Joey's story

Making your passion your work: that's the story of Joey Snijders (founder of SportMeals). In this blog we take you through his story and you'll find out how Muscle Meals grew into SportMeals.

Joey already had the ambition to make it big in sport at a young age. With SportMeals he certainly did, but that wasn't part of the original plan. Joey wanted to make it big in bodybuilding. He started with small competitions and worked his way up to the Dutch Bodybuilding Championships in 2017.

During that period he realised that nutrition was the foundation of his success. He couldn't leave that to chance, so he decided to develop his own nutrition plans, write recipes and prepare all his meals fresh.

He discovered a second passion: prepping healthy, varied and tasty meals. Every week he proudly posted his meal prep photos on Facebook, which led to spontaneous requests from people who found this hard or had no time for it.

A market opportunity emerged. Not much later, Joey delivered his first orders in his grandfather's Renault Clio. Ten orders became a hundred orders, and his hobby took on ever more serious forms. It was time for the next step. A webshop was set up and Muscle Meals was born!

The idea for Muscle Meals came from Joey's vision to help people reach their health and fitness goals while enjoying tasty, nutritious meals. The company soon grew and Joey invested in a professional production kitchen with a growing team of 25 enthusiastic employees. What once started as a favour for friends became a company that proudly has 1100m2 of business space.
And it doesn't stop there…

Joey's ambitions with Muscle Meals led to the rebrand to SportMeals. Same company, different jacket. A roomier jacket, for multiple target groups. Joey wants to give as many people as possible healthy, tasty and varied meals, put together by his team of athletes, dietitians and chefs. That is his mission.

SportMeals will soon move to an even bigger business space, which creates even more room to improve recipes, meals and service. Together with his team, Joey will soon work from the new SportMeals head office to support all their customers in reaching their sports goal; for their ultimate lifestyle.

As an ambitious entrepreneur, Joey knows you can only spend your time once. That's why he uses SportMeals himself several times a week. It saves him time on grocery shopping and cooking, so he can put more time into the business, into a workout and into quality time with his family.