Alkmaarsche Mixed Hockey Club

What Alkmaarsche Mixed Hockey Club does

Alkmaarsche Mixed Hockey Club (AMHC) is a private, member-owned Dutch hockey association (vereniging) founded on 16 November 1912 and headquartered at Olympiaweg 12 in Alkmaar, North Holland. The club operates four artificial turf fields (one water-based, two water/sand hybrid, one sand-based) plus a half-field for mini-hockey, a renovated clubhouse with bar and the Piet Hein tribune, and a sports physiotherapy service through partner Tree11. Its product surface spans introductory programs (Funkey for ages 4-5 and Hockeyschool from age 6), junior competitive teams across all age grades from U8 to U18, senior and veteran teams including D1/H1 competing at Topklasse/IDC level, and recreational formats such as Trimhockey (women Tuesday, men Wednesday), Sevens hockey on Friday evenings, and Zaalhockey (indoor winter season). Digital infrastructure consists of the amhc.nl website, the 'hcalkmaar' iOS/Android app, and the LISA-backed 'Mijn AMHC' member self-service portal, integrated with KNHB for competition management, Clubcollect for membership billing, Mailchimp for newsletters, and Drillster for referee certification.

AMHC generates revenue through five streams: annual membership subscriptions (junior Hockeyschool/Funkey at €140 plus €38.50 administration, with general fees indexed annually against the CBS CAO-wage index), bar and catering sales supplemented by mandatory member bar duty, corporate sponsorship (team packages at €500 split between team and 'Vriend van AMHC' status, plus new terrace furniture sponsorships at €500 per table/bench), facility rental of the clubhouse as a weekday meeting space and fields to local schools, and team apparel sales via DAKA Alkmaar (Indian Maharadja kits with 10% member discount). The go-to-market is community-led, relying on word-of-mouth, local school outreach, and the Funkey trial pathway; the ALV (Annual General Meeting) in June 2025 voted to keep fees flat for an additional year despite a 5.4% wage index, while abolishing the Sunday senior bartoeslag from the 2025-2026 season in favor of team bar duty. The club currently fields over 80 teams across all age categories.

Name

Alkmaarsche Mixed Hockey Club

Legal name

Alkmaarsche Mixed Hockey Club

Website

https://amhc.nl

Company type

Private

Founded year

1912

Operating status

Operating

Headcount range

1–10 employees

Short description

Alkmaarsche Mixed Hockey Club (AMHC) is a member-owned Dutch hockey association founded in 1912 in Alkmaar, operating four artificial turf fields and serving approximately 80+ teams across youth, senior, veteran, and recreational segments. It funds operations through membership subscriptions, sponsorships, bar sales, and facility rentals, supported by LISA-based member administration and a custom mobile app.

Ownership category

akta.pro rank

Product category

Amateur Sports Club Services

NAICS

Fitness and Recreational Sports Centers (713940), Sports and Recreation Instruction (61162)

SIC

Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Local Amateur Clubs & Community Sports Organizations (MPAKACAE)

akta.pro secondary industry

Recreational & Intramural Sports Programs (MPAKACAG)

Keywords

• Amateur field hockey
• Hockey club programs
• Youth hockey training
• Recreational hockey leagues
• Hockey club membership

Headquarters

HQ city

Alkmaar

HQ country

Netherlands

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Supply Chain, Marketing or Sales

Revenue model

1. Membership Fees: Annual membership fees charged to all members. Fees are indexed annually based on CBS CAO-wage index and rounded at the discretion of the board. Junior membership (Hockeyschool/Funkey) is €140 per year plus €38.50 administration costs.
2. Bar and Catering Sales: Revenue from the clubhouse bar operations. Members are required to perform bar duty (bardienst) as part of membership obligations.
3. Sponsorship: Corporate sponsors provide financial support in exchange for logo placement, recognition, and 'Friend of AMHC' status. Team sponsorship costs €500 (€250 for team, €250 to become 'Friend of AMHC'). New terrace sponsorship opportunity at €500 per table/bench.
4. Facility Rental: The clubhouse is available as a meeting facility (vergaderfaciliteit) on weekdays and fields are used by local schools during the week.
5. Team Apparel: Sale of club uniforms and training kits. Uniforms from Indian Maharadja manufacturer are available through DAKA Alkmaar, with 10% discount for AMHC members.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels6 records

Core offering

Alkmaarsche Mixed Hockey Club is a Dutch amateur field hockey association that organizes hockey training, recreational programs, and competitive league teams for children, youth, adults, and veterans at its Alkmaar-based complex. The club runs youth development programs (Funkey, Hockeyschool), senior competitive and trimhockey (recreational) lines, indoor zaalhockey and Sevens variants, plus goalkeeper training, while also operating an in-house clubhouse for hospitality, social events, and corporate sponsorship activations.

