THC Hurley

What THC Hurley does

THC Hurley is a member-owned Dutch hockey vereniging (sports association) founded on 12 July 1932 in Amsterdam and now based at Nieuwe Kalfjeslaan 21 in the Amsterdamse Bos, Amstelveen. The club serves approximately 2,000 members across a full lifecycle of programs — from Boskuikens (age 4.5) and Bosuilen (age 6) through youth competitive categories, senior recreational play, trimhockey, bedrijfshockey (corporate), and elite Hoofdklasse competition — operating 52 indoor hockey teams and multiple senior Hoofdklasse squads (Dames 1, Heren 1, Dames 2, Heren 2). Governance is volunteer-led via a 9-person Bestuur, an elected Algemene Ledenvergadering (ALV), and 11+ standing committees, with contracted technical staff managing the youth program.

The product portfolio centers on tiered hockey membership (12+ price points from €82 to €568 per year, plus separate zaalhockey fees of €96-€553 per team and top-team surcharges of €45-€150), supplemented by Tophockey, Trimhockey, Bedrijfshockey, Hockey Sevens, youth and family tournaments, and the Hurley @ Work employment-referral platform built on JongSelect. Technology is non-proprietary: member administration runs on the LISA SaaS platform (under a data processing agreement), the Mijn Hurley member portal serves members, and digital match forms (DWF) handle match administration. The club's only proprietary framework is Hurley Huis, a structured talent-development methodology organized into three "rooms" of progressive coaching principles. Infrastructure includes four artificial turf fields, an annual inflatable dome on field 7 for indoor hockey, and a 2003-vintage clubhouse equipped with solar panels, heat pumps, and battery storage.

Revenue is generated from seven streams: recurring membership dues (the primary source), one-time entry fees (€150 per new member, waived for former members), sponsorship income (Heineken, Rabobank, Jumbo Sports, plus a Business Club at €500-€1,000/year), zaalhockey surcharges, horeca rental income from external operator Nummer21, facility rentals (fields, meeting rooms, clubhuis), and Hurley @ Work referral fees when members secure employment. Pricing carries annual escalators, and acquisition is community-led through Instagram, open days, and word-of-mouth rather than paid marketing.

Name

THC Hurley

Legal name

THC Hurley

Website

https://hurley.nl

Company type

Private

Founded year

1932

Operating status

Operating

Headcount range

1,001–5,000 employees

Short description

THC Hurley is a member-owned Dutch hockey vereniging founded in 1932, based at the Amsterdamse Bos in Amstelveen. It serves approximately 2,000 members across 52 indoor teams and Hoofdklasse squads, providing tiered youth, senior, and elite hockey programs.

Ownership category

akta.pro rank

Product category

Sports Club Services

NAICS

Fitness and Recreational Sports Centers (713940), Other Amusement and Recreation Industries (7139)

SIC

Services-Membership Sports & Recreation Clubs (7997), Services-Membership Organizations (8600)

akta.pro primary industry

Local Amateur Clubs & Community Sports Organizations (MPAKACAE)

akta.pro secondary industries

Youth & Scholastic Sports Organizations (K–12, AAU, Club Leagues) (MPAKACAF), Amateur & Grassroots Sport Associations (Community/Youth Governing Orgs) (MPAKAFAF), Senior/Low-Impact Group Fitness (HSADABAI)

Keywords

• Hockey club membership
• Youth hockey development
• Indoor hockey programs
• Corporate hockey events
• Field hockey training

Headquarters

HQ city

Amstelveen

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Others

Revenue model

1. Membership Dues / Contributie: Primary revenue stream from membership fees charged across multiple categories: senior, junior, Boskuikens, Bosuilen, trimhockey, hockey sevens, and non-playing members. Fees range from €82 to €568 per year depending on category. Collected via Mollie payment service provider with automatic direct debit in installments (July through December).
2. Horeca / Catering Operations: Nummer21 operates the club's hospitality (horeca) facilities under a rental agreement, providing meals, drinks, and events. This generates revenue for the club through the partnership arrangement.
3. Sponsorship Revenue: Sponsorship income from various partners including main sponsors (Jumbo Sports for apparel, Rabobank as sustainability partner, Heineken as bier supplier). The Hurley Business Club provides a platform for sponsors at €500/year (sponsors) or €1,000/year (others). Sponsoring is described as a very important part of the club's finances.
4. Zaalhockey / Indoor Hockey Fees: Additional fees for indoor hockey participation beyond the field season, charged per team for seniors and per player for youth (O10-O18), with top teams paying higher rates than breadth teams.
5. Entry Fees / Entreegeld: One-time entry fees charged to new members (seniors and juniors at €150 each). Former members are exempt from paying the entry fee again.
6. Hurley @ Work / JongSelect: When members find a job or internship through the Hurley @ Work platform (powered by JongSelect), the club receives a financial share, providing a secondary revenue stream from the employment platform.
7. Facility Rentals: Revenue from renting out club facilities including fields, vergaderruimtes (meeting rooms), clubhuis (clubhouse), and other spaces to members and external parties.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels10 records

Core offering

THC Hurley is a Dutch hockey club offering membership-based field and indoor hockey programs for approximately 2,000 members across all age and skill levels. The club operates from its facility in the Amsterdamse Bos, providing youth development pathways from age 4.5 (Boskuikens) through senior recreational (trimhockey) and elite Hoofdklasse competitive teams, along with on-site horeca, sponsorship programs, and community events.

Product overview

THC Hurley operates as a comprehensive hockey club offering a unified portfolio of membership-based sports products. The core offering centers on field hockey membership for over 2,000 members ranging from Hoofdklasse (top league) competitive teams to recreational levels. The product lineup includes senior and youth membership programs, introductory programs (Boskuikens for ages 4.5-6, Bosuilen for age 6), specialized programs like Trimhockey (recreational), Bedrijfshockey (corporate), and Zaalhockey (indoor with Hurley Dome). The club also provides talent development through its Tophockey Program and the Hurley @ Work platform connecting members with employment opportunities. Event products include youth tournaments and the popular Family Tournament. Hockey Sevens is offered as an alternative format on Friday evenings.

Differentiator

Problem solved

Functional benefit

Products and services

• Senior Hockey Membership (Senioren) Full hockey club membership for adults aged 18 and above, including training, competitive matches, and access to club facilities at the Amsterdamse Bos location.
• Youth Hockey Membership (Junioren) Structured hockey programs for youth players across multiple age categories (O8 through O18), including training, matches, and talent development pathways.
• Boskuikens Introductory hockey program for children aged 4.5-6 years, featuring weekly training sessions on Friday afternoons in the Amsterdamse Bos.
• Bosuilen Hockey training program for 6-year-old children, preparing them for competitive play in the O8 category.
• Trimhockey Recreational mixed hockey for parents of youth members and others, featuring training and games on Monday evenings with emphasis on fun and social activity.
• Bedrijfshockey (Corporate Hockey) Corporate hockey program under KNHB auspices, allowing companies to organize hockey for employees during weekday evenings for team-building and networking.
• Zaalhockey (Indoor Hockey) Indoor hockey season with 52 teams participating in KNHB competitions, played in the annual blow-up dome (Hurley Dome) installed on field 7.
• Tophockey Program Elite hockey program for top-level teams (Dames 1, Heren 1, Dames 2, Heren 2) competing in the Hoofdklasse (top Dutch league), including specialized youth talent development.
• Hurley @ Work Online platform in partnership with JongSelect connecting club members with employers for job opportunities, internships, and part-time work, with revenue sharing benefiting the club.
• Jeugdtoernooien (Youth Tournaments) Various youth hockey tournaments organized at season end (June-July) for F, E, D, C, and B age categories, attracting participants from neighboring clubs.
• Familietoernooi (Family Tournament) Annual family hockey tournament typically held on 2nd Pinkster Day, featuring teams of family and friends competing in a festive, multi-generational atmosphere.
• Hockey Sevens 7-a-side hockey variant played on Friday evenings under KNHB organization, featuring flexibility with three-month blocks and five play rounds per block.
• Hurley Business Club Networking platform for sponsors and corporate members, combining business networking events with club community activities; sponsors pay €500/year, non-sponsors €1,000/year.
• Facility Rentals Rental of fields, meeting rooms (vergaderruimtes), clubhouse (clubhuis), and other spaces to members and external parties.
• Nummer21 Horeca Operations On-site hospitality (horeca) operations operated by Nummer21 under rental agreement, providing meals, drinks (Jones Brothers coffee), and event catering to members and visitors.

Quantifiable outcome

• Multiple youth teams reached national championship finals and semi-finals in 2025/2026 season, with MO14-1 winning the national title (Landskampioen 2025/2026)
• +4 more outcomes

Named customers4 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

13 partnerships are on record, tiered core and minor.

• HeinekencoreGTM or Marketing Partner · 1 January 2025Heineken is the beer supplier and sponsor of THC Hurley. The partnership was extended with a new contract. Heineken's logo appears in the club's horeca area and events. The partnership combines commercial sponsorship with product supply for the club's bar and catering operations.
• RabobankcoreGTM or Marketing PartnerRabobank is Hurley's sustainability partner. Through the Rabo ClubSupport campaign, members voted for Hurley and the club received €2,388.30 for sustainability initiatives. Rabobank's logo appears on Hurley shirts (on the chest) alongside main sponsor Jumbo Sports.
• Nummer21coreOthersNummer21, operated by Simon de la Parra, is the external horeca (catering/restaurant) operator at Hurley. The partnership was signed on 15 July and operations began 15 August. Nummer21 provides meals, coffee (Jones Brothers), and beverages to members and visitors. The partnership aims to increase club bonding through quality food offerings for teams and members.
• KNHBcoreStrategic or Co-development PartnerThe Koninklijke Nederlandse Hockey Bond (Royal Dutch Hockey Association) organizes all official hockey competitions (field and indoor/zaal hockey) in which Hurley participates with 52 teams. Hurley also participates in KNHB's district programs, talent identification days, and U14/U15 selection events at Kampong.
• LISAcoreTechnology or IntegrationLISA is the member administration system used by Hurley for managing membership data, team assignments, competition registrations, and digital match forms (DWF). Hurley has a data processing agreement with LISA.
• JongSelectminorGTM or Marketing PartnerJongSelect is an online platform for connecting members with employers for jobs and internships. Hurley @ Work is a branded version of this platform. When members find employment through the platform, Hurley receives a financial share.
• Jones Brothers CoffeeminorOthersJones Brothers provides freshly ground coffee to Nummer21's horeca operation at Hurley. Mentioned as part of the quality food and beverage offering at the club.
• Jumbo SportscoreGTM or Marketing PartnerJumbo Sports is the exclusive apparel supplier licensed to print the Hurley logo on clothing. The club's official home and away kits are supplied by Jumbo Sports. Club shirts (except H1 and D1) feature the Jumbo Sports logo on the left sleeve.
• ClubHubminorOthersClubHub is a circular economy initiative for sports materials. Hurley participates as an official ClubHub location with an orange display in the clubhouse where members can deposit old sports equipment (water bottles, cones, sports clothing, shoes) for recycling and reuse.
• Amsterdam DynamicsminorStrategic or Co-development PartnerHurley serves as a mentor to Amsterdam Dynamics, a new hockey club being established in vulnerable neighborhoods in Amsterdam. This is part of Hurley's mission to develop talent not only within the club but also for the broader community.
• EuroHockeyTV (EHTV)minorOthersEuroHockeyTV (EHTV) provides live streaming of select international and club matches. Hurley's Benjamin Walker's England U21 EuroHockey Championship matches were broadcast live on EHTV.
• HC RotterdamminorOthersHC Rotterdam hosted the O10 Hoofdklasse Toernooi and NK zaalhockey halve finales. Hurley MO14-1 played their NK semi-final at HC Rotterdam.
• KHC DragonsminorOthersKHC Dragons in Brasschaat, Belgium is the venue for the World Hockey Masters Championship 2026 where Hurley member Alexander Ket (Netherlands M55) will compete.

Scale indicators14 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Laren (MHC Laren): Gooi-region hockey club with Hoofdklasse teams and a comparable community-club model. Direct peer in the elite Dutch hockey competition and rival for top-youth talent.
• Amsterdam Hockey & Bandy Club (AH&BC): Historic Amsterdam hockey club with Hoofdklasse teams and a comparable member base. Direct competitor in the Amsterdam hockey market, recently a transfer source for Hurley (Renske Balemans moved from AH&BC to Hurley).
• Pinoké: Amsterdam-based elite field hockey club competing in the Hoofdklasse and serving the same Amsterdam metropolitan talent pool. Direct competitor for senior/youth talent, sponsors, and event visibility within the same geography.
• Klein Zwitserland (HCKZ): The Hague-area elite hockey club and NK pool stage host where Hurley's H45 teams competed. Direct peer in the Dutch top-tier hockey competition with comparable member scale and Hoofdklasse presence.
• HGC (Hockey Club 's-Gravenhage): Top Dutch hockey club based in Wassenaar/The Hague area, regularly competing in Hoofdklasse and European tournaments. Direct peer at the elite end of Dutch hockey with comparable youth development infrastructure.
• SV Kampong: Utrecht-based multi-sport club with elite hockey section. Comparable in combining elite performance with broad community programming; venue partner for European hockey events.
• HDM (Den Haag): Den Haag-based hockey club that defeated Hurley MO14-1 and MO16-1 in NK semi-finals. Direct competitor at the elite youth and senior level within the KNHB competition structure.
• HC Bloemendaal: Elite Dutch hockey club in Bloemendaal with sustained Hoofdklasse presence. Direct peer in top-tier competition and a benchmark for club-level hockey performance in the Netherlands.

Regional players

• UHC Hamburg: German hockey club that participated in the same European EHCO tournament as Hurley. Comparable European-level hockey club with similar youth development and competitive ambitions, though in a different national market.
• KHC Leuven: Top Belgian hockey club that competed against Hurley's MO18-1 at the European EHCO tournament. Comparable elite European hockey club operating in a different national competition structure.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/thchurley
• Xx.com/thchurley
• Facebookfacebook.com/thchurley
• LinkedInlinkedin.com/company/thc-hurley

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about THC Hurley