As Cooll enters its next phase of growth, we are excited to share Sicco Rust will be appointed as our new CEO per January 2026. We’ve asked him a couple of questions so you can get to know a little more about him.
Could you introduce yourself?
My name is Sicco Rust. I’m in my early 50s, married, and the father of teenage son. My daily routine starts in our swimming pond: in the summer with a few laps and in the winter with a shorter dip. I’m an active field hockey player and board member at the local hockey club. Sailing and driving a motorcycle are two of my great passions. We live in the countryside, where there’s always something to do or renovate, and I enjoy being involved in it.
What is your background?
With extensive leadership experience in the heating sector and product commercialization, I bring a clear strategic vision and market focus. I am currently CEO of TCB in Assen, where I will serve until the end of 2025. My background in technology and commerce helps me not only develop but also successfully launch innovative concepts, such as the gas-fired heat pump and other energy-efficient heating solutions.
What motivated you to come to Cooll?
For me, Cooll is the culmination of technology, timing, and necessity. The company has developed an innovative gas-fired heat pump that perfectly fits the energy transition: efficient, reliable, and easy to use without major adjustments for the user. The opportunity to scale up this sustainable innovation with a strong team and turn it into a proven commercial success was the deciding factor for me.
How would you describe the potential of the Cooll heat pump?
With my extensive network in the sector, I strongly believe in the potential of the Cooll heat pump to establish a strong market position. This heat pump is on average 1.5 times more efficient than a high-efficiency boiler and can easily be retrofitted into existing systems. This makes the product unique in the hybrid heat pump market. My passion lies in developing new initiatives, venturing into uncharted territory, and developing businesses together with a dedicated team. I believe that decisiveness and execution are just as important as innovation and development: success starts with action.
What would you like to achieve?
For me, the energy transition isn’t an abstract goal, but a concrete challenge. At Cooll, I want to build a company that demonstrates that innovation can truly be scaled up, with a product that impacts energy efficiency and CO₂ reduction. My goal is to establish a strong and sustainable market position where customers, partners, and employees share a sense of pride in what we achieve together. Cooll is developing an innovative gas-fired heat pump that contributes to the energy transition in the Netherlands: sustainable, efficient, and directly applicable in existing homes and buildings.
To me, the energy transition is not an abstract goal, but a tangible challenge. At Cooll, we combine vision with decisiveness – and I’m proud to take the next step together with this team.
