1+1 becomes one powerhouse: Fightclub and Upthrust join forces.

One team. One story. One goal.
​This fusion offers clients a unique mix of expertise and services. Upthrust’s mastery of growth marketing and experimentation perfectly complements Fightclub’s focus on always-on campaigns, smart media buying, and creative excellence. Together, they deliver integrated solutions that drive measurable results.

Stronger through innovation and leadership.

With a team of over 80 experts, innovation is the driving force—constantly challenging the status quo and raising the bar. Both entities were already part of Customer Collective, making this transition seamless and guided by an experienced management team.

Looking ahead, current Managing Director Dennis Kenis will now focus on scaling Fightclub’s commercial vision and delivering top-tier client experiences. Frederiek Pascal steps in as Managing Director, bringing a sharp vision on expanding and strengthening Fightclub’s service offering. Backed by experience and strategic insight, his goal is clear: to future-proof the organization and keep giving clients a competitive edge.

"At Fightclub, we believe in impact: measurable, strategic, and powered by creativity, performance, and growth. We’re building on a strong foundation and strengthening our offer with a clear focus on innovation and operational excellence. That’s how we take challenger brands to the next level—not just meeting expectations, but exceeding them.” – Frederiek Pascal.

Think global. Serve local.

Fightclub is a powerhouse in Belgium and the Netherlands. Known for its relentless ambition, this move is a leap in the right direction. With campaigns running across six continents, Fightclub is solidifying its position as a global partner in growth, performance, and creativity.

Same same, but different.

The two teams have been working together successfully for years. That means a seamless transition for existing clients, plus extra benefits: broader expertise and more experts within reach. With two operational offices in Belgium, Fightclub is strengthening its local presence while remaining globally active.

The offer? Unmatched.

Performance, creativity, and growth—merged into one powerful team.

They’re ready.

Are you?

About Fightclub

A fascinating combination of creativity and measurable success, that's Fightclub. Smart and witty, clever and wise. Humour and depth, and everything in between. As an agency, that makes us truly unique. We combine strategic thinking with top creative talent to put our shoulders to the wheel on digital ads, witty content and punishing campaigns, which have the power to make everything stop for a moment. Fightclub, for brands that want to be brave and challenging. Discover us at www.fightclub.be.
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​Contact: ​ 
​Managing Director: frederiek.pascal@fightclub.be
​Chief Marketing Officer: nicholas.dhondt@fightclub.be

About Customer Collective

Customer Collective is an ecosystem made up of several entities. The marketing group supports companies to achieve rapid growth through a driven focus on their customers. The group concentrates on three pillars that are also prerequisites for successful commercial transformation: customer strategy, digital & performance, technology & data. Since 2021, Customer Collective has been joining forces with The House of Marketing, Dignify & Fightclub for this purpose. Unlike other ecosystems in the European market, the companies work closely together: profiles with complementary expertise and skills are selected for each project to generate as much impact as possible. Customer Collective is backed by Down2Earth Capital and Quanteus Group. The group has more than 400 employees in Belgium, the Netherlands and Germany. More info at www.customercollective.eu.