Robert Snel

The Art of Seeing Things Differently

A life at the intersection of entrepreneurship, technology, leadership, social engagement and creativity.

Founder of BiiC | Creator of the Business MRI© | VR Pioneer | Strategic Business Consultant | Social Entrepreneur

A Lifetime of Connecting, Innovating and Improving

Robert Snel is a Dutch serial entrepreneur, business innovator, board member and strategic business consultant, born and raised in Papendrecht, the Netherlands. He has a diverse background in entrepreneurship, management, technology, organisational development and social engagement.

His career is characterised by curiosity, creativity, independent thinking and the ability to approach complex challenges from different perspectives and translate them into innovative, practical solutions.

As the founder of BiiC, creator of the Business MRI© and a pioneer in virtual reality, he has developed innovative concepts that bring together technology, people and organisations.

He also has extensive experience as an interim manager, managing director, supervisory board member and initiator of community projects. Today, he applies his multidisciplinary expertise within the Dutch central government.

Beyond his professional activities, he continually seeks opportunities for development and connection. As a former boxing coach and passionate amateur artist, he expresses his interest in human development and creative innovation.

1. From Hands-on Experience to Strategic Leadership

Robert Snel's career did not follow the traditional path of an academic management education. After attending culinary school and gaining his first professional experience in a production environment, he continued to develop his skills across a wide range of organisations and industries.

His career led him to management positions at Rabobank and a role as managing director within the mental healthcare sector.

These diverse experiences laid the foundation for his broad business perspective. He discovered that organisations, regardless of their industry or size, often face similar challenges.

Leadership, communication, culture, processes, technology and financial performance are inextricably linked.

The ability to recognise and reveal these interconnections became an important foundation for his subsequent entrepreneurial activities.

2. Ten Years of Interim Management and Executive Leadership

For a period of ten years, Robert worked as an interim manager and interim managing director within various companies and organisations, including Mach3Builders, TryGlobal and the Boba Autism Group.

During this period, he encountered a wide variety of business models, organisational cultures, management challenges and transformation initiatives.

As an interim professional, he developed the ability to quickly understand an organisation, analyse complex situations and identify opportunities for improvement from an independent perspective.

His work covered several interconnected areas:

• Strategic management;

• Executive leadership;

• Organisational development;

• Commercial and marketing development;

• Change management;

• Innovation and entrepreneurship;

• Human and organisational collaboration.

The combination of hands-on experience across different industries and the continuous analysis of organisations provided fertile ground for the subsequent development of the Business MRI©.

3. A Pioneer in Virtual Reality

In 2015, Robert recognised the potential of virtual reality as a means of allowing people to experience a different reality.

At a time when commercial VR technology was still in its infancy, he and his team developed innovative applications of 360° video.

As professional VR equipment was expensive at the time, they developed their own practical solution. By mounting six cameras on a wheeled walking frame and digitally combining the footage, they created an affordable way to film simultaneously from multiple perspectives.

This pioneering mindset led to the development of VR Company Tour, a company specialising in virtual reality and immersive video productions.

From Papendrecht to an Audience of Millions

One of the most remarkable projects involved the development of VR films for the international pharmaceutical company AbbVie. These productions enabled a broad audience to experience and empathise with the everyday realities of people living with psoriasis.

The films At The Pool and A Patient Experience became international online successes.

One of these productions was filmed at the swimming pool in Papendrecht. What began as a locally developed innovative concept evolved into an internationally viewed application of virtual reality.

According to recently reported figures, the VR Company Tour YouTube channel has now accumulated more than 65 million video views.

Robert eventually sold his company to his business partner, Patrick Visser, creating room for his next entrepreneurial challenge.

4. Founder of BiiC and Creator of the Business MRI©

Drawing on his experience as an entrepreneur, interim manager, managing director and client of management consultants, Robert recognised that high-quality business expertise was not sufficiently accessible to many companies.

Traditional consultancy engagements were often expensive, time-consuming and dependent on the expertise and individual perspectives of consultants.

He saw an opportunity to approach things differently.

