Under Ruben’s leadership, Maxxton has grown into Europe’s leading platform for holiday parks, campsites, and vacation rentals. Since becoming CEO in 2020, he has more than doubled the company’s revenue (2.4×), reengineered the platform into a state-of-the-art solution, and strengthened Maxxton’s position as a certified Great Place to Work, with a sharp focus on people, partnerships, and long-term value.
The outdoor accommodation sector is entering a new phase, one shaped by rising costs, a shifting regulatory landscape and growing guest expectations. Operators are under pressure to deliver more personalised experiences while running leaner and more efficient operations. There is a clear demand for enterprise-grade platforms that are both powerful and easy to use, solutions that can ease the burden on staff through AI-driven features and simplify daily operations. In response, Maxxton, supported by Fortino Capital, is focused on delivering exactly that, working closely with campsite groups, holiday parks, and vacation rental operators to shape the product roadmap.
To guide Maxxton’s next chapter, Bartje Meijboom has been appointed CEO.
Bartje previously served as CEO of NCCW & Itris, both provider’s of SaaS ERP solutions to the social housing sector. She brings a proven track record in developing property management systems, combined with prior leadership experience in the software leisure industry. She joins Maxxton at a strategic moment, with a clear mandate to accelerate its international ambitions, particularly in Europe.
“I’m proud to be joining Maxxton.” says Bartje Meijboom. “There’s huge potential to grow the company’s European footprint. Operators need more than just software — they need a partner who understands their complexity and moves at their pace. Maxxton has a strong culture, a market-leading platform, and a clear strategic direction. I’m excited to get started.”
Ruben de Looff will remain advisory, supporting the leadership team and contributing to Maxxton’s long-term vision.
“It’s been a privilege to lead Maxxton over the past ten years,” says Ruben de Looff. “I’m incredibly proud of what we’ve achieved, and I’m confident that Bartje is the right person to lead the company into its next growth phase. She brings the experience and vision that Maxxton needs as it continues to grow.”
The appointment of Bartje Meijboom marks the next step in Maxxton’s long-term strategy to consolidate its leadership in the outdoor accommodation sector and scale its technology offering across Europe.
