MASTERS EXPO has closed its doors. For five days, it was a constant coming and going of familiar faces, prominent figures, and the many thousands of business associates of the participating organizations. From December 11th to 15th, approximately 40.000 guests, associates, partners, ambitious students, collectors, and enthusiasts from the Netherlands and abroad visited the vibrant fair of great business and craftsmanship. A unique fusion of art, encounters, hospitality, craftsmanship, technology, and entrepreneurship. A business paradise where greatness was central. MASTERS EXPO 2025 was a resounding success.
On Thursday, December 11, Gunay Uslu, CEO of Corendon, presented the first Corendon Courage Awards from House of Greatness. This annual initiative is organized in collaboration with Masters Expo. Dick Advocaat received the lifetime achievement award and was visibly pleased with this recognition. Range Rover, Mercedes, Renault, Nio, Alpine, Bugatti, and other brands presented the future of refined driving. Editor-in-Chief Bart-Jan Brouwer presented the latest edition of Masters Magazine in the artistic setting of Bastiaan Woudt. Over five days, thousands of encounters took place: in the unique stands, in the aisles, at the bar, and in the pop-up restaurant Restaurant M. Here, the crème de la crème of the Dutch culinary world gathered. Top chefs cooked side by side. The Disabled Sports Fund was specifically highlighted this year. One in ten Dutch people has a physical disability; MASTERS EXPO is happy to support them. Family business GASSAN celebrated its 80th anniversary at the fair. Podcasting at the trade fair is a new trend. There were live broadcasts from Dutch Dragons, De Blik van Gijrath, and BNR. They discussed the latest developments within the most unique (family) businesses from more than twenty different sectors.
Visitors felt a clear longing for the beauty of times gone by. The increasing digitalization of media is leading to an increasing need for genuine encounters—celebratory, personal, and meaningful. This feeling was clearly evident among the numerous representatives from the travel industry. Real estate giant Cor van Zadelhoff complimented the organizers on the exhibition's design: the large, small, and picturesque stands and the many unique concepts. MASTERS EXPO proved once again to be a gathering of inclusivity. From young students with dreams to seasoned entrepreneurs who have seen it all. From young to old. The encounters led to new insights.
Color played a central role at MASTERS EXPO this year. According to creator Yves Gijrath, color is the visual expression of energy, emotion, and identity. The exhibition floor was designed with a powerful, carefully crafted palette that gave each space character and feeling. This created an environment that not only stimulated and inspired but also reflected the diversity and creativity of the exhibitors.
At MASTERS EXPO, the latest developments in mobility, investments, real estate, interior design, watchmaking, sustainability, and travel were presented. Visitors enjoyed the art, numerous premieres, and exclusive launches from leading brands and promising pioneers. Dutch entrepreneurs inspired each other in a relaxed atmosphere. For five days, it was once again proven that doing business is all about personal connections.
Countless prominent figures called MASTERS EXPO the most spectacular meeting place in the Netherlands. Where else does that happen? Louis van Gaal addressing students. Olympic winners enjoying drinks with top entrepreneurs. Bar staff dancing with musicians. Wilfred Genee singing in the restaurant and then hosting the BNR show from the cozy TUI booth. Meanwhile, taxis come and go, conversations continue in Amsterdam's hotels and restaurants, and astronaut André Kuipers reveals he's actually afraid of heights.
THE YEAR OF THE LEGACY.
The countdown has begun. In 2026, creator and initiator Yves Gijrath will have been active in the landscape of personal encounters for 25 years. MASTERS EXPO is a key part of this anniversary year. The Legacy Edition will take place from December 10th to 14th. This vibrant business fair hopes to enrich the Netherlands and Amsterdam with numerous unique initiatives. The organizers will announce their plans at the end of January 2026. The opening day will be renamed The Birthday Party. The VIP Day & Night promises to be legendary. MASTERS EXPO, as part of The Legacy, is a once-in-a-quarter-century experience.
Next year, on Business Monday, the organizers will make a serious attempt to make the Netherlands' largest business event a reality. Frequent trade show visitors and exhibitors like Won Yip, Wim Beelen, Michel Perridon, Gunay Uslu, Edgar Heins, Arjan Kers, Paul Riemens, and many other top entrepreneurs are united in their message for 2026: "Together we are the economy. Entrepreneurs often hold the key to a more beautiful and fairer society. A better society starts with less arguing, fewer rules, more ambition, and more understanding and respect for each other. Then everyone can help each other out a little." It sounds like a Christmas wish worthy of a Masters.