Our first conversation was with the oldest member of the quartet: field hockey visionary Jons Hensel, who served as the chairman of the club for 10 years and has brought great innovation and development to the sport with his inexhaustible energy and enthusiasm. Among his many achievements are the co-foundation of the pan-European Euro Hockey League competition and the construction of the ambitious Wagener Stadium, which serves as AH&BC Amsterdam’s home turf. Impressively, this was all accomplished while he also served as the CEO of Helios, a global provider of onboard airline products and services. Secondly, we spoke with probably the best field hockey player in the history of the sport: Teun de Nooijer. While he spent his whole active career playing for only one Dutch club, HC Bloemendaal, he joined AH&BC Amsterdam in the summer of 2023 as the head coach of the women’s team. Under his guidance, for the second time ever, that team won the Euro Hockey League in April of this year.

The third conversation was with former hockey player Mirco Pruyser, who had a long career playing for both AH&BC Amsterdam and the Dutch national team. During his time on the field, he also started a sports marketing agency, which he now focuses on completely while also playing a role in the organization of the club. Finally, we spoke with the only active player currently on the first team: Boris Burkhardt. Next to his focus on scoring goals and winning trophies with the club and the national team, Boris also works as a part-time venture capitalist focused on start-ups – aiming to continue developing his performance at the highest level, even after his hockey career comes to an end.

While these four men have completely different stories, interests, and focuses, they all share two common traits: a deep love for field hockey and an extraordinary ambition to be and do their best. Whatever they set their mind to.

Despite representing completely different elements of AH&BC Amsterdam, what binds the four of you together is a high level of ambition and a focus on success in everything you do. What does it mean to you to dress for success, Jons?

Hensel: Obviously, when you have important meetings, how you dress plays a big role in how you’re perceived. I’ve always invested in my clothing because I’ve always found presentation to be important. But I’ve also always hated ties, all my life. So, the other things you guys are making now, the more casual items, for example – that's a perfect move for me. I used to wear all the big tailoring brands. Now I lean much more toward casual, but the best quality. That's what I feel most comfortable in anyway. I really like what your brand is doing: great quality, excellent fit, and at the forefront of new developments.

How important have first impressions been in the different areas in which you’ve been active: business and as a director in field hockey?

The personal impression you make is always important. It’s also important to have a good sense of whom you’re talking to and what you’re talking about. If you don't have that insight or feeling, you can wear whatever you want, so to speak, but it won't get you anywhere. So, in essence, the interpersonal relationship for me is always the core of the connection. That always goes deeper than the clothes.

That’s deeper than what’s on the outside.

That’s 10 times deeper than what’s on the outside.

Yet the outside can help you feel better – say, more comfortable.

It does. If I have to go to a black-tie event, I'm almost tempted to not go because of the dress code. But, fortunately, there seems to be more and more room for keeping it casual. In the world of sports, analysts and reporters alike are no longer restricted to formal suits. Apparently, we’ve all had enough of the “stiff” image that was once so dominant. The fact that people are better able to just be themselves also ties in with the importance of personal connections in sports these days. It’s about what you can do for each other, how you can help each other.

Also when you look at the Zuidas, for instance, you can see that even business wear is becoming a bit freer. Everyone doesn’t have to wear the same formal clothes anymore. That doesn't mean people are walking around in tracksuits, but you do see fewer ties, for example. And when you feel good in the clothes you wear, that helps you get the best out of yourself. I think Atelier Munro’s whole concept really dovetails with that development.

Do you think this has also influenced the development of field hockey, in the sense of “the people behind the athletes”?

Yeah, for sure. If you look at the fact that field hockey was only minimally shown on television in the past, today you can basically follow the whole league. I very much believe that the “heroes” within sports are becoming increasingly key, but in order for that to happen, you have to have a solid structure first. That’s definitely where I still see a lot of room for growth, helped by growing involvement from the business community and partners like Atelier Munro. In return, a club like AH&BC Amsterdam has a very strong network to offer.

I also really like your approach for this story, highlighting a number of strong individuals from different generations. I see that happening more in the future: focusing on the “heroes” of field hockey off the pitch, too. Just because there’s often much more to say about those things, which will ultimately benefit the sport as well.

What is your own role in the future of AH&BC Amsterdam and field hockey in general?

I've been active all my life and will continue to be in one way or another. But we've had a great chairman at the club in recent years, Mark Staal. He’ll be succeeded by a woman, which I think is very cool. We’ve been fortunate as a club to have vision and people have always gotten behind it, often on a voluntary basis. Surely, that’s part of the club’s DNA and maybe even the city’s. If you look at the other field hockey clubs in Amsterdam, you see that they have more or less the same number of members as we do. And each includes entrepreneurs who very much believe in the clubs and are actively helping them grow.

