An interview with Aaron Hoyles
“I’m not a tourist here. I want to be connected to the society I live in. You build a life through people. That’s why I volunteer and join events.”
I’m Aaron Hoyles, originally from Upstate New York, though Chicago still feels like home after many years living and working there. In 2015 I left the United States to complete an MBA at EM Lyon Business School in France, which became the start of a long journey through Europe. After Lyon, I lived in Paris and later in Brussels, where I spent three years working as an executive at a Belgian healthcare start-up.
During the pandemic I returned to the US to support family, and afterwards I moved to Lviv, Ukraine. A city I knew through the strong Ukrainian community in Chicago and through friends who lived there. In April 2022 I eventually settled in the Netherlands under the Dutch-American Friendship Treaty. I now run a consulting company called Global Approach Advising, focused on international strategy, leadership, and professional development.
How would you describe your experience living in the Netherlands?
My experience in the Netherlands has been positive from the start, even though I’m not fully immersed in daily Dutch life because my work often takes me abroad. Compared to other countries I’ve lived in, things here are well-organised: the administration is clear, life is clean and orderly, and people are generally tolerant and welcoming. Limburg surprised me in the best way. Before moving, I barely knew anything about this region, but living here has shown me how beautiful and calm it is.
Culturally, the Netherlands is quite different from the US, but I enjoy adapting to new environments. I’ve lived in France, Belgium, and Ukraine, and from an expat perspective, the Netherlands feels balanced, stable, practical, and surprisingly international. At the same time, because most of my professional network is abroad, I’ve actively sought connections here, which is partly why I joined local initiatives like the Buddy System.
Did you have any challenges with food culture, social norms, and language
Every country comes with its own surprises, and for me the biggest cultural shift was food. After living in France and Belgium, where lunch is almost an event in itself, the Dutch habit of eating a simple sandwich felt unusual. Still, it became a small part of the broader adjustment. To my surprise I also discovered Indonesian cuisine here, something I had never encountered in this form in the US, even the ready-made meals at Albert Heijn opened a new food world for me.
Another challenge has been the language. I spend a lot of time in different language environments, and switching between them confuses me more than I expected. As a result, my Dutch has developed more slowly than I would like. I hope to practise more through language cafés and meet-ups, because learning the local language is essential to feeling integrated.
Socially, I’ve noticed differences too. Not in a negative way, but simply in pace. I work professionally with cross-cultural concepts, so I tend to see these differences as relative rather than right or wrong. Dutch people don’t form deep friendships quickly, but once you’re part of someone’s circle, the connection is steady and genuine. It’s simply a different rhythm compared to the fast, surface-level openness typical in some other cultures.
How is your social life here?
Despite traveling frequently, I’ve built a mix of friendships with both locals and internationals. Some connections happen casually around town, others through expat meet-ups and events. Early on, I joined a Sittard-Geleen expat meet-up at Café Ich & Dich, where I met a lot of great people. At the same time, many of my closest friendships are spread across Europe and the United States. That is the reality of moving between countries. You build meaningful connections in many places. Because of that, my local network here is smaller than in previous countries, but I hope it continues to grow.
One of my current goals is to reach A2 level so I can apply for permanent residency. Dutch culture feels balanced and fair, but relationships take time to build. In cross cultural studies, this is often described as a coconut culture. People may seem reserved at first, but once you form a bond, friendships run deep.
Volunteering has played an important role in helping me feel connected here. I volunteer in Maastricht through Serve the City, which has helped me meet more locals and feel part of the community. I never wanted to live here as an outsider. In the United States, volunteering is deeply embedded in the culture and companies often organize volunteer days. I was looking for something similar here. Volunteering allows me to contribute in a meaningful way while also building social connections.
What also surprised me is how international this region is. Whether you are introverted or extroverted, there are many opportunities to meet people, from language cafés and guided tours to Buddy System events. It makes it easier to connect, practise the language, and slowly build a sense of belonging.
Advice for newcomers and what would have helped you
For anyone moving here, my biggest advice is to take advantage of what’s already available: the meet-ups, the cultural events, the community walks, the social groups. Limburg may not be a big metropolitan area, but it offers more than people think. I also recommend learning at least basic Dutch early on. It’s easy to get by in English, but learning the language opens doors socially and helps you feel part of society rather than just living beside it.
Looking back, I think newcomer sessions would have been useful. Practical workshops that explain things like recycling rules, healthcare basics, insurance, transportation cards, and administrative steps. In some cities, these already exist, but having a central, easy-to-find place for this information would make a big difference for people who arrive without knowing where to start.
Any thoughts about Dutch food and habits you have adopted
I’ve grown fond of several types of Dutch food, especially oliebollen around the holidays and, of course, the cheese. I probably eat more cheese than the average Dutch person, even after living in France. As for habits, I find Tikkies amusing and incredibly practical. Growing up in the US, the phrase “going Dutch” was used for splitting the bill on a date, so now actually using Tikkies in the Netherlands feels like a full-circle joke.
I also appreciate the Dutch sense of structure. A mix of propriety, consistency, and straightforwardness that contrasts with the more chaotic, emotional energy of Latin cultures. Both have their charm, but the Dutch rhythm of daily life suits me well.
This interview was conducted and published with the voluntary consent of the interviewee.
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