Anne-Mart Agerbeek Engineers the Future

Fueling a Renaissance

Agerbeek reached the one-year mark serving as CEO of Netherlands-based Vekoma Rides in January. She transitioned into the role at the storied ride manufacturing company after more than five years as chief financial officer, bringing with her a wealth of expertise and an intimate understanding of the organization’s values and operations. During her tenure as CEO, Agerbeek aims to build upon what she describes as Vekoma’s ongoing “Renaissance”—a deliberate evolution that began more than a decade ago, transforming the manufacturer into a company with a reputation of providing innovative engineering and superior guest experiences.

“Around 2008, we invested in our design and production methods to further improve the quality of our rides,” says Agerbeek. “Now, we are at the point where you see the progress of the last 10 to 15 years. Our priority is to maintain this level of quality and meet the highest safety and performance standards.”

Agerbeek also values fostering a positive work culture for her team in Vlodrop, Netherlands, and at offices around the world. She believes this is essential for attracting and retaining the talent that will power Vekoma’s continued growth. “It’s about how to make people willing to work for Vekoma, willing to take the extra mile, willing to be innovative and come up with the right solution that meets our customers’ needs and expectations, which keeps us on the path we are on now—while also attracting new people that will help build the future generations,” Agerbeek says. “Our challenge is that we want to do everything … then we have 100 improvement programs and projects,” she jokes.

Entering the Attractions Industry

Reflecting on her unconventional career path, Agerbeek credits a combination of curiosity and serendipity for leading her to the

attractions industry. “I studied computer science because I love mathematics,” she says. Her early roles included working as a stockbroker and a director within the construction industry before taking on the CFO role at gear production company Bierens (now PWT Group). However, it wasn’t until a headhunter approached her about a position at Vekoma that Agerbeek considered the prospect of a role fabricating attractions. “I didn’t even know the attractions industry existed in this way,” she admits. “But the moment I stepped into the company, I knew—this is something special.” Agerbeek was immediately drawn to Vekoma’s family-like culture and its mission to create lasting memories for guests. “It’s about so much more than the rides themselves,” she explains. “It’s about the moments when families visit parks together, the joy and connection those experiences bring. That’s what this industry is all about.” Now, at the helm as CEO for the past 15 months, Agerbeek channels that sense of purpose into her work, striving to align innovation, teamwork, and guest-focused design as the cornerstones of Vekoma’s future.

Cementing Core Values

Agerbeek considers Vekoma’s commitment to quality to be the company’s priority. “One of our core values is that quality always wins. It’s so embedded in our DNA here,” she says. However, she acknowledges that balancing perfection with practicality can be a challenge. “Sometimes, we want to push it too far. At some point, we have to decide, OK, this is good enough?’ But having that standard of excellence drives everything we do.”

When asked about her priorities and changes she intends to make, Agerbeek clarifies that she remains in lockstep with the individuals she works most closely with when it’s time to make important decisions. “The difference in my new role isn’t as big as people think. When I joined six years ago, Har Kupers was the CEO, and there were four of us on the board— two men and two women—and we always worked as a team. So, for me, the subjects are not new; the responsibility is new.”

There are also challenges that come with maintaining a collaborative atmosphere within a growing company. “How do we make sure that people really listen to each other and cooperate together?” Agerbeek asks herself. “Communication and keeping each other informed about what is going on is essential. My role as CEO is to connect people from different departments within the company. This way, we can create a synergy among the different teams and their needs to align with the mission and goals of our company.” She puts this into action by encouraging employees to talk to one another, take time to understand the needs of other departments, and find ways to unify in times of conflict.

Technical Developments

Vekoma’s modern approach to roller coaster design and production reflects its dedication to innovation. Agerbeek details the company’s technical evolution, stating, “We started with a concept design process where we use tailor-made software. Instead of creating a layout and then analyzing the G-forces, we now design based on the desired forces and speeds, letting the layout emerge from those calculations.”

In addition to revolutionary design processes, Vekoma has invested heavily in technology, such as 3D bending machinery and robotic track-building systems. “It’s like having a Ferrari—you need a smooth road to enjoy it. Our new tools ensure that the ride experience is as smooth as possible,” Agerbeek explains.

Extensive testing is a crucial part of the quality assurance process.

“For instance, we built a 20-meter-high tower of the Tilt Coaster at the test facility on our premises to test the newly engineered tilt mechanism and ride comfort during a period of nine months,” says Agerbeek.

Vekoma’s after-sales strategy has also been a cornerstone of its revival. “We don’t just hand over the ride and say, ‘Good luck!’ We’re committed to the next 30, 40, 50, or even 100 years of its lifecycle,” she says. With three warehouses, including one in the U.S., and a robust stock of spare parts, the company prioritizes minimizing downtime for its clients. “We have 95% of all wearable spare parts in our warehouses. That’s a huge investment for us, but I think it’s really worthwhile,” shares Agerbeek.

Sustainable Solutions

Vekoma’s new climate-neutral factory under construction in Vlodrop exemplifies the manufacturer’s commitment to sustainability and innovation. “We’re automating processes even more, which helps address labor shortages and improves efficiency,” Agerbeek shares. Beyond operational advancements, the new facility advances Vekoma’s focus on employee well-being. The current building, embedded along Vlodrop’s narrow streets and sandwiched among brick-built homes neighboring the facility, dates back to 1936. “The new space will provide a much better working atmosphere, and that’s important because it’s all about our people. If we create an environment they’re proud of, it fosters innovation and attracts top talent.”

Cementing Confidence

Reflecting on her career, Agerbeek credits an early mentor for pushing her beyond her comfort zone. “I remember working with Swiss clients who only spoke German. My manager threw me a dictionary and said, ‘Figure it out.’ It was tough, but it taught me resilience,” she recalls.

Agerbeek also acknowledged the unique challenges women face when pursuing leadership roles. “When I was offered the CEO position, I doubted myself. My husband reminded me that 

I’d said the same thing about every job I’ve had—and I always succeeded. I think what they [presenters at the IAAPA Expo Women in the Industry Networking Lunch at IAAPA Expo 2024] said is true: It’s often noted that when there’s a job interview or an opening with specific qualifications, women tend to feel they need to meet nearly 100% of the qualifications before they apply. In contrast, men might feel confident applying even if they meet around 60% of the criteria.”

Inspiring the Next Generation

Agerbeek is an advocate for gender diversity in engineering and manufacturing. Beyond her corporate responsibilities, Agerbeek dedicates time to inspiring young women to consider careers in STEM (science, technology, engineering, and mathematics). “In the Netherlands, we have a shortage of girls studying engineering. I participate in evening events and host groups of students at Vekoma,” she says. These initiatives include showcasing female welders and engineers to students, demonstrating the breadth of opportunities available in the attractions industry.

“I tell them, ‘Don’t be afraid to try something new. This industry is so broad—there’s a place for everyone,’” Agerbeek shares. By breaking down stereotypes and encouraging young girls to pursue technical careers, she hopes to diversify the talent pipeline.

A Vision for the Future

Under Agerbeek’s leadership, Vekoma continues to prioritize innovation, sustainability, and collaboration. Whether through advanced design tools, climate-conscious factories, or efforts to engage the next generation, her vision reflects a deep commitment to excellence. “It’s not about me,” she says. “It’s about our people and the incredible work they do every day. Together, we’re building experiences that will bring joy.”