A meeting between ETB, Olympic Champion Sharon van Rouwendaal and Ambassador Joep Wijnands in Istanbul
In the heart of Beyoğlu, the vibrant cultural centre of Istanbul, stands the Consulate General of the Netherlands, a place that has symbolised cooperation between the Netherlands and Türkiye for a century. Behind its monumental façade on the famous İstiklal Caddesi, a special encounter unfolds. In a room where history and collaboration meet, three people sit down for a conversation: Naci Eroğlu, CEO of ETB, Sharon van Rouwendaal, two-time Olympic champion in open water swimming, and Joep Wijnands, Ambassador of the Netherlands to Türkiye.
The conversation takes place shortly before the AquaChallenge in Marmaris, of which ETB is a proud sponsor this year. What follows is a dialogue about dedication, collaboration and humanity, values that sport, diplomacy and ETB share.
The power of perseverance
Top-level sport is about more than winning, Sharon knows this better than anyone. Her career, marked by Olympic medals in Rio, Tokyo and Paris, is the result of years of discipline and determination. Not the peak moments, but the constant effort define her success, a champion with endurance.
That mindset perfectly mirrors ETB’s philosophy. In customer relations too, success is not about excelling once, but about delivering consistency day after day. “Sustainable results come from focus, teamwork and ownership,” says Naci. “It’s that same high-performance mentality we pursue at ETB, together and for our clients.”
Learning and moving forward
Sharon speaks calmly about pressure, expectations and criticism. She smiles, “If people talk about you, positively or negatively, it means you’re doing something that matters.”
It’s a grounded perspective on success that resonates within ETB. For Naci, challenges are not obstacles but opportunities to grow. “Transparency and growth go hand in hand. Feedback is part of progress, it helps us stay sharp and improve together.”
In sport, diplomacy and customer care, the same rule applies, progress is never a straight line. It’s about falling, getting up and moving forward, with confidence in the direction you’re heading.
Connecting across borders
Ambassador Joep Wijnands brings another perspective to the discussion. As a diplomat, he experiences daily how connection forms the foundation for collaboration between countries, cultures and people. “Sport is a universal language,” he says. “It connects people regardless of background or culture.”
ETB shares that belief. As a company that builds bridges between the Netherlands, Türkiye and other Western European countries, ETB believes that true partnership begins with respect, empathy and understanding. “Whether it’s customer relations, teamwork or partnerships,” Naci adds, “it always comes down to the human connection.”
High performance in customer contact
Where athletes strive for personal bests, ETB employees aim to deliver exceptional customer experiences. It takes the same dedication and focus. As Sharon puts it, “You don’t win a race on race day, you win it in the hundreds of days before.”
It’s no different at ETB. Every customer interaction is an opportunity to make a difference, through attention, empathy and professionalism. The small moments are what make the biggest impact.
Technology with a heart
The conversation turns to technology. In both sport and customer service, data plays an increasingly important role. Sharon uses analysis and sensors to improve her performance, but she ultimately relies on her intuition. “Data can tell me my stroke is perfect, but only I can feel whether the rhythm is right.”
Naci nods in recognition. “We use AI and data to enhance processes, but empathy and humanity always come first. Technology helps us understand what’s happening, but it will never replace the warmth with which we do it.”
Because in the end, a customer doesn’t remember what the system did, but how we made them feel.
The essence of progress
By the end of the conversation, there’s a sense of mutual recognition. High performance, diplomacy and customer care have more in common than it might seem. Each revolves around discipline, teamwork and the belief that success truly counts when it’s shared.
Ambassador Wijnands sums it up perfectly, “Whether you’re an athlete, a diplomat or an entrepreneur, no one achieves success alone.”
And Naci concludes with words that capture ETB’s essence,
“We don’t aim to excel just once, but to create lasting value for our clients, our people and society. Every day a little better, with joy, transparency and genuine attention. That’s our high-performance mindset.”
