Q & A with Huib Van Bockel, Founder of TENZING

What do you love most about the brand you’ve created?

What I love most about TENZING is that it transcends being just a drink; it’s a thriving community.

Every time someone picks up a TENZING, they’re making a conscious choice that benefits their energy levels, their health, and the planet. That may sound lofty too, but it’s true. With TENZING, you don’t experience the dreaded energy crash because we rely solely on natural ingredients. Our unique combination of natural caffeine from green coffee and L-Theanine from green tea provides a smooth energy boost without the spikes associated with artificial caffeine found in many other energy drinks.

We use 60% less sugar than typical full-sugar energy drinks, and we are proud to be the only energy drink on the planet that genuinely prioritises the health of the environment. As a certified B Corp, we carbon label our products, use Rainforest Alliance ingredients, and invest in numerous environmental projects.

Have you always wanted to work in this industry?

I have worked in this industry a long time now and am passionate about crafting amazing products and building communities. 

My background with Red Bull taught me a lot too, but it also made me realise that it was possible and necessary to create something cleaner and more sustainable. I’m driven by creating things that have a positive impact, and the natural energy space just felt like the right place to do that. 

What are you most proud of?

I’m most proud of how far we’ve come while staying true to our values. Whether it’s being the first ever energy drink to be a B-Corp or to our carbon label or  supporting environmental clean-up projects, we’ve made sustainability the heart of TENZING from day one.

We’ve never sacrificed our principles in pursuit of growth. Seeing TENZING in the hands of people who care about these same things is always incredibly inspiring and is what keeps me going through the tough moments.

What advice would you give to someone keen to start a business but unsure where to begin?

Start small but dream big. The most crucial step is to just begin. You don’t need to have every detail figured out before taking that first leap. Test your idea in the real world, learn quickly from the feedback you receive, and be ready to adapt.

Identify a community where your product can add the most value, and work closely with that community. For us, it began with climbing—a natural fit for me, as I’ve always loved hiking and bouldering. I discovered our recipe in the breathtaking Himalayas, and we chose to name our drink after Sherpa Tenzing, the first man to summit Everest alongside Edmund Hillary. We even collaborate closely with his family to honor his legacy.

This connection made our initial target community an easy choice: bouldering. Over the years, we’ve grown alongside this community, organizing gatherings and events that foster connection and support. Today, TENZING is proud to be the leading drink at over 200 bouldering walls across the country.

Who is one of your biggest inspirations – either professionally or personally?

Sherpa Tenzing Norgay has always been a profound inspiration for me. His story is the ultimate tale of overcoming the impossible; he came from humble beginnings and, against all odds, reached the top of the world. 

If you could attribute your success to anyone who gave you your big break, who would it be?

When it comes to success, I believe we should approach the topic with loads of humility. What does success even mean? For me, the most significant source of pride in my life is my wonderful family. I cherish the time we spend together and the fun we have. I’ve always made it a priority to never put work before family, and I would never expect that of anyone at TENZING.

I also recognize that success at TENZING is a collective effort. Many individuals contribute to our journey—many of whom I may never meet, like the farmers who carefully pluck the raspberries we use or harvest our coffee beans. Within my family, I have a special relationship with my father, who has always admired the underdog story and the power of resilience. He often shared his awe for Sherpa Tenzing’s achievements against all odds.

 What’s the hardest thing about your job?

The hardest thing is balancing ambition with patience. You have this vision for where you want to take the brand, but things take time. Whether it’s product development, scaling sustainably, or educating consumers about natural energy, the process can feel slow when you’re so passionate about your mission.  I’ve learned that staying patient and consistent is critical to long-term success.

Which part of your job do you most enjoy?

The part I enjoy most is seeing people connect with TENZING’s ethos. When I meet someone who says, “I love this product, and I love what the brand stands for,” that’s what it’s all about. It’s incredibly fulfilling to know that we’re building something that not only delivers great energy but also makes a positive impact on the environment. I also love the creative side of growing a brand—thinking up new ideas, partnerships, and ways to keep evolving.

Do you find it easy to balance work and play?

I strive to embody the ethos we promote at TENZING—positive, natural energy. Nature plays a vital role in how I recharge, whether it’s through surfing, hiking, or simply enjoying the outdoors. When you’re passionate about what you do, it’s easy for work to take over your life, but I’ve learned that stepping away and immersing myself in nature is essential for fueling my creativity. I believe in the importance of finding harmony between work and play. Like in business, it’s about continuous growth and improvement rather than striving for an elusive state of perfection.