Milwaukee 2026

On 10 and 11 June, Milwaukee Tool hosted an exclusive customer event at MASCOT Circuit Zandvoort in collaboration with Razoon, More Than Racing. Over the course of two days, the focus was on brand experience, customer engagement and action.

Unlike the previous edition, this year's event began in the Champions Lounge, where guests arriving from the airport were welcomed with a dinner overlooking the circuit.

The following morning, the programme kicked off in Bernie's Lounge with coffee and a short briefing. Guests then moved to the pit garages for a series of interactive product demonstrations, where they had the opportunity to get hands-on with Milwaukee's latest tools.

It was an immersive experience centred around innovation, reliability and ease of use.

The afternoon brought even more excitement as the circuit came alive with a variety of activities. Guests competed in virtual races at the RaceSquare simulator centre and took part in interactive challenges throughout the paddock.

The absolute highlight of the event was the on-track experience. Throughout the day, guests enjoyed high-speed passenger rides in KTM X-BOWs and Porsche Cayman GT4 race cars alongside professional drivers, while some even had the opportunity to take the wheel themselves. Those looking for an extra challenge headed to the off-road course, where Jeeps tackled the sand terrain of the circuit's dedicated 4x4 track.

Na een intensieve dag vol indrukken, adrenaline en techniek, verschoof het programma weer naar de Champions Lounge. Een stijlvolle setting voor diner en dialoog, met uitzicht op het verlichte circuit en de ruimte om op een ontspannen manier relaties te verdiepen.

Milwaukee Tool heeft niet alleen haar producten laten spreken, maar vooral een omgeving gecreëerd waar merk, mens en ervaring naadloos samenkwamen.

Een mooi voorbeeld van hoe B2B-events méér kunnen zijn dan informatieoverdracht en juist impact maken door beleving en verbinding.