For Mathias, the ocean isn’t just where he surfs – it’s home. But over time, he’s watched that home increasingly drown in waste. The once-clear waves are now choked with bottle caps, wrappers, cigarette butts – and far worse. Steering wheels, toilets, and fishing nets wash ashore, part of the tonnes of rubbish drifting in daily.

The turning point came in 2010, when Mathias and fellow surfers came out of the water in Blankenberge, all sharing the same frustration: they were paddling through ‘plastic soup’. The problem wasn’t distant – it was on their own shores. That’s when the Eneco Clean Beach Cup was born.

What began as a handful of surfers clearing one beach has grown into Belgium’s largest coastal clean-up, now drawing up to 10,000 volunteers per event across 16 locations along the coast; and attracting corporate partners serious about sustainability.

Still, Mathias is clear-eyed: one clean-up won’t solve the problem. The tide always brings more. But rather than be paralysed, he focuses on what can be done – mobilising people, building momentum, and proving that doing good can feel good too.

Turning a problem into a celebration

That mindset runs through everything Mathias does. As co-founder of Fast Forward, one of Belgium’s leading event agencies, he’s spent two decades crafting experiences that engage and inspire. Originally built on extreme sports events, Fast Forward now works with global brands – with sustainability at its core.

That same thinking shaped the Eneco Clean Beach Cup. What could have been a dutiful clean-up became a festival of action. Music pumps from speakers, families team up, kids race to fill their bags. There’s laughter, colour and a shared purpose. From live radio broadcasts to local food stalls sourced from sustainable suppliers, the event brings in like-minded partners. But it’s true power lies with the people – volunteers who show up year-after-year, come rain or shine.

“We’re not here to scaremonger or guilt-trip,” Mathias says. “We want people to leave energised. When it’s fun, they come back – and bring friends.”

Many original volunteers – once teenage surfers – now return with their children. “I see it with my own kids,” he says. “They instinctively pick up litter. They don’t see ocean pollution as someone else’s problem – they know it’s theirs to fix. If we can pass that mindset on, generation after generation, we’ll create lasting change.”

Electrifying the future of sustainable events

As the Eneco Clean Beach Cup has grown, so has its ambition. It’s no longer just about cleaning up waste – it’s about rethinking how events operate. On 23rd March this year, in partnership with Yanmar Compact Equipment, the entire beach infrastructure was built using two fully electric V8e electric wheel loaders. No diesel. No emissions. Just clean, quiet power – and a powerful statement of intent. To support the operation, a custom-built recharge hub was brought on-site, equipped with batteries, solar panels and small wind-powered generators, making the setup fully self-sufficient and high-tech.

“Yanmar has been hands-on from the start, helping us find exactly the right machines,” Mathias says. “The electric loaders are clean, efficient and look incredible. Alongside the hub, they don’t just work – they turn heads. They show people what’s possible.”

This reflects Yanmar’s Green Challenge 2050 – a bold commitment to environmental responsibility, one where electrification will play a central role. It’s not just about the machines. Yanmar’s team was also on-site, enthusiastically joining the clean-up.

“That’s the difference,” Mathias says. “They’re not just delivering equipment – they’re standing with us. That’s the kind of partnership we believe in. One that lives its values and leads by example.”

A future built on action

Over the years, Mathias has seen a shift: the power to drive change is no longer just in the hands of corporations – it’s with the people. “In the early days, companies would offer money just to stick their logo on our banner,” he says. “But we always asked – what are you actually doing for sustainability?”

Today, consumers expect real progress – and they’re not afraid to walk away if they don’t see it. “People want substance,” Mathias says. “They want to know which brands are truly contributing to change.” For him, sustainability is never a buzzword – it’s a mindset, a daily practice. And the problem isn’t just local.

“You see it everywhere,” he says. “From Belgium to Bali, it’s the same story – plastic on the beach, ecosystems under threat, natural beauty disappearing under layers of waste.”

That’s why his vision doesn’t stop at the Belgian coast. “If I had unlimited resources, we’d take the Eneco Clean Beach Cup to every coastline in Europe and beyond,” he says. “That’s how urgent the issue is. But just imagine the impact we could have.”

And his message to businesses and individuals alike, who want to make a difference?

“Get. It. Done.”

Because when it comes to protecting the planet – wherever you are – expectations are rising. And action is everything.