A coffee with Emma van Dommelen

Emma, welcome to the Journal. Let’s start where every good story begins: with you. Who is Emma?
Hi there! I’m Emma, 28 years old, and the founder of YUYOU. My background is actually in healthcare. I studied Nursing, specialising in Critical Care, and later completed a Master's degree in Health Sciences. Through my studies, I've always been fascinated by both physical and mental health, especially the idea of prevention. How can we support people in feeling better and staying healthy, rather than only focusing on fixing problems once they arise?

At the same time, movement has always been a big part of my own life, particularly running. I love being active, but I've also always been interested in everything surrounding that moment: what you wear, how you fuel your body, how you recover and the people you share it with.

I think that's where my passion for YUYOU really started. Bringing together my background in health, my love for movement and my belief in the power of women coming together.

YUYOU brings movement, recovery and community together. What made you realise there was a need for a space like this?
It actually started with frustrations I experienced myself. When I looked at my own routine, and those of other women around me, I realised how fragmented the entire experience of movement was. I was running in Vondelpark, got my coffee at one place, could not find the right healthy shake, fashionable sportswear only online (I needed and wanted to see the product) and a community was missing.

I was missing somewhere that brought all these elements together. A place where I could find beautiful, functional sportswear, really good coffee, good nutrition with clear information, opportunities to move with other women. A space where I felt supported. I also strongly believe that what women wear influences how they feel when they move. When you feel comfortable and confident in what you're wearing, it can completely change your experience of movement.

I couldn't find a place that really considered the entire experience from a woman's perspective. So I decided to create one. That's how YUYOU was born. A female-first movement hub bringing together movement, style, recovery and community, designed around the needs of women.
Our philosophy is simple: support her movement. And because we believe that pace is personal.

What does movement mean to you beyond exercise?
For me, movement is about freedom. It's a moment where you can really feel like yourself, without expectations or pressure. And also about expressing yourself in the way you want to move and dress. 
But it's also about connection. Sometimes that's connecting with yourself, clearing your mind and finding a little space in a busy day. Other times it's about connecting with the people around you.

I love that movement can be something very personal, but also something that brings people together. And I think both are equally important.

YUYOU is built around women coming together. What does a strong community look like to you?
To me, a strong community is one where women feel comfortable, safe and supported enough to be completely themselves. It's about creating an environment where you can walk in on your own and feel welcome, whether you're there to join a run, take a class, have a coffee or simply spend some time around like-minded women.

I think the beauty of community is that everyone can take something different from it. Maybe you're looking for new friendships, maybe you want to try something you wouldn't do alone, or maybe you just want a familiar place to return to. There's no expectation to participate in everything. You can be part of it in your own way.

That's what makes a community strong: when people genuinely want to come back, not because they have to, but because they feel good being there.

The idea of making women feel supported is at the heart of YUYOU. What does feeling supported look like in your own life?
For me, feeling supported means being able to be myself, and having people around me who accept that, encourage me and contribute positively to my life. And that's exactly what I want YUYOU to offer other women.

Support doesn't always have to be something big. I think it's often in the smallest details, and that's something we think about in everything we create. From designing our own seamless YUYOU activewear, where comfort, fit and confidence are central, to the shakes we make with carefully selected ingredients, and the brands we curate for the hub.

Every decision comes back to the same question: how can we make a woman's movement experience more accessible? I want women to feel that everything at YUYOU has been considered with them in mind, before, during and after movement.

Is there a ritual or moment at YUYOU that has become especially meaningful to you?
I think the most meaningful thing for me is seeing the community grow so naturally.

I absolutely love our Wednesday and Friday morning sculpt classes. Seeing women walk through the door early in the morning, ready to start their day together, genuinely makes my morning. And the same goes for our run clubs. One of my favourite things is seeing women arrive on their own, maybe not knowing anyone, and then watching them leave together, having made new friends.

YUYOU has found its first home on the Overtoom. What makes Amsterdam the right place for this first chapter?
I genuinely felt that Amsterdam was missing a place like YUYOU. It's a city full of active, ambitious women, with busy lives and so many things happening around them. There are amazing places to work out, get coffee or shop, but I felt there was still a need for somewhere that brought all those worlds together.

I wanted to create a place where women could land in the before, in the middle and after their busy day. Somewhere you can move, recharge, connect or simply take a moment for yourself. And our location on the Overtoom, right next to Vondelpark, feels like the perfect starting point. 

One last sip before we say goodbye: how do you like your coffee?
Always a flat white with regular milk. :)