Tim Heneveld Brings Innovation and Sustainability to Outdoor Living

By Robert White, Editor-In-Chief

Creating the perfect backyard retreat is an art, blending comfort, design, and functionality. At the forefront of this movement is Tim Heneveld, the Country Director for PERGOLUX in North America, who is redefining outdoor living with a fresh approach to high-quality, customizable pergola kits. With an entrepreneurial mindset and a background in sales and business development, Tim has been instrumental in expanding PERGOLUX’s presence in the United States, offering consumers a seamless way to transform their outdoor spaces.

Tim’s journey to PERGOLUX began long before he took on the role of Country Director. Growing up in rural Oregon, he spent much of his time tinkering and problem-solving, which led him to study industrial and manufacturing engineering. “I thought I wanted to be an engineer,” he recalls, “but after a few internships, I realized I hated sitting behind a desk.” This realization pushed him toward technical sales, where he thrived, traveling across North America selling capital equipment. His experience in business development eventually led to the opportunity to build and sell a company in the construction equipment sector, giving him a taste for scaling businesses and creating impactful solutions.

That entrepreneurial drive caught the attention of PERGOLUX, a rapidly growing company that was looking to enter the US market. The company, already established in 14 countries, needed the right leadership to make a strong impression stateside. “I had the opportunity to pitch myself for the job, and here we are, 14 months later,” Tim says. “We’ve helped about 3,000 customers across the US, including Alaska and Hawaii, and the response has been incredible.”

PERGOLUX stands out in the pergola market by offering premium, DIY-friendly pergola kits that eliminate the hassle of custom-built installations. The company was founded in Norway by professionals who initially worked in high-end custom pergola construction, a process that involved months of planning, measuring, and installation at a premium price. Seeing the demand for a more accessible and affordable alternative, they developed a streamlined product that could be shipped directly to customers while maintaining the luxury look and feel of high-end custom builds. “It’s the same quality as these high-end, custom-built pergolas,” Tim explains, “but we’ve optimized the process so homeowners can install it themselves at a fraction of the price.”

As the leader of PERGOLUX’s North American division, Tim’s role is anything but routine. “Every day is different,” he says. “I could be hiring new team members, onboarding vendors, working on partnerships, or even helping customers directly. We started with zero employees, and now we’re at around 20, and we’re hiring constantly. It’s exciting to be building something from the ground up.”

Unlike many companies in the outdoor living space, PERGOLUX operates exclusively as a direct-to-consumer brand, meaning customers order directly from their website rather than going through big-box retailers. “Right now, we’re focused on selling straight to homeowners,” Tim says. “That said, we do have a lot of landscapers and architects who come back as repeat customers, but we don’t treat them any differently than the average homeowner looking to upgrade their backyard.”

With a sleek, modern design and award-winning aesthetics, PERGOLUX pergolas are more than just functional—they are an extension of the home. But choosing the right pergola is about more than just looks. “The biggest mistake people make is not considering how they’ll actually use their outdoor space,” Tim explains. “Are you looking for a cozy place to relax with a drink? Do you need an outdoor play area for your kids? Do you want an enclosed space to use year-round? Thinking about these factors first helps you plan the right setup from the beginning.”

Once customers choose a pergola, they can further personalize their setup with an extensive range of accessories, including screens, glass walls, wooden slat walls, LED lighting, and heaters. The ability to swap accessories throughout the seasons makes PERGOLUX’s system one of the most versatile in the market. “A lot of our customers in colder climates add glass walls and heaters, turning their pergola into a cozy outdoor space even in winter,” Tim says. “In warmer regions, people love the wooden slat walls for added privacy and design.” Some customers have even used their pergolas for unexpected applications, including outdoor home theaters, golf simulators, and even as carports for classic cars.

Sustainability is also an important topic in the outdoor design industry, and many companies have been accused of “greenwashing”—the practice of misleading consumers about how eco-friendly their products actually are. Tim is upfront about the realities of the manufacturing process. “Our products, like most in the industry, are made overseas, and we don’t try to hide that,” he says. “What we do focus on is making sure our materials are high quality and built to last.” The aluminum construction of PERGOLUX pergolas ensures durability without rusting, and the powder coating process prevents paint from chipping—both of which reduce waste and environmental impact over time. “Cheaper alternatives with steel components will rust and degrade much faster,” he explains. “That’s why we stick to aluminum and high-quality finishes. We want our products to be a long-term investment.”

Looking ahead, PERGOLUX is continuously expanding its offerings, with new smart home integrations and additional accessories on the horizon. “We’ve got some exciting things coming with automation and smart technology,” Tim teases. “I can’t say much yet, but we’ll definitely be adding more ways for people to enhance their outdoor spaces.”

With a growing customer base and a reputation for quality, innovation, and ease of installation, PERGOLUX is well on its way to becoming the go-to name in outdoor living solutions. Whether you’re looking to create a modern backyard retreat, a year-round entertaining space, or simply add value to your home, their pergolas offer a stylish and functional solution.

For more information on PERGOLUX’s products and to explore their latest designs, visit PERGOLUX.