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FOR IMMEDIATE RELEASE
Delft, Netherlands — August 1, 2025
North America’s Largest Decision Intelligence Firm Launches European Operations
SimWell appoints veteran executive Joost Smits to lead SimWell Europe, meeting surging demand for simulation, optimization, and AI across the continent.
SimWell, the largest Decision Intelligence company in North America, today announced the launch of its European operations, naming Joost Smits as Managing Director, Europe, effective August 1, 2025. The move signals a new phase of growth for enterprise simulation, optimization, and AI in Europe—and marks SimWell’s commitment to delivering the same operational excellence and proven frameworks that have made it the go-to partner for complex decision-making at scale.
With rising demand for decision support technologies across supply chain, manufacturing, logistics, and government sectors, SimWell Europe will deliver a consistent, scalable model tailored to the needs of multinational organizations operating in complex environments.
"My entire career I’ve worked at the intersection of IT and logistics, helping make operations more efficient. I’ve seen how customer satisfaction shapes long-term success, and that, combined with my passion for decision support technology, is what drove me to help lead the launch of SimWell Europe," said Joost Smits, Managing Director, Europe. "At SimWell, the ambition to deliver outstanding customer service is embedded in every process. One of the company’s core values is ‘Let the client be the hero’, and that’s exactly what I intend to do."
Industry analysts expect Europe’s Decision Intelligence market to more than triple over the next decade, climbing from roughly $10 billion in 2024 to over $30 billion by 2033. This rapid growth, combined with the rollout of the EU AI Act and its new transparency requirements, has intensified demand for partners who can deliver both technical excellence and regulatory clarity at scale.
Against that backdrop, Alex Ouellet, CEO of SimWell, emphasized the importance of trusted leadership:
“Joost and I have worked together for more than a decade, and I’ve seen firsthand how he builds trust, drives results, and leads with integrity. As demand for Decision Intelligence continues to grow across Europe, Joost is the right person to bring SimWell’s mission to the region. He understands both the complexity of enterprise operations and the power of simulation, optimization, and AI to unlock better decisions. With Joost leading the charge, I’m confident we’ll deliver the same level of impact and service our customers have come to expect. Now, that experience will be available across all of Europe.”
SimWell Europe will be headquartered in Delft, Netherlands, with operations supporting its clients across Western Europe and beyond. The operation will focus initially on enterprise customers operating in English, French, and Dutch-speaking markets, with full delivery capabilities in strategy, model development, and implementation of simulation, optimization, and digital twin solutions.
SimWell’s European expansion advances its mission to help organizations make faster, more confident decisions in complex systems. By combining deep technical expertise with a consultative delivery model, SimWell enables clients to evolve from one-off analysis to a long-term, scalable decision-making capability, transforming how operational decisions are made across regions and business units.
About SimWell
SimWell is a global consulting and technology company specializing in Decision Intelligence, helping organizations solve complex operational challenges through simulation, optimization, AI, and digital twins. With deep expertise across industries such as supply chain, logistics, manufacturing, and government, SimWell enables enterprise teams to move fast, make data-driven decisions, and achieve operational excellence.
Media Contact:
Marcus Grimm
Chief Marketing Officer
mgrimm@simwell.io
