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Peter Houtzagers – CEO AED360


Jorrit Biesheuvel – CEO AED360


In 2008, with 2 very good friends from Nyenrode University, Jorrit Biesheuvel founded ProCardio. Jorrit decided for Philips single brand because after serious research, his conclusion could not be anything else than that Philips had the best AED product offering in the market – by far. Focussing on Philips would mean his efforts over time would translate into more saved lives and a (far) better business case, than if he would spend his time less effective on less user-friendly AEDs.


10 years later, ProCardio is the leading Master Distributor for Philips in The Netherlands. Philips holds a 40% share in the Dutch AED market (up from 10% in 2008) and the Crowdfunding project has placed thousands of Philips AEDs in Dutch neighborhoods: The Netherlands now is more heartsafe than ever before. 


In 2018, Jorrit joines forces with another friend from Nyenrode, serial entrepreneur Peter Houtzagers. The Joint Venture AED360 is born, to replicate the Dutch Philips AED success into Europe, saving many more lives, and building a large and sustainable business.

Besides The Netherlands, AED360 now is the Official Philips AED Master Distributor for the UK, Sweden, Denmark, Norway and Finland, serving most European countries in the single EU market. AED360 supports and stimulates its customers very proactively. AED Distributors and dealers throughout Europe are actively trained and supported in order to rapidly increase their Philips AED sales and profits.