Alex de Boer, an entrepreneur in the triathlon industry, began his journey selling wetsuits at triathlon events and eventually secured a license with Ironman, building it into Europe's leading wetsuit brand. After Ironman sold the license, he founded his own brand, De Boer, which focuses on high-end, innovative wetsuits and swimwear for triathletes and swimmers. Emphasising customer relationships and empowerment, Alex's story highlights the importance of seizing opportunities and following one's passion. De Boer, driven by a commitment to making athletes faster in the water, started with Jan Frodeno's endorsement of the Fjord 1.0 wetsuit. The brand has since partnered with top athletes like Daniela Ryf and Ben Kanute and aims to be one of the top swim brands globally.