My personal role remains that of helping where I can. And I’ll probably continue to do that for a very long time. My children and even grandchildren hang out here at the club, so there’s always a reason to be here. And as long as I’m here, I’m going to help out.

Teun, as a player you have won everything there is to win in field hockey. What’s your vision of “dressing for success”?

De Nooijer: As a former athlete, the first thing that comes to mind – partly also because the Paris Olympics have just taken place – is the clothing that the NOC*NSF (the Dutch Olympics Committee/Sports Federation) sends you in the run-up to such an iconic tournament. That’s always been a very important moment one way or another and also forms the prelude to athletes’ performances on the field. The clothing always needs to be absolutely right in a functional sense, but there’s of course also an element of charisma that’s equally important. How these two facets come together has always fascinated me.

What was it like off the field?

I believe that you can, and maybe should, really present yourself as an individual and as a collective before a match. That can make an important first impression. I’ll never forget how Willem van Hanegem once said that, before a match, he found himself on a plane wearing a tracksuit alongside his Italian opponents, who were all in well-cut suits – and how that gave them the lead, even before the game had started. That says it all, I think. When your clothes suit you and fit well, when they’re really sharp, it can be hugely influential to already present well as a team before the match. I’ve become more aware of that only now that I’m coaching.

How did you distinguish yourself as an individual within the collective of a team?

I actually did that mostly with ball and stick on the pitch. Off the pitch I was more in the background, I really enjoyed it when others stepped forward. On the pitch I was a leader, off I was more in a supporting role. I didn't need to stand out in that sense, that didn't suit me. I also believe in playing the role that suits you, and for me that was very much just on the field. And sometimes in the locker room, if necessary. Outside of that, I left it to others. And I really appreciated that. It wasn't that I was absent. On the contrary, I was almost always the first one out there and the last one to leave the club. So, I observed it all, but without being in the foreground.

It's always good to be yourself. In that sense, did things change as the public role of field hockey player changed throughout your career?

I don't think you can compare my time to how it is now. Nowadays, you almost create your own “press” by using and shaping your platform as a field hockey player. That was really different in my day. When I started, cell phones weren’t a thing. And then at some point, all of us in the Dutch national team got a Motorola. Close to the turn of the century, I believe. The biggest change really did come after my time. How it is now – that being your own platform as an athlete has almost become an inherent part of field hockey – I didn’t experience that as an active player. So, in that respect, I didn't suffer or feel any pressure from that. I was probably lucky, because sometimes I found the attention that was already out there to be too much. And it sometimes felt uncomfortable that I got more attention than others, even though defense also played a crucial role in the results, for example. People’s attention always went to the goal scorers, so I played my part in that, even if it didn't feel quite right. That’s what it was like at the time. I also did it mainly because it was expected of me. Nowadays, you do see players taking more initiative in the public-facing narrative and that’s also very good. The circumstances are really totally different now.

How did you end up working as a coach after your career as a player?

I have three daughters, ages 19, 22, and 24, and at some point, I started training and coaching them for fun. And then I slowly rolled into that routine. First for youth, and eventually I was asked if I wanted to be an assistant for the women’s team. And then, very organically, the question arose if I wanted to become the coach. Looking back, the role of coach also fits very well with the supportive approach I took as a player. I didn't think about that at the time, but you can see it in retrospect. When we won the Euro Hockey League last year, I was overjoyed. I was so happy for the players and the other staff. We worked super hard for that. That euphoria is different than what I experienced as a player, but it certainly doesn't feel any less intense.

Empowering the different talents in such a group, that appeals to me tremendously. There may be players I played with myself who didn't see it coming that I would end up as a coach. When I look back now, at how I was back then, I can see I was also affected by the fact that I was always a few years younger than my teammates. That went on for quite a long time, because I had advanced through the youth academy quickly and then I joined the Dutch national team early, too. At some point, my role did change – but I also have to say that I changed, albeit very gradually, in the years after my active career. Everyone develops in their own way. As a coach, I now recognize how important it is to have your own voice. I still have to push myself in that regard, but I know it's necessary to get where I want to go in my work as a coach. Being a coach is sometimes a lonely profession. So, eventually I’ll have to take the lead in that myself.

It's fascinating to reflect on how you did it your own way as a player and – even though coaching requires you to be more visible – you’re still doing it your own way. Without compromising your character.

