As a teenager, Arjan worked as a shelf-stacker at Albert Heijn. Even at that age, he was certain: one day, he would run an Albert Heijn store himself. With an enormous amount of drive and commitment, he became the owner of two Albert Heijn locations. As a franchisee, he was the first to keep his supermarket open until midnight. “It was too much of a success,” he says with a chuckle. “We had to direct traffic outside, it was that busy. The city made us stop.”

He also opened a new sustainable restaurant concept in Utrecht called LEFT. The idea behind LEFT is simple: unsold products from his Albert Heijn stores and surplus stock from local growers and producers are used to create high-quality dishes. Jolanda and Arjan’s goal is to make an impact on their immediate community and, by extension, on society. “Reducing waste is a trend, and of course we’ve consciously capitalized on that. At the same time, we need to make a change if we want our children to still be able to walk around on a beautiful planet. Many people realize that. But they don’t want to sacrifice their quality of life for it. If you can help the world while giving consumers what they want and also generating a healthy return, then you’ve got something scalable on your hands.”

And making a scalable and sustainable impact is exactly what Arjan is doing now with his COMMIT Health Clubs. These clubs also have certain requirements: COMMIT works exclusively with members who are truly willing to invest in themselves—who dare to make choices, take action, and internalize feedback. In other words: who demonstrate commitment. “When I hear from members about the transformation they’ve undergone through our guidance—how fit and vibrant they are in life now—I think, ‘Yes, this is what we do it for.’ Then I know they’ve become better partners for their loved ones, role models for their children, and are taking ownership of their choices in work, relationships, and health. Of course, I’ve built on that foundation through Straight Line Leadership. Using that strong foundation as a new starting point for the rest of your life.”

Hidden plans

In addition to Arjan’s entrepreneurial drive and commitment, it was actually the other entrepreneurs in the Straight-Line Leadership Mentorship program who helped Arjan think bigger. Arjan: “Before, I just did my own thing. Now, with everything I do, I ask myself: how can I make a bigger impact? This group really challenges me. I always want to be the best at everything. During the Outdoor Training with the other members, I realized I’m not the strongest here. There are leaders who are further along, from whom I can learn. I get honest feedback, and that helps me grow. When I get feedback from my employees, they tend to hold back a bit.” He now sees that in his early years, he underestimated what it means to be an entrepreneur. “Whether it’s the municipality, tenants, or your employees: you have to get everyone on the same page. I often want to move too fast and don’t share my plan enough. I experienced that firsthand when I received feedback from another member during the training. ‘There was absolutely no plan!’ I was told. There was a plan, but only in my head. They couldn’t see that. Whereas if I did share it, I’d get people on board with my vision much more effectively.” Those insights are what make Arjan’s relationship with the other entrepreneurs so valuable.

Quality of life

Arjan wants to help his employees look beyond the immediate future. “I sit down with each team member, and together we draw up a plan. We take a close look at where they are now, and then I ask them what their goal is. From there, we determine how they’ll get there. This often requires training, which we’re happy to pay for. Whether they end up staying with us or not, I find it rewarding to help people grow wherever I can. You can do a lot for others without sacrificing your own quality of life. In fact, it actually enhances it.”

Interested in the book *Straight-Line Leadership*? Download the first five chapters for free.