Evelien van Norel on the horse world and "her" equestrian business event at Indoor Friesland

Indoor Friesland is more than just international show jumping and dressage. Much more. Indoor Friesland also offers socializing, breeding, grassroots sports, pony sports, meeting people, shopping, and, last but certainly not least, entrepreneurship. Due to its success, the HNT Horse and Business Entrepreneurial Event is being repeated. Scheduled for Thursday, October 23rd, starting at 1:30 PM at the always welcoming WTC Expo Leeuwarden. Watching equestrian sports, socializing, but also meeting and doing business—THE perfect combination for any entrepreneur connected to the equestrian sector in any way, or aspiring to be. We spoke with initiator Evelien van Norel. 

Evelien was born and still lives in Wapenveld. She has a partner and her own company, Edivorm, where she helps entrepreneurs with their marketing, workwear, and to raise their company's profile and visibility. She is also active in various networking clubs outside the equestrian world. She grew up in an entrepreneurial family where, even as a young girl, she enjoyed her father's stories, inspiring her to pursue her current marketing career. After much begging, she received her very first pony at the age of seven. A C-pony, a grey, and so well-trained you could sleep under it. She competed in her first competition at the age of twelve, and she still rides today. Her father, Gert Willem van Norel, owned the renowned De Pretendenthoeve stud farm for over 50 years and is known for the approved dressage stallions Pretendent, Vincent, Vanitas, Cabochon, Caritas, Oscar, Uphill, and Expression, among others.

Positive developments 

Evelien: "I first came to Indoor Friesland in the second year of its comeback. As a young girl, I used to go with my parents to the IJsselhallen in Zwolle, where competitions were still held back then. I think it's great that the north of the country is back on the map with a great equestrian event. Not just any event, but an event for everyone, a down-to-earth, accessible event with lots of fun. I know how difficult it is to get an event (back) on the map, and I'm delighted to see Indoor Friesland grow every year. For example, this year's Night of the Stallions and the Breeders' Café are positive developments. It's good that breeders can meet each other in the north, too, and not just at the stallion inspection in Ermelo or the Brabanthallen."

Sport and breeding should come together; this can create a lot of fun and camaraderie. I also think it's a positive development that this year all dressage riders will have a class on the program where they perform a freestyle to music. This brings fun and camaraderie. Indoor Friesland embodies this, and I think that's great."

Fun, accessible, connection 

Indoor Friesland in three words? Fun, accessible, and connected. Everyone is welcome at the WTC Expo in Leeuwarden. Horses, ponies, national and international, and that's the real strength of this event.

Dinja, Emmelie, Vai and Alex

Dressage is my favorite discipline, but I also enjoy watching show jumping. Annemarie Sanders used to be my role model, and now I love watching Dinja van Liere. I don't know her personally, but she shows some really beautiful things and creates a warm and friendly atmosphere with her horses. I also enjoy watching Emmelie Scholtens and Vai Bruntink ride. Can I also mention a trainer? Alex van Silfhout! I think he's an excellent trainer who knows how to work with horses with different temperaments. He knows how to get the best out of many different horses.

How it started 

Last year, the first HNT Entrepreneurial Event took place at Indoor Friesland. However, there was a history behind it. In 2019, I organized a pilot session in my riding arena at home to see if organizing something similar would be feasible in the equestrian world. It was a way to truly connect with each other, rather than just sitting in rows. I developed a concept with excellent guest speakers like Herman Wientjes and his brothers, Nathalie Peters, Caroline Verhoeve, and Team Pavo. About 100 people showed up, everyone was enthusiastic, and my mission was accomplished. However, then the coronavirus pandemic hit, and I had a problem. I was determined to stay on the sidelines, so I started a website to raise awareness online, and thankfully, it worked. During that time, Marcel and Tamara van Manen of MT Stables became ambassadors, and I was fortunate because they subsequently became Equestrian Entrepreneurs of the Year, which, of course, was also a great showcase for the Equestrian Network Team. The next entrepreneurial event was also supposed to take place at their farm. Due to circumstances, we decided Cancel it. Later this year, we were looking for an indoor venue with sufficient parking. That turned out to be De Watermolen, where the second edition took place five years ago. Every year, I'd like to organize a slightly larger equestrian event, and last year, that was Indoor Friesland, which was very successful.

Inspiring round-table discussions and conviviality during the HNT business event last year at Indoor Friesland

Hospitality and mentality

Why Indoor Friesland? Because of the hospitality and mentality. Indoor Friesland is accessible, and the mentality there suits us. A good number of our partners also sponsor Indoor Friesland. We now have 70 partners spread throughout the Netherlands. The low entry fee is €35 per year. To get acquainted with our initiative, we have the HNT introductory package especially for Indoor Friesland for €49.97, including a grandstand ticket and a goodie bag for the day the event takes place at Indoor Friesland. Incidentally, there's still a lot to learn in the Dutch equestrian world when it comes to entrepreneurship. Everyone enjoys networking along the ring road, but this could be much better. I mean, who talks about how to treat staff and gives each other tips about the people who work for them?

Together we are strong 

"Commit to collaboration! On October 23rd, we're going to inspire each other and put the equestrian sector in the Netherlands even more firmly on the map. Equestrian entrepreneurs, as ambassadors for this sector, can find strength in collaboration and show who they are and what we can do. We need to work together, learn from each other, and not put each other down, as I often see on social media, for example. There are so many keyboard warriors there, while we should be connecting and showcasing the joy in our sport together. I'm eager to work on this at and with Indoor Friesland; together we are a strong force in the sector! To close the circle, my father and mother were the unifying force in the family business, and they remain my role models in this. The equestrian world is truly one big family."

Wow, that's left us speechless, and we don't want to add anything more. Thanks for this lovely conversation, Evelien, and we hope to see you soon in Leeuwarden!

Text: Marjan de Wildt for Indoor Friesland

Photos: Digishots and private archive of Evelien van Norel