Trailblazing Entrepreneurs in 2025 |Superpeople Company
In a world clamoring for a quick fix to complex problems, Wendy Broersen operates with a different kind of urgency. From her home base in the Netherlands, the CEO of Superpeople Company isn’t just building a business; she’s building a future where her business is obsolete. “I hope to be out of business in 30 years,” she says, her voice unwavering. “Because the world has become inclusive and we are not needed anymore.” It’s a statement that embodies the very paradox of her mission: to become so successful at her work that it eventually renders her unnecessary.
Broersen’s journey to the forefront of diversity, equity, and inclusion is less a calculated climb and more a deeply personal evolution. It’s a story rooted in the kind of foundational wisdom that can only come from a strong familial influence. She credits her mother, a woman who passed away as Broersen was embarking on her first entrepreneurial steps, with instilling in her a simple yet profound philosophy: “No is always already there, so why not ask/act to get a yes.” This relentless pursuit of “yes” became the engine of her career, pushing her to challenge assumptions and actively seek out different perspectives.
Beyond the Buzzword: A New Approach to DEI
Fourteen years ago, Broersen and her team founded Superpeople Company with an international focus from day one. Their mission is clear: “to assist organizations worldwide in attracting, retaining, and developing their diverse workforce, ensuring that every individual experience equal chances, feels valued and included.” But in an industry often criticized for its performative nature and surface-level solutions, Superpeople Company has cultivated a reputation for getting to the heart of the matter.
Their value proposition lies in a unique, multi-faceted approach. In their workshops and training sessions, they embrace gamification and a wide variety of learning methods, recognizing that “not everybody learns the same way.” For example, the Ambition Program watches diverse employees rise: within three months, 67% of participants take their next career step—innovation that moves beyond rhetoric. Meanwhile, their AIM model—a five-phase roadmap for inclusion strategy—is tailored to European regulations and organizational realities, complete with subscription tiers and expert support. There’s also the Male Allyship Program, which doesn’t lecture critics—it invites them into safe spaces built around values-based leadership, storytelling, and reflective debate. That’s inclusion by design, not demand. The focus is on fostering genuine conversation, not heated debate. “We seek interaction and good conversations, never discussions,” Broersen explains. “Discussions drive people further apart and emotions keep people from learning.”
But the real differentiator, the company’s USP, is what happens after the workshop ends. Broersen understands that awareness and learning are just the first steps. The company’s services always include “systems/services to safeguard the implementation of what is learned.” It’s an acknowledgment that real change isn’t a single event but an ongoing process. “After all,” she says, “we aim for more inclusive behavior and results.”
Broersen’s leadership style is a direct reflection of her company’s values. She actively seeks out diversity of thought, even when it’s uncomfortable. “Being open for another perspective than your own, actively seeking criticism and different opinions will definitely give you that,” she says. This commitment to different viewpoints isn’t just a moral imperative; it’s a strategic one. “With those different perspectives you always are more innovative, more unique and a better fit for your clients.”
"With those different perspectives you always are more innovative, more unique and a better fit for your clients."
The Leader’s Inner Battle
For all her external drive and success, Broersen is candid about her most significant challenge: her own insecurities. It’s a surprisingly vulnerable admission for a CEO, but one that humanizes her journey. “My own insecurities are something I struggle with most,” she shares. “And not knowing my own value.” Her solution is both practical and profound: she surrounds herself with a strong support network, both personally and professionally. She believes in the wisdom of putting your own “oxygen mask on first,” a simple but essential lesson in self-care that enables her to take care of her team and the people in her life.
This focus on internal resilience has been critical in navigating a rapidly changing landscape. Broersen is not daunted by the political headwinds facing DEI, such as the challenges posed by the Trump administration in the United States. In fact, she sees them as an unexpected catalyst for deeper, more meaningful change. She believes these external pressures will “accelerate the movement towards inclusion” by forcing organizations to integrate DEI so deeply into their core that it can’t be easily undone. For Broersen, DEI should be part of a company’s “DNA,” not a fleeting project.
Beyond the Corporate Ladder
What if she weren’t CEO? Wendy imagines herself teaching history in a high school—translating the past’s lessons into youthful curiosity. That same youthful curiosity shapes her entrepreneurial drive.
She’s also embraced speaking, writing, and innovation: hosting Dutch TV shows, guest lecturing at the University of Amsterdam, writing NOT for HR, and developing Equalitypoly, a management game that replaces discussion with action. She’s now exploring AR-based unconscious bias training, merging tech with transformation.
Her daily routine is a testament to this philosophy, a blend of discipline and passion. She wakes up an hour early to do something she loves, ensuring her day begins with a sense of purpose. This is followed by a healthy breakfast and time dedicated to reading, listening, and watching content that inspires her. It’s a quiet, personal ritual that fuels her professional fire.
Purpose as Profit Partner
Looking ahead, Superpeople Company’s long-term vision is ambitious: to become the go-to DEI company in Europe for both large corporations and small and medium-sized enterprises (SMEs). Broersen’s advice for other CEOs is simple: “Never compromise on purpose.” She is a firm believer that “in the long run purpose always leads to more profit.”
Wendy Broersen isn’t building a legacy in the traditional sense. She isn’t focused on a monument or a personal brand. She is working on something much more fundamental: impact. “I don’t care who gets the credits,” she says, a statement that perfectly captures her singular focus. In a world of self-promoters and grandiloquent leaders, Wendy Broersen is a quiet force, working diligently to make her own business irrelevant—a powerful, humble, and ultimately transformative mission.
