HOESTERNOUMEE
Koen Sanders: I'm really enjoying the view along the way!
In the section Hoesternoumee , Lei Willems chats with business partners, friends, and colleagues. He asks them about their inspiration, interests, and the present moment: about time and peace, about stepping out of the rat race. About the process of creating beautiful things. It’s not just about business; it’s also about life in the “corona era” and how it affects work, collaboration, and your own identity. About small joys, big joys, but above all about giving meaning to our/your/life. And all of this while enjoying a delicious oyster! Will you join us?
Hoesternoumee was written by Melanie Modderman
Today on Hoesternoumee, Lei Willems talks with Koen Sanders! A true bon vivant who has now learned to strike the right balance between work and relaxation. That’s what the pandemic taught him. Back to basics, not overplanning, and enjoying the little things. That includes a moment like this here at De Treeswijkhoeve, where we’re sitting in the beautiful garden to celebrate the launch of the Hoesternoumee column.
How's your cough, Koen?
Koen laughs at the question, and Lei adds, “Did you know that Koen came up with the name Hoesternoumee?” The two have known each other for a long time. Back in 2007, they dressed up as oyster men together during Carnival to draw attention to Lei’s second new hospitality concept, FFFS (efffes), at the Admirant. Every day, they shucked about 400 fresh oysters—1,500 in total. “Since then, shucking an oyster has been a breeze,” says Koen with a laugh. “That’s how it all started, and now we’re sitting here with the founder, ready to breathe new life into this column,” says Lei. Because it’s good to take a moment every now and then to really reflect on how someone is doing, both personally and professionally.
At the very beginning of…
It’s also fun to share how Lei and Koen met. Koen explains that they first met when construction began on the Wall along the A2. “We hit it off immediately and became friends. After I graduated, I started working with Lei. And through Lei, I met Sabina, my wife. We had the first BYLEI wedding, where Lei served as the master of ceremonies. “The very best in the world,” he adds. “I get incredibly annoyed when things aren’t organized well enough. So I’m still grateful to Lei for that. It was all truly perfect. Because he’s someone who doesn’t copy others, but is copied himself.”
Lei is someone who doesn't copy others, but is copied by them.
“During that time, we also discovered the sport of polo in Amstelveen; before that, we had never seen a polo player. Those were such fun times—so much so that Lei and his twin brother Lukas decided to bring polo to Brabant. It all started in Middelbeers, on a stunning estate with two beautiful fields.” A few years later, the first BYLEI child was born! Now Sabina and Koen have two children together, Saar and Teun, aged six and four.
So what now? Are you really going to join in?
“It was a strange year, but not a bad one. A year in which you learn that, as a company (ed. Koen Sanders is the director of Efteling), you can’t always determine your future on your own. Fortunately, we’re in good shape as an organization and were able to weather the storm. Of course, this was thanks to a sound policy that required us to hit the brakes. As a result, we’ve become a lot more realistic.”
The Efteling management team consists of four people in total—including myself. During the lockdown, we worked more closely together than ever before. Throughout that period, we would sometimes look at one another and realize that we had to constantly adjust our policies. We were constantly focused on the future—planning, looking ahead, and anticipating. But during the lockdown, that wasn’t possible.
We didn’t know what was coming, and we had to be open to change. That was a huge learning experience. It meant not trying to predict everything, but rather going with the flow of the pandemic and relying on what we did know. Not looking too far ahead, but also looking back, admitting that plans can and must be adjusted. Fortunately, we’ve moved past that stage, and the park and accommodations are open again. We can’t complain because, for now and the rest of the year, everything is fully booked again.
Many people have become more mindful this year, both in their professional and personal lives. Is this true for you as well?
“I’ve been working at Efteling since 2010. I started out as Communications & PR Manager, but over the course of my 11-year career, I’ve held a variety of different roles.” That means I’m never sitting still and am always being challenged. On a personal level, this has been anything but a rough year. I’m running less. I think I’ve changed subconsciously. There’s less of that ‘have to’ feeling, and I’m increasingly appreciating the little things. I really realize that. It’s very easy to fill up the calendar again, but I’m consciously choosing not to do that. When I look around, I see this reflected. We’re now choosing quality over quantity. I’m more aware of that, and I think many others are too. Lei agrees as well. The gentlemen laugh and grab another delicious oyster. “What a wonderful spot here in the garden, near the fireplace, enjoying the amuse-bouches and dishes prepared by Dick Middelweerd. Be honest now; nothing beats this feeling of quality, says Lei.”
Since we’re talking about your lifestyle, do you have any hobbies?
“Absolutely. I love good food and these days I really enjoy barbecuing. And I mean it. I can spend hours preparing a nice piece of fresh meat. And we often take the camper to a campground these days. It’s close by, but it really feels like a break from home and the daily grind. I highly recommend it!”
Koen, thanks for the great conversation, but how do you actually prefer to eat an oyster?
“I prefer to eat my oysters raw with a little freshly ground pepper—actually, just the way they serve them here.”
Koen Sanders is Director of Commerce, Creation and Development and Hotels & Resorts at Efteling. He studied at Tilburg University from 2000 to 2007. He worked for BYLEI in 2007 and 2008. In March 2010, he joined Efteling as Communications and PR Manager.
