From organizing backyard games as a kid to leading a company with internationally recognized game concepts, Joëlle van der Pol, founder of Genius Leisure Group, has always had entrepreneurship in her DNA. Through persistence, creativity, and a willingness to take bold risks, she’s built experiences that bring people together — and turned her passion into a global business.
The Spark of Entrepreneurship
“I have always wanted to be an entrepreneur, it runs in my blood. My great-grandfather owned a ‘beschuit’-factory, my grandfather had an appliance store and my father is a serial entrepreneur. I always thought you had to find the golden, unique idea, but passion and determination are at least equally important.
As a small kid, I had already created clubs and games in my backyard. I love DIY, storytelling, and puzzles but felt obliged (mainly by myself) to follow the beaten path. VWO, WO, and Masters in Delft, as well as Strategy Consulting, never really made me happy. At 25, I stopped caring about money, other people’s opinions, and status, and just went for it!
I gave myself a year just to play, build and create, and it exploded from there. First one escape room, and now a huge location with multiple activities and several of our own game designs on the international market.”
“I first wrote a business plan, stopped caring about what other people might think, and just went for it! I used Google Forms to validate the market, and at the same time activated my network to gain traction and commitment.”
Building Buzz — One Review at a Time
“One of the things that helped The Team Building – our venue in Utrecht – grow is word of mouth. We have achieved this by aiming for over 1,000 5-star reviews on Google. One way we have achieved this is by printing business cards that feature a QR code with a link to Google and the message that we give away €100 each month to those who provide a great review.
We have our staff hand these out, with their names written next to a text that says, ‘This amazing day has been made possible by …’. Often, our staff asks them to mention their name in the review, which creates both more outstanding commitment and a more positive outcome, as people tend to like individuals more than businesses.
We have that rating in the pocket now, btw.”
When Crisis Hits: Learning from Setbacks
“In the aftermath of COVID, we had to file for bankruptcy. It was a tough pill to swallow, plus I was very much pregnant at the time. We had managed quite well during the first lockdown by transforming our entire business model within only three weeks to start producing high-end, custom-made online escape rooms.
Unfortunately for us, our recently expanded venue stood empty. Still, it wasn’t considered in the calculations, and the additional revenue that came in ultimately limited our government aid in such a way that we might as well not have made the effort. The second lockdown was our final straw, and we were no longer able to keep up.
There was a lot to learn in the process and aftermath of bankruptcy, from structuring your finances to mitigating internal and external communication, as well as negotiations with the curator. I am confident I have become a better entrepreneur during this period.
A Proud Moment: The Success of Nox Room
“I am proud of my recent decision to invest in building a new game at our location called Nox Room. Relatively unknown with only one location in The Netherlands, it was suggested to me by a business contact. I took my team to try it, and we had a lot of fun, it was just the thing for us.
We negotiated a partnership and launched the activity in about three months. Now, nine months after the launch, it has already generated about three times the investment costs in revenue. And it still makes me smile hearing all the excitement from the teams echoing around my office :)”
“Just do it. Begin by discussing your plans with others and refining them as you go. The first steps are not that hard — if you just pick a direction and keep going, you will soon have a beautiful journey!”
What’s Next for Genius Leisure Group?
“I’m going to divert my attention from Utrecht towards building external sales of our cool products. I want to go to expo’s and set up an international road show to showcase Fusion Drift and visit as many competitors, industry giants and potential clients as possible.”
From escaping the corporate mold to building immersive experiences loved nationwide, Joëlle van der Pol is proving that passion, grit, and a touch of playfulness go a long way. Her journey is an inspiring reminder to follow your instincts, take calculated risks, and continue building — even when the odds are not in your favor.
