A family-run wellness brand

Meet the tribe.

From Suriname to Amsterdam—and from one family’s wellness discovery to a growing global community.

Our story

Built around health, family, and possibility.

Health Tribe is a family-run company providing supplements and personal guidance to people who want to improve their lifestyle, appearance, and overall health.

The original Health Tribe story points to a stark challenge: it cites research estimating that only 1.8% of people eat healthily. That gap helped sharpen the family’s mission—to make balanced nutrition, exercise, and the care of body and mind feel clearer, more personal, and more achievable.

For Health Tribe, staying young and fit is not a quick fix. It is the everyday work of nourishing your body and mind, building routines that suit real life, and having a community beside you.

Sandra and Maikel smiling together at a community celebration

Suriname → Amsterdam

Two roots, one home

Sandra and Maikel were born in Suriname and moved to the Netherlands when they were young. They have spent most of their lives in Amsterdam.

Health Tribe leaders learning and building together

Knowledge meets purpose

Different skills, shared vision

Sandra’s background in management and marketing and Maikel’s background in business intelligence and IT created a strong foundation for building a modern wellness business.

Health Tribe community members gathered at an event

Discovering Beyuna

A product and a possibility

After discovering Beyuna, they recognised both a business opportunity and a way to offer personal health and lifestyle guidance. Through Beyuna, they expanded their network, client base, and product reach internationally.

Sandra and Maikel sharing a formal family celebration

1986 → today

A family story that keeps growing

Sandra and Maikel met in Amsterdam in 1986 on Queen’s Day, now King’s Day. They married in 1997, became parents of three, and later rebranded for a global market with the name Health Tribe and English-language content.

The people behind the purpose

Meet the family team.

Health Tribe combines business experience, personal guidance, and a family perspective across generations.

Co-founder · Marketing & management

Sandra Deira

Sandra studied Office Management, NIMA Marketing, and NEMAS Management at the University of Applied Sciences Amsterdam. She brings relationship-building, brand direction, and a practical belief in supporting people one step at a time.

Co-founder · Business intelligence & IT

Maikel Deira

Maikel studied Business Intelligence and IT at the University of Amsterdam. His eye for systems and sustainable growth helped turn a personal discovery into an international wellness community.

The next generation

Keanu Deira

Keanu represents the next chapter of a family-run business: bringing fresh energy, community spirit, and a younger perspective to the Health Tribe mission.

Featured & recognised

A story reaching further.

Health Tribe award — Independent Health Tribe recognition

Health Tribe couple dressed in purple and yellow at a celebration

Community meets opportunity

Build around your life.

Health Tribe’s business program is designed to work alongside the experience, relationships, and business you may already have.

Partners can access practical tools, community support, and a product-led way to start conversations about intentional living. Like any business, results depend on individual effort, skills, market conditions, and consistency; income is never guaranteed.

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See the opportunity