Positive Impact on Lifetime Learning and lasting Behavior Change


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Washington, DC USA


About Anthonie Wurth

Its all about Behavior Change

In 1991 I became European Judo Champion and competed successfully in the 1992 Olympic Summer games in Barcelona. I was among the best Judo players in the world.

Now I am an author, trusted advisor, and frequent speaker at international learning conferences. I am among the best Behavior Change experts in the world. 

Anthonie Wurth

Founder and CEO of Behavior Change Champion

Years of
Our Foundation

The Journey of our Founder

To help you see the world differently and create impact on lifelong learning and lasting behavior change we need to be special to make you special. Get inspired by Anthonie’s story.

Family Business

Max, Sem and Fleur

Lead by Example

"You Are a Dirty Ferrari"

I also applied this methodology to change my own behavior. I hesitate to tell you this, but I want to share my full story: After my years of rigorous training and living on a strict diet as a Judo player, I lived the complete opposite way. Working out less and eating more, I gained over 60 pounds and felt ashamed. After a few years of feeling horrible, I sought to regain control over my behavior. 

That was when I met the personal trainer Jorgen de Mey, author of The Action Hero Body: The Complete Workout Secrets from Hollywood’s Top Trainer.

After explaining my situation, he called me “a dirty Ferrari.” He explained that at the Olympics in 1992, my body was like a Ferrari — fast, powerful, and lean — and I had to bring it back. I had to change my behavior and honor my body. This was the greatest test of my methodology and I’m happy to say it worked. I ran the New York Marathon. I hiked Mont Blanc. Within 6 months, I returned to a healthy lifestyle and have kept it up. Over 54 years old, still strong and athletic, I can confidently say I changed my behavior with lasting impact. 

What we did

From Zero to Worldleader

I gain 20 years top sport experience and 20 years behavior change experience to become one of the most sought-after behavior change specialists. Experienced consultant using a proprietary methodology, translated into 45 languages in over 100 countries. 

Where are we now


Let’s create impact on lifelong learning and lasting behavior change

We are proud to have built a well-regarded company for driving behavioral change and increasing the impact of many lives.

Our focus remains to strengthen our 7 Principles of Behavior Change methodology and share it with the world.

We continue to develop all services to support you and your loved ones as a behavior change champion. I hope you will join us on this continuous journey.

Let’s change the world, Step by Step, Habit by Habit.

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