Peter Koijen Foundation

A Life of Purpose, Love, and Advocacy

Petronius Jacobus Antonius Adrianus Maria Koijen, known to all as Peter, was born on 15 July 1972 in the south of the Netherlands, the eldest son of Netty and Toon. From an early age, he was drawn to music, travel, and the vast possibilities the world had to offer. His dream of exploration and deep curiosity about human connection led him to study International Economics and Human Relations.

After a successful corporate career in HR across multinational companies, Peter founded In2motivation in 2009 with the motto: “Live your life and do it your way.” He had discovered his true calling, helping others find choice, purpose, and empowerment through coaching, mentoring, and NLP. Inspired by his studies with John Grinder, the co-founder of NLP, Peter became a pioneer in bringing transformation to individuals and organizations worldwide.

Yet, Peter’s greatest motivation came from his personal life, his youngest son, Adam, who was diagnosed with autism at the age of two. From that moment, Peter and his family found themselves navigating an entirely new world, one filled with challenges, misunderstandings, and the constant need to advocate for Adam. Every space they entered required explanation, every opportunity had to be fought for, and every day was a lesson in resilience.

Then, in December 2020, Peter’s world changed once again. He was diagnosed with a level 4 brain tumor. The same man who had spent his life helping others embrace choice was now faced with a reality beyond his control. His response? “Everything will be fine.”

As the tumor progressed, Peter experienced profound cognitive and sensory changes, making him a part of the very neurodiverse community he had long supported. The world, once so familiar, now required adjustments, just as it did for Adam. His perception of time, communication, and emotions shifted, creating new challenges not only for him but for those around him. His family, already accustomed to advocating for Adam, now had to advocate for Peter too. It was a painful yet deeply transformative experience, one that further reinforced their mission to bring awareness and support to neurodiverse individuals and their families.

After the treatments, the tumor was stable and not growing, after the great news, Peter contracted the corona virus, that made a challenge for the body to deal with.  Even in his last days, his spirit remained unbreakable. In July 2021, he passed away in Portugal, the country he loved and had chosen to be. He left behind a legacy of love, transformation, and an unshakable belief that everyone deserves to live life their way.

His journey, and the challenges his family faced, are now honored in the documentary “LOVE IT IS,” which captures their experience during and after his passing. It serves as a testament to Peter’s life, his unwavering commitment to choice, and the power of love in the face of change.

Peter’s story is not about loss. It is about the continuous journey of acceptance, advocacy, and the deep, undeniable connection between a father and his son.