In 2019, together with a group of dedicated professionals, he founded BiiC. His ambition was to make high-quality business expertise more accessible, understandable and applicable by combining it with technology, data analysis, psychology and visual reporting.

This vision initially resulted in the Business Value Scan, which subsequently evolved into the Business MRI©.

An MRI Scan for Businesses

The Business MRI is an integrated methodology for 360° business diagnostics.

Just as a medical MRI provides insight into what lies beneath the surface of the human body, the Business MRI is designed to reveal what is happening within an organisation.

The methodology brings together different business disciplines and helps organisations gain insight into their performance, interdependencies, risks and development opportunities.

Its fundamental principle is that sustainable organisational improvement cannot be achieved by examining individual problems in isolation, but by understanding the relationships between all relevant organisational factors.

In 2022, Robert was explicitly described in BiiC's international communications as:

Founder of BiiC and Creator of the Business MRI©.

With the Business MRI, he developed a concept that combines business expertise with digital technology and can also be applied by other professional management consultants.

More information: www.biic.nl.

5. Socially Responsible Entrepreneurship

Alongside technological and business innovation, social engagement plays an important role in Robert's entrepreneurial activities.

During the development of BiiC, opportunities were created for people with exceptional intellectual and analytical abilities who, despite their talents, faced barriers to employment.

His approach is based on the belief that talent does not always reach its full potential within traditional organisational structures.

By recognising people's individual strengths and creating a suitable working environment, both individuals and organisations can continue to develop.

This vision underlines his interest in the human dimension of organisational development.

Technology and business processes are important, but ultimately, it is people who give organisations meaning, direction and the capacity to change.

6. Senior Client Strategist During the National COVID-19 Crisis

During the COVID-19 pandemic, Robert applied his expertise as a senior client strategist within the Dutch National Coordination Centre for COVID-19 Control (LCCB).

During this exceptional period, societal urgency, public service delivery, organisational complexity and technological support converged on a large scale.

His work as a client strategist placed him in an environment where different interests, organisational needs and operational challenges came together.

This experience added a new dimension to his professional background: working within a national crisis organisation where collaboration, flexibility and strategic alignment were essential.

His work at the LCCB therefore formed a bridge between his previous business experience and his subsequent strategic activities within the Dutch central government.

7. Eight Years of Supervisory Board Experience at Wasko

Alongside his executive management and entrepreneurial roles, Robert served for eight years as a member of the Supervisory Board of Wasko, an organisation specialising in childcare and child development.

In this supervisory role, he contributed to the oversight of the organisation from an independent governance perspective.

This broadened his experience in areas such as:

• Governance and board-level responsibility;

• Strategic organisational development;

• Organisational continuity and risk management;

• Social value creation;

• The relationship between executive management and supervisory oversight.

His long-standing involvement with Wasko illustrates that his interests extend beyond commercial entrepreneurship. The sustainable development of socially oriented organisations and responsible governance are also integral parts of his professional profile.

8. Founder and Chairman of Papendrecht Verrast

A particularly notable example of his social entrepreneurship is the establishment of Stichting Promotie Papendrecht, a foundation operating under the name Papendrecht Verrast.

As its founder and chairman, both on a voluntary basis, Robert laid the foundations for a public-private partnership with the municipality of Papendrecht, aimed at strengthening the town's visibility, attractiveness and identity.

The initiative brings together local engagement, entrepreneurship, creativity and community collaboration.

Through shared interests, connections are established between residents, entrepreneurs, community organisations and the municipality.

Papendrecht Verrast has since grown into an initiative with a team of more than fourteen people. Robert has served as chairman of the foundation for nearly eleven years and has become a true ambassador for Papendrecht.

Initiator of the Papendrecht Entrepreneur Awards

Driven by his belief that local entrepreneurship is an important engine for economic growth, innovation and social development, Robert also took the initiative to establish the Papendrecht Entrepreneur Awards (Ondernemers Award Papendrecht – OAP).

These awards recognise businesses that distinguish themselves through their entrepreneurship and contribution to the local community.

