The energy transition field is undergoing a dramatic shift — one that demands not only technological innovation but also strategic vision and local collaboration. For instance, in many parts of Europe, ambitious solar and wind energy projects are being delayed, not due to lack of funding or will, but because the electricity grids simply can’t handle the additional load. This bottleneck has made it clear: without smarter, decentralized energy systems, even the best renewable intentions fall short. That’s where leaders like Heleen Groenenberg, CEO of Sustain Brain, are rising to shape the direction of the energy transition with clarity, empathy, and strategic depth. With a rare blend of climate policy expertise and business strategy, she is helping governments and companies unlock the full potential of local energy systems and solving today’s grid challenges while building the foundation for a more sustainable and equitable future.
Groenenberg’s professional journey began with a deep-rooted commitment to understanding the world’s environmental systems. She earned a PhD in international climate policy, building on a strong academic background in geography and sustainability. “This academic background provided me with rigorous analytical skills and a deep understanding of climate challenges,” she says.
Yet her curiosity didn’t stop at technical insight. Later in her career, Groenenberg pursued an Executive MBA, enhancing her business acumen and enabling her to bridge the gap between climate expertise and strategic implementation. The combination of scientific rigor and business fluency became central to her advisory work.
Her consulting career spanned influential assignments with governments, the European Commission, energy companies, and financial institutions, offering strategies to achieve a net-zero economy. She worked on diverse projects — from helping banks align with the Paris Agreement to shaping EU Ecodesign & Energy Labelling Directives and crafting policy frameworks for carbon capture and storage.
In more recent roles, she contributed to practical energy solutions by working with the Dutch transmission system operator, focusing on industrial demand-side response, energy storage, and coordinating pilots for energy hubs on industrial estates. These pilots targeted one of the most pressing issues in energy today: grid congestion.
Sustain Brain: A Response to Energy Bottlenecks
In October 2024, Groenenberg established Sustain Brain, driven by an insight that local energy systems were essential to the next phase of the energy transition.
“The inspiration came from my growing conviction that developing local energy systems is crucial for advancing renewable energy,” she explains. While working on energy hub pilot projects, she observed firsthand how grid constraints were slowing down both renewable energy expansion and industrial electrification.
Groenenberg realized that local energy systems could ease peak loads on national grids and open doors for citizen participation in renewable energy projects. These insights, sharpened by experience, compelled her to step out independently and provide the strategic guidance necessary to advance this emergent field.
Strategic Services with a Unique Advantage
Sustain Brain is not a typical energy consultancy. It offers strategic support for local energy system development, partnering with governments and companies to move from vision to execution. Groenenberg excels at translating ambitious energy goals into actionable plans by identifying practical needs and removing obstacles.
What distinguishes her approach is that she is not selling a single technological solution. While competitors often zero in on specific technologies like energy management systems or trading platforms, Groenenberg focuses on the big picture.
She helps clients understand the benefits of local energy systems and provides clear implementation guidance. Her ability to “connect seemingly unrelated areas and spot problems and opportunities others might miss” adds unique value.
Her strategic advice is also enriched by a broad network of technical solution providers, allowing clients to benefit from cutting-edge expertise without being locked into one-size-fits-all answers.
Innovating New Models for Smarter Energy Use
One of Sustain Brain’s newest contributions is a business model that allows direct electricity supply from renewable assets to end users, bypassing traditional electricity markets.
Rather than relying on operational subsidies or volatile market pricing, this approach enables energy producers and consumers to agree on fixed prices. It provides predictable pricing for businesses and empowers citizens to access affordable local energy through energy communities.
This model fosters local ownership, giving citizens a direct stake in renewable production and incentivizing co-investment in energy generation assets.
Looking ahead, Groenenberg is committed to developing more smart energy concepts in collaboration with partners and advocating for regulatory frameworks that make these models viable at scale.
A Vision Grounded in Decentralization and Fairness
Groenenberg’s strategic vision is bold as she aims to position Sustain Brain as a leader in the global energy transition, based on the principle that local energy systems are catalysts for change.
“Decentralizing energy generation, storage, and distribution helps reduce carbon emissions, alleviates overstretched national grids, and enables more efficient use of renewable resources,” she emphasizes.
But her mission isn’t just about sustainability, it’s about equity and resilience. She wants to ensure that energy systems of the future are secure, sustainable, and affordable for all.
To connect her team and partners to this vision, Groenenberg fosters a culture of trust and collaboration, ensuring all stakeholders are genuinely involved. “Rather than focusing solely on creating visions, I prioritize creating and implementing better strategies that emerge from considering multiple viewpoints.”
Challenges Shaping the Energy Sector
The energy industry, Groenenberg notes, is at a critical juncture. “Grid congestion has emerged as a critical bottleneck,” she says. Renewable generation is expanding faster than infrastructure, leading to a paradox: clean energy projects are ready to go, but can’t connect to the grid.
At the same time, energy affordability remains a real concern, especially as infrastructure upgrades drive costs higher. Market volatility adds another layer of uncertainty, making it difficult for consumers and investors to plan.
Another issue is the industry’s fixation on technological fixes, often deployed without understanding real-world energy usage patterns, infrastructure limitations, or business priorities.
Finally, stakeholder alignment is increasingly difficult. “Success looks different for politicians, business owners, and citizens,” she observes, and information asymmetries make collaborative decisions harder than they need to be.
Scaling Sustain Brain’s Impact
Over the next three to five years, Groenenberg aims to expand Sustain Brain’s reach — first within the Netherlands, then across Europe and beyond. She wants to scale proven approaches, form international partnerships, and measure success by repeat clients, customer growth, and brand visibility.
To achieve these goals, she is working on standardizing methodologies for assessing local energy system potential, building partnerships with technology providers, and lobbying for supportive regulations.
Challenges persist — including regulatory complexity across jurisdictions, grid connection hurdles, and the ongoing need to raise awareness about the value of local systems. On a personal level, she continues to confront gender-related biases in an industry still largely dominated by men.
Strength through Strategy and Resilience
Sustain Brain’s biggest strength, according to Groenenberg, is its analytical clarity and problem-solving. The company excels at breaking down complex problems and offering structured, strategic guidance.
Their independence from specific technologies adds credibility and objectivity. “We’re not selling hardware — we’re solving problems,” she says.
But Groenenberg’s journey wasn’t without risk. She made the bold decision to go independent after a turbulent corporate experience: “I was unexpectedly fired and subsequently lost three legal battles.” The setback could have ended her career — instead, it ignited her entrepreneurial path.
“This decision marked a turning point that ultimately led to founding Sustain Brain. It required embracing uncertainty and trusting my expertise and vision, but has proven transformative both professionally and personally.”
Leadership Rooted in Empathy and Authenticity
Groenenberg’s leadership philosophy is defined by empathy and vulnerability — qualities often undervalued in traditional corporate settings but vital in the energy transition.
“I believe trust and good collaboration are vital to overcoming obstacles and achieving common goals,” she explains. She balances decisiveness with open collaboration, listening to diverse viewpoints while making clear, executive decisions when necessary.
Her openness about her journey — including setbacks and gender-related challenges — has allowed her to create space for authentic connections, both within her team and across stakeholder groups.
“Showing a willingness to learn often creates more productive partnerships than projecting unfailing confidence.”
Fostering Workplace Engagement and Resilience
In her organization, motivation and productivity stem from an inclusive environment where every voice matters. She actively solicits input, especially from those whose insights might otherwise go unnoticed.
“People perform best when they understand how their work connects to larger goals,” she notes. By aligning daily tasks with the broader mission of driving the energy transition, Groenenberg keeps her team energized even during tough phases.
Disagreements and criticism are treated as growth opportunities. Her analytical mindset allows her to evaluate ideas without personal bias. “Apparent disagreements often mask shared priorities,” she says, which can become a foundation for consensus.
Listening Closely to Customers
Customer satisfaction, for Groenenberg, is rooted in ongoing communication and deep understanding of client needs. She prioritizes frequent touchpoints, even when busy clients struggle to find the time.
“To make the most of customer feedback, it is also helpful to schedule a dedicated evaluation session towards the end of the collaboration,” she notes. This ensures that valuable lessons are captured and applied.
While client feedback may not change Sustain Brain’s overarching strategy, it can influence how they work — including how they communicate complex concepts or structure deliverables. Their flexibility sets them apart from more rigid firms in the sector.
Advice to Aspiring Entrepreneurs
Groenenberg’s advice to aspiring business leaders is practical and grounded. First: “Identify your unique space in the market rather than following other suppliers.” Look for underserved opportunities or develop a proposition that genuinely stands out.
Second, build your team strategically. Surround yourself with people whose skills complement your own, and seek alliances that can enhance your reach or credibility.
Third, accept that business development takes time. Start small, prove your value, and scale from there.
For women entrepreneurs, she offers a sobering but empowering insight: “Be prepared to work harder to prove yourself in what remains, in many places, a men’s world.” Building strong networks early and choosing roles that spotlight your potential is critical.
Her final message is to never lose sight of the larger impact. “Your contributions to solving significant challenges will ultimately be your license to operate in the long run. Find the sweet spot where business opportunity meets meaningful change.”
