Jurjen Veenhoven

Founding Partner

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Jurjen Veenhoven

Founding Partner

Jurjen Veenhoven has founded BusinessAthletes in 2016 with the aim to deliver hands-on business development support for mid and large enterprises.

Prior to founding BusinessAthletes, Jurjen worked at Bakkersland where he was responsible for the strategic realignment of the business. At Bakkersland, Jurjen led the divestitures of the non-core businesses, managed the €116m debt refinancing process and created growth strategies which have been implemented through the building of greenfield artisanal bakery and fresh bake-off facilities near Amsterdam.

The basis of his professional background was formed at renowned food investment bank Stamford Partners, where Jurjen worked on more than 50 M&A transactions and corporate development assignments in the food & beverages industry for large multinationals such as Unilever, Sara Lee and HJ Heinz as well as respected private equity firms such as Lion Capital, NPM Capital, PAI Partners and Parcom Capital.

Jurjen gets energized by intensive work on strategic customer queries together with highly driven multifunctional teams. He obtained a Master’s degree in Economics from the Vrije Universiteit, which was further complemented with certifications from the Amsterdam Institute of Finance (Netherlands) and Insead Fontainebleau (France).

His passion is to practice sports of all kinds in all circumstances. From running to cycling, from field hockey to golf, every sports occasion is taken on with determination. He is a NY marathon and half triathlon finisher. Jurjen prefers a balanced life style with dedicated time for his wife, two daughters, family and friends. He also likes to meditate and read.

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