meet André Wiringa
Author, Founder & CEO of Start Reverse
the mind behind
reverse thinking
Andre Wiringa is the heart and mind behind the disruptive Reverse Thinking philosophy, empowering organisations globally to transform experiences into meaningful experiences.
Andre is a Keynote speaker and Strategy Consultant, working with senior business leaders on Reverse Leadership, Cultural Transformation, Award-winning Customer Experience, and Transformational Learning. With the Reverse philosophy, Andre has impacted many leading hotel brands, and the (work) lives of thousands of leaders and professionals in Hospitality and beyond.
As the founder and CEO of Start Reverse, André brings over 30 years of international experience in hospitality, leadership, and customer experience transformation. He graduated from Hotelschool The Hague (BSc 1980) and Florida International University (MSc Hospitality Management 1985). Prior to leading Start Reverse, he worked for Crowne Plaza, Marriott and Hilton international in various Leadership positions (incl. 4 opening teams).
Start Reverse has helped 300+ brands around the globe to transform their customers/guests into happy fans and active promoters. With the Reverse Philosophy several clients have won international/global awards, including citizenM Hotels, Accor Hotels, Radisson Red, Rove Hotels, Address Hotels, KLM, Schiphol Airport, Nike, Intersport, and Mazda.
Andre is on the Industry Advisory Board of Hotelschool The Hague. He also consults the Leadership Team of the Chaplin School of Hospitality & Tourism Management at Florida International University.
author of Start Reverse books: The Journey and The Novel
André Wiringa is a leader who thinks differently. He envisions a world where organisations are not driven by rigid processes or short-term wins, but by the lasting experiences they create for people, whether customers, employees, or partners. His mission is to help companies find their true relevance in a fast-changing world by building from the outside in and the inside out.
He is also an author and storyteller. His book, Start Reverse: The Complete Edition, merges practical tools with storytelling, offering both inspiration and a roadmap for action. The book’s two parts, The Reverse Journey and The Reverse Novel, show leaders how to reconnect with purpose, align their teams, and create a culture where both people and profits thrive.
- The Reverse Journey:
A hands-on roadmap for leaders, offering concrete steps to reverse-engineer their organisation’s success, starting with people, purpose and experience, and building from there.
- The Reverse Novel:
A relatable business story that follows a company’s journey to rediscover its purpose and reignite its culture through experience-driven leadership.
This book has become a go-to resource for leaders seeking not just better business results, but stronger human connections.
Speaking & Learning experiences
At Start Reverse, we believe in sharing knowledge that sparks action. As part of this commitment, André regularly contributes as a speaker and facilitator at international conferences, leadership retreats, and special workshops.
His sessions focus on topics like:
- Think Reverse to Go Beyond Experiences
- Boosting engagement and retention in an era of quiet and loud quitting
- Reverse Leadership & Purpose-Driven Transformation
- Creating Loyal Fans through Experience
André’s approach is collaborative, practical, and always tailored to the unique needs of each audience, drawing on his experience across a wide range of industries and cultures.
Media & thought leadership
As part of Start Reverse’s mission to empower purposeful change, André regularly shares insights through podcasts, articles, and interviews. His contributions explore the human side of leadership and offer real-world strategies for driving relevance and transformation.
- The Power of Reverse Leadership – Worldchefs
- Innovation Show Podcast Interview
connect
with andré
“When you empower your employees, inspire your customers, and lead with purpose, you create a brand that people don’t just buy from; they believe in.”
The ultimate vision?
A world where organisations don’t just seek to be successful, they seek to be relevant, purposeful, and unforgettable.
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