NEW BALLS PLEASE FOCUSES ON CONTINUITY
WITH A NEW GENERATION IN THE MANAGEMENT TEAM
18.03.2026
Creative event agency New Balls Please is reinforcing its management team with two familiar faces from within the organisation. Justine Pôtel and Maxime Vlietinck join founders Valerie De Coster, Stein Hoogstoel and Michel Van Camp as part of the management team. With this move, the agency aims to secure continuity while supporting further growth.
Founded thirteen years ago, New Balls Please has grown into an established name within the Belgian event industry. The agency delivers around one hundred corporate, international and private events and incentives each year for clients including L’Oréal, AB InBev, delaware, Hilti, ING, La Lorraine Bakery Group and ASICS. From its headquarters in Kruisem and its Dutch office in Amsterdam, a team of 23 professionals creates events across Belgium and internationally.
Trusted faces with a forward-looking vision
By expanding to a five-person management team, New Balls Please is deliberately strengthening its leadership from within. Both Justine Pôtel and Maxime Vlietinck have been part of the agency for several years and have grown into key pillars of the team.
“Justine and Maxime fully embody the DNA of New Balls Please,” says Valerie De Coster. “They understand our clients, our way of working and the ambitions of the company. Bringing them into the management team is a natural step and allows them to help shape the future of the agency.”
According to the management, this expansion fits within a broader vision of continuity. “We strongly believe in the power of an independent agency with a clear identity. In a sector where mergers and acquisitions are becoming increasingly common, we choose to keep building on our own strengths and expertise.”
International expertise and creative strength
Justine Pôtel has been with New Balls Please since 2019 and specialises in international events. As Senior Corporate & International Event Expert, she has led numerous projects abroad and plays a key role in the agency’s international offering.
Maxime Vlietinck joined the team in 2023 as Senior Corporate Event Expert. With a strong background in corporate events and years of industry experience, he is known for his creative mindset and strong concept development.
Within the management team, both profiles complement each other. While Justine excels in strategic project management and international trajectories, Maxime brings a distinctly creative perspective.
Fresh energy built on a solid foundation
The three founders will continue to lead the agency moving forward. The expansion of the management team is intended to increase impact and introduce new ideas.
“Justine and Maxime represent a new generation within New Balls Please,” the team adds.
“Their energy and vision bring a fresh dynamic, while we remain firmly committed to the values and quality our clients have trusted for years.”
With this step, the agency aims to further strengthen its position within the event industry while laying the foundation for its next phase of growth.