“It had been in the air for a while, and together with Jan and Marijke, I’ve been responsible for the daily operations for several years now,” says Hans. “In that sense, becoming a partner was a very natural step. Especially since I’ve been strategically involved in shaping the Partners for Live philosophy and have had the opportunity to develop it further over the years. It’s something I deeply believe in: growing together, creating meaning, and making conscious choices. These are the key ingredients for fruitful relationships and sustainable impact. That’s what Obsession stands for as an event agency, and it’s what I stand for as a person. From the moment I signed, I’ve felt that responsibility even more. It’s amazing how that works. I’m now even more aware of the impact I have on decisions and the direction of the company.” Gerben adds, “I’m incredibly proud that we’ve reached this point. It reflects the maturity of our agency and feels like the right step in our long journey. The fact that we can elevate an intern to a full-fledged partner demonstrates the opportunities available for talented people with good ideas and determination.”

Making a Difference with Substance

Hans’ career began roughly 13 years ago after graduating from the Hotel School, atop a Swiss mountain where he worked in a five-star hotel. He then pursued a degree in Communication and completed his graduation internship at, you guessed it, Obsession. The connection with Gerben was immediate. “I felt fire, vision, and the drive to create something impactful. That, combined with a hands-on mentality and the goal of making a difference in the corporate event industry, resonated deeply with me. Everyone who works with or for us is drawn to that deeper layer. As Partners for Live, we make a difference through substance—for the companies and organizations we work with, the people behind them, and society as a whole.”

Relevance Strikes a Chord

“I think of events like those organized for the EU Presidency, the Council for Child Protection, the Chamber of Commerce (KVK), and Rijkswaterstaat,” Hans explains. “Every time, we succeed in bringing people together to share solutions and insights on mobility issues, climate challenges, and safety concerns. Relevance is the magic word. This applies not only to governmental organizations but also to corporates like KPN, Siemens, and Royal Schiphol Group. It demonstrates that clients and the event industry are increasingly recognizing what Partners for Live truly means.”

Our Philosophy Inspires and Activates

“I’m proud that our Partners for Live philosophy is no longer just words on paper but something we truly bring to life together! We hear it reflected in client feedback, and it’s visible during the Obsession Dialogues, which we host annually to explore developments in our fascinating field. But it’s more than that—Partners for Live has become much more than we initially envisioned, and it’s embedded in everything we do. We work on a contract basis with over 15 regular clients. Internally, it lives through merchandise, activities, and our HR processes, where our Way of Live serves as the common thread. Even in how we interact with suppliers, partnership is central. These are just examples of the potential our philosophy holds. And in my opinion, we’re only utilizing ten percent of that potential.”

The Ultimate Connection

“Being part of this and co-creating it fills me with pride. The most rewarding moment for me is the blissful buzz after an event when people linger to chat. That’s when I know they’ve found, heard, and touched each other—the ultimate connection. It’s so necessary in these times to move forward together—or simply to be together. Over the years, I’ve started to see myself as less important. I’m here for the collective, to help others grow and excel. While I used to enjoy ringing the bell myself when a new project came in, I now take greater pleasure when one of my colleagues does it. That feeling of collective strength is something I’ve truly learned from Gerben and Jan: to understand what people need and support them with my own expertise—whether strategic, professional, creative, or social.”

Pushing Boundaries

“I always set the bar high—for myself and those around me. That can sometimes cause friction within the team, but it ultimately leads to fantastic and impactful event proposals. Recently, we won a pitch for a multi-day international event for a major tech player. In every sense, we pushed the limits. As a result, we now have an amazing new project, and the entire Obsession team knows how to approach such a process. It’s addictive. I thrive on business development and exploring new markets. Over the past few years, we’ve matured as an agency, and the team operates like a well-oiled machine.”  

Focus for 2025

“So much has already been said and discussed. Use the wealth of knowledge that’s already there. Bring people together to be truly relevant. Do it because you want to be meaningful. My personal mission for 2025 is to deepen existing relationships and explore long-term goals together, aiming for a shared vision. At the same time, Obsession faces a year of expansion. We’re advancing our sustainable journey, celebrating our 25th anniversary, and expanding our services. We’re also exploring how collaboration can deliver even more value to our Partners for Live through innovation and how we can further evolve the concept of ‘connection.’ In a world that’s becoming increasingly turbulent and polarized, connection is both a rare and invaluable asset.”