My story

From founder to advisor.

In 2012 I founded Leading Courses. A simple idea: an honest platform where golfers can find, review, and book golf courses. What started as a side project grew into the European market leader with revenue of roughly €10 million and a team of 15.

Along the way I\'ve seen everything an entrepreneur can see. Investment rounds that cost you sleep. Decisions you wished you didn\'t have to make but had to. Periods of rapid growth that simultaneously feel like losing control. And moments when you ask yourself: why did I start this in the first place?

That question is always at the back of my mind when I work with entrepreneurs. Why did you start? What do you actually want to achieve? That original motivation is the compass for everything that follows.

Today I am a shareholder and investor at Leading Courses. Alongside my advisory work I co-founded The Centenary and write for Sustainly. But my favourite thing is still: standing alongside other entrepreneurs.

My company name says it all, really: it has to click. Between me and the client. And yes, I'm pretty digital too.

Jeroen Korving
The five F's

Why do you start a business?

Almost always it comes down to one of these five drivers. Knowing which one applies to you makes every decision easier. It ensures focus. Choosing one thing may mean you have to let something else go.

F

Fun

The joy in the work, the product or the client.

F

Freedom

Deciding yourself how, when and with whom you work.

F

Fortune

Building financial security and growth.

F

Fulfilment

Building something with meaning and impact.

F

Fame

Building visibility, recognition and reputation.

How I work

Practical, honest and hands-on.

I work the way I would have wanted to be helped as an entrepreneur.

Understand first, advise second

I take the time to learn your business, team and context before saying anything about what needs to change.

Hands-on, not behind a desk

I work alongside you. I open laptops, speak with your team, dig into the data, and deliver work that actually gets used.

Honest, even when it's uncomfortable

I say what I see. Not what you want to hear, but what you need to hear to move forward.

Results over process

I don't write frameworks on post-its. I work until it's actually better.

What I don't do

Clear about what you won't get.

Digitalise because you're being told that's necessary
Writing plans without execution
Chase growth for growth's sake
Take on work I don't believe in
Previously worked with

Besides working for startups and scale-ups, I also worked for established organisations.

Sanoma IDG Zoover PostNL Wegener Vergelijk.nl TheFactor.E
My ventures

Entrepreneur
at heart.

I don't just advise from theory. I do it myself too.

Leading Courses

Founder & Investor

Europe's leading golf review and booking platform. Founded in 2012, grown to ~€10M revenue with a team of 15 professionals.

leadingcourses.com →

The Centenary

Co-founder & Creator

A digital platform connecting century-old golf clubs through streamlined reciprocal agreements. From concept to launch in 2024.

thecentenary.co.uk →

ReputAI

Founder & Creator

AI-powered reputation intelligence for golf clubs. Aggregates reviews across all platforms and turns them into concrete action points. Built for golf, designed to scale.

reputai →

Sustainly

Founder & Author

Dutch platform on sustainability and conscious living. A passion project I write for when time allows.

sustainly.nl →
Personal

The person behind the work.

I live in Soest with my wife and three children (18, 17 and 15). Outside work you'll find me on the golf course, football pitch or padel court. I ski, like to cook, write occasionally and travel whenever I can. Nothing special, just a guy who loves sport, food and his family.

Jeroen Korving visiting a trade fair
Jeroen Korving on a ski holiday
Jeroen Korving hands over a project
Jeroen Korving on the golf course

Ready to do
things differently?

No sales pitch. Just a conversation about where you are and how I can help.

Schedule a call