Mindfuel grows into a serious event for B2B marketers

The nearly doubled number of visitors at Mindfuel 2024 were treated to the signature blend of inspiring content, social impact, and a quintessentially Rotterdam giveaway. Once again, all of it topped off with a mind-blowing fun factor. The 4,200 square meters of Skateland Rotterdam once again served as the gritty Rotterdam-Zuid backdrop that is steadily becoming a defining feature of the event.

This time, the familiar B2B formula brought Roeland Dietvorst to the stage. As a neuroscientist, Dietvorst aligns seamlessly with WADM’s neuro-based approach—just as the Euromast fits the Rotterdam skyline. In his TEDx-style talk, he highlighted the importance of brain science for marketers—or more precisely, how it contributes to marketing success. Frank Vijg, director of the Excelsior Foundation, managed to move the audience to tears on more than one occasion. As a masterful storyteller, Vijg vividly conveyed the impact the professional football club’s social heart has on thousands of Rotterdam residents—year in, year out.
And finally, employer branding heavyweight Bas Schreurs captured the attention of everyone involved in labor market communications. His message was clear: in many cases, building a strong employer brand is directly tied to boardroom-level objectives—and beautifully, the reverse is also true.

Mindfuel is 100% B2B. With visitors from around twenty different industries, it’s quickly becoming a marcom event of real significance—where in-depth knowledge and networking go hand in hand.
Mindfuel is 100% Rotterdam. This year, it even featured interludes from stand-up comedians at Comedy Club Haug, located just across the Nieuwe Maas. Mindfuel is also the event with a socially conscious heart. Through its collaboration with Stichting Skateland, WADM supports a local social initiative that plays a vital role in this challenging area. This urban hangout offers the Feijenoord district in Rotterdam a focal point for social cohesion—a place where young people can express themselves, support each other, and form friendships. Skateland Rotterdam receives only limited support from the municipality and relies heavily on its own commercial activities and external financial aid. WADM contributes to the foundation wherever possible.

Mindfuel 2024 was a morning edition that concluded with a spectacular BMX show and lunch right in the middle of the ramps, rails, curbs, and hips of the large ‘Hall 2’. Skateland is an official Rotterdam Skateboarding Training Center. A place where even top-level sports take place up to Olympic standards. Visitors momentarily set aside their sandwiches as the best BMX riders from the Benelux flew through the air right around the lunch tables. Set in the mood with a professional laser show. Film recordings and the aftermovie were provided by Inscape.

Preparations for Mindfuel 2025 have already started. Are you a B2B marketer, communication advisor within your organization, or HR responsible with an extra challenge in employer communication? And do you want to experience Mindfuel 2025? Keep a close eye on our LinkedIn account.

🥖 150 baguettes sliced

🥪 600 sandwiches prepared and served

🍺 36 beer tables and 72 benches

☕️ 30 kilos of ‘Holy Beans’ coffee

🔌 800 meters of cable laid

🪑 200 chairs placed

💡 30 lamps adjusted

🔧 50 posters hung

🏟️ 10 games of table football to warm up