23 Apr IN THE HOUSE: Barbara den Bak
Barbara doesn’t just build brands; she builds worlds people want to step into. From The Bootcamp Club and High Studios – fitness concepts rooted in movement, community and experience – she is now pouring her energy into Kaer, a transformational travel and hospitality brand centred around well-being, connection and personal growth. Friends describe her as driven, intuitive and deeply caring, someone who dreams big and dares to follow her gut, even when logic says otherwise.
That intuition is a red thread through her life and work. Most of her defining decisions have come from a feeling rather than a spreadsheet, from choosing entrepreneurship to the way she shapes brands and experiences.
Outside of work she recharges with her family, in nature, on the road, and by discovering beautiful places and concepts that spark something in her. What makes her proud is not a single milestone, but the courage to keep reinventing herself, and to build companies that genuinely reflect what she believes in.
"My biggest drive is creating things that make people feel something; brands, concepts, and experiences that have real impact," Barbara shares.
A pivotal moment came when she realised that external success means very little if you do not actually feel good internally. That insight changed the course of her life and ultimately led to Kaer. It is why her work now revolves around inner well-being as much as outer experience, and why on her bucket list you will find one clear ambition: building a physical Kaer destination from the ground up.
In her day-to-day, Barbara gets the most energy from building and creating: concept development, brand strategy, shaping experiences and thinking about the bigger picture. What she loves most is turning ideas into something tangible that people can actually feel: a space, a journey, a moment that lands. One of her biggest lessons in entrepreneurship is that building something meaningful takes time, much more than most people expect. Patience and resilience, she has learned, matter more than quick wins.
A quote she loves captures her perspective perfectly: “Don’t rush anything. When the time is right, it’ll happen.” Right now, she is working towards growing Kaer into a globally recognised hospitality and well-being brand, with its own physical destinations.
Barbara got to know House of Treats through the network and immediately felt drawn to the energy of the community. For her, the membership means being surrounded by ambitious, creative people who are all building something in their own way. Good collaboration, she believes, starts with alignment: shared values, shared ambition, shared energy. When that is there, everything else tends to flow naturally.
Barbara den Bak – House of Treats member since 2025.
Barbara has participated in several House of Treats collaborations, such as the Porsche event.
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