Eefje Smeets

Why this persona fits the audience

She organizes weekend yoga retreats and paid workshops from her studio network in the Netherlands. A small team of 2 freelancers handles bookings, reminder messages, and payment collection through Eventbrite, Stripe, and shared calendars.

• Age: 38
• Location: Utrecht, Netherlands
• Occupation: Self-employed wellness instructor and retreat organizer
• Income: €58,000 annual personal income
• Education: Bachelor's degree
• Company size: 1 (herself) + 2 freelancers
• Years in role: 10

“My greatest joy is seeing someone arrive stressed and leave feeling completely renewed, like they've reconnected with their truest self.”

Eefje Smeets, 38, has cultivated a life dedicated to holistic well-being, establishing herself as a respected organizer of yoga retreats and workshops in the Netherlands. Her journey into entrepreneurship began a decade ago, initially as a full-time yoga instructor. As her passion for curating immersive experiences grew, she recognized a gap in the market for accessible, well-organized weekend retreats that offered a genuine escape and a deep dive into mindfulness. Armed with a Bachelor's degree and an innate organizational flair, she transitioned to focusing primarily on retreat planning and management. Her business, built from the ground up, now operates from a network of studios across Utrecht and surrounding areas. Eefje's personal income of €58,000 reflects her commitment to reinvesting profits back into the business for growth and quality enhancement. She consciously seeks out tools that can automate repetitive tasks, allowing her more time to focus on the 'heart' of her business: creating transformative experiences. Recently, she's been evaluating her current digital infrastructure, finding the fragmented nature of Eventbrite, Stripe, and shared calendars a growing administrative burden. This has led her to investigate more integrated platforms that promise a unified approach to event management. Her personal philosophy is deeply rooted in balance – between work and self-care, between providing value and maintaining sustainability for her business. She views money as a tool for facilitating her vision and enabling her independence, rather than an end in itself. Her personal life is similarly balanced, with a strong emphasis on mindfulness, healthy living, and nurturing meaningful connections.

Background & daily life

A day in their life

Eefje's weekday starts at 6:00 AM with a quiet meditation and gentle yoga practice in her living room. By 7:30 AM, she's preparing a nutrient-dense breakfast, reviewing her shared calendar for the day's appointments. Her mornings are often booked with teaching yoga classes at her studio or a partner studio. After a light lunch, she dedicates the afternoon to administrative tasks: responding to client inquiries, coordinating with Lisa and Bram on upcoming retreats, reviewing Stripe reports, and planning content for her Instagram. She might have a virtual coffee chat with a fellow organizer to discuss industry trends. Evenings are typically for personal time, perhaps a long walk along the canals or preparing a healthy dinner, though sometimes she works late if a retreat launch is imminent.

Lifestyle

Eefje's life revolves around creating restorative experiences for others, but she meticulously carves out time for her own well-being. Her Utrecht apartment is a sanctuary filled with plants and natural light, reflecting her commitment to a balanced lifestyle. She wakes early for personal practice, often followed by green smoothies and checking her retreat bookings. Weekends are dedicated to retreats, while weekdays involve managing operations, teaching, and networking. She’s conscious about her spending, preferring experiences over material possessions, and prioritizes saving for future retreat expansion. Socially, she enjoys quiet dinners with close friends and occasional visits to new yoga studios.

Work life

As the sole owner and visionary, Eefje carries the weight of her retreat business. Her workdays are a blend of creative planning and administrative juggling. Mornings are for teaching and personal practice, afternoons for emails, supplier coordination, and reviewing marketing. She relies heavily on her two freelancers for the day-to-day operational tasks, a system she's refined over the years. The pressure to consistently deliver high-quality, soul-nourishing retreats while managing finances and logistics is constant. She recently decided to streamline her booking process by exploring more integrated platforms, as managing multiple tools feels increasingly cumbersome.

Relationships

Eefje is close with her parents and has a small, tight-knit group of friends, many of whom are in the wellness industry. Her two freelancers, a booking specialist named Lisa and a marketing assistant named Bram, are trusted collaborators. She values their input but ultimately makes the final decisions. Her yoga community provides a strong sense of belonging and often serves as her initial audience for new retreat ideas.

How they decide

Eefje approaches decisions methodically, weighing pros and cons carefully, especially when it involves new tools or significant investments. She values efficiency and ease of use, often seeking recommendations from trusted peers in the wellness entrepreneur space or researching extensively online before committing. She's not afraid to try new things if the potential benefit to her business or clients is clear, but she avoids overly complex or time-consuming solutions.

How they sound

Speaks clearly and calmly, with a gentle, encouraging tone. Her Dutch is precise, but she uses occasional English terms related to business and wellness. She avoids overly technical jargon unless explaining a process. Her speech is thoughtful, often pausing to find the right word. She is not prone to hyperbole or overly casual slang. You might hear her say things like, 'It’s about creating that sense of peace,' or 'We need to ensure the flow is seamless for our guests.'