BUILDING
WHAT
MOVES
PEOPLE.
Strong brands don’t start with marketing. They start with people who believe in something.
Max is not interested in buidling products alone. He builds cultures around them. His work has always been about creating identity, community and momentum around ideas that matter.
Address
Situated in The Hague,
available worldwide.
COMMUNITIES ARE BUILT
WITH PEOPLE WHO REFUSE
TO FOLLOW ANYTHING HOLLOW.
01. Co-founded Mystic and turned a subculture into a global brand
Made mystic grow it into the world’s leading brand in action watersports accessories. Winning accessory brand of the year 13 consecutive times, multiple world titles, 2 Red Dot Awards, Olympic medals and 4 King of the Air trophies.
2002
02. Integrated Mystic into North Actinsports Group
Merged Mystic with the North Technology Group and lead North Actionsports Group as Chief Marketing Officer and Chief Brand Officer.
2019
03. Build a culture riders believe in
Succeeded Robbie Naish as Vice Chairman of the Global Kitesports
Association, shaping the sport at an industry level.
2018
04. First to cross the Atlantic by kite
Part of the first team to cross the Atlantic Ocean by kite in a 27-day relay.
2013
OVER
Max is a builder. Not the kind that simply optimizes what already exists. The kind that unlocks what it could become. He believes the strongest brands are built around culture and products that fuel the passion. Around communities, not campaigns.
Over the years he has learned that when people feel part of something real, they move. They push boundaries. They create momentum. That’s the energy he builds.
APPROACH
Max starts with culture. With what people truly care about. From there he builds identity, products and marketing that fuel that passion. Because when people recognize themselves in a brand, something powerful happens. Communities form. Energy builds. Momentum grows.
That’s when marketing stops feeling like marketing and starts becoming movement. When culture is strong, brands grow naturally.
01.
Innovation - First Mystic Hardshell Harness
Mystic introduced the first hardshell harness in kitesurfing, redefining performance, support and design in the category.
By combining rider insight, product innovation and brand vision, the product quickly became a new industry benchmark.
02.
Strategic Growth - Mystic × North Actionsports Group
Max played a key role in integrating Mystic into North Technology Group, leading North Actionsports Group as CMO. The challenge was scaling the business while protecting the culture that made the brands authentic and trusted within the sport.
Strategic Growth - Mystic × North Actionsports Group
Max played a key role in integrating Mystic into North Technology Group, leading North Actionsports Group as CMO. The challenge was scaling the business while protecting the culture that made the brands authentic and trusted within the sport.
03.
Top Athlete Partnerships - King of the Air (KOTA)
Through events like Red Bull King of the Air, Max helped build deep relationships with the world’s best riders.
By supporting athletes not just as ambassadors but as part of the brand culture, Mystic strengthened its credibility at the highest level of the sport.
04.
Strategic Partnerships - Working with leading global partners
Max built partnerships with global brands like Red Bull, where sport, culture and storytelling came together.
As Mystic grew into a cultural reference other brands ,from action sports leaders to partners like Jeep Brute, actively sought collaboration with the brand.
04.
Strategic Partnerships - Working with leading global partners
Max built partnerships with global brands like Red Bull, where sport, culture and storytelling came together.
As Mystic grew into a cultural reference other brands ,from action sports leaders to partners like Jeep Brute, actively sought collaboration with the brand.
05.
05.
Community Storytelling - Angola, Mystic Film Project
The Mystic Angola project captured the spirit of adventure and community within kitesurfing. Through authentic storytelling and powerful visuals, the film connected riders around the world and reinforced the emotional bond between the brand and the community.
06.
Culture & Team Building - The Mystic Brand Team
Behind every strong brand is a strong team. Max built and led teams who didn’t just work for the brand, but lived the passion of the sport. That shared culture translated directly into creativity, innovation and long-term brand success.
07.
First to cross the Atlantic Ocean by Kite
Max crossed the Atlantic Ocean by kite as part of a team of 6. Kitesurfing in relay, day and night, they completed the mission in 27 days at sea, covering a distance of 7,743 kilometres.
Max Blom and Ruben Lenten, together building the brand in the early days.