We’ve spent years at the heart of SaaS sales. At Winning by Design, we trained and coached hundreds of sales teams across Europe and beyond, helping them scale and succeed. But time after time, we noticed the same challenge: training creates energy and intent, yet turning that into daily habits and lasting results remains difficult. Managers are pressed for time, reps are under constant pressure, and buyers often don’t get the smooth, professional experience they deserve.

Today, with the power of AI, we can finally take on this challenge — turning good intentions into daily actions, consistent performance, and smoother conversations at scale.

That insight brought Velvet’s Founders together.

• Harold Roegiers grew from trainer into leading Winning by Design team of architects, gaining deep knowledge of how sellers learn — and where they struggle to apply it.
• Reint Endendijk, an AI builder, teamed up with Roelof and recognized how technology could finally close the gap between training and execution.
• Roelof Hengst, co-founder of Winning by Design, saw first-hand how SaaS companies needed more practical, day-to-day support beyond workshops and playbooks.

Together, we founded Velvet to solve the “last mile” of sales enablement: turning good intentions into consistent performance, smoother conversations, and great buyer experiences.

Our Mission

We help every sales rep become a conversation artist — closing deals and creating fans, not just customers. With Velvet, the way you sell becomes your ultimate differentiator.