Meet Wouter de Koning: our chief operations.
Employee Spotlight: Wouter de Koning
In this post, we’re excited to introduce you to Wouter de Koning, our Chief Operating Officer at 2theloo. With over five years of experience at the company, Wouter has played a pivotal role in driving innovation and ensuring the best possible experience for our millions of visitors each year. From his transition from Dutch Railways to 2theloo’s more entrepreneurial environment, to his daily challenges and the things he’s most proud of, Wouter’s journey is a true reflection of our company’s values. In this post, we dive into his story, responsibilities, and vision for the future. Get ready to learn more about the man behind the mission and what makes 2theloo such a unique place to work!
How did your journey with 2theloo begin, and what drew you to your current role?
The first time I walked into this office was five years ago. I joined 2theloo because I was looking for a less corporate, more entrepreneurial, and hands-on environment. It was an exciting leap from Dutch Railways—an entirely different type of company. However, I already had some familiarity with the business, having been responsible for station services in the Netherlands, including public restrooms.
What attracted me most was the brand itself: a mix of practicality, humor, and a dash of fun. I love that we don’t take ourselves too seriously, which is fitting for a company in the toilet business. I also appreciate how our product is designed to brighten people’s daily routines and even surprise them—leaving them with a smile after every visit.
Can you tell us more about your responsibilities within the company?
As COO, my primary responsibility is supporting the team in delivering a surprising and comfortable toilet break to our customers whenever they need it. At the same time, I work on continuously improving and innovating our products and organisation.
This role covers a wide range of tasks, with each day and hour bringing something different. Working in a relatively small organisation means my responsibilities can shift between strategic decisions and operational tasks—something that energises me.
A mentor once told me that a leader’s role is to create an environment where others can excel at what they do best. This is a principle I strive to follow, though I’m mindful of my tendency to jump into the details myself!
What is the biggest challenge in your current role?
We know a lot about creating clean and comfortable restrooms, but as you can imagine, we could write books about what happens at our locations (in fact, one of our employees actually did!). Someone once said, “Every customer rating is really a rating of the visitor before them.” With over 40 million visitors a year, our goal is to deliver a consistently excellent experience for all of them. While it’s nearly impossible to eliminate every outlier, we work every day to keep improving.
I also want to highlight our service managers, who are the true champions of our 2theloo locations. They work incredibly hard to make everything run smoothly, and we couldn’t do it without them. Most customers recognise and appreciate their dedication, which they often express directly to them. Sadly, there are rare exceptions. It’s important to value these hard-working individuals and show them we care!
Reflecting on your 2theloo experience so far, what are you most proud of?
Five years might seem short, but in the history of 2theloo, it’s significant. I’m proud of how we navigated the challenging times during the COVID-19 pandemic. Seeing our shops empty of visitors was a tough sight. Despite this, we managed to retain most of our team, support our partners, and innovate so we could bounce back stronger.
I also enjoy the smaller moments. Recently, we found a way to combine AI, quirky facts (something I personally love), and a toilet visit at 2theloo. Curious to see it? Visit one of our newly renovated locations, such as those at Belgium Railways, and experience it yourself!
What makes 2theloo a great place to work?
You might need to be a little unconventional to enjoy working at a toilet company—and that’s reflected in our team. We’re incredibly diverse and open-minded, which creates a dynamic and fun culture. I also appreciate the down-to-earth mindset, which I think has a distinctly Dutch touch: “just act normal” and don’t take ourselves too seriously.
Most important question: Who is your favourite superhero, and why?
Growing up, I was a huge fan of Tintin—a curious, adventurous, and hands-on journalist and problem solver. I also admired the artwork in his stories. Reading them again with my son, I’ve realised some aspects haven’t aged well, but I still try to hold onto Tintin’s positive traits.
In real life, there are many people I admire for different reasons, both big and small. It’s hard to pick just one, but it’s a good reminder to express appreciation for those around us more often!
Other stories
