Every parent knows that moment. You are out and about with your little one and your toddler can't (or won't) walk anymore. You lift the child on your hip and continue walking or shopping. Ten minutes later - you have already changed sides three times - your arms are sore and your back hurts from the unnatural counterbalancing. And of course, it's still quite a distance to your destination....

He was fed up. Surely there had to be a solution to this problem? Back home, he took a surf strap and provisionally made a carrier out of it, which he hung diagonally over his shoulder. And in which he turned out to be able to carry his youngest just fine on his hip. He called his good friend Britt Schoorl, who often carried her daughter in a shopper bag. That was the starting point of a long product development process. And of an exhilarating rollercoaster ride that came to be called Wildride, which would take Joost and his partners Britt and Emilie to dozens of countries all over the world!