We are HB Sports. Your partner in (trail)running and outdoor gear!

HB Sports was founded on October 1, 2012, born out of a deep passion for extreme sports and the outdoors. What started as a personal drive soon grew into a professional mission: to make high-quality, innovative products accessible to athletes and outdoor enthusiasts in the Netherlands. Our journey began with a partnership with INOV8, a brand globally recognized for its pioneering approach to trail running and functional footwear. As an agent, Han Bruins introduced INOV8’s products to the Dutch market. What began as a niche activity developed into a company with a clear purpose: to inspire people to move, push boundaries, and get the most out of their outdoor experiences.

In July 2015, HB Sports reached an important milestone: we became the official importer of INOV8 for the Benelux. This step marked a new phase in our growth and enabled us to position the brand more broadly and professionally in the market. In the same year, we moved to the office and warehouse of Spectrus. This new location not only gave us more space but also the facilities to optimize our logistics processes and further professionalize our services.

In July 2016, HB Sports further expanded its portfolio with the importership of Ultimate Direction (UD) in the Benelux. With this addition, we brought in a brand known worldwide for its innovative, high-quality gear for trail running and light hiking. UD’s products perfectly align with our vision to support athletes with functional and thoughtful gear. This expansion not only strengthened our outdoor offering but also provided new opportunities to serve a wider audience in the rapidly growing trail and mountain sports market.

In January 2017, HB Sports began the importership of Compressport in the Netherlands, expanding our range with high-quality compression products. This also marked a new phase for our company, as we welcomed our first employee, Jeroen, to the team. With his arrival, we strengthened our focus on service and expertise.

In January 2019, HB Sports welcomed its second employee, Gert Theunis. With Gert on board, we further strengthened our team and were able to better serve our customers in Belgium and Luxembourg. His arrival marked a new phase in our growth, expanding our commitment to service, quality, and personal attention for our brands in the Benelux.

In April 2022, HB Sports expanded its brand portfolio with Thermowave by taking on the importership in the Benelux. Thermowave is known for its high-quality thermal clothing, perfect for various outdoor activities.

In June 2023, HB Sports welcomed Darn Tough as a new brand in our portfolio by starting the importership in the Benelux. Darn Tough, known for its durable and comfortable socks, perfectly fits our focus on trail running and outdoor activities.

In September 2023, HB Sports began distribution (3PL) for Inov-8 Europe, further expanding our logistics capabilities. On the same day, we moved into our new office at Hanzeweg 43B in Deventer. These steps mark an important phase in our growth, increasing our reach to better serve trail and outdoor athletes across Europe.

In May 2024, HB Sports began building a new location in Deventer, which was opened on January 2, 2025. This new facility will enable us to further realize our growth ambitions.