Amsterdam, 3 November 2025 – More and more Dutch people are talking about their feelings, yet 67% say they sometimes feel lonely (CBS, 2025). There is often more power hidden in those everyday conversations than we might think. That is why mental wellbeing platform OpenUp and hair salon chain Rob Peetoom are launching a new initiative: the hairdresser’s chair as a starting point for a meaningful conversation. From late October, selected hairstylists at Rob Peetoom will take part in a workshop developed by OpenUp. In this training, they learn how to naturally engage in conversations about personal or sensitive topics, without it becoming therapeutic. The goal: to make the salon not only a place for a fresh new haircut, but also an environment for a meaningful conversation.
A good conversation is half the battle
Anyone who stands behind the hairdresser’s chair every day hears the most varied stories. About work, relationships, family, dreams, and loss, everything comes up. Sometimes a client spontaneously opens up, sometimes you notice as a hairdresser that something is weighing on someone. According to CEO Rochelle Peetoom, that is part of the job: “Clients are often surprisingly candid with their hairdresser. Over the years, they build a strong bond, and that bond of trust means people sometimes share things they wouldn’t easily tell anyone else. That is wonderful, but it can also be intense and emotionally taxing for our staff. Our hairdressers always listen with full attention and empathy, but sometimes lack concrete techniques to, on one hand, give the other person space, and on the other hand, stay neutral and grounded themselves.”
No obligation, but the opportunity is there
The OpenUp workshop has been developed by psychologists. Hair stylists learn, among other things, how to listen without jumping to solutions, how to remain neutral in conversations, how to regulate their own emotions, and how to set personal boundaries. They also practice with realistic real-life scenarios, so they know how to respond carefully and appropriately when someone opens up. Peetoom: “We believe it is important that our teams have the right tools to deal with personal stories. Until now, they mostly did that on instinct and intuition. with warmth, friendliness, and a listening ear. But because they see multiple clients every day, that emotional load can build up. With the right training, they learn not only how to offer better support, but also how to let go of that energy afterwards.” The training is being offered to an initial group of stylists of varying ages and experience levels, from junior to senior. “We’re starting small,” says Peetoom. “That way we can properly assess the impact and how we can roll this out more broadly in the future. Ultimately, it’s about taking good care of the mental health of our entire team, and indirectly, of our clients as well.”
Inspired by success in England
The idea stems from a successful programme in England, where hairdressers have for years been receiving training to become better listeners and to break the taboo around mental health. OpenUp and Rob Peetoom are now bringing that concept to the Netherlands. “A good conversation sometimes starts in an unexpected place,” says Gijs Coppens, registered psychologist and founder of OpenUp. “The hairdresser’s chair is a perfect example: it’s a familiar environment where people pause, literally and figuratively. When hairdressers learn how to listen carefully, that can make a real difference for clients.” With this initiative, both parties hope to contribute to a culture in which talking about your mental health becomes just as accessible as talking about your new look.
About OpenUp
OpenUp helps employees grow, at work and beyond. Through an accessible platform, OpenUp offers direct support to build and retain resilient and engaged teams. Its services consist of three components: personal sessions with psychologists or physical health experts such as nutritionists or sleep specialists, interactive group sessions, and online courses. Unlike traditional EAPs or occupational health services, OpenUp focuses on direct, preventive support for mental health issues. Support is anonymous, without waiting lists, and available in more than 35 languages. More than 2,000 organisations and 500,000 employees rely on OpenUp to reduce absenteeism, increase retention, and enhance employee productivity and engagement.www.openup.com.
About Rob Peetoom
Rob Peetoom opened his first salon in 1969 and now has 10 salons in the Netherlands, 4 in Bali, and one in New York. In addition to being a renowned and leading hairdresser, Rob Peetoom is also an entrepreneur and photographer. He has founded international salons and academies both at home and abroad, where a team of 350 people now works. He has received numerous international awards, including the Global Salon Business Award, the World Master Award, and the Intercoiffure Academy Award. His greatest distinction was the knighthood bestowed upon him by Princess Beatrix for his contribution to the hairdressing profession. Rochelle Peetoom has been CEO of the organisation worldwide since 2018.