That's true. I also believe that, as a coach, you reach almost no one by fussing and shouting during a game. The moments to assert yourself are during an interchange, when you have the players close to you and really make contact. That's when your words resonate. That’s when I tap into my own strength. If you look at European football, I see an example in someone like Carlo Ancelotti, who has hardly shouted in his entire career, but still knows how to reach the players and is enormously successful. In that respect, my core hasn’t changed from when I was a player. I always try to stay as true to myself as possible. There, also, lies a great match with what Atelier Munro stands for, with its approach.

Mirco, when you look back at both your career as a field hockey player and your work in sports marketing, what does “dressing for success” mean to you?

I think what you wear is key to a successful lifestyle – the physical and mental go hand in hand. And, beyond that, it's important to be discerning when determining what suits you. I've always had a problem finding good pants because of my build and height. It was always difficult to succeed in that sense. Tailoring, as you do, is actually the most ideal solution in that regard.

And how does that affect how you present yourself?

I’ve been active in sports marketing for a number of years. I started doing that during my field hockey career. In both “worlds,” so to speak, I feel most comfortable in a smart-casual style. You won't see me in full suits anytime soon, but I do think it's important to look good. The whole movement – which I believe Atelier Munro truly embodies – where casual and business come together, that’s perfect for my taste. It also fits well within the sports dimension we’re marketing to.

How important is a first impression in your eyes?

It’s very important. When someone sees you for the first time, you can see at a glance how much attention someone has paid to their appearance. Which also represents a level of ambition, in my opinion. Both in my time as a field hockey player and in sports marketing, it's a given that you meet a lot of people. There’s an important social component to both worlds. Feeling good is crucial to that. And clothing plays an important role in that regard. That’s also why I’m excited about the partnership with Atelier Munro. I believe it can really add something to the team's experience to now have an alternative to tracksuits.

The fact that field hockey players often spend time throughout their active career developing for the phase after they stop playing – that also makes displaying your personality increasingly relevant. For example, with your clothing.

I think so, too. It’s important to stay true to yourself. For example, I can appreciate it when a certain coach does walk around in a tracksuit. If that suits you, it can actually convey a super competitive mindset. But it does have to suit your personality. The fact that field hockey players are now building their own platforms, on which they can continue to build even after their active careers end, means we all get to see more of the person behind the athlete. As long as you’re making choices in ways that stay true to yourself, to who you are and how you present yourself, you’ll always be the better for it!

Boris, when you were still a player in the youth leagues, how did you understand the sport and how field hockey players shaped their lives outside of it?

I always wanted to keep developing alongside field hockey because I knew that would probably be necessary. I also mirrored myself specifically after the guys I knew who were doing that. Anything to avoid falling into the well-known black hole when my active career finally ends.

And what about your own image as an athlete, especially given the public role you have, and the need to present yourself in a certain way?

I actually never consciously thought about that before the time came. The older you get, the more aware you become of the attention people give you. The longer you play, the more familiar people are with you. On and off the pitch. By the way, that attention is still mainly very much about the sport. In other sports, of course, more and more attention is being paid to the overall picture. Those athletes really are stars and are treated as such. That’s not yet the case in field hockey. Maybe it will be someday. But maybe also not at all.

Are there ways you “dress for success”?

I do believe that, if you feel good in what you’re wearing, you can hone a certain energy and focus that helps you perform well. This is true both for work and athletic performance. It forms a kind of foundation for everything.

How exactly have you developed alongside field hockey?

I've done that in several areas, but I now work at a venture capital fund that invests in start-ups. For work, I don't need to be in a suit – like I wore for the shoot – but just the pants with a sweater would be something I’d wear to the office. In that world, it’s important to come across well. A bad first impression can affect the trajectory of a conversation. In my experience, it’s also important to feel good in your clothes. This applies both to my work in venture capital and to field hockey.

How do you see the future and the combination of your two careers?

Field hockey is still very clearly my main focus for now. I still want to win prizes with the team and develop myself as a player. My work with start-ups comes second in that regard. The more goals I do achieve in the sport, the more that ratio will shift. But that's not an issue right now. When the time comes, I see my full attention turning to my work outside of field hockey. The fact that there’s also a competitive element to venture capital is also something I will really continue to seek out. I get that from my background in field hockey: the desire to win and perform at a high level. I want to continue doing that in my own way, long after my active career as a player.

This season explores luxury layers to wrap up in from fall and winter. From hyper-flexible comfort staples and cozy knitwear to formal statement pieces for cold days. Discover the looks online or book an appointment somewhere near you.