Meet Freek van der Velden: from artists to toilets – my remarkable career switch

How did your journey with 2theloo begin, and what attracted you to your current role?

In March 2020, the world came to a standstill due to the COVID-19 pandemic. After 35 years in the events and entertainment industry—traveling the globe with artists of all nationalities—my career abruptly came to a halt. By July 31 that year, it was truly over, and my life changed completely.

I decided to reinvent myself and turned my focus to residential construction. Alongside a friend, I started a new business as a new-build coach. However, while we were still in the early stages, I received an unexpected message from my network in May 2021. A toilet retailer, 2theloo, was looking for a senior program manager.

I only knew 2theloo from their locations on the Kalverstraat and at gas stations in the Netherlands and Belgium, but I had always thought it was a “super-cool” concept. The challenge and the concept immediately appealed to me, and after several inspiring conversations with Wouter and Michiel, I was convinced. In June 2021, I started at 2theloo, and since then, I’ve been working with great enthusiasm on this unique concept. It was an unexpected turn in my career, but exactly what I needed.

Can you tell us more about your responsibilities at the company?

As Head of Construction and Development at 2theloo, I am responsible for all new construction and renovation projects across Europe. It’s a challenging and dynamic role where I lead all our building projects with my team.

My responsibilities are wide-ranging, from safeguarding the concept to organizing direct purchases. Additionally, I manage contractors and subcontractors in the various countries where we operate. My main goal is to ensure that our projects run smoothly and that we maintain our high standards and unique identity at every location.

Working with international teams and projects makes this job particularly exciting. Every day brings new challenges, which keeps me sharp and motivated.

What is your biggest challenge in your current role?

The biggest challenge in my current role is navigating a world that has changed significantly since the pandemic. Prices fluctuate regularly, and the availability of skilled labor is not always predictable. This makes managing construction budgets and timelines a crucial and dynamic part of my work.

It’s my responsibility to ensure that, despite these variables, we stay within the agreed budget and deliver our projects on time. This requires constant coordination with our partners, finding creative solutions, and effectively managing expectations, both internally and externally.

While the work offers variety and complexity, it’s immensely rewarding to see how, through determination and collaboration, we continue to contribute to 2theloo’s growth successfully. Being part of such an energetic and passionate team is incredibly motivating.

Reflecting on your experience at 2theloo so far: what are you most proud of?

What fills me with the most pride is the remarkable development and growth our company has experienced since the end of the pandemic. Despite the challenges and uncertainties of that period, we have written a success story through determination and teamwork.

I am incredibly proud of my colleagues, who repeatedly give their all with unmatched enthusiasm and dedication—and continue to do so. Thanks to everyone’s commitment and the power of true collaboration, we’ve achieved something extraordinary. That unique determination deserves all the recognition!

We are a close-knit, engaged group of people. We value openness and honesty, have constructive discussions, and confidently share our opinions when needed. At the end of the day, we laugh together, enjoy a drink, and reflect with joy on another eventful day. This balance of hard work and enjoying each other’s company makes this company special.

What makes 2theloo a great place to work, in your opinion?

For me, 2theloo is an amazing workplace because it feels like more than just a company—it’s like a family. We have a culture where everyone feels heard and valued. Ideas, big or small, are always welcome, and there’s a constant willingness to support one another.

What makes it extra special is the energy and dynamism within the team. We work hard, but there’s also plenty of room for humor and personal connections. The balance between professionalism and camaraderie ensures that you look forward to coming to work every day.

There’s also a strong sense of pride in what we do. We are always innovating and striving for quality, which is evident in the projects we deliver. The fact that we overcome obstacles together and celebrate successes strengthens not only the company but also our bond as colleagues.

In short, at 2theloo, you feel like you’re part of something extraordinary, and that’s what makes it truly a “great place to work.”

The most important question: who is your favorite superhero, and why?

Without a doubt, my favorite superhero is my father. He is now 96 years old and still “going strong.” I have immense respect for him and everything he has done. After my mother passed away at a young age, he raised my sister and me on his own—a feat that deserves nothing less than admiration and gratitude.

His strength, perseverance, and loving approach have always inspired me. He keeps me on course in life, simply by being there and sharing his wise (sometimes unsolicited) but always valuable advice. Despite his age, he always makes time for a meaningful conversation, which I deeply appreciate.

To me, he exemplifies what makes a true superhero: not wearing a cape, but having a big heart, an unbreakable spirit, and the ability to inspire others.