Product overview

Alkmaarsche Mixed Hockey Club (AMHC) is a hockey sports club founded in 1912, offering a comprehensive ecosystem of hockey programs and club management services. The club operates its core digital products including the amhc.nl website and HC Alkmaar mobile app (available on iOS and Android), supported by the LISA member management system for team administration and member self-service. The hockey programs portfolio includes Hockeyschool for children from 6 years old, Funkey hockey for ages 4-5, Trimhockey (recreational), Zaalhockey (indoor winter hockey), Sevens hockey on Friday evenings, and specialized goalkeeper training. The club manages 4 artificial turf fields plus a half-field, a clubhouse with bar and meeting facilities, and provides physiotherapy services through partner Tree11. Additional services include umpiring training, coach training, arbitration support, confidential advisor services, and various social events throughout the year.

Differentiator

Problem solved

Functional benefit

Products and services

• Funkey Hockey program Introductory field hockey program for children aged 4-5, designed as the first step in AMHC's youth hockey development pathway; aimed at young players and their parents in the Alkmaar region.
• Hockeyschool Structured hockey training program for children, providing fundamental skills development as a feeder into AMHC's competitive youth teams; targeted at young players and parents seeking organized hockey instruction.
• Trimhockey Recreational field hockey program for adults and veteran players who want to play hockey without full competitive league commitments; aimed at adult members and returning players.
• Zaalhockey (indoor hockey) Indoor variant of field hockey offered by AMHC to enable year-round play and competition when outdoor fields are unavailable; aimed at existing club members seeking winter-season hockey.
• Sevens Hockey Seven-a-side hockey format offered by AMHC as an alternative competition and training format; aimed at players seeking varied hockey formats beyond traditional eleven-a-side.
• Keeperstraining (goalkeeper training) Dedicated goalkeeper training program run by AMHC, providing specialized coaching for goalkeepers across the club's age-tier teams; aimed at members playing in the goalkeeper position.
• Annual club membership Annual membership subscription that grants access to AMHC's training, competitive and recreational programs, clubhouse, and member benefits; priced as a subscription indexed to the CBS CAO-wage index and targeted at individual amateur hockey players and families in the Alkmaar region.
• Corporate sponsorship packages Sponsorship packages sold to local and regional businesses, providing brand visibility through team apparel, signage, clubhouse presence, and club events such as the Open Dag and sponsor days; targeted at local marketing and CSR decision-makers.
• Clubhouse bar and catering On-site clubhouse bar and catering service operated by AMHC for members, visiting teams, and event attendees during matches, training sessions, and social events.
• Team apparel and merchandise Club-branded team apparel and merchandise sold to AMHC members and supporters, including playing kits and supporter items; also serves as inventory for sponsor visibility.

Quantifiable outcome

• Serving members from age 4 to veterans across 80+ teams
• +1 more outcomes

Named customers1 record

Segments5 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

Feature3 records

Partnerships

20 partnerships are on record, tiered core and minor.