The initiative has developed into a recurring event that brings together entrepreneurs, residents, the business community and local government.

The Papendrecht Entrepreneur Awards include several categories:

• The Expert Jury Award;

• The People's Choice Award;

• The Encouragement Award.

The fourth edition of the awards ceremony is scheduled to take place on 18 November 2026, during the Business & Bites networking event at the Leonardo Hotel in Papendrecht.

Remarkably, the physical award itself is also the result of local collaboration. The trophy, an authentic Papendrecht ‘Aaichie’, was designed by the Papendrecht Verrast organising committee and produced with the involvement of several local entrepreneurs.

Through the Entrepreneur Awards, Robert initiated a platform that encourages entrepreneurship, increases the visibility of local businesses and strengthens connections within Papendrecht's business community.

Creating Social Value

Both Papendrecht Verrast and the Entrepreneur Awards illustrate how Robert applies his business, creative and entrepreneurial expertise to benefit his local community.

Whereas in the business world he helps organisations reveal their potential, through these initiatives he focuses on highlighting the qualities, talents and opportunities of an entire municipality.

In doing so, he gives practical meaning to social entrepreneurship, public-private collaboration and local economic development.

More information:

• www.papendrechtverrast.nl

• www.oap.nu

9. Strategic Business Consultant and Relationship Manager within the Dutch Central Government

Today, Robert applies his accumulated expertise within the Dutch Ministry of the Interior and Kingdom Relations, at Shared Service Centre ICT (SSC-ICT).

In his role as a client strategist and strategic relationship manager, he acts as a business consultant for various organisations within the ministry, including:

• Logius;

• Organisation for Digitalisation and Innovation (ODI);

• Central Government Real Estate Agency (Rijksvastgoedbedrijf);

• National Institute for Information Management (RvIHH);

• Office of the Government Chief Information Officer (CIO-Rijk);

• The Electoral Council (Kiesraad);

• The Rent Tribunal (Huurcommissie);

• National Security and Logistics Service (Rijksdienst voor Beveiliging en Logistiek);

• National Office for Identity Data (Rijksdienst voor Identiteitsgegevens).

In this role, he advises organisations on how to achieve their strategic objectives by improving the alignment between people, organisations and technology, supported by the optimal use of SSC-ICT's services.

His work lies at the intersection of strategic relationship management, organisational development, digital transformation, business consultancy and ICT service delivery.

The focus is not solely on technological solutions, but primarily on how technology can contribute to an organisation's performance and public mission.

His experience as an entrepreneur, interim managing director, supervisory board member and creator of integrated business diagnostics provides him with a broad perspective.

He approaches technological challenges within their organisational context and connects the needs of organisations with the opportunities offered by ICT services.

In doing so, he applies his experience from the business world and the social sector to benefit the public sector.

10. Event Host and Boxing Coach

Alongside his professional and governance activities, Robert worked for many years as a boxing coach. He also volunteers his services as an event host, presenter and conference moderator for charitable events, programmes and activities.

Boxing represents more than physical strength and fitness. It requires discipline, self-control, tactical insight, resilience, respect and the ability to perform under pressure.

As a coach, Robert focused on guiding and developing others within the sport.

His experience as a presenter and event host includes events such as Swing to Fight Cancer, the 50th anniversary of De Zonnebloem, a treadmill marathon world record attempt, SamenLoop voor Hoop and various Rabobank events.

11. The Artist Behind the Entrepreneur

Another, more personal side of Robert is his passion for painting.

As a dedicated amateur artist, he gives expression to his creativity, imagination and personal perspective.

Painting offers a different way of looking at reality than business analysis, strategic challenges or technological innovation.

Whereas his professional activities often require structure, analysis and a focus on objectives, painting provides room for intuition, experimentation and free interpretation.

Yet there is an interesting similarity between his artistic and professional activities.

Both art and innovation involve learning to see things differently, letting go of established perspectives and discovering new possibilities.

His artistic pursuits therefore provide a personal complement to his entrepreneurship and his curiosity about the world around him.

