JAN-ERIK VIITALA
Serial entrepreneur Jan-erik Viitala has fitted more into his 16-year boat industry career than most people fit into a lifetime. As one of the founding partners, and subsequently CEO, of both Paragon Yachts and XO Boats, he helped build the foundations of a new breed of all-purpose adventure boat. Using this knowledge and his own hard-earned experience of growing up around boats in Finland, he then threw himself into a fresh project building an entirely new brand called Axopar – famously, an acronym of the three companies A(quador), XO and Par(agon).
The first model, a 28ft outboardpowered walkaround adventure boat, was launched on an unsuspecting world at the Helsinki Boat Show in February 2014. With its aggressively modern looks, sea-kindly hull, punchy outboard power, walkaround decks and highly competitive pricing, it’s fair to say it proved quite popular! Over 200 examples were sold in the first 18 months – an unheard of number for a brand new start-up – but a mere drop in the ocean compared to the current total of almost 3,000 units.
Now approaching its 10th anniversary, Axopar has gone on to become a true boating phenomenon. Much copied but rarely matched, Axopar is the defining brand for a whole new generation of boats and boaters. And while Jan-erik would be the first to acknowledge the input of the team around him, it is his vision and relentless drive to keep improving its craft that has fuelled its stratospheric growth.
With a range that spans 22-45ft and interests in everything from electric outboard engines to boat clubs, Axopar looks well set for the future, allowing Jan-erik to finally step back from day-to day operational responsibilities and focus on making the boats even more enjoyable and accessible in his new role as Creative & Innovation director.
Something