• Tree11coreOthers · 1 January 2023Tree11 is the physiotherapy sponsor of AMHC since 2023, providing professional sports physiotherapy services at the club. They offer treatment for sport-related injuries, rehabilitation after operations or injuries, and dry needling services. The practice is staffed 7 days a week and is available at 072 303 02 52.
• DAKA AlkmaarcoreChannel Partner/ Reseller/ DistributorDAKA Alkmaar is the official retailer for AMHC club uniforms and training gear. AMHC members receive 10% discount on hockey equipment and training gear by joining the AMHC group in the DAKA app with activation code AMHCA2025TIM.
• Stichting Mee en de Wering en De WaerdenminorStrategic or Co-development PartnerAMHC collaborates with these organizations as part of its 'AMHC doet MEE' social initiative to provide vulnerable citizens a place in society. These are key partners in the club's societal responsibility programs.
• KNHB (Royal Dutch Hockey Association)coreOthersThe KNHB is the national governing body for hockey in the Netherlands. AMHC is affiliated with KNHB, participates in KNHB competitions, and uses KNHB systems for match management and scheidsrechter (referee) certification.
• LISAcoreTechnology or IntegrationLISA is the member information system (Leden Informatie Systeem AMHC) used by AMHC. It integrates with KNHB systems for competition data, Clubcollect for membership billing, Mailchimp for newsletters, and other club management tools.
• Burg GroupminorOthersOne of AMHC's corporate sponsors.
• Centrum OosterwalminorOthersOne of AMHC's corporate sponsors.
• De Hooge WaerderminorOthersOne of AMHC's corporate sponsors.
• EkoplazaminorOthersOne of AMHC's corporate sponsors.
• FarmCampsminorOthersOne of AMHC's corporate sponsors.
• Foreest KliniekminorOthersOne of AMHC's corporate sponsors.
• Kesnich AdvocatuurminorOthersOne of AMHC's corporate sponsors.
• McDonald's Alkmaar WestminorOthersOne of AMHC's corporate sponsors.
• Rabobank e.o.minorOthersOne of AMHC's corporate sponsors.
• Sanitair Design CenterminorOthersOne of AMHC's corporate sponsors.
• Sloepen CentrumminorOthersOne of AMHC's corporate sponsors.
• Sterck MakelaarsminorOthersOne of AMHC's corporate sponsors.
• VHC Jongens BVminorOthersOne of AMHC's corporate sponsors.
• Volvo Ton van KuykminorOthersOne of AMHC's corporate sponsors.
• Winkelcentrum de HoefminorOthersOne of AMHC's corporate sponsors.

Scale indicators5 records

Recent moves10 records

Expansion highlights6 records

Direct peers

• Pinoké: Amsterdam-based mixed hockey club competing at the top of Dutch hockey with multiple senior teams, youth academy, and artificial turf facilities. Directly comparable member-owned vereniging model serving the North Holland hockey ecosystem.
• Amsterdam Hockey & Bandy: Historic Amsterdam hockey and bandy club with extensive junior and senior team structure, member-owned association, and competitive play across KNHB leagues. Closely mirrors AMHC's mixed-club, full-pipeline business model.
• HGC (Haagsche Hockey Club): The Hague-based hockey club with a long history, full junior-to-senior pipeline, and artificial turf infrastructure. Operates under the same member-association and KNHB-affiliated framework as AMHC.
• Oranje Zwart: Eindhoven hockey club with top-level competitive teams and full age-range programming. Directly comparable member-owned association model serving a regional Dutch catchment with artificial turf facilities.
• HC Rotterdam: Rotterdam-based hockey club with multiple teams across age groups and competitive KNHB participation. Comparable member-owned vereniging operating its own sports complex in a major Dutch urban catchment.
• HC Bloemendaal: Top-ranked Dutch hockey club known for elite senior teams and youth development. Comparable as a member-owned vereniging operating artificial turf facilities and competing in KNHB competition, though at a higher competitive tier.
• NMHC Nijmegen: Nijmegen mixed hockey club with full junior-to-senior pipeline and KNHB competition participation. Closely analogous mid-sized Dutch hockey vereniging with its own sports complex and membership-based dues model.
• Schaerweijde: Zeist-based hockey club with comprehensive youth and senior programming under the Dutch KNHB system. Comparable mixed hockey club operating its own turf fields and member-funded operating model.
• MOP (Mixed Hockey Club Vught): Vught-based mixed hockey club competing in Dutch hockey leagues with member-owned structure. Comparable amateur hockey association operating artificial turf fields in a regional Dutch catchment.
• Push (Breda): Breda hockey club with comprehensive youth and adult programming, KNHB-affiliated, operating own artificial turf facilities. Comparable regional Dutch hockey vereniging with membership dues and sponsorship revenue model.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/amhcalkmaar
• LinkedInlinkedin.com/company/alkmaarsche-mixed-hockey-club

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles8 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 Alkmaarsche Mixed Hockey Club