12. The Common Thread: Making Visible What Others Do Not See

Although his career encompasses different industries, businesses, community initiatives and personal interests, there is a clear underlying connection.

Through virtual reality, Robert enabled people to experience the physical world from different perspectives.

Through the Business MRI, he made the internal reality of organisations more visible.

As an interim manager and managing director, he focused on the performance and development of businesses.

As a client strategist during the national COVID-19 crisis, he worked in an environment where societal urgency, organisation and technology converged.

As a supervisory board member, he contributed to responsible governance and organisational continuity.

Through Papendrecht Verrast, he helps reveal the qualities of his hometown.

Through the Papendrecht Entrepreneur Awards, he created a platform for local entrepreneurship and the people behind successful businesses.

Within the Dutch central government, he focuses on connecting organisational needs, human factors and technological opportunities.

As a boxing coach, he supported people in their personal and athletic development.

As an artist, he expresses his own perspective on reality.

Across these diverse activities, the same themes continually emerge: development, connection, creativity, curiosity and the discovery of new possibilities.

13. A Multidisciplinary Connector

The growing influence of digitalisation, artificial intelligence and technological innovation makes an integrated approach to organisational development increasingly important.

The challenge for organisations is not simply to have access to new technology, but to meaningfully connect that technology with people, processes, culture and strategy.

Robert Snel's career illustrates how entrepreneurship, innovation, governance, social engagement and public service can reinforce one another.

His versatility stems from a combination of analytical thinking, practical experience, creativity and an interest in human development.

From culinary school to the boardroom, from virtual reality to business diagnostics, from a national crisis organisation to strategic consultancy within the Dutch central government, from local entrepreneurial initiatives to supervisory governance, and from the boxing gym to the artist's studio: his life is characterised by the continuous exploration of new perspectives.

Robert Snel can therefore be described as a multidisciplinary entrepreneur, innovator and socially engaged connector who continually seeks opportunities to bring people, organisations and technology closer together.

Making the invisible visible. Connecting people, organisations and technology.

Revealing what others do not see. Bringing people, organisations and technology together.

Robert Snel at a Glance

65+ million

Reported video views on the VR Company Tour YouTube channel.

10 years

Interim management and executive leadership.

8 years

Member of the Supervisory Board of Wasko.

Nearly 11 years & 14+ team members

Chairmanship and development of Papendrecht Verrast.

4 editions

Papendrecht Entrepreneur Awards, including the 2026 edition.

Business MRI©

Founder and creator.

His Professional and Social Fields of Activity

• Entrepreneurship and business development;

• Technological innovation and virtual reality;

• Integrated business diagnostics;

• Strategic consultancy and relationship management;

• Organisational development and digital transformation;

• Governance and supervisory oversight;

• Social entrepreneurship and community engagement;

• Public-private collaboration;

• Event hosting and charitable activities;

• Boxing and personal development;

• Painting and creative expression.

Relevant Websites

BiiC	www.biic.nl
VR Company Tour	YouTube channel
Papendrecht Verrast	www.papendrechtverrast.nl
Papendrecht Entrepreneur Awards	www.oap.nu
SSC-ICT	www.ssc-ict.nl
Wasko	www.wasko.nl

Editorial Note: This biography combines previously discussed public sources with additional information provided by the contributor. The specific positions, employment history, periods of service, personal activities and current viewing figures have not all been independently verified. The description of Robert's motivations and the common thread throughout his career represents a biographical interpretation. The title and tagline are editorial suggestions rather than existing quotations from Robert.

Suggested Next Step: This complete biography could be developed into a premium, professionally designed biographical magazine of approximately 12 to 16 pages, entitled Robert Snel – The Art of Seeing Things Differently. Featuring authentic portraits, a career timeline, his paintings, VR productions and community initiatives, it could become a distinctive and personal record of his life and achievements.

Quotes by Robert Snel from Papendrecht

“Entrepreneurs who see and understand the bigger picture make better decisions.”

“Asking smart questions is an innovation that makes every organisation stronger.”

“Empathetic data is the most underutilised form of data that can immediately improve organisations.”