ESSMA Stadium Showcase Episode 2 – Helmond Sport’s GS Staalwerkenstadion

Source: Orangepictures

▶️ ESSMA Members can rewatch the full episode now on the Publications page.

Officially opened on 7 March 2025, the stadium holds 3,600 spectators, including around 650 business seats.
Built with a hybrid pitch that meets Eredivisie standards, suitable for future promotion.
Stands built close to the pitch, ensuring an intense and engaging matchday experience.
Designed with future expansion in mind: behind both goals and on top of the main stand.

The GS Stouwwerkenstadion was developed as a true multi-tenant sports hub, serving not just Helmond Sport but several key partners:

Shared usage with:
A secondary school (including use of canteen, kitchen, and classrooms on match days)
A physiotherapy practice, which also supplies medical staff to the club
An amateur football club, which shares pitches and changing facilities
A multi-purpose indoor sports hall used mainly for PE classes and local sports clubs
Facilities such as the supporters’ home are designed in a neutral style to accommodate corporate and community events throughout the week.
Matchday operations leverage school and partner facilities to enhance fan and hospitality experiences.

Despite its success, several challenges were encountered during the stadium’s development:

Workplace Shortage – The club underestimated staffing growth, resulting in limited office space. Staff now share workspaces within hospitality areas.
Fan Entrance Experience – The design prioritised safety, creating a less welcoming, almost prison-like entry experience for fans.
Obstructed Premium Views – Fencing in the business area compromised sightlines; these are now being replaced with glass panels or being removed.
Architectural Oversight – The lead architect lacked football-specific experience, which impacted matchday flow and atmosphere.

Helmond Sport’s participation as a key stakeholder in a wider urban redevelopment plan was crucial to the stadium’s realisation:

The project brought together the needs of educational, amateur sports and health sectors under one vision.
The football club’s presence gave critical legitimacy to the broader campus project, allowing all parties to secure investment.
Revenue model: While the club pays rent to the municipality, it retains control over all commercial revenue streams, including ticketing and F&B.
A clear growth strategy was embedded in the design – both in seating capacity and in infrastructure for expanding club operations.

Inspiration: Comparable multifunctional venues in the Netherlands and Belgium informed the final design.
Further development: Plans are being considered for additional facilities, including a gym and extra working and storage space.
Governance: The stadium is co-owned by the municipality and the school, with each partner managing its portion; Helmond Sport rents its part.
Open communication: Daily contact between tenants ensures smooth operational cooperation.

For further questions or to discuss upcoming ESSMA Stadium Showcase episodes, feel free to contact us.