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NK Clubs

ice skating

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The NK Clubs competition is thé start of the ice-skating season. At the beginning of the season 14 clubs compete for the title: National Champion for Clubs! 

This event is all about #clublove! 

In 2018 Joyce was asked by Sicco Janmaat, assistant-coach of the Jumbo-Visma ice skating-team, if she could help him realizing a new initiative to inspire more skating talents. A one-day event and competition between fourteen of the best ice clubs in The Netherlands: A Dutch Championship for Clubs! 

Every club selects fourteen skaters (6 juniors + 8 seniors) to compete at fourteen distances. All together they battle for the title and the NK Clubs Cup. The fun thing is that every skater can only skate one distance and the profs like Sven Kramer and Ireen Wüst are also allowed to be part of the team. With this the juniors are in one team with the professionals. They compete together, cheer for each other, do the warming-up as one team and represent their club as one. Talking about aspiration and inspiration.

We have developed a unique, dynamic system where all results of the skaters during the season are listed and ranked. The best 20 clubs are weekly published on our site. In September the best 14 clubs of this ranking are invited for this National Championship. 

Because of the close contact and surveys among the clubs, we know exactly what their needs are and which challenges they face as a club. Because of this we organize, before the official start of the NK, a NK Clubs Summit for all kind of different target groups: volunteers, parents, trainers and coaches of the clubs. The Summit consists of all kind of interactive workshops . Subjects like; how to attract new members, how to develop new talents, how to attract and keep sponsors, what are the best trainings techniques, sports diets, mental coaching, etc. 

In 2020 the Dutch Skating Federation awarded us with the titel 'OFFICIAL National Championship'. So this Championship is now officially acknowledged and permanently registered on the Dutch Skating agenda. 

JOYConcepts is responsible for the total organization and concept of this event. Next to that we have developed a social media strategy and sponsor proposition to attract partners with smart activations. Plus we partner with the Dutch Skating Federation for the competition elements. 


This NC offers so many chances for organizations and brands to be active in the heart of the skating community and generate national awareness.  

"This NC is rewarded with an 8.5 by all the clubs in the Top20."

  • 14 clubs x 14 skaters @Thialf, Heerenveen

  • Idea to event in 2 months  (!)

  • 0 euro budget

Media coverage: 

NOS Studio Sport

NOS Jeugdjournaal

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