People of Nelt | Aleksandar Ašadanov | Nelt and Basketball – Two Different Worlds, Shared Values

Aleksandar Ašadanov, Key Account and Field Force Manager at Nelt Pharmaceuticals, is building his career at Nelt MKD while also coaching the North Macedonia women’s national basketball team and ŽKK Vardar.

Basketball has been part of his life since the age of nine, and the discipline, dedication, teamwork and perseverance he has developed through sport are now an important part of his professional approach as well. Although they may seem like two completely different worlds at first glance, Aleksandar says that business and basketball have a lot in common – above all, working with people, good communication and a shared goal.

In the new People of Nelt interview, Aleksandar talks about how his experiences at Nelt and in sport complement each other, what it takes for a group of individuals to truly become a team, and how his coaching experience shapes the way he works with people.

He also reveals how he balances his business and coaching responsibilities, why he would gladly switch roles with someone from logistics for a day, and what his biggest unfulfilled dream is.

Read the full interview with Aleksandar.

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What has your career journey at Nelt looked like so far?

I started my career at Nelt in 2022 in a Back-up role within the P&G division, where I had the opportunity to meet many colleagues and visit almost every territory across North Macedonia. This gave me a much better understanding of both the business and the market. After six months, I was promoted to Pre-Selling Representative for the Skopje region, and later to Pre-Selling Supervisor for Skopje and Eastern Macedonia.

Today, I am a Key Account and Field Force Manager at Nelt Pharmaceuticals , where I apply the knowledge and experience I have gained to working with key customers and sales teams.

Alongside your career at Nelt, you also have a serious coaching career – you coach the North Macedonia women’s national basketball team, as well as ŽKK Vardar. How did basketball become such an important part of your life?

Basketball has always been my first love and an essential part of my life. I started playing when I was nine years old, as a young player at KK Tikveš, where I took my first steps in basketball. Over the years, the sport taught me discipline, dedication, teamwork and perseverance – values that I also apply in my professional career today. In time, my love for the game grew into a desire to work with players and contribute to their development, which eventually led me to coaching.

Today, I have the honour and responsibility of coaching the North Macedonia women’s national basketball team, as well as ŽKK Vardar. For me, it is more than just a role in sport – it is also an opportunity to contribute to the development of young athletes and the growth of women’s basketball in the country.

What does a typical day look like when your responsibilities at Nelt and your coaching commitments are both on the schedule? How do you balance these two professional worlds?

When my business and coaching responsibilities fall on the same day, balancing the two is not particularly challenging, as my commitments with the club usually begin after 7 p.m. This allows me to stay fully focused on my work at Nelt during the day.

Still, good organisation is key. I make sure to complete my business responsibilities on time and then shift my energy and focus to coaching. Although these are two different professional environments, in many ways they complement each other.

At first glance, working in a company and leading a basketball team seem completely different. Where do you see the biggest similarities and differences?

The corporate world and basketball may seem completely different at first, but they have much more in common than you might think. In both, working with people, building a team, setting clear goals and communicating effectively are essential. A leader’s role is to motivate people and help each individual reach their full potential.

The biggest difference is how quickly you see the results. In basketball, you know the outcome as soon as the game ends, while in business it often takes more time to see the impact of certain decisions and activities.

Has your experience as a coach helped you in your role at Nelt – or vice versa? Is there anything you have carried from one environment into the other?

Definitely. I would say that my experiences in both environments build on each other and make me better in both roles. From coaching, I have brought communication, motivation and an individual approach to people into my work at Nelt. As a coach, I have learned that every player is different and needs a different approach to perform at their best. The same applies in business – success is not only about setting goals, but also about knowing how to motivate people to achieve them.

On the other hand, my experience at Nelt has helped me improve my organisation, planning and leadership skills as a coach. Working with clearly defined goals, tracking results and making fact-based decisions are all things I apply in sport every day.

In both sport and business, results depend on people. In your experience, what does it take for a group of individuals to truly become a team?

In my opinion, a group of individuals becomes a real team when the shared goal becomes more important than individual interests. That requires trust, clearly defined roles and mutual support.

Whether in basketball or business, the best results come when people are united, share the same vision and are willing to work for one another.

As a coach, you have to make decisions under pressure, motivate different personalities and take responsibility for the result. How has that experience shaped the way you approach your work and people at Nelt?

My coaching experience has significantly shaped the way I approach my work at Nelt. It has taught me to communicate more effectively, adapt my approach to different people and make decisions in challenging situations. I believe these skills help me become a better leader and manager.

What is the best advice you would give your teams – both at Nelt and on the basketball court?

I would tell them to always give their best and not look for excuses. We cannot always control the outcome, but we can control our effort, discipline and attitude towards our responsibilities.

I also believe that team success is more important than individual success. When everyone works towards the same goal, supports one another and takes responsibility for their part, results follow.

Which colleague would you switch roles with for a day, and why?

I would like to switch roles with someone from logistics for a day. Logistics is one of the key parts of our business, and I think it would be interesting to see first-hand the challenges our colleagues deal with every day to make sure products reach customers on time.

How do you most enjoy spending your free time, and what does your ideal day away from work look like?

My ideal day away from work would start with spending time with the people closest to me and going for a walk to relax and recharge. Of course, it would not be complete without some kind of physical activity, as sport is an important part of my everyday life. I would end the day in a relaxed atmosphere with family and friends.

What is one dream you have yet to fulfil?

My dream is to one day take part in a major international basketball competition, such as the European Championship or the World Cup, as a coach of the national team. It would be the pinnacle of my coaching career and a reflection of my long-standing dedication to basketball.

Where do you see yourself in the future?

I see myself continuing to grow as a professional and taking on greater responsibilities. I want to keep building successful teams, contribute to the development of the people around me and achieve results I can be proud of.

On a personal level, I see myself as a devoted husband and family man who manages to maintain a healthy balance between career, sport and private life.