Ron Lubbers

Managing Owner


on Lubbers (1961) is HaystackCorp’s founder. He has focused on the development and operation of Real Estate Brands. After studying business, he specialized in urban planning and development, hospitality, marketing, and branding. Due to his efforts within international projects, he is part of different leading business networks. Individual leaders in the central government and corporate sector approach him, not only for his vision on Dutch business but are also really supportive of his projects.  

Within the partnership with an International operator, active in Europe and India, he built specific expertise in the hospitality business operation and the sector in general. Especially, his sharp vision (ranging from possibilities to possible bottlenecks) on the diversity of the hotel business.

Affinity and knowledge about culture, music and science are inspiring themes in his career. His passion for innovation and the result-oriented approach of his teams is the basis of unique projects that are timeless. Someone who is always looking to creating diversity, and is famous for his vision and loyalty. 

Maurits van Balen Blanken

Partner | Business Development & Transaction Management


aurits studied Dutch law, specializing in corporate law, at Erasmus University Rotterdam. In addition, Maurits has followed a number of financial courses at a leading institute in Amsterdam. Maurits started his career as a lawyer at a leading international law firm where he was mainly was involved in (cross-border) mergers and acquisitions. However, to be more in the "driver seat", Maurits took a position at a Dutch bank where he was responsible for winding down the international real estate portfolio in America, Canada, Spain, Italy and England. In this role, he gained a lot of experience in the real estate business and built up a strong network.

After the nationalization of this bank, Maurits started working for one of the largest construction companies in the Netherlands / Europe, where he fulfilled various commercial and general management positions. In these roles, he has set up many business development processes and successfully started a company in England. In addition, he also obtained quite some operational experience and can be characterized as a "cooperating foreman".

Within Haystack, Maurits mainly focuses on business development and plays a leading role in transactions. The focus is on creating opportunities by utilizing the Haystack network with the aim to create a proper result for all involved. His ambition is to achieve sustainable value creation by entering into partnerships which lead to a bright future for all parties involved. 

Barry Popma

Director of Innovation & Alliances

Barry is a multi-disciplinary specialist. He obtained an MBA in Healthcare Management at the Erasmus University, the highest international level as a mindfulness trainer at Radboud University Medical Centre, studied community building and leadership consciousness at the Nyenrode Academy. Barry has bachelor's in Hospitality & Leisure and Human Resource Management.

In his professional career, he has mainly focused on developing innovative concepts around leadership development, change management, and vitality. He has developed an individual, corporate & community well-being program that aims to make the environment where people live, work, learn, and recreate more vital. Cited in the report of the Balkenende Committee (future care and tourism) as an example for the connection of the strategic provincial agenda in Zeeland (a province in The Netherlands).

He is the founder of Flink Change, a high-quality change management agency in the healthcare sector. In addition, Barry has developed and implemented executive leadership programs together with Prof. Jan Moen. Barry's insights and analyzes are cited in the books of Jan Moen.

As a professional, he is particularly passionate about looking for sometimes unconventional connections. Barry broadens the field of vision, connects intentions with ambitions, and brings people and parties together. In this way he builds bridges and innovates through the path of content and inspiration to results.

Besides his position as "Director Innovation & Alliances" within the hospitality projects of HaystackCorp, Barry also has this position within the Vitality branch. He is thus a source of inspiration for and a link between people and ambitions with the aim of achieving sustainable value creation.

Jay Lee

Partner | Real Estate Development

Jay (1968), after his Construction Management studies at TU Delft, worked for both commercial and central government real estate companies in the field of real estate development and asset management. In recent decades he has worked as an independent entrepreneur on various real estate transactions, strategic real estate issues, and as interim manager for both market parties and the State.

As a partner within Haystack, his field of activity is real estate development, financial engineering, and construction. Everything he does is based on joint solutions and creating added value



Heine van Nieuwenhuize

Partner | Plan development & Projectmanagement

Heine focuses on the content of today’s plan development. His expertise is the creation of current concepts, solid financial argumentation with regards to the feasibility of real estate projects, and the executing of effective project management. Besides this, his focus is on setting up, organizing and implementing real estate management.