Moonbird

Hello Michael, can you tell us how Moonbird started?  

“One night, my sister and I were having spaghetti at her place, just the two of us. Stefanie has a scientific background, while mine is more financial-technical. She was working on her PhD and mentioned that she had trouble falling asleep. As she researched the topic, she found the same solution in various books and research: breathing exercises. I told her those exercises never worked for me—I needed something tactile, like a coach to guide me and make sure I was doing it right. Coincidentally, two of Stefanie’s roommates came in separately and, unaware of our conversation, both said: ‘My doctor told me to do breathing exercises. If you make something like this, I will buy it.’ Our first two clients—before we even had a product!” 

How does Moonbird work?

“By breathing in a specific rhythm, you can lower your heart rate and reduce stress—even in 10 seconds. This natural relaxation response helps with both stress management and falling asleep. When you hold Moonbird in your hand, you instinctively follow its breathing pattern. What makes it special is the feedback it provides— like a gentle coach encouraging you: ‘Good job, keep going.’ It’s a seamless blend of guidance and reassurance that is very organic—almost like an animal breathing next to you. That night at my sister’s house, we experimented by holding different kinds of fruit in our hands. The moment we picked up an avocado, we knew—that was the shape we wanted. Unlike other devices that require focus on screens, sounds, or clocks, Moonbird works purely through touch. Touch is the least cognitive of the senses, making it the most intuitive. It’s like giving someone a hug—it naturally soothes and relaxes.”

Moonbird started in 2020. How do you look back?

"I’m incredibly proud of what we’ve built and how we've done it: from assembling the prototypes to making our first sales to managing an industrial manufacturing process—all in-house. Of course, there have been challenges. COVID-19 disrupted supply chains, and the sensors we used were in high demand due to the pandemic. But by the end of 2020, we shipped our first 250 Moonbirds to customers. Since then, our growth has been steady ever since: in 2021, we reached a turnover of €500K in sales. In 2022, €1 million, and in 2024, we hit €3 million. It’s been an incredible journey—intense hard work, with daily challenges you wouldn’t believe.”

How do you cope with these challenges?

“The user feedback we get is incredible. We started noticing hospitals using Moonbird without us even reaching out. Doctors started recommending it to their patients. And then there are the stories that stick in your mind. One day, a customer from Groningen called us in a panic: his dog had eaten his Moonbird. ‘No problem,’ we said, ‘we’ll send you a new one.’ But he interrupted: ‘You don’t understand. I need a new one right now. I’m getting in my car—just tell me where to go.’ It’s a reminder that, despite all the challenges, we are making a real difference.”

Your office is located in the heart of Antwerp with a fantastic view of the Cathedral. Can you explain why this is such a great location for Moonbird? Can you explain why this is such a great home base for Moonbird? 

“Antwerp has a lot going for it. It’s centrally located, with easy access to major European cities and an international airport. It is also relatively affordable to rent office space. In addition, the city has an amazing vibe—great restaurants, museums, and concerts. Another bonus is the student population. It’s a huge advantage for us because it helps us fill our internships in marketing, operations, or production."

How has the Antwerp innovation ecosystem contributed to your success? ?

“The Antwerp, and more broadly the Flemish innovation ecosystem, has been invaluable for us and other startups and scale-ups. The proximity of so many cities and universities is a huge advantage. Our first pitch was to a group of physicians as part of a European grant project. From there, we were picked up by KBC Start-it, joined iMec iStart, and secured funding. What’s also great is the opportunity to network with other entrepreneurs. We asked Loop Earplugs a few questions when we started—we find them very inspiring ."

From Antwerp to the world: the Loop Earplugs success story

What are the key qualities employees need to be successful at Moonbird?

"It’s all about culture fit. We strive to be a human company and create a positive and supportive atmosphere. Most of our employees started as 'juniors' and have grown into new roles. Stefanie and I are still involved in day-to-day operations and even smaller tasks. The key is that everyone pulls together, believes in Moonbird, and trusts each other. We still consider ourselves a family business, and that sense of community is at the heart of everything. We’re flexible and adapt to the situation as we grow. Our roles will evolve as the company expands, but we’ll cross that bridge when we get there. We’re not in a rush to implement a manager-heavy structure."

How do you see the future?

"We are in a strong position as a company—healthy, with steady, sustainable growth year after year. We’ve had fantastic adoption in our home market: about 1% of the adult population in Flanders has bought a Moonbird. This success gives us the energy to explore new markets. Our main focus for 2025 is the United States, where the e-commerce landscape in the fitness and well-being sector shows significant potential. Our mission is to help as many people as possible discover the power of their breath. Our goal is to become the category leader in the niche we’ve created. We also have plans to expand our product line and continue to innovate. I’m excited to see what the future holds."

Brother and sister working together: it’s pretty unique, isn’t it?

"Yes, it is. We’ve always been very close. Stefanie is on maternity leave right now, so she couldn’t join us. She’s an incredibly strong woman with a clear vision. We complement each other very well, and you can’t overestimate that. Moonbird is a lot of hard work, but it never feels like work. It's the perfect formula for us."

Bio

Name: Michael Broes.

Job title: Co-founder and CCO, Moonbird.

Passionate about: Wining, dining, and travelling. 

What drives me: Technology in all its forms: programming, prototyping, and analysis.

What clears my head: Running along the Scheldt quays during our team's lunch break. 

Inspiring entrepreneurs: I’m more fascinated by technical leaders than managers. Yann LeCun and Marcos Lopez de Prado have an extraordinary ability to make complex concepts sound simple. Both have changed my life. 

Recommended books: The Wisdom of Crowds by James Surowiecki and The Signal and the Noise: Why So Many Predictions Fall - but Some Don’t by Nate Silver.