About – My New Behavior
About Anthonie Wurth

Its all about Behavior Change

In 1991 I became European Judo Champion and competed successfully in the 1992 Olympic Summer games in Barcelona. I was among the best Judo players in the world.

Now I am an author, trusted advisor, and frequent speaker at international learning conferences. I am among the best Behavior Change experts in the world. 

Anthonie Wurth

Founder and CEO of Behavior Change Champion

Years of
Our Foundation

The Journey of our Founder

To help you see the world differently and create impact on lifelong learning and lasting behavior change we need to be special to make you special. Get inspired by Anthonie’s story.

Walk Like to Talk

Max, Sem and Fleur

Lead by Example

"You Are a Dirty Ferrari"

I also applied this methodology to change my own behavior. I hesitate to tell you this, but I want to share my full story: After my years of rigorous training and living on a strict diet as a Judo player, I lived the complete opposite way. Working out less and eating more, I gained over 60 pounds and felt ashamed. After a few years of feeling horrible, I sought to regain control over my behavior. 

That was when I met the personal trainer Jorgen de Mey, author of The Action Hero Body: The Complete Workout Secrets from Hollywood’s Top Trainer.

After explaining my situation, he called me “a dirty Ferrari.” He explained that at the Olympics in 1992, my body was like a Ferrari — fast, powerful, and lean — and I had to bring it back. I had to change my behavior and honor my body. This was the greatest test of my methodology and I’m happy to say it worked. I ran the New York Marathon. I hiked Mont Blanc. Within 6 months, I returned to a healthy lifestyle and have kept it up. Over 54 years old, still strong and athletic, I can confidently say I changed my behavior with lasting impact. 

What we did

From Zero to Worldleader

I gain 20 years top sport experience and 20 years behavior change experience to become one of the most sought-after behavior change specialists. Experienced consultant using a proprietary methodology, translated into 45 languages in over 100 countries. 

Where are we now


Let’s create impact on lifelong learning and lasting behavior change

My brother Kees and I sold the company Mindmarker in 2018. We were proud to have built a well-regarded company for driving behavior change and increasing the impact of many training programs. 

Though I sold the company, my focus continues to be strengthening The 7 Principles of Behavior Change methodology. I still give many presentations and lead workshops and private coaching sessions. The more I talk about implementing a Behavior Change Strategy, the more my ideas are challenged and improved.

As the learning industry begins to understand what behavior change is and master the major principles, I have begun shifting my focus to the Behavior Change Design Process so that individual learners and companies can design training behavior change programs of their own. 

In April of 2019, I was featured in Talent Development Magazine. To see more on that, click here.

In 2020, I launched the world’s first Behavior Change self-paced program, called mynewbehavior.com. Dit moet ook een lonk zijn naar service page an website (DAWN)

We keep developing all services to support you being the Behavior Change Champion. I hope you’ll join me on this continuous journey. 

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