About

I wasn’t born with direction. I built it.

I grew up in foster care in the Netherlands, and learned early that if I wanted a different life, I’d have to build it myself. So I started working side jobs at 14, kept my head down, and focused on getting by. No hobbies. No real direction. For years I lived on autopilot — moving through the days without ever asking what I actually wanted from them.

Then one morning, with no plan and no reason I could explain, I quit my studies and moved to Spain alone. I wanted to learn Spanish — a language I’d never studied, despite years of low grades that had convinced me I just wasn’t a “language person.” I went anyway. I studied every day. Six months later, I was fluent.

That broke something open in me. I started using the same approach everywhere: teaching myself to skate from scratch, starting calisthenics with zero strength, going back to university, and spending years building an audience with no certainty it would lead anywhere. Different goals, different starting points, different fears — but the same pattern every time. Movement before readiness. Consistency over intensity. Return over perfection. Eventually, that work reached over 100 million people.

None of it came from talent or motivation. It came from a pattern I kept repeating — and over time, I built that pattern into a system anyone can follow. I call it The Growth Method. It’s shaped by everything I’ve lived, and by my academic background in Interdisciplinary Social Sciences and Forensic Criminology, where I studied how habits and behaviour actually work.

Because here’s what I’ve come to believe: the gap between where you are and where you want to be is rarely a talent problem. It’s a direction and consistency problem — and that’s something you can solve.

The Brand: TOI ACTIVE 

TOI ACTIVE is built on one idea: growth happens through action. Not motivation, not perfect timing — movement, repeated, until it becomes who you are.

It began as my own journey through skating, fitness, and travel, and grew into a way of working that applies to any goal: build direction, stay consistent, and close the gap between where you are and where you want to be.

Through clothing, digital guides, The Growth Method, and 1:1 coaching, the mission stays the same — to help you become the person you want to be, one steady step at a time.

Here’s Where to Start

Begin with clarity. My free guide, The 30-Minute Life Direction Exercise, helps you cut through the noise and choose one clear direction — in a single sitting.
→ Get the free guide

Build the system. The Growth Method workbook is the complete 30-day system — the full framework, built step by step, so you always know what comes next.
→ Explore the workbook

Wear the mindset. The TOI ACTIVE collection — clothing made for people who keep moving, in body and in mind.
→ Shop the collection

Go further, together. If you’d rather not do it alone, we can work 1:1 and apply the method to your own goals.
→ Explore coaching

This is where most people wait. You don’t have to. You can start today.

Founded by Toi — Dutch-Chinese creator and athlete, known as @itss_Toi.

Let’s connect on Instagram and YouTube — and join the TOI ACTIVE community.