In brief
Ludwig Van Wonterghem (1963) worked as an industrial engineer for Engel, an Austrian manufacturer of plastic injection molding machines. In 2003 he founded Stroomop, a specialist in energy-efficient construction.
Ann Goethals (also from 1963), an occupational therapist by training, was a stay-at-home mother for a while. Later she took over her parents-in-law’s photo shop. In 2006 she joined Stroomop.
Ludwig and Ann are married and have four sons: Karel (1986), Jan (1987), Reiner (1989) and Lucas (1990).
Ludwig and Ann’s house in Kuurne has an atypical entrance. Where you would expect to see a coat rack, there is a boiler, and in a shop window too. “We bought the house from my parents in 1993,” says Ludwig. “My father was a photographer. You are now in his shop.” Behind the old shop, a different world awaits, with a living space full of wood, mud walls and windows overlooking the wild garden. “It wasn’t like that in 1993,” Ludwig laughs. “Where the garden is now, my father had his darkroom. It was quite dark in here, with a gas heater in the middle. I can still see our children sitting around there in their pajamas in the winter.”
The house needed a makeover, but Ann and Ludwig did not immediately start renovating. There was the daily hustle and bustle – Ludwig was often abroad for his job as an industrial engineer and Ann combined taking over the photo shop with caring for their four sons – and the couple did not want to simply renovate. It had to be done ecologically, not an obvious choice at that time. “We are environmentally conscious baby boomers,” laughs Ann. “We went to nature camp when we were young, Ludwig was a member of the Nature & Environment working group and we were subscribed to De Koevoet (ecological construction magazine, discontinued in 2023, ed.).”
How do you build ecologically when no one in Flanders has heard of triple glazing? Then you do it yourself. Ludwig: “Austria was the Mecca in the field of building and insulation. I spoke a fair amount of German and was often there for work, so I learned the ropes there.”
The couple had materials delivered, including an innovative wood pellet boiler for the time. Together with a local architect, they decided to raise the ceiling and opted for narrow, high glass areas to limit heat loss. What they didn’t find, they did themselves. “The floor had to be insulated with 24 centimeters of ground cork,” says Ludwig. They couldn’t buy them in Flanders, so they collected wine corks themselves, sending a barrel to their children’s school. “We still regularly find a bag of corks at our front door (laughs).”
The drawn-out renovation also had advantages, says Ann. ‘By the time we actually started, our sons were young teenagers. That was ideal. They helped install ceilings or make insulation airtight.”
It’s also difficult
Today they live in what Ludwig calls a “compostable house.” “It’s all wood, glass and flax. Even our furniture does not contain iron.” Their choice, and especially the price tag, was met with little understanding at the time. “Everyone thought we were crazy,” laughs Ann. “You’re never going to figure that out,” he always said. But it wasn’t about the money for us. We mainly wanted to prove that it was possible.” The fact that their energy bill actually fell drastically was a bonus. “We use 3 kilowatt hours of electricity per day, three times less than the average Flemish.”
The personal project was also the start of a new professional chapter. “In 2003, an article appeared in De Koevoet about our renovation,” says Ludwig. “They had published a sentence at the bottom: for more information, contact Ludwig Van Wonterghem, including my telephone number. I had one phone call and I decided: I would start my own business.”
He resigned and started as a specialist in energy-efficient construction, under the name Stroomop. Once again there was misunderstanding. “My parents didn’t understand why I was giving up such a great job. They had been independent themselves. It’s going to be difficult, they said.” Ann: “They were right.” There were no more savings – they were in the house -, the banks did not want to participate and the average Flemish had never heard of heating with pellets. But it is also difficult. Then you don’t travel for a few years and you discover that there is such a thing as second-hand stores for clothes.”
Participation in Batibouw in 2006 and winning the Environmental Award heralded the turnaround. In no time the company was bursting at the seams. But even then it remained hard work. Ann gave up her shop and joined Stroomop, Ludwig often went back to the office after dinner. How did that all work? “I took care of him,” says Ann. “The housework, cooking, the children: Ludwig didn’t have to worry about that. You don’t see that anymore today.” Their conscious choice to stay in Kuurne also made life manageable. Shopping, Ann visiting her parents in the residential care center, returning to the office in the evening: everything was just a bike ride away.
Completely off grid
Activism also survived. In 2017, Ludwig expanded his solar boiler and pellet boiler with an extra set of solar panels, batteries and a Stirling engine. When it is warm, the solar panels produce electricity. When it is cold, the pellet boiler provides heat and electricity. Their house was the first to go ‘off-grid’ in our country, and is therefore completely self-sufficient in its energy needs. “We pay 50 euros a month for pellets, that’s it,” says Ludwig. “It was mainly a political statement. I am annoyed by the policy, which relies too much on electricity. Isn’t that sustainable in a country where you need three units of gas to make one unit of electricity?”
Meanwhile, their home is no longer the only off-grid home in Belgium. They no longer have to explain what a pellet boiler is and Stroomop grew from a pioneer to an established company. For Ann and Ludwig, the time felt right to take a step back. Last year, an employee became the new CEO, son Karel took over the distribution of the pellet boilers and sons Lucas and Jan together run Zuderwind – the branch of Stroomop specialized in ecological renovation. Ann: “Last September, Ludwig and I cycled to Rome for a month. It was a turning point. We felt: our sons can miss us and we can miss them.”
The couple still works at Stroomop – Ludwig helps set the course and is a sounding board for the employees, Ann is responsible for personnel – but no longer day and night. “I’m going to music school again,” says Ann. “And Wednesday is meme day: I will be there for our six grandchildren.” Ludwig also no longer leaves for the office after dinner. He reads, listens to jazz or attends a lecture at the post-university center in Kortrijk. “But I prefer to tinker with things. Build and repair. I always have a project going on.”
Ann and Ludwig’s household
Out of bed
The alarm goes off at 7 o’clock. Ann gets up first and makes breakfast, Ludwig follows half an hour later. During breakfast Ludwig reads ‘De Standaard’ and Ann reads ‘De Morgen’, in the evening they switch. Afterwards they cycle to the office.
Financial
Ann and Ludwig together earn around 6,300 euros net. Ludwig: “I earn 50 percent more than our oldest employee. That ratio was deliberately chosen. I don’t think it is acceptable for business leaders to earn multiples of their employees.’
Staff
When the children were young, the couple had a housekeeper. Today they lend a helping hand to the families of their sons, who all live in Kuurne. “On Wednesdays I look after the youngest grandchildren and pick up the oldest ones from school,” says Ann. On Sundays, all four families sit at the parental table.
Big expenses
Ludwig and Ann invested in sustainable, high-quality furniture. Ludwig: “Other than that, we don’t spend that much money. We don’t often go to a restaurant, for example. “
Transport
Ann and Ludwig have a car, but rarely use it. “Our car is ten years old and is parked at the company.” They do their shopping and commuting by bicycle. Ann has a longtail (electric bicycle with extra long luggage rack), so she can also transport her grandchildren.
Evening
After dinner, Ann tidies up or does the ironing. Ludwig often disappears to the office for a while. Around 9 p.m. they land together on the couch, with a book, the newspaper and music. Ann: “We don’t have a television. Never missed, although we can never agree with our employees when it comes to ‘Kamp Waes’. (laughs).”
