When Mike Van Loon talks about bringing Escea fireplaces to Europe, his eyes light up. “It’s as if I’m back on stage,” he says — and that’s not just a metaphor.
Born in Belgium, Mike’s first career unfolded under the bright lights of the ballet. From the age of 12, he trained at the Royal Ballet School, going on to dance full-time across Germany, Austria, and the Netherlands. It was a life shaped by discipline, passion, and the pursuit of perfection — qualities that would follow him, unexpectedly, into a very different world.
After retiring from dancing and moving his family to Australia, Mike transitioned into sales — and soon found his calling in the fireplace industry. With an innate eye for design, deep technical knowledge, and a gift for connecting with people, Mike quickly became an industry authority. Architects, designers, and homeowners alike sought his expertise to help shape beautiful, functional spaces centered around the fireplace.
From Spotlight to Firelight: Mike Van Loon, Escea’s European Sales Manager, reflects on a career shaped by creativity — from the ballet stage to the fireplace industry.
It was during one of Escea CEO Nigel Bamford’s research visits to Australia — studying how top dealers operate, preparing for European expansion, and identifying potential collaborators — that he crossed paths with Mike. This wasn’t just a lucky encounter; Nigel had set out to understand the landscape, and Mike’s reputation made him stand out.
“I felt very intrigued,” Mike recalls. “Shortly into the conversation, I genuinely felt that something was in the making. There was a click — not just by coincidence, but because of shared values and vision.”
That “click” sparked something bigger: conversations turned into collaboration, and soon Mike realised the alignment ran deeper than just fireplaces. “What stuck was Nigel’s story and his drive to take Escea to the European stage,” Mike says. “The ability of Escea, and the capacity to make the adventure succeed. And most of all, those words: it’s not about if, but about when we are going to launch in Europe.”
Now leading Escea’s European expansion, Mike draws on deep industry knowledge and a passion for craftsmanship to introduce the brand to a new market.
As Escea’s European Sales Manager, Mike isn’t just selling fireplaces — he’s leading the charge into a whole new market. His insider understanding of both European trends and Australasian innovation makes him uniquely equipped to build bridges between cultures, industries, and customers.
For Mike, Escea offers something European customers haven’t quite seen before: the craftsmanship of a New Zealand-made product paired with the credibility of a long-established brand. It’s a combination of design and performance that resonates deeply with both retailers and customers.
But it’s not just about the products. “Everyone at Escea is working for the greater good as a team,” Mike says. “There’s a real sense of connection across the entire company. And that culture — the innovation, the curiosity, the aesthetic — is what excites me most about bringing the brand here.”
For Mike, every Escea fireplace is part of the performance — a seamless blend of design, innovation, and emotional connection.
Optimism fuels Mike’s vision for Escea’s future in Europe. Retailer interest is growing, and he’s eager to share the Escea story — not just the products, but the philosophy and passion behind them. “It’s incredibly rewarding to help find enhanced fireplace solutions that meet customers’ needs, with less compromise,” he says.
What truly sets Mike apart is his ability to connect — with customers, dealers, and designers alike. His warmth, insight, and passion for beautiful spaces make him more than a salesperson; he’s a guide who helps people find the fireplace that transforms their home.
For Mike, it’s all part of the performance: the moment when a customer connects with a fireplace, when design and emotion meet, when something clicks. “It’s fulfillment and completion,” he says. “A very rewarding feeling. Almost like receiving a roaring applause.”
