HUP has a team of local senior business leaders committed to each of our client’s industry, strategic ambition and transitional business development plans.

Each member of our organization is the heart of the company and provides tremendous value in each project. HUP relies on the dedication and skillset of each member to allow each project to be completed successfully.



Sacha van der Most van Spijk

CEO & Founder

As a native Dutchman, Sacha grew up playing and coaching soccer. He did not hesitate when he was offered the chance to follow the ball to California, where he coached, pursued education, played and started a family. Nearly two decades later he continues to develop his passion for creating environments for positive development. After laying a foundation for professional youth soccer development in Southern California, he took the opportunity with HUP to found a business development concept, based on international collaboration between passionate entrepreneurs and business matter experts. 

He expresses his life long passion for sports and soccer with the foundation of of a non-profit youth leadership program called Home Field Advantage, scouting youth national team players for the Mexican Futbol Federation, and the formation of a community based soccer organization with SoCal Premier.  

More than anything else, Sacha enjoys spending time with his wife and kids.


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Luz Lluncor

CFO & Co-Founder

Driven by a deep love of community Luz is an active and vocal voice in the worlds of Real Estate and Mortgage Financing. Luz's belief in the power of community to create lasting change has driven her to become not only a successful business owner and Entrepreneur but a source of empowerment for the people around her. With a strong focus and talent for managing her time, Luz has successfully founded the corporations New World Mortgage (1998), co-founded international business development / event management platform, HUP (2016), and recently created investment LLC, Citroen (2018), with the focus on social entrepreneurship projects.

In her free time, she continues to impact the community and create culture by being an active board member for the local Stay Gallery as well as co-founding the (non-profit) high school sports leadership program Home Field Advantage. Luz lives in Los Angeles, with her husband and three kids, and spends as much quality time with them as possible, preferably traveling the world.  



Chris Hazewinkel



Chris moved from The Netherlands to the U.S. to enjoy life to the max and pursue new opportunities. He is building on a successful international career leading transformation of companies and teams in multiple industries including private equity. 

As a co-founder of HUP, Chris enjoys supporting foreign companies with their cross border establishment into the US. He leverages his impressive global relationship network to connect people and businesses.

Chris studied Economics at the University of Brabant, The Netherlands and went to The London Business School.

Chris loves to spend time with his daughters and spouse and embraces the Californian lifestyle. His wife has a successful career in the Biotech sector.


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Danny Frietman

Non-Executive Boardmember

& Co-Founder

A driven Entrepreneur with a focus on knowledge sharing in the field of Enterprise Mobility, Danny dons many hats in his commitment to creating new initiatives and addressing specific needs in this challenging market.

Danny is the co-founder of Enterprise Summit, responsible for New Dutch Wave during SXSW and Dutch pavilions during Mobile World Congress and Smart City Expo. He is also co-founder of the Enterprise App Store and is investor in multiple ventures, recently in an Indian Blockchain scale-up (Krypc).




Every organization is unique and requires different levels of expertise and care. We constantly work with and qualify our trusted network of HUP associates.


Nathalie d'Adelhart Toorop

Associate - TOURS & Event Management

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Nathalie, a Dutch native, has been followed by her roots along her career. Leaving the Netherlands to live in Spain and start her own tour company, guiding Dutch people on their bikes or by foot throughout the breathtaking historical city of Barcelona.

After that she made her way to San Francisco where she found a job at the Dutch Consulate. Her network and entrepreneurial spirit brought her to San Diego where she started her own event and tour planning business. "Working with HUP has been such a pleasure. I feel right at home with the positive and straight forward approach of business development at HUP” she says. As an Associate she has been involved in various projects such as a soccer film festival and a trade mission from Amsterdam. “I look forward to many more adventures with HUP.”



Ethan Zohn

Associate - representative on the East Coast

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After playing professional soccer in the U.S. and Zimbabwe, Ethan Zohn went on to win the CBS reality show, Survivor Africa. He used his prize money to Co-found the organization Grassroot Soccer (GRS) that uses the power of soccer and the energy of youth to educate, inspire and mobilize communities to improve health. Ethan has been an important force in driving the strategic direction of GRS and building partnerships that have helped to provide lifesaving education for more than 2.1 million young people in 50 different countries. 

In 2011, after twice surviving a rare form of Hodgkins Lymphoma and two bone marrow transplants, Ethan ran the NYC and Boston Marathon and was named a global ambassador for Leukemia & Lymphoma Society and StandUp2Cancer. Ethan is currently the host of Major League Soccer’s New England Revolution highlight show, State Of The Revs and Post Game Live on Comcast Sports Net. In addition, he hosted several shows, growing awareness for global environmental and health issues. He was featured in the documentary film on the global AIDS pandemic, A Closer Walk, along with The Dalai Lama, Bono and Kofi Annan.

Ethan co-wrote, “Soccer World,” a series of five books for young readers to explore different nations in a compelling and meaningful way through the sport of soccer. Ethan travels the world as an inspirational speaker emphasizing how resiliency, character, service, community and sport can be utilized to create a healthier and happier world.  

Since 2017 Ethan has been associated with HUP as our representative on the East Coast, connecting the worlds of sports, tech, entertainment, and corporate social responsibility.  We are excited to continue to collaborate in creating impact projects with Ethan on our Associate team. 



Cris Gilmore

Associate - representative northern California

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 A graduate of Ohio Wesleyan University, Cris went on to work in Advertising and Public Relations for 3 years in Oahu, Hawaii where he worked in numerous capacities within multi-million dollar accounts like Nature Conservancy, Aston Hotels and Resorts, Polynesian Cultural Center,  Honolulu Cellular, Budget Rent-A-Car, and the Hawaii Symphony Orchestra.

In combination with his day job he started a professional soccer career with the Hawaii Tsunami, which was the catalyst to a professional career in Los Angeles, Denmark, Finland and The Netherlands.  During this period his priorities changed and his interest took him into coaching and education which was stimulated by the dutch lifestyle, coaching methodology and approach to the modern game. 

During his playing years in Holland he also enrolled in 2 different coaching courses achieving  the Level 3 and Level 2 Licenses from the KNVB (Koninklijke Nederlandse Voetbal Bond - Royal Dutch Football Federation) .

Now living in San Ramon, CA he is a director of coaching for the Mustang Soccer Club, the Director of Adult Soccer for NorCal Premier’s, LIGA NorCal, a head coach for NorCal Premier’s Player Development Program and a Coaching Education Coordinator for NorCal Premier.  He also recently became a certified Grassroots Instructor for US Soccer, teaching the new US Soccer Methodology across the country. 

During his 18 years in the Bay Area he has coached Division 1 soccer at San Jose State University, Cal Berkeley, and St. Marys.  He has created numerous grassroots programs, coached at the Development Academy level for the San Jose Earthquakes, coached in the ECNL for Mustang, coordinated multiple annual events including soccer tournaments and leagues and interacted, educated, and influenced thousands of youth players and adults.  

He continues his studies in coaching and sports performance under programs taught by NorCal Premier, The French Federation, Frans Hoek, Albert Puig, and EXOS.

With all his knowledge and experience we happily welcome him to our HUP team.