‘Keep Fighting for Your Dreams’

Niels Tuhumury graduated in 2007 from the International Media and Entertainment Management programme (now Creative Business) in Breda. Afterwards, he worked in marketing and sales for a while but found it didn’t make him truly happy. So, what was his dream? 

 

Since the age of five, Niels has travelled the world to compete and train in judo, Brazilian jiu jitsu, grappling and Mixed Martial Arts. In 2013, he founded RYU, a gym focused on martial arts, emphasising respect, agility, and balance. Turning your passion into a business isn’t easy, as Niels has since learned. He’s thrilled to be back at BUas, sharing his experiences with Creative Business students—the next generation of talent, as he calls them—with great enthusiasm.  

 

Niels begins his guest lecture by recalling his early career as a professional boxer and shows us two videos. In the first, we see the match that changed his life. He was called in at the very last moment, because the original fighter couldn’t make it. He had no expectations at all, he gave it his all, and he won. In the second video, we see a match Niels was invited to, which he meticulously prepared for, but from the very first start, something felt off. Still, he kept going, and he lost. Lessons learned? ‘Listen to your gut, keep moving forward, make the right decisions, and never let limitations hold you back.’ 

 

Win, lose, and learn. That’s the essence of Niels’ story, and it’s how he began his lecture. ‘Entrepreneurship and fighting have more in common than you might think,’ he says. ‘Both require perseverance, strategy, and resilience. You learn to fall, but more importantly, you learn to get back up every time—stronger than before. The first time is scary, but eventually, you learn from every hit you take.’ 

 

In 2013, Niels started a small gym in Waalwijk. ‘Martial arts weren’t very popular at the time,’ he explains. ‘I saw it as my mission to change that. When the business grew, I had to start hiring more trainers. That’s when I realised not everyone has the same passion for martial arts that I have. I learnt that employees have a different perspective, and I needed to set clearer boundaries. I had to step into a managerial role, not just be their friend. That was an important lesson for me. Focus on your beliefs—you can’t make everyone happy. Keep fighting for your dreams, but make sure you keep your head up as well. The pressure caused me to lose my passion for a while, so I had to change the way I ran my business. That made a huge difference.’ 

 

Gradually, more gyms started popping up in the region where Niels operates. By focusing on a personal approach, Niels was able to distinguish himself from others. ‘You need competition to stay sharp, otherwise you will become complacent. It’s just like in a fight—there’s always a good guy and a bad guy. Without that, there’s no real match. The good guy—let’s say Rico Verhoeven—is you. The bad guy—let’s say Badr Hari—represents the other gyms. It’s like the fight in the first video I showed: if you can’t go right, go left. If you can’t kick, punch. And if that doesn’t work, take them down.’ 

 

During the Covid-19 pandemic, Niels shifted his focus to coaching young people. He doesn’t just train them in physical resilience but also helps them build mental resilience. Many young people struggle with stress, anger, and anxiety, and some even face burnout. ‘Try to steer clear of this,’ Niels says, ‘Put in the hours now while you are young, go for it and grow, but take care of yourself first. Make space for creativity and sports, they will bring you so much.’ 

 

A final tip from Niels for aspiring entrepreneurs: ‘Don’t overpromote yourself, but also make sure you're not underselling what you bring to the table.’ With a wink, he adds: ‘Fix rich people’s problems, and you will earn money!’ 

 

Do you have an inspiring story as a graduate that you’d like to share with today’s students? Feel free to contact Ciska Gijtenbeek, and who knows—you might find yourself in front of a classroom soon!