When you step into Moto Hengelo, you immediately feel you’ve entered a place with a good vibe. It’s a mix of fresh bikes and the promise of good times on two wheels. Moto Hengelo, nestled in the heart of Twente, has a special kind of magic, something you can genuinely feel. This unique atmosphere is all thanks to Rob and his dedicated staff. And Rob’s story?
I dropped by for a chat. Rob greeted me with a warm smile. Right there on his desk, settled comfortably in her basket, lay Catootje. She’s the shop’s watchful dachshund. Her eyes remained open, as if she were diligently making sure our important motorcycle talk stayed on point. “This place isn’t just a business,” Rob tells me, “it’s more like an extended family.” That sense of being a close-knit group of motorcycle lovers is strong. Rob is keen to ensure his team enjoys working there. Regular staff socials outside of work are a common occurrence. Furthermore, there’s a genuine atmosphere of fun, which, if you’re familiar with them, is also evident in their often humorous social media videos. Definitely worth checking out if you speak Dutch!
The Unexpected Road to Two Wheels.
Rob’s path to owning a motorcycle dealership wasn’t a straight line. Far from it. For many years, he poured his energy into a leading role at Nettorama (a Dutch supermarket chain). He worked hard and was a master at turning struggling stores around, getting them back on their feet and making them thrive. He was good at it, really good, and for a while, he enjoyed the success. The numbers looked great, and everyone else was happy. But over time, something started to feel missing for Rob. “Everyone was satisfied, except Rob himself,” he told me, a quiet reflection in his eyes.
Everyone was satisfied, except Rob himself
Fate stepped in
One afternoon, as a long-time customer at the then MotoPort Hengelo, fate stepped in. He struck up a conversation with Goos Bos, the owner at the time. A spark ignited. Rob had always loved motorcycles, but the thought of owning his own dealership was a whole new level of excitement. This conversation presented a potential opportunity to turn that dream into reality. It was a chance he couldn’t pass up, so Rob seized it. He worked at the shop for a while to get familiar with running a motorcycle business, but life, as it often does, threw some curveballs. In 2019, doubts crept in, and Rob actually went back to Nettorama for a bit. He calls it a “mistake.” Then, another person took over the shop… Luckily for Rob, that quickly turned into a #@##@$, and Rob saw another chance emerging – the very chance he had let slip. He knew he couldn’t pass up this opportunity again, so he hit “Full gas into the adventure, and this time, never letting off!”
From Franchise to Freedom: Moto Hengelo is Born.
Rob took over MotoPort Hengelo in late 2021. He soon realised his vision didn’t quite align with the franchise’s new direction. So, on January 1st, 2024, he made a brave move. He steered the company onto a new course, rebranding it as Moto Hengelo. This bold step shows his commitment to an authentic, local approach. Many motorcycle franchise dealers are making similar moves, wanting to find their own identity. “It’s about being true to yourself and your customers,” Rob explains. “Sure, we also have to make money, but why not do it while having a good time and making customers genuinely happy?” That’s a sentiment we at Rusty Stitches wholeheartedly agree with.
Rob’s philosophy? It’s simple, and one known by many successful entrepreneurs: the customer is king. Even during our chat, if a customer walked up with a question and everyone else was busy, Rob would politely excuse himself to help them out, then seamlessly return to our conversation. That’s the kind of dedication that builds real loyalty. And living here in Twente, that down-to-earth, “doe maar gewoon” (just act normal) attitude runs deep. Their motto, “doe maar gewoon, dan doe je al gek genoeg” (just act normal, that’s crazy enough), perfectly sums up their honest, no-nonsense approach to business and life.
More Than Just a Shop: A Community Hub.
A stroll through the showroom reveals a fantastic selection of new Kawasaki, Yamaha, and Indian Motorcycles, alongside an extensive collection of pre-owned bikes. You’ll also find a large section dedicated to motorcycle helmets, clothing, and everything else a rider might need on or off their motorcycle. However, what truly sets Moto Hengelo apart goes beyond just selling bikes. They are deeply committed to building a vibrant community. Their regular ride-outs, for instance, are always a huge hit, drawing large crowds and renowned for excellent routes and even better camaraderie. And for those seeking the adventure? Moto Hengelo also organises an annual motorcycle trip to Southern Spain for their customers. Just imagine: pristine asphalt, delicious food, and fantastic company.
Oh, and you can’t miss the massive American V8 Pickup truck proudly displayed in the showroom. For Rob, owning one was always on his bucket list. Its presence speaks volumes, a clear indicator of his passion for all things powerful, with a satisfying roar.
Rob van Dijk’s story, and that of Moto Hengelo, is a testament to following your passion, building a community, and staying true to your roots. It’s a place where the love for two (and sometimes more!) wheels runs deep, and where every rider feels welcome.
Thank you, Rob, for sharing a few hours with us! At Rusty Stitches, we’re inspired by the dedication and passion that bring your vision for Moto Hengelo to life.
Auteur: Arthur Renkema
Fotograaf: Rob Willemsen
