The urge to build
Sohier started his career in the world of marketing and IT, where he worked at SNS Fundcoach on the digital transition of marketing activities. "There I discovered early on how great the opportunities of online marketing were," he says. Yet he missed something. He wanted to build, not just advise. That led him to the path of self-employment. As a freelance online marketer, he worked for over ten years for companies like Essent and Nutricia, where he could deepen his strategic knowledge. During that time, he saw the same patterns recurring. Companies that wanted to grow but had no clear direction. Organizations that were dependent on agencies that remained remote or interns who created content without a plan. "Then you know it's not going to work," he says. While he helped clients, his top sports mentality remained a silent engine. "You build nothing from the sidelines. You have to be in the team, feel the culture, understand what people face every day." A turning point came in 2010 when Sohier became seriously ill. In 2013, he even underwent a stem cell transplant. "That was a wake-up call. I wanted to create something that continues, even if I can't be there. A company that runs because others grow in it."
From idea to formula
That became the basis for Anglers. Together with co-founder Joeri Bos, Sohier developed the idea: online marketers who are not distant advisors but colleagues within the company. "We always say that we do not do secondment, but provide colleagues," he explains. "Our people work one or two days a week, get to know the culture, understand the challenges, and help to structurally build online marketing." The approach took off. Within a short time, the first Anglers marketers worked at various SMEs, from manufacturing companies to webshops and business service providers. "What clients appreciate is that our people not only execute but also think along. They bring structure, calm, and continuity. That is exactly what many companies lack."
The Anglers Academy: training digital all-rounders
The rapid growth brought a new insight to light. The type of marketer that Anglers sought turned out to be rare. "Within SMEs, you need people who are all-round; they must understand strategy but also have practical knowledge of social media, search engines, websites, email, and data. These are not standard profiles," says Sohier. Therefore, he established the Anglers Academy. Originally intended for internal staff, it is now also accessible to marketers from outside. The training is fully practice-oriented and aligns with the work that Anglers does daily. "You don't learn online marketing from a book. You learn it by doing assignments at real companies, receiving feedback, and seeing immediate results." The Academy proved to be a springboard for talent. "Some started as trainees and are now marketing managers at clients where they once worked one day a week. That is something I am really proud of. People who grow and companies that become stronger because of that."
Growth with character: How from top athlete to entrepreneur
Today, Anglers has fifteen online marketers, mainly active in South Holland and surrounding areas. The growth is strong, but never a goal in itself. "I don't want to be the biggest; I want to do what we promise and do it very well," says Sohier. "I am most proud when a client is doing so well that they hire someone themselves. That may sound strange, but it means we have left something lasting behind. Structure, knowledge, and results. That feels better than profit." The world of online marketing is changing rapidly, but his mission remains the same. "AI, tools, automation. They are tools. Ultimately, online marketing is about understanding people. And that only works if you are close. That is why we are here, to help SMEs grow from within."
About Anglers
Anglers is a Rotterdam-based company that helps SMEs grow with online marketers who become part of the team. The company combines strategy, execution, and training in one approach, so that online marketing becomes a structural part of the organization. Through the Anglers Academy, online marketers are trained to become all-round professionals who help companies grow sustainably.
