On 5 November 2025, Hammer Distribution returned to Circuit Zandvoort for the 2nd edition of our annual Enterprise Roadshow in the Netherlands. And once again proved why this event is becoming a must-attend moment on the Dutch IT calendar. After the success of 2024, we raised the bar with sharper content, stronger connections, and unforgettable trackside energy.
1) This event was built for business.
Real conversations, not passive listening. The format encouraged meaningful dialogue, fast alignment, and practical next steps. The morning sessions delivered focused vendor spotlights followed by networking designed to convert interest into action.
2) Meetings that matter.
Vendors praised the quality of conversations and the value of scheduled sessions. Customers left with clearer direction, stronger relationships, and tangible follow-ups.
3) Momentum is growing.
The message we heard again and again: “Sign us up for next year.”
A full-funnel day: insights → introductions → 1:1 meetings → relationship-building experiences. This is exactly how momentum gets created — and sustained.
The day kicked off with welcome remarks from Steve Cowley (Director of Sales – Europe) and Sebastiaan Reijman Hinze (Country General Manager – Netherlands), setting a confident tone: Hammer is back - specialised, focused and investing in growth in the Dutch market.
We then shifted into future-facing strategy with Sean Mullin (General Manager – Server Technologies), who shared insights on AI trends and data centre-ready solutions. From there, our vendor line-up delivered strong business-driven presentations from eSentire, KIOXIA, NVIDIA, OpenText Cybersecurity, Quantum, and Western Digital, sparking the kind of questions and conversations that keep the room switched on.
Over networking lunch, discussions didn’t slow down... they sharpened. And during the breakout sessions and 1:1 meetings, the day turned into pipeline: opportunities aligned, next steps agreed, and follow-ups locked in.
Then came the Zandvoort signature: a circuit racing experience featuring iconic cars and a slalom competition - serious fun that strengthened relationships in a way boardrooms simply can’t.
We closed with an awards presentation for the top three drivers, followed by networking drinks and a final burst of high-quality conversations. As guests completed the event survey, we wrapped with merchandise and goodie bags, and the feedback was overwhelmingly positive from both customers and vendors.
Hammer Distribution is done being the Netherlands’ “best-kept secret” and it’s stepping into the spotlight with serious momentum. At a high-octane customer event at Circuit Zandvoort, Dutch country general manager, Sebastiaan Reijman Hinze made it clear: this is a new chapter, a sharper strategy, and a louder presence. The message behind the October rebrand (back from Exertis Enterprise to Hammer Distribution)? Simple: Hammer isn’t a mainstream box-mover - it’s a specialist, value-added distributor built to help partners win.
What’s new, and why it matters: Hammer has reorganized into three focused business units so vendors and resellers get real attention and deep expertise. Components (SSDs, HDDs, CPUs, GPUs), Solutions (servers, storage, power), and Networking & Cybersecurity now each have dedicated teams. That means faster alignment, smarter guidance, and stronger match-making between the right vendors and the right resellers.
Hammer is also putting real investment behind the ambition. The Dutch organization has more than doubled, from 6 to 14 people, with each business unit staffed by specialized sales and led by a sales manager/business development manager. A move to larger premises in Hoofddorp makes it easier to host customers and partners, while the UK headquarters adds heavyweight capabilities, including an integration facility for custom-built solutions.
And visibility is no longer optional. With events like Zandvoort, upcoming participation at Cloud Expo which is taking place on 3-4 Dec 2025 at Expo Houten, and a growing AI story powered by a dedicated UK AI team, Hammer wants to guide partners who want to adopt AI - but need a clear path to get there.
This wasn’t just an event - it was a statement. Hammer Distribution is reintroduced, re-energized and ready to accelerate. And if the post-event messages are anything to go by, Enterprise Roadshow 2026 is already on people’s radar.