Lex Kruijver is co-founder of Respons and its current CEO. Kruijver started monitoring the event industry and established Respons, now the leading expert company in the field of public events in The Netherlands. Kruijver also established consultancy agency DNA in 2005 (events & city marketing) which was integrated into Respons advisory services in 2018. In 2008 Kruijver set up the National Conference for City Marketing and the National City Marketing Awards. The National Event Conference, established in 2014, remains in the portfolio of Respons. The platform also hosts the National Event Awards, which was set up to contribute to the further professionalization of the events industry. Kruijver is hired by event organisers, cities and regions on a regular basis to advice to advise them on events on various levels, ie strategy, finance and organisation.