Double interview with father and son Vermeulen

For a second report, Power+ visited Vermeulen, where Managing Director Wouter Vermeulen (son) and Peter Vermeulen (father) shared their story. Vision, ambition, values, and a compelling narrative provide companies with direction and stability. It unites employees and customers alike, fostering inspiration, enthusiasm, and focus. Wouter is currently shaping the new chapter of Vermeulen within a sector in full transition. In today’s world, innovating and creatively approaching your existing business is a must.

Global Citizen
"After studying Business Administration in Amsterdam, I headed to China for my first experience in strategy consulting," Wouter begins. "I continued that path across the globe until officially moving to the US in 2007. There, I gained experience in enterprise technology sales, learning from the inside what drives tech companies. I realized my true passion lies in technology and collaborating with innovative firms at the forefront of pushing boundaries. Mentorship, advisory, and investment aren't just part of my career—they’re in my DNA."

Returning to Belgium
"My American wife, who was pregnant at the time, wanted to move to Belgium. Simultaneously, my father began thinking more seriously about the company's future. He asked if I’d be interested in taking the helm to ensure continuity. Once I started considering it, I realized it was a fantastic opportunity," says Wouter.

Working as Father and Son
"The advantage of working with your father is that you know each other's strengths and weaknesses. We know exactly what to expect from one another," Wouter explains. "My father is the engineer with deep technical expertise—a true craftsman—while I am the 'economist' whose experience adds value to Vermeulen’s new narrative."

Peter adds: "I started my own business straight out of vocational school. Times have changed; our customer base has grown exponentially, and it’s much harder to find and retain good staff today. To meet these challenges, we needed a new captain to implement the necessary organizational changes, systems, and processes to manage growth. After all, measuring is knowing."

Wouter continues: "First-generation entrepreneurs, like my father, are known as 'entrepreneurs pur sang' who see their company as their life's work. Different generations view family businesses through different lenses, especially as a company requires different leadership styles at various growth stages. I’d describe my DNA as 50% entrepreneur and 50% manager. I’ve built my career around connecting people and ideas through innovation. I aim to bring the right people together via a disruptive approach to vision, strategy, and talent development. Surrounding myself with people who are smarter or more technically skilled is a key part of that."

A New Chapter
A major trend in the Belgian installation sector is the rising demand for full-service providers. "I want to capitalize on this by offering HVAC/S services alongside our electrical work," Wouter explains. "This offers three main benefits: a one-stop shop for the client, operational efficiency, and financial advantages like better margins through optimized time and materials."

"We’ve maintained a quality-focused philosophy in B2C for over 30 years, and we’re now applying that to B2B. This brings several perks: increased purchasing power through B2B volume, risk diversification via a broader customer base, and cross-pollination between B2C and B2B clients."

Family Values
"In my experience, there are distinct differences between a family business and a standard corporation," says Wouter. "Family businesses are less driven by the 'flavor of the month.' Long-term thinking leads to higher loyalty from both customers and employees—our average tenure is 19 years. This ensures resilience and financial buffers, which served us well during the pandemic. We also have a more stable shareholder base; family members don't sell their shares just because quarterly results underperform. Above all, the culture—a welcoming atmosphere and personal touch—is different. The hierarchy is flatter, leading to better communication where no one is penalized for having a differing opinion."

The Entrepreneurial Spirit
What is the best or hardest part of entrepreneurship? Peter: "I still love the creative side of the technology. Integrating electricity, home automation, security, telecom, and home entertainment is challenging every single day, even for a veteran like me. Delivering a total solution tailored to a client’s specific wish gives me great satisfaction. It’s rewarding when customers choose us specifically for our quality. Customer satisfaction is everything; happy clients are your best source of free marketing and word-of-mouth."

Wouter concludes: "Taking the helm myself is what I enjoy most; it defines me. Looking ahead and taking action. Creativity drives me. When I brainstorm ideas, I like to go to 'less traveled places.' I love taking a concept, seeing what resonates with people, and figuring out how to bring it to market. You constantly have to make choices—that’s part of the job—but it always comes with opportunity costs and uncertainty."

Original article published by Techlink Power + magazine (February 8, 2021).