After moving HQ from Eindhoven to New York, Alphabeats raises funding and appoints new global CEO

Alphabeats, a digital mental wellness platform, has appointed current Chief Commercial Officer and US President Jorrit DeVries, as its new Global Chief Executive Officer (CEO). 

This development comes after Alphabeats, which relocated from Eindhoven and is now headquartered in New York, aims to expand its US presence. 

The company also announced that it has secured significant funding for continued market expansion. According to Athletech, the company has raised nearly $2M in funding. DeVries also noted that the company is seeking additional funding from American investors to support its US expansion.

Alphabeats continues to develop its app, which uses popular music and neurofeedback technology to enhance mental performance for athletes and high performers.

The company says, “Our mission remains the same: Empower everyone to master their mental performance by providing an innovative, accessible training platform. With this rockstar leadership team, we are well on our way to achieving it.”

Han Dirkx, the current CEO and co-founder of Alphabeats will become Chief Operating Officer, overseeing product, research and development, and technology teams in The Netherlands.

Who is Jorrit DeVries?

DeVries has previously driven revenue growth for brands such as Spotify and Samsung and led the US launch of Alphabeats earlier this year.

On this new development, DeVries says, “I’m honoured to take the reins at Alphabeats at this pivotal moment. The convergence of wearable technology, neurofeedback advancements, and the growing accessibility of elite performance tools creates a unique opportunity.”

“I’m excited to build on the strong foundation laid by Han and the team, as we work towards our vision of making mental fitness achievable for everyone.”

Jorrit DeVries, as US President of alphabeats, has led the company’s sales, marketing, product development, and fundraising. 

Before this, he was the Global Head of Category Development at Spotify, where he helped boost advertising revenue and create new brand partnership solutions. DeVries also held senior roles in sales, business development, and marketing at Samsung, Vodafone, and Warner Music, leading teams in the US and Europe.

Dirkx adds, “This is a natural transition as our commercial interests in the US market grow and we pursue new form factors on the product and technology side. Jorrit’s track record in building markets for consumer electronics categories is critical as the conversation around neuroscience and performance becomes even more mainstream.”

Brief about Alphabeats

Founded in 2019, Alphabeats aims to create a world where everyone can train their minds freely, taking control of their focus and recovery. The company combines specially chosen music with neurofeedback technology to help athletes improve their mental performance. 

Alphabeats offers a “unique pathway” to connect the mind and body, setting new standards for athlete training.

The company has launched mental fitness initiatives in collaboration with two notable athletic organisations: a performance partnership with USA Triathlon aimed at developing top young male triathletes for Olympic success, and a partnership with Nationsbest Football to support aspiring student football athletes both on and off the field.