BASI Systems Hires New CEO as Pilates Equipment Maker Eyes Expansion
Matthijs Wilhelmus joins BASI Systems as it gears up for growth in 2024, with a focus on innovation and customer-centric solutions
BASI Systems, an international hand-crafted and advanced-engineered Pilates equipment maker, has appointed Matthijs Wilhelmus as its new CEO, an executive move designed to support the company’s accelerated growth plans.
Cengiz Han Üçgün, founder and chairman of BASI Systems, notes that Wilhelmus, a former professional athlete, is a “highly passionate executive” with a background across several brand-driven industries and says it’s a pivotal moment for the company.
“His wealth of experience positions him as a driving force to propel the company to new heights, aligning seamlessly with the ambitious vision for the future,” Üçgün said. “Matthijs’ strategic vision and commitment to excellence perfectly align with our trajectory and constant drive for improving, to create the perfect Pilates experience.”
With 2023 coming to a rapid close, BASI Systems reflects on its triumphant year, having equipped Pilates studios across 50-plus markets with its wide range of beechwood equipment such as an expandable reformer, a space-saving reformer combo, trapeze table, an orthopedic-padded arm chair barrel set, ladder barrel, spine corrector, Wunda chair, Ped a Pull, wall tower, raised mat and more.
As for the new year, BASI Systems will concentrate on its marketing efforts and customer-focused insights as it plans to boost its geographical footprint and deepen its relationships in the Pilates market.
“Innovation will stay a key driver of growth; our engineering prowess will help us in solidifying our top-of-the-line equipment in broader market segments, fulfilling our promise to deliver the perfect Pilates experience,” a BASI Systems rep tells Athletech News.
Wilhelmus said he’s honored to lead BASI Systems during its rapid growth and innovation period.
“When entering the company as a board member earlier this year, I was impressed by the passionate team at BASI Systems and the profound impact they have on individuals’ lives through the equipment,” the new CEO said. “BASI Systems’ commitment to delivering the highest quality, functionally engineered and beautifully designed Pilates systems aligns seamlessly with my passion and continuous strive for excellence.”
In addition to its equipment offerings, BASI Systems is closely affiliated with BASI Pilates, an academy offering teacher training and advanced and continuing education programs.
Pilates has been named one of Yelp’s hottest wellness trends for 2024, with search results for the fitness modality rising 71% year-over-year.
