A shared drive for science, precision, and performance brings Amacx and AZ together — and at the heart of it are two people who make it all work.
At AZ Alkmaar, performance is built in the details. Training, recovery, mindset, and increasingly, nutrition. That’s where we as Amacx Sports Nutrition come in. Both AZ and Amacx share a similar DNA: evidence-based, ambitious, and centered around improving performance from the inside out.
When we sat down with Bart Heuvingh (Head of Performance) and Niek Hoogveld (Head Nutritionist), it was clear why the partnership clicks. Bart is energetic, outspoken, full of ideas. Niek, a former accomplished professional footballer himself, brings a calm precision that balances the duo perfectly. Together, they’re shaping the way AZ fuels its success. Our conversation with them was so fun, we hardly noticed the time fly by.
A partnership built on performance
“We were already doing a lot with nutrition,” Bart says, “but we saw room to improve: to make sports nutrition more available, and to make it better.”
That’s when Amacx entered the picture. The collaboration grew naturally, rooted in shared values. For AZ, having the right products matters: high quality, scientifically backed, and tailored for elite sport.
“It’s not only the gels or the shakes,” adds Niek. “It’s about creating the right environment, where products are at the right place, at the right time.”
AZ understood from the start that nutrition wasn’t just about supplements. It was about culture, education, and giving players tools they can trust.
Changing habits, creating routines
Convincing football players to embrace sports nutrition isn’t always simple.
“Football players are not like cyclists,” Bart smiles. “Cyclists grow up with sports nutrition. Footballers? Not so much. Their first reaction is often: I don’t need it.”
Instead of forcing habits, AZ focused on guidance. “We don’t say, ‘You need this, drink it now,’” Niek explains. “We say, ‘We believe this works — if you want it, it’s here.’”
By introducing new products gradually, the staff built understanding and curiosity. Bart calls it the boiling frog strategy: slow, steady, and lasting change.
"At first, a player might refuse a supplement for different reasons" says Niek. "We always explain the 'why' multiple times and try to convince them to try and use role models like LeBron James, or other sportsmen. When they start using it and feel the benefits of it they start asking for it themselves".
From product to protocol
Inside AZ’s training ground, nutrition is part of the daily rhythm.
“Every product has its purpose,” Niek explains. “Gels, oat bars, recovery shakes — we introduce them step by step, so players understand why they’re using them.”
After training, the squad reaches for Amacx Protein Deluxe. After matches, recovery includes a carbohydrate-protein shake and the well-loved Amacx Cherry Juice for faster recovery.
“At first, players thought it was a bit much,” Niek laughs. “Now they ask for it. Some even get disappointed when they don’t get their cherry juice after a game.”
That shift — from guidance to ownership — is exactly what Bart and Niek were aiming for.
Personalised fueling
With the help of the Food Coach app and GPS data, AZ is taking the next step: personalising nutrition to match each player’s body, position, and workload.
“We’re not giving everyone the same plan,” Niek says. “We look at their data, their running loads, their habits. The goal is to make nutrition as personal as their tactics.”
Bart ties this back to the club’s philosophy: “We want to build before we have to. Don’t wait for fatigue or injury to start changing habits — create good ones first.”
Lifestyle as a system
When Bart talks about performance, he doesn’t stop at food. He opens a slide called the AZ11 Method — a holistic framework that blends sleep, nutrition, movement, focus, and mindset.
“If you’re serious about sustained high performance, lifestyle is not an option, it’s a must,” he says.
For the AZ staff, that means helping players see how everything connects. “Your training lasts two hours,” Bart adds. “But the other twenty-two define your progress.”
Shared philosophy, shared goals
The collaboration between Amacx and AZ Alkmaar works because both believe in performance through precision. Bart puts it simply: “We’re not there yet, but we’re making big steps. Nutrition is no longer a side topic. It’s part of our culture.”
At Amacx, that statement hits home. Supplying products is just one part of the mission. Supporting development, educating athletes, and helping them reach the next level is what truly drives us forward.
The takeaway
From matchday fueling to post-training recovery, Amacx products are now a fixture at AZ — part of how the club trains, competes, and grows. The partnership continues to evolve, powered by shared ambition and a deep respect for the process.
With Bart’s energy, Niek’s calm expertise, and a team ready to push boundaries, AZ’s future looks well-fueled.
