About Joost
The person behind the system that gives 50+ coaches predictable growth.
Joost van Putten is the founder of NXG Media with 7+ years of experience building online growth systems for coaches, knowledge entrepreneurs and local practices. He has managed over €5 million in ad spend and works with 50+ coaches on systems that deliver an average 5-7x return on ad spend. NXG Media also builds AI visibility for local practices and SMBs.
Why NXG Media exists
NXG Media grew out of a pattern Joost saw for years: coaches and experts who were brilliant at their craft but stuck online. They tried social media, hired a freelancer for ads, or bought an online course about funnels — but nothing connected. Every new attempt was an isolated tactic without a system behind it.
The problem was never that they did too little. The problem was that nobody built them a complete growth system — designed around how their clients actually make decisions. No agency understood how a coaching client thinks. No marketer grasped that a €3,000 program can't be sold with a simple ad.
NXG Media was built to close that gap: one partner that combines storytelling, product ladders, email flows, ads and AI visibility into a system that consistently generates clients — without the expert having to become a marketer themselves.
What I keep seeing with coaches and experts
Great expertise, but a website that generates nothing. No clear path from visitor to client. The site explains what the coach does, but not why someone should act now.
Ads running without a system behind them. Money going to Meta Ads without an email flow, without a warm-up product, without retargeting. Costs go up, but conversions stay flat.
Creating content without strategy. Posting on Instagram every week, but without contributing to visibility, authority or sales. It feels like a chore, not a growth engine.
Invisible to AI assistants. ChatGPT, Gemini and Perplexity recommend competitors, while the expert with more experience doesn't even appear in the answers.
What I believe
Systems over individual tactics
A single good ad or viral post changes nothing structurally. Growth comes from the combination: storytelling that connects, a product ladder that fits the customer journey, email flows that build trust, and ads that accelerate the system.
Storytelling over pushing
People don't buy from experts because they're "the best." They buy because they feel understood. The marketing message must start with what the client feels — not with what the coach can do.
AI visibility is now, not later
More and more people ask ChatGPT or Google AI for answers instead of searching Google. Those who aren't visible to AI now are missing a growing share of their market — and that gap only gets wider.
No one-off projects, but partnership
Building a website and disappearing doesn't work. Online growth is an ongoing process of testing, optimizing and expanding. NXG Media works as a strategic partner, not a vendor that sends an invoice and moves on.
Background & track record
Certifications
- Facebook Certified Media Buying Professional — Meta (2019)
- Google Analytics Academy — Google (2019)
Expertise
How it works — the NXG method
Every engagement at NXG Media follows the same logic. No magic bullets, but a proven approach in four steps.
Diagnosis
Analysis of your current online presence: website, funnel, content, visibility and conversion path. Where are the leaks? What's missing?
System design
Based on the diagnosis, we build a growth system: storytelling, product ladder, email flows and ad strategy — tailored to your client.
Implementation
NXG Media builds the system: landing pages, email sequences, ads, tracking and AI visibility. Everything connected, not as separate projects.
Optimization
Data-driven adjustments: which ads perform, which emails convert, where do people drop off? Continuous improvement delivers structurally better results.
Outside of work
Joost works from Valencia and the Netherlands — a combination that fits how he thinks about marketing: flexible, international and without unnecessary overhead. No office with ten people, but a lean team that moves fast.
Outside of work, you'll find him on the padel court, in the mountains around Valencia, or experimenting with new AI tools. That curiosity about technology carries into the work: NXG Media continuously tests new ways to make coaches and experts more visible and discoverable.
What NXG Media is not
Not a generic web agency
NXG Media doesn't build standalone websites. Every project is a growth system with strategy, technology and content working together.
No promises without evidence
Results vary by situation. The ROAS figures mentioned are averages across 50+ clients — not a guarantee for every individual engagement.
No one-size-fits-all
Every system is customized for the expert's market, audience and price point. A yoga coach needs a different system than a business mentor.
Not a replacement for your expertise
NXG Media builds the online system — but the content, the offer and the client relationship remain yours. Marketing amplifies what's already there.
Book a call
Pick a time that works for you — no obligation, completely personal.