In the heart of the magic of Thialf

Chic, surrounded by excitement and thrills. The place where you're welcomed with bubbles. It's become an indispensable part of the elite sports industry. With the average fan in the stands, but also luxurious lounges for politicians, CEOs, and celebrities to lobby, negotiate, and relax. Jaap de Groot visits the locations where the Dutch corporate world enjoys top sporting and culinary achievements. This time, he's a guest at the Daikin Lounge at the Thialf ice skating arena in Heerenveen.

Surrounded by ice, it feels like a warm bath. The moment you step into the Daikin Lounge. There's no champagne fizzing, but the hostess does ask if you'd like coffee. Or Beerenburg or Jägermeister. It is, after all, ice skating. Meanwhile, CEOs and skaters mingle, and everyone is approachable without being intrusive. Although Thialf has several rooms and halls, the Daikin Lounge (named after the main sponsor of the KNSB skating association) is the beating heart of hospitality. And the power of hospitality lies in connecting people, which is perfectly possible here. The lounge is connected to the Royal Box by a connecting door. Because as soon as Máxima and Willem-Alexander drop by, they too are in for the stamppot and pea soup.

The Daikin Lounge is primarily practical and chic. There are no set tables, but plenty of seating and standing room. During cleaning breaks, dishes are served around the table, with the podium in the open space where former top sprinter Ronald Mulder informs attendees about the races. So, there's no champagne, lobster, or caviar. Instead, there are top-quality products from the traditional Dutch kitchen, complemented by dishes for everyone. The pea soup is homemade, and the meatballs are homemade. The same goes for the stamppotten (mashed potatoes). This is how kale and hutspot should taste. Meanwhile, the ice skating can be watched from every corner of the lounge. For those staying inside, there are TV screens everywhere, and for those who want to venture outside, it's simply a matter of opening the door, taking two steps, and sinking into a spacious armchair to soak up the stadium atmosphere.

Speaking on behalf of the sports marketing agency House of Sports, which manages the entire organization of the skating competitions on behalf of the KNSB (Royal Dutch Skating Federation), CEO Patrick Wouters explains: "Think of it as a chic living room where guests experience the magic of Thialf in a well-organized setting. Or rather, the magic of skating. Enjoying the sport and the day itself. And they even bumped into Sven Kramer, Jutta Leerdam, and Kjeld Nuis."

What is the purpose of the Daikin Lounge?

Patrick Wouters: “We definitely try to stay close to skating. It's a popular sport, with a pleasant atmosphere, which makes it easy for people to mingle. In principle, everyone is equal and accessible. That's why you meet everyone here: sponsors, board members, parents, the business community, and of course the skaters. From Ard Schenk and Yvonne van Gennip to Jutta Leerdam and Joep Wennemars. To give a client or customer a special experience, you have to be in the Daikin Lounge. There's so much more to do there, besides the skating races.”

At the same time, it must radiate a certain allure.

Absolutely. Our guests value a reception area where they can properly bring their business contacts. Besides, a skating day lasts four to six hours, so everything has to be perfect, from the parking lot to the seats in the stands. While the exclusivity of Formula 1 doesn't suit skating, that doesn't change the fact that the food should be delicious, you should be able to sit comfortably, and you should be able to stand comfortably with a drink. That's why we strive to strike a balance between a somewhat chic atmosphere while still staying true to the DNA of skating. For example, by ending the day festively with appropriate entertainment.

The atmosphere in particular is crucial within this concept.

"The tangible nature of skating is its strength. The fact that athletes simply walk in and the champions are also honored here. There's no need to necessarily pour champagne, but we do that when we have a world title to celebrate. The enormous growth we've experienced in recent years proves that we've struck a chord with our visitors."

Are there any new ideas for the future?

We're primarily trying to add our rich skating history to Thialf, and sometimes we even decorate someone else's living room with it, because Thialf isn't our own. Fortunately, Thialf and the KNSB (Royal Dutch Skating Federation) give us all the space we need for this. We're not causing a major disruption, but rather finding the pieces that ultimately enhance the magic of skating. This experience is crucial. Our past champions are also a crucial factor in this. That's why we created the Gold Accreditation for them, so when they call, a VIP ticket is ready. They're always welcome. This way, you keep the spirit of skating close to you, which is also very positive for our visitors.

Former champions are also present in abundance on this day. Bob de Jong, Sven Kramer, Erben Wennemars, Carry Geijssen, Rintje Ritsma, Ireen Wüst, Yvonne van Gennip, Jos Valentijn, Harm van der Pal, and of course Ronald Mulder, the regular presenter in the lounge and bronze medalist in the 500 meters at the 2014 Games and European Champion in the 500 meters in 2018. The now 39-year-old former sprinter: “You can tell the people here are skating enthusiasts. Just like me. Even though I retired four years ago, I still follow everything closely. That's also why I do the previews and interviews here; it keeps me close to my sport and the athletes. This is my third season here, and I still really enjoy it. I'm passionate about skating and love sharing that with others.”

Ronald Mulder does this with complete conviction. Thanks to his goodwill, all the skaters take the time to be interviewed by him on stage, and the twin brother of Olympic champion Michel Mulder also proves to be a great presenter. Meanwhile, the luxury rolls, Frisian sugar bread, salads, pea soup, and vegetable soup are replaced by stews, Asian fusion dishes, and pastas, while in another corner a piece of meat hangs on a spit. At the entrance, speed skating star Kjeld Nuis poses for photos with fans, and Antoinette Rijpma-De Jong joins her family. In short, this is one big family. For those who want to enjoy a cocktail of sport, experience, and networking, you can join the Daikin Lounge for 200 to 250 euros a day. But there are only 300 seats, so it's limited. Just so you know.