‘People can do much more than they think’

For Eric Stubbé, CEO of ALLSAFE, entrepreneurship only has real value when it adds something meaningful to the world. With his initiative ALLSAFE Climb4School, he challenges people to climb mountains – and push their limits – to fund educational projects in Kenya. His mission: to make the world a little better by helping as many children as possible go to school. He does this by getting people moving, enabling growth in others as well as in himself.

As an entrepreneur and visionary leader, Eric Stubbé – CEO of ALLSAFE, one of the largest providers of secure self-storage in the Netherlands – believes deeply in the power of human connection. Guided by the conviction that sharing knowledge makes the world a better place, he has been organizing social expeditions since 2014, combining physical challenge, personal growth, and social impact. Under the banner ALLSAFE Climb4School, participants climb mountains, cross deserts, and walk hundreds of kilometres to raise funds for schools in Nairobi. The goal: to get as many children into education as possible, while creating awareness of what true leadership really means.

Expeditions with meaning

“We believe we can make the world a little better by giving more children access to education,” says Stubbé. “Our first school in Kenya was just the beginning. By climbing Mont Blanc, ascending Kilimanjaro, or walking a hundred kilometres, we raise money for education. Everyone pays for their own journey and collects at least one thousand euros in sponsorships. That creates a powerful sense of collective responsibility.”

“Our expeditions inspire people to move, physically and mentally. They show what purpose really means in practice: as a brand, as a leader, as a human being.”

The ALLSAFE expeditions are no luxury trips but intense journeys that test participants both physically and mentally. “On Mont Blanc, I discovered that people are capable of far more than they think. Many made major life decisions afterward, a divorce, a career change, starting their own business. That’s what these journeys do: they touch something fundamental within people.”

These sponsored journeys are more than physical challenges. They demonstrate how purpose takes shape in action, by doing, sharing, and creating lasting impact together.

Clear values and a plan

For Stubbé, leadership is above all about clear values and having a plan. “Winners have a plan,” he says with a smile. “Not everyone can lead. You need to know where you’re going and what matters. Many people talk, but few plan. Even in The Hague (the political capital of the Netherlands – editor’s note), that’s often missing.”

He sees his expeditions as a mirror of business life: focusing on details so people can truly enjoy what they do. “I deliberately mix up teams, so everyone gets to know each other. That demands leadership, but it also builds deeper connections.”

‘My journeys are catalysts for awareness’

The power of collectivity

Stubbé recognizes a strong parallel between what he experiences in Africa and the challenges in the West. “In China, I learned the true meaning of collectivity. Here in the West, we’ve become too individualistic; everyone for themselves. That’s destroying us. We must return to collaboration, to the collective that’s greater than the individual.”

He stresses that progress depends not just on technology, but on mindset. “In China, they decide all scooters will be electric within three years—and they make it happen. Here, we get stuck in rules and bureaucracy. My view is simple: if something can be done better, just do it.”

For Stubbé, collectivity is about actions – not words –, taking responsibility together, supporting each other, and reaching the goal as one. During his expeditions, he sees how individual motivations merge into a shared drive to complete the mission.

Education as a foundation

ALLSAFE supports several education projects in Kenya. “Education is the foundation,” says Stubbé. “The more knowledge, the more income, the stronger the community, the healthier the democracy. It’s not a guarantee—but it’s the base of a functioning society. That’s our way of making structural change.”

His goal for the coming years is to deepen this impact: “I want to connect local entrepreneurs and schools to create an ecosystem. High-performing students should not only be able to study but also find work—that makes it sustainable.”

At the same time, he is developing a new concept: a sustainable leadership journey linking people, business, and culture. The initiative remains rooted in Kenya but will broaden to include Dutch groups and more diverse participants. “I want to create a journey that connects leadership and social engagement with sustainability—a program where movement, learning, and collaboration go hand in hand, empowering both local youth and entrepreneurs. That way, we don’t just create impact in the moment, we build something lasting.”

Growth through resistance

Every expedition has moments of struggle. “People get wet, they get blisters, they get tired—that’s where real learning begins,” he explains. “Most people can do far more than they think. They learn to deal with discomfort instead of avoiding it. That’s leadership too: not walking away but moving forward. Growth happens when you face resistance—both on an expedition and in business.”

Between idealism and realism

Stubbé is aware of criticism regarding the environmental footprint of travel. “People sometimes say: just donate the money instead of flying to Africa. But experiencing, discovering, and moving are part of life. When you can combine that with doing good, it becomes truly valuable. Without these experiences, life would be dull.”

He views his journeys as catalysts for awareness. “By seeing, feeling, and moving, people advance themselves and others. Real change doesn’t happen through policy alone—it requires experience.”

A broader mission

Beyond social projects, ALLSAFE also invests in sustainable innovation: CO₂-neutral buildings, EV charging infrastructure, and digital healthcare ventures. “We invest heavily in sustainable technology and health innovation. The healthcare system is gridlocked—we need to make it more efficient and humane. Digital healthcare can help treat more people faster, even remotely,” he notes.

His outlook is optimistic yet pragmatic: “Most problems are solvable if you have a long-term vision and the courage to invest in what benefits tomorrow’s world.”

Leadership with courage

What has he learned personally from these expeditions? “Leadership requires the courage to go against comfortable thinking,” says Stubbé. “It means embracing challenges and daring to make unpopular decisions. A good leader must sometimes be strict, but always fair.”

“What drives me is the belief that progress is only sustainable if everyone moves together. We do this not only for the children in Kenya but also for our partners—to show that change begins with action. Courage is essential; without it, words remain just words.”

Advice to fellow CEOs

With a smile, Stubbé concludes: “Anyone can talk, but true leadership means planning, giving direction, and taking people along with you. When you do that right, people and organizations can achieve far more than they ever imagined.”

His advice to fellow CEOs? “Just start. Purpose isn’t a PowerPoint; it’s behaviour. It’s in planning and doing, in courage, and in aligning mind and heart.”

“I deliberately mix up teams, so everyone gets to know each other. That demands leadership, but it also builds deeper connections.”

‘Purpose isn’t a PowerPoint; it’s behaviour’

Safari Climb Trail 2025 The Safari Climb Trail 2025 brought together 37 participants in Nairobi and Maasai land. Their mission: to raise funds for ALLSAFE schools in the Kibera slums, collecting over 250,000 euro. Over five days, participants visited the ALLSAFE School in Kibera, its teachers, and the surrounding community, witnessing firsthand why continued support is vital. The expedition then set off on a multi-day trek, camping across Maasai territory and covering around 100 kilometres on foot. ALLSAFE handled all organization and logistics in close cooperation with local partners, ensuring a flawlessly executed experience.