Who is Lies Bulteel

With a background in marketing and more than ten years of experience in a retail multinational, Lies lives and breathes the world of shops, customers and team dynamics. She evolved from sales assistant to assistant manager and eventually became store manager with a team of 20 employees. Together with her team, she succeeded in steering their store into the top 10.

Those years of practical experience form the solid foundation of her work as a trainer and coach. She guides shop assistants and store managers based on a deep understanding of how retail really works: fast, human, results-oriented.

For Lies, every change starts with insight: understanding why something works or causes friction, why people react the way they do. That insight creates respect, connection and openness. From there, she helps teams and managers to take concrete actions that deliver visible results.

In addition to her work as a trainer and coach, she runs her own studio and shop as an independent ceramist, teaches and is in daily contact with customers. This combination enriches her as a trainer: she knows what it feels like to be an entrepreneur, to advise customers, to sell a product and to create with passion at the same time.

As a trainer, Lies is known for her listening skills, her sincere empathy and her ability to get people moving in a safe and motivated way. She bridges the gap between theory and practice, between what is necessary and what is achievable.

People feel heard, seen and supported — and that is exactly where growth begins.