“Sometimes you find something you weren’t looking for.” That is exactly how Marcel Beekman came to join BASIL as CEO in early 2026. After more than seven years leading Sunshine Group, he had no plans to move on. But when the opportunity arose to lead the Dutch family business behind the BASIL bicycle accessories and MIK brands, his curiosity was sparked. Strong brands, a committed family, a talented team and plenty of scope to build on what was already there. It was an opportunity he couldn’t ignore.

The connection was there from the outset. BASIL had 50 years of history, solid foundations and real potential for growth. Just as importantly, Marcel felt at home with the company’s culture and its roots in the Achterhoek region of the Netherlands. Down-to-earth, honest and straightforward. What you see is what you get. That suits me perfectly.”

“Annelien Jordense, Senior Consultant at Van de Groep & Olsthoorn, approached me about the role. She recognised that my commercial background and experience of building brands were a good match for BASIL’s ambitions. And having grown up with the Achterhoek mentality myself, I understood the culture of the family business.”

The drive to build something

Marcel has spent his career working with brands and businesses across different markets. From Henkel, Diageo and Hero to Warsteiner Benelux and, most recently, Sunshine Group, home to leisure brands including De Waard and Alpenkreuzer.

What has always appealed to him is the opportunity to develop a business, explore new markets and find ways to move things forward. For Marcel, it is the combination of commercial thinking, entrepreneurship and understanding customers that makes the work interesting.

At the end of the day, people and brands are what create markets. That’s where you need to invest. We’re not just selling products. We’re selling emotion, experiences and a feeling. That’s what makes building brands so rewarding.

He sees many of those same qualities at BASIL. What began 50 years ago in Ulft with a wicker bicycle basket has grown into an international business with two established brands, BASIL and MIK.

Marcel inherited a strong business, but one with plenty of untapped potential. And that prospect appealed to him.

Listening before making changes

With years of leadership experience behind him, Marcel could easily have arrived with a ready-made plan. Instead, he spent his first months listening.

He talked to employees, suppliers, customers and business partners to understand what made BASIL successful, where its strengths lay and what could be done differently.

Nine months in, changes are already taking shape. Some improvements have been relatively straightforward, while others will take longer. What excites him most is finding opportunities that might otherwise be overlooked.

“Some parts of our industry are still quite traditional. That’s why it’s important to challenge established thinking now and again. You can’t expect to move forward if you simply carry on doing things the way you’ve always done them.”

Trusting people to get on with it

One lesson Marcel has taken from his years in leadership is that you don’t need to have all the answers yourself. Nor do you need to be involved in every decision.

In fact, he actively looks for people who know more than he does in their own areas of expertise.

“Learning to let go is probably one of the most important things you can do as a leader. Give people trust and room to make their own decisions, and you’ll often see them at their best. It makes work much more enjoyable, too.”

For Marcel, trust comes with responsibility. He wants people to feel confident enough to take initiative, make decisions and take ownership of their work.

And while experience and analysis matter, he believes good leadership also requires instinct.

Leadership isn’t just about analysing the facts. Sometimes you have to trust your judgement and recognise when something feels right.

There is one other principle he has carried with him throughout his career.

“Treat people the way you’d like to be treated yourself. It might sound like a cliché, but it’s something I genuinely believe in.”

A new bike in the shed

BASIL’s 50th anniversary celebrations in October gave Marcel another reminder of what makes the business special. Seeing the family’s commitment, the pride of the employees and the enthusiasm of visitors left a real impression on him.

“There was so much passion, innovation and a genuine sense of togetherness. For me, that weekend summed up everything BASIL stands for.”

And Marcel has embraced the world of cycling himself. “I couldn’t really do anything else, could I?” he laughs. There’s now a new bicycle in his shed, and he’s spending more time on two wheels than he used to.

BASIL’s brand promise, More cycling joy, has taken on a meaning that goes well beyond the products. “It’s there in the industry, in the people we work with and in the energy you feel around the business every day. Working at BASIL is a joy in itself.”

Looking three years ahead

Marcel has a clear sense of where he would like BASIL to be in three years’ time: an even more innovative, forward-thinking and inspiring business.

He sees opportunities to strengthen collaboration, develop the brands further and explore new markets. The foundations are there. The challenge now is to make the most of them.

But when asked what he hopes his own contribution will be, his answer says a great deal about his approach to leadership.

“I don’t want people to remember me as the person who made the difference. I’d much rather be remembered as someone who helped others make that difference.”