1. PROBLEM DEFINITION

The Netherlands is facing a structural health challenge. More than 50% of adults are overweight, approximately 16% suffer from obesity. Nearly half of the Dutch population will experience mental health issues such as anxiety or depression at some point in their lives. Among young people, this figure has now risen above 50%.

These figures do not point to isolated problems, but to a single systemic pattern. Increasing mental pressure leads to the loss of daily structure. When structure disappears, movement and healthy lifestyle choices decline, resulting in deteriorating physical health. This physical decline, in turn, further increases mental strain.

At the same time, our living environment is designed for convenience, overstimulation, and short-term behavior, while responsibility for health is placed almost entirely on the individual. Health is treated as separate domains mental, physical, motivation, identity without integrated support. As a result, relapse is structural, not incidental.

2. VISION

Sustainable behavior change does not arise from isolated interventions, but from coherent systems. The most effective organizations build ecosystems in which users are consistently supported within one logical environment. The Improvement applies this principle to health.

We are developing an integrated health ecosystem in which mental and physical health are supported simultaneously — with a focus on accessibility, continuity, and scalability.

3. STRATEGIC DIRECTION

Our long-term strategy focuses on centralizing health support within one coherent framework. An environment in which:

• movement is structurally facilitated,
• nutrition is offered in a logical and understandable way,
• guidance is continuously available, and
• social connection is actively strengthened.

Not as separate offerings, but as one integrated whole that becomes part of everyday life.

4. CURRENT IMPLEMENTATION: THE IMPROVEMENT OUTDOOR

The first operational layer of this ecosystem is already active under The Improvement Outdoor. This phase serves as an accessible entry point and includes:

• structured group activities such as running and functional training,
• low-threshold outdoor workouts,
• the Next Step program, where participants receive guidance through personalized training, nutritional structure, and periodic coaching.

The Improvement Outdoor establishes the foundation for routine, movement, and social anchoring. The next development phase builds logically upon this base.

5. FUTURE INTEGRATION

In a next phase, the core components of the ecosystem will be physically brought together within one central environment. This environment integrates:

• Movement — structured training and group activities
• Nutrition — an integrated nutritional offering aligned with daily needs
• Guidance — continuous mental and physical support
• Community — social connection through events and shared activities
• Identity — brand and clothing as visible commitment

By combining these elements, an environment is created in which healthy behavior is no longer dependent on discipline alone, but is actively supported by context.

6. FOUNDATION & SOCIAL EMBEDDING

In 2026, The Improvement will establish a foundation focused on prevention and youth development. Structural sports and movement programs are already being delivered within primary education. Revenue from commercial activities is directly reinvested into the foundation and the continued development of the ecosystem. Commerce functions as a financing mechanism for societal impact.

7. OBJECTIVE (5-YEAR HORIZON)

Within five years, The Improvement aims to realize a scalable model that:

• structurally reduces mental pressure,
• sustainably improves physical health,
• provides people with the structure required to maintain long-term behavioral change.

Not as a temporary intervention, but as a complementary system within the Dutch healthcare landscape.

Together we grow. Take the first step.