Greg Nieuwenhuys

Greg Nieuwenhuys is a globally recognised business leader, generative AI strategist, and motivational keynote speaker who helps organisations harness artificial intelligence to drive transformation, productivity, and innovation. Currently serving as Senior Partner at Generative AI Strategy, alongside his positions as Chairman of Mammut Sports Group and Chairman of Wattbike, Greg has become one of the most respected voices guiding businesses through the rapidly evolving AI landscape. Combining decades of executive leadership experience with practical AI implementation, Greg is known for making complex technology accessible, actionable, and commercially valuable for organisations across multiple industries.

Throughout his career, Greg has built an outstanding reputation for leading international brands through periods of significant growth and digital transformation. He previously held the role of CEO of Mammut Sports Group, where he drove innovation and strategic development for the globally recognised outdoor brand. Greg also served as CEO of Outdoor and Cycle Concepts, overseeing leading retail brands including Cotswold Outdoor and Snow+Rock, alongside his role as CEO of Bever in the Netherlands. Across these leadership positions, Greg successfully implemented omnichannel strategies, accelerated digital innovation, and strengthened customer engagement, earning recognition as a forward-thinking business leader with an exceptional understanding of consumer behaviour and organisational change.

In recent years, Greg has become highly influential within the world of generative AI. Following an AI leadership training programme in 2023, he immersed himself in understanding how artificial intelligence could transform businesses and ways of working. Since then, Greg has helped more than 50 companies achieve breakthrough AI results and educated over 1,500 professionals on the practical applications of AI. Through his work with WAIMAKERS and Generative AI Strategy, Greg advises organisations on integrating AI into leadership, operations, customer experience, innovation, and sales processes. His live demonstrations of AI tools and workflows have become a defining feature of his presentations, helping audiences move from uncertainty and overwhelm to confidence and action.

Alongside his corporate success, Greg is also an accomplished ultra-endurance athlete and adventurer whose experiences shape his powerful speaking style. Greg famously skied down Cho Oyu, the world’s sixth-highest mountain at 8,201 metres, and completed the gruelling UTMB ultra-marathon through the Alps. These extraordinary achievements have strengthened his perspective on resilience, leadership, discomfort, and transformation, themes that resonate strongly throughout his keynote speeches. Whether speaking about generative AI, leadership, business strategy, or personal growth, Greg delivers inspiring and practical presentations that leave audiences energised, motivated, and prepared to embrace the future with confidence.