Welcome to Play B
Turn who you are into what you do.
Out of your head. Into the world.
Strategic Business Design for GenX Portfolio Life.
If you are a Gen X executive or senior leader — still in corporate or recently in transition — and you know relying on one employer is no longer viable, you’re in the right place.
Play B helps you build a strategic side business (“Portfolio Life”) — either alongside your current role or as your primary next chapter — not as a panic reaction, but as a deliberate strategy built on your unfair advantage: deep expertise, a strong network, and a proven track record.
At Play B, I help Gen X executives and senior leaders turn who they are into what they do — co-creating aligned side businesses (or next-chapter businesses) that turn identity into income — without hustle culture, without burning boats, and with guidance on how AI amplifies (not replaces) your expertise.
Whether you are keeping your job or leaving it, you’ll find the clarity, structure, and support to move forward with confidence — for security + creativity + options and an additional revenue stream that can’t be restructured away.
Why Now
Why Play B Matters in the AI Era
Work is changing faster than ever. AI is reshaping careers, companies, and entire industries — creating both uncertainty and opportunity.
For Gen X executives and senior leaders, this is a signal: relying on one employer is no longer a plan. The smart move is to build optionality.
Play B helps you design a strategic side business (Portfolio Life) — alongside your current role or as your next chapter — built on your unfair advantage and designed for real life.
Build parallel. Keep security. Create options.
Your Play B Path
-
1. Discover & Build Your Side Business — The Side Business Jumpstart
Get clear on your direction and design a purpose-led offer that fits your real life. Then validate and launch your side business with a simple, aligned setup you can actually sustain.
-
2. Brand & Grow - Play B Studio.
Build a credible brand, sharpen your business model, and professionalize your systems — so you can grow with clarity, confidence, and long-term momentum.
Reinvent What’s Next
With Clarity, Strategy, and Purpose
You’ve built other people’s visions. Now it’s time to build your own — in parallel, on your terms.
After 25+ years leading teams, growing agency and client businesses, and managing global brand portfolios across industries and markets, I created Play B to help Gen X executives and senior leaders build a strategic side business (Portfolio Life) that’s aligned, credible, and built to last.
At Play B, we blend business acumen, deep personal insight, and Human Design to clarify what’s already within you — then translate it into a business that is both purpose-led and profitable.
This isn’t a formula. It’s a co-creative process that starts with your essence and becomes a business you’re proud to grow — one that works with your energy, values, and real life.
The journey to what’s truly yours rarely follows a straight line — but it always leads somewhere meaningful.
Hi, I’m Andrea.
I spent 25+ years leading major brands across Europe, managing portfolios worth up to €300 million. After building other people’s visions, I created Play B to help Gen X executives and senior leaders build a strategic side business (Portfolio Life) — alongside a corporate role or as a next chapter — purposeful, profitable, and aligned with real life. Because building now is about optionality and wholeness.
My approach blends strategic tools, reflective practices, and practical business design. It’s about insight, confident decision-making, and taking action. I don’t want you to just buy a course — I want you to build something that’s truly yours.
Depending on your path, you can work independently through a self-paced course, or step into co-creation and community inside the Play B Circle — where you build and grow together.
Either way, you’ll gain the clarity, confidence, and momentum to design what comes next — and to launch it.
“I know what it means to reinvent with intention. I’ve done it myself — and I’ll walk with you: clear, steady, and fully in your corner. And so will the Play B Circle — starting with the Jumpstart.”
Andrea BenindeAndrea Beninde
What I Offer
At Play B, I support Gen X executives and senior leaders at every stage of building a strategic side business (Portfolio Life) — from shaping your first offer to refining your positioning, strengthening your systems, or navigating a transition.
Whether you’re building in parallel or stepping into a next chapter, my approach combines strategic clarity, personal alignment, and honest momentum — so you move forward with confidence, purpose, and real options.
Start Here
The Side Business Jumpstart
Your next chapter begins here. A guided, hybrid program for Gen X executives and senior leaders ready to build a strategic, purpose-led side business — with clarity, confidence, and a rhythm that fits real life.
This 3-phase journey blends self-paced learning, live strategic sessions, and a supportive community — designed to help you move forward step by step, with focus, space, and honest momentum.
This is for you if you are ready to:
✓ Launch your first offer — or refine what you already do into something more aligned
✓ Build a strategic side business alongside your role (or as your next chapter)
✓ Create something sustainable without burnout or hustle culture
✓ Get structure that supports your energy, decisions, and execution
✓ Build from your unfair advantage — not a generic template
✓ Work from the inside out, using what’s already within you
There’s a reason this is where most people begin.
Exploring something beyond the start?
When you are ready to refine your brand and grow, Play B Studio is here to support your next chapter — with strategy, alignment, and momentum that fits.
Why Community Matters
Building a business isn’t just a checklist or a sprint — it’s a profound shift in identity. Real transformation doesn’t happen in isolation or in a quick six-week sprint. It happens over time, through honest feedback, shared wisdom, and support.
That’s why every Play B program includes access to the Play B Circle — our dedicated community space inside Skool, where connection and collaboration happen alongside your course.
Here, you will find:
Accountability & Momentum - regular check-ins help you stay on track.
Emotional Support - move through resistance and celebrate real wins.
Collective Wisdom - honest reflections lead to clearer decisions.
Collaboration & Growth - sustainable progress comes through co-creation.
Belonging & Resilience - you don’t have to do this alone.
“I believe we go further together than we ever could alone.”
– Andrea
Join the Play B Circle
The Circle is where every Play B participant connects — inside our private Skool community. It’s your space to stay accountable, share progress, and grow alongside like-minded professionals and founders.
Circle access is included with every Jumpstart program. After 6 months, you can continue as a member with a monthly subscription — to keep building momentum, together.
What Clients Are Saying
Real stories from professionals and founders who built their next chapter with Play B. From side business breakthroughs to career reinventions — these stories show the clarity, confidence, and transformation Play B creates.
Curious what's possible for you?
Sometimes a short, focused conversation is all it takes to get clear. In 15 minutes, we’ll map your next step — whether you’re pivoting, starting fresh, or exploring what’s next.
Choose Your Next Step
Wherever you are on your journey — exploring, launching, or evolving — Play B helps you take the next aligned step.
-
Side Business Readiness Scorecard
Not sure where to start?
Find your next step in minutes. -
Explore The Side Business Jumpstart
Build your first offer and launch your side business.
-
Discover Play B Studio
Refine your brand and grow with confidence.
-
Executive Reinvention Lab
Private, high-touch support for Gen X executives building serious optionality.