Born in Belgium, this family business is rooted in building communities, experiences, and meaningful connections. That vision had already made its way to Belgium, with many editions across 20+ cities, and the UAE, with 5 Dubai editions of Pink Ladies Games. Then COVID hit - and everything paused.
But our story didn’t stop there. Inspired by the region’s forward-thinking mindset, the move to Dubai became a deliberate step to expand that vision on a larger scale. What started as strong foundations with Herculean Alliance evolved into something more: Pink Ladies Games became a lifestyle platform led by the new generation, Julietta and Amaury and Maximme, children of Yves Vekemans and Inge Van Belle.
Across generations and perspectives, this family operates as one dream team, standing strong when facing hardships, prioritizing energy over perfection, and long-term impact over short-term noise. Dubai is not the destination, it’s the launchpad for a movement that will go far beyond one city!
Julietta has grown up inside it: watching all the events, watching the community it built, watching her parents turn a morning into something that impacted thousands of women. She didn't want to watch anymore. She wanted to run it.
So she took over a branch of the family business, Pink Ladies Games. New tone, new platform thinking, new audience instincts. The same format her parents built, carried by someone who'd never known it any other way.
Then PinkRibbon International approached us.
They had been building a global network of PinkRibbon chapters for years: breast cancer prevention, education and research, running in country after country. What they didn't have was a format: something a chapter could actually run, not just a campaign to promote. Pink Ladies Games was exactly that. A proven event, a decade of track record, a CSR Initiative, a next generation already building it forward.
Now we have a 3 year exclusive global partnership signed with PinkRibbon International as their Commercial CSR Partner to expand Pink Ladies Games globally.
Meet Julietta. She is the Head of Pink Ladies Games. Jules is either surrounded by friends, sharing laughs, or lifting weights at the gym.
Absolutely doesn't like: Wasting time.
Really loves: Loudly singing along to songs (even when I don't quite know the lyrics).
You can always wake her up for this at night: Please don't. I'm busy dreaming about a trip to Hawaii.
Favourite animal: Dachshunds (they're SO cute).
Favourite quote: She believed she could, so she did.
Pink Ladies Games are: A statement - it's about showing young girls like me that we can come together, make an impact, and prove that women and empowerment go hand in hand!
Meet Inge. She is the co-founder of Pink Ladies Games and co-founder of Herculean Alliance. Although she doesn't like cats very much, she's not a kitten to handle without gloves.
Absolutely doesn't like: Waiting (and also pickles, eww!).
Really loves: My family of course, but also champagne, macaroons and the sea.
You can always wake her up for this at night: To go on a journey - my suitcase is always ready to go!
Favourite animal: Puppies.
Favourite quote: "Look like a girl. Act like a lady. Think like a man. Work like a boss."
Pink Ladies Games are: Goosebumps! My heart still makes a leap when I see all these ladies of all ages and backgrounds go to extremes and connect for charity.
Meet Yves. He is the co-founder of Pink Ladies Games and co-founder of Herculean Alliance. Yves can always be found for a party. Play hard, but work harder!
Absolutely doesn't like: Lack of ownership and passion.
Really loves: My family, the garden, thinking & crazy parties.
You can always wake him up for this at night: DON'T. After having three children, I can enjoy a good night's sleep.
Favourite animal: A lion.
Favourite quote: “Dream. Focus. Teamwork. Network." Have a Herculean Day!
Pink Ladies Games are: I believe that we are in the age of women and I therefore very much like to see all those strong women who are grouping together to make the world a better place.
Meet Amaury. Computer Science student at Zayed University in Dubai and co-founder of Tornea, the scoring platform used to run Pink Ladies Games.
Absolutely doesn't like: Inefficiency and things that make no sense.
Really loves: Building, fixing, and improving things—especially when code, logic, and creativity come together.
You can always wake her up for this at night: Cookies.
Favourite animal: Cheetah.
Favourite quote: If it doesn’t exist, build it.
Pink Ladies Games are: A powerful example of how purpose, community, and action can come together to create real impact, using energy and collaboration to support something bigger than ourselves.
Meet Maximme. She is the event director of Pink Ladies Games. Maximme is a hard worker and enjoys painting and volunteering in her free time.
Absolutely does not like: People who put pineapple on everything.
Loves enormously: Watching sunsets and pretending I'm the main character.
You can always wake her up for this at night: Cake (hmm!)
Favourite animal: A flamingo.
Favourite quote: Dance like nobody's watching, but also check for hidden cameras just in case.
The Pink Ladies Games for Maximme is: a dream come true. Through the Pink Ladies Games we can make a little difference to bring more awareness for breast cancer!
Meet Kris. He is the co-founder of Herculean Alliance and has been competitive since childhood. Team player and loves to create a fun atmosphere.
Absolutely does not like: Intrusiveness
Holds a passion for: Good food
This is what you can wake her up for at night: To leave for a sunny destination.
Favourite animal: A dog.
Favourite quote: The body can take almost everything, it's the mind that you have to convince.
The Pink Ladies Games for Kris is: Going crazy and enjoying happy people getting to know each other better to support a good cause.
Pink Ladies Games is a Herculean Alliance Experience.
Pink Ladies Games partners with PinkRibbon International as a Commercial CSR Partner.
PinkRibbon International One World | One Fight®
