Our Master Franchise Partners derive great satisfaction from their work as both SME mentors and entrepreneurs themselves:

  • It feels great to utilise the knowledge and experience you’ve gained over the years to help Franchise Partners and business owners.
  • Never a dull moment. As a Master Franchise Partner and mentor yourself, you meet all kinds of entrepreneurs in a wide variety of industries, instead of just one.
  • And a nice reward that is directly correlated to your efforts and the opportunities for growth.
Contact us to find out if your territory is available

Coen Vleesenbeek - Founder

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As the English put it so nicely: ‘Coen has been around’. With over 20 years of relevant international experience in improving business processes and value creation, Coen led various teams – small and large, local and international. After selling his stake in a local SME Accountancy & Consultancy firm, he started working as Financial Manager at Levi Strauss® and was later an integral part of the team that introduced the Dockers® brand in Europe.

He flew around the world as a Business Auditor/Consultant for Sara Lee|Douwe Egberts® helping to improve local operating companies. At an assignment at one of Sara Lee’s subsidiaries in Australia, an international cosmetics company, he was asked to join as Marketing Director. He then settled in Sydney where he was responsible for setting up and implementing the online strategy for Sara Lee’s cosmetics group. When invited by an ex-Sara Lee CEO to join Western Union® in America as Global Vice President Marketing, he moved to Denver, Colorado. Here, he was the driving force behind several new consumer-focused insights and strategies.

Once back in the Netherlands, he started his own consultancy firm Zantru in 2007, focusing on the SME market in the Netherlands. In doing so, he utilised his broad international experience. His assignments ranged from selling business units, to restructuring units or managing sales & marketing teams, both online and offline.

Coen launched the franchise in 2011 and is the sole owner of the Thexton Armstrong® franchise. He sold the Dutch Master Franchise to two successful franchisees in 2019 and is now focusing full time on the international expansion of Thexton Armstrong® franchise.

Coen holds a Dutch Bachelor of Economics degree, a HOFAM degree and an Executive MBA from one of Australia’s leading universities; the Melbourne Business School. He’s also a certified advisor in business succession and business valuation. Coen’s currently enrolled in a post graduate Board of Directors program at the Erasmus University in The Netherlands.

> View Coen’s Linkedin-profiel

Master Franchise partner The Netherlands - Michiel Smudde

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During his career, Michiel has held both sales, management and executive positions in various family held businesses and industries. He was also at the helm of his own company; a label printing company. Here he gained extensive experience on an operational and strategic level.

Michiel has a commercial and analytical mind and has the necessary expertise in change management and M&A projects.

Michiel is curious, a keen listener and is always looking for ways to work smarter, more effective and simpler. A few key words that suit him well are respect, trust, transparency, accessible, humour and fun. Above all, he thinks: keep it simple!

After more than eighteen years of experience in family businesses, it was time for Michiel to take on a new challenge. He found it in the role of SME mentor at Thexton Armstrong. In order to be able to (continue to) do your job properly as an advisor, Michiel believes that, in addition to the necessary experience, you need to have a good methodology and a professional organisation. Values that fit in perfectly with Thexton Armstrong’s approach, which is based on a proven methodology. “The approach quickly provides a business owner insight into areas in the business from which money is leaking. Each component is discussed,” says Michiel. “Then a practical improvement plan is drawn up together with the business owner.

Since January 1st 2020, Michiel and Benny Schulte, have taken over the day-to-day management of Thexton Armstrong Netherlands. Michiel continues to perform his mentoring work for his own SME clients.

Master Franchise partner The Netherlands - Benny Schulte

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Benny Schulte has held various management and executive positions in ICT, banking, HRM and consultancy.

After completing his studies in Movement Sciences at the Free University of Amsterdam, he has always remained in ‘motion’ within organizations and organizational units, for which he was responsible.

“Many entrepreneurs confirm to me that they feel alone when confronted with various issues. With Thexton Armstrong’s methodology, I want to help them, as a personal business advisor, to develop a successful business”.

In earlier years, Benny implemented change and business improvement processes at medium-sized ICT organisations with the aim of creating a focus on results and customer focus. In addition, he was vice-chairman of a company pension fund for many years. He is an all-rounder at senior management and board level.

Benny shares the acquired knowledge and experience with SME business owners who want to take their business to the next level. “In many companies, processes can be organised better and more efficiently. This will not only improve the results, but also increase the enjoyment of work. The business owner and the team can then be justifiably proud of their work”. Benny takes up the challenge of increasing this return on investment and only stops when the finish line has been reached.

Since January 1st 2020, Benny and Michiel Smudde, have taken over the day-to-day management of Thexton Armstrong Netherlands. Benny continues to perform his mentoring work for his own SME clients.

Master Franchise partner Belgium - Erwin van Eck

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Erwin has been part of the Thexton Armstrong organization since its inception in 2012. First as a partner in the Netherlands, and since 2019, as general manager of Thexton Armstrong in Belgium.

He worked for many years as a consultant in a corporate environment and as an independent consultant and interim manager for medium-sized organizations. As an important player in change processes and through his experience at all levels, Erwin has gained an unprecedented insight into the typical challenges and opportunities that entrepreneurs encounter. He has worked with organizations with 10 to more than 400 employees and has experience in leading teams.

Erwin has successfully supported SME owners in the Netherlands and their teams in improving business operations, resolving profit leakage and increasing returns. This not only resulted in more profit, but also in more fun in doing business and more time for private life.

Headquartered in Brussels, Erwin leads and builds Thexton Armstrong Belgium. With the support of a professional organization, he uses his wealth of experience to support not only the Belgian partners, but also the owners/managers of Belgian SMEs.

Thexton Armstrong® counts over 25 business mentors in the Netherlands & Belgium. Are you the entrepreneur to open our next market?