Family businesses operate differently. There is a warmth, a personal investment, a sense that every handshake matters because reputation isn’t just corporate, it is deeply personal. That is Essimo. Founded by husband-and-wife team Patrick and Jacqueline van Kalken, Essimo has grown from its roots into a globally recognised judo brand without losing the family values that define it. When Patrick arrived in Belgrade on 20 January 2026 to sign the contract renewal with the EJU, he brought that same personal approach to the table.
Sitting down afterwards, we spoke about 2025’s highlights, the roadmap for 2026 and what makes this partnership work. Ask Patrick about the partnership’s most valuable outcomes and he doesn’t lead with sales figures or market penetration. He leads with people.
“Through this partnership with EJU, we get to meet a lot of people,” he explained. “For networking, the sponsorship with EJU is fantastic.”
That networking delivers tangible results. “Through that, we signed with the Czech Republic, with Renáta Zachová becoming a European champion. So that was the highlight of the year for us.”
Still, it is not just about signing deals. Patrick praised the EJU’s behind-the-scenes work: “The EJU marketing team and the media team are doing a fantastic job because they highlight our brands through online videos. We can see that the online channels for EJU are becoming more popular, so we gain a lot of visibility from that.”
Renewing for 2026 was straightforward. Why? Because the trajectory is right.
“When I just saw today’s presentation, I see that EJU is moving forward with bigger figures in online marketing,” Patrick noted. “For us, visibility is very important and of course, these kinds of meetings where you meet new people and create new business, that is very important. That is what we are planning to do in the next year as well.”
Success for Essimo isn’t abstract. “Our visibility is growing, so our brand is growing, not just in Europe but also globally. We are gaining new distributors, so we aim for further growth in 2026. The EJU partnership helps us build this, continue with the strategy to build the brand and have more visibility.” He is refreshingly direct: “This is our goal for 2026 and EJU is a helpful partner for this.”
Corporate social responsibility can sometimes feel performative, glossy reports and carefully staged photographs. Patrick’s approach is hands-on and unglamorous.
“Regarding social responsibility, we do a lot of things in the background, especially with our factories in Pakistan,” he explained. “We are trying to avoid plastic. We have certificates confirming there is no child labour in our factory.” It is the kind of personal oversight that only happens in a family business where reputation is everything.
Patrick also highlighted Essimo’s interest in supporting adapted judo. “Involving our brand with the adapted judo programme is something we are also looking into. In Venray there is a beautiful event and maybe this year we can contribute more in this area as well.”
Patrick is thinking extends beyond 2026. The Los Angeles 2028 Olympics loom large in strategic planning.
“Many national federations signed contracts until the LA Olympics, so we have to wait but we are preparing that after the Olympics we should sign more national teams with Essimo and expand our territory, more distributors in more countries worldwide. This is our biggest aim.”
It is patient, strategic thinking. Build relationships now. Position for growth. When contracts expire post-LA2028, be ready. Asked about the EJU partnership specifically, Patrick offered perhaps the most telling comment of the conversation.
“We should just keep going. We always say, ‘Never change a winning team.’ I feel like family with the EJU, and we are already a winning team. We would just like to continue with the EJU the way we are doing it at the moment. We are very happy with that.”
Feel like family. That is the phrase that captures everything. Not “strategic partners.” Not “valued stakeholders.” Family…, and when you are family, you don’t overthink things. You show up. You deliver. You support each other. You celebrate wins together, like Renáta Zachová’s European title, and you plan for the future knowing you are in it together.
Author: EJU Media