At Volare Sports, athlete management goes far beyond results and race calendars. It is built on relationships, responsibility, and a deep understanding of the people behind the performances.

In this first part of our interview, Hannah Biwott-van de Veen, co-owner of Volare Sports, reflects on the philosophy that guides Volare’s work, the values that shape daily decisions, and the experiences that inspired her journey into athlete management.

Through personal stories and honest reflections, Hannah shares how care, cultural understanding, and long-term vision have become the foundation of Volare Sports.

Q: How would you describe Volare Sports’ philosophy in your own words?

A: ¨Volare Sports is built on the belief that athletes are people first. Our philosophy is about protecting their well-being, supporting their growth, and helping them build sustainable careers—on and off the track¨.

 

Q: What does “For the love of running” truly mean to you?

A:¨It means remembering why we started in the first place: the joy, freedom, and meaning that running brings. But just as important is the love and care for the person behind the athlete. Running should be a source of connection, growth, and pride, not fear or pressure. Even at the highest level, both the sport and the human being deserve to be treated with respect, patience, and care¨.

Q: Which core values guide your work with athletes every day?

A: ¨Integrity, trust, respect, transparency, and long-term thinking guide everything we do. We believe success only matters if it’s achieved in a healthy and ethical way. Besides that we provide a family feeling for the athletes who are away from home¨.

 

Q: What inspired you to start working in athlete management?

A: ¨It actually came through my father. He started Volare Sports in 2005. My 2 sisters and I were involved with it from the beginning. He took us to Kenya in 2006 and made us part of his business from day one. The way he worked with people from Kenya was an inspiration to me. When he could use some more help in the management after some years, I was glad I could join in after I finished my studies and was able to help Volare grow as to where it is now”.

 

Q: Was there a turning point in your career that shaped who you are today?

A: ¨There have been several moments that deeply shaped me, but one of the most impactful has been seeing the environments athletes sometimes live in, especially young, upcoming athletes. Many of them train and dream at a high level while lacking the most basic needs: safe housing, proper nutrition, and essential equipment to train consistently and safely. Seeing that contrast is something that stays with you and can weigh heavily on my heart.

It reinforced my belief that performance cannot exist without care, and that talent alone is never enough without the right support. That is why I am deeply grateful to work with partners such as Adidas, Maurten, Girl Power Radio, and Vitals, who share this sense of responsibility and help us improve athletes’ daily realities. Through these partnerships, we are able to support both fundamental needs like nutrition and the equipment athletes require to train, recover, and progress.

At the same time, I have immense respect for the coaches and support staff working behind the scenes. Their daily presence, guidance, and commitment often go unseen, yet they play a crucial role in shaping not only athletic performance but also confidence, structure, and well-being. Witnessing this collective effort has shaped how I view athlete management: as a shared responsibility built on care, collaboration, and long-term vision¨.

 

Q: What has working with athletes from different cultures taught you personally?

A: ¨It has taught me humility, patience, and the importance of listening. Cultural context shapes how athletes experience pressure, success, and failure, and understanding that makes you a better human, not just a better manager¨.

 

Q: What do you enjoy most about being part of an athlete’s journey?

A: ¨Seeing them grow. Not only in performance, but in confidence and independence. Being trusted during both the highs and the lows is something I value deeply.

One of the most meaningful moments for me is visiting athletes in their home countries and seeing what they have been able to build through their careers. Seeing how their hard work has improved their lives and those of their families fills my heart with gratitude and pride. It is a powerful reminder that sport can create real, lasting change far beyond results or medals.