Joep was born in the Netherlands, starting in the hotel trade at a young age, prior to completing his degree at the International Hotel School in Leeuwarden. As part of this education, he completed his management traineeship at the then Dutch owned the Lord Charles Hotel in Somerset West, South Africa. Joep’s career in the hospitality industry has seen him specialising in restaurant projects, F&B management, hospitality real estate and hotel management. These roles were completed at a variety of companies, such as the Arabella Sheraton Westin Grand, Pam Golding Hospitality and the Table Bay Hotel, which included pre-opening work for the Sun International group on the Maslow Hotel in Johannesburg. Joep lives in Cape Town with his wife, Samantha, and two daughters, Natasha and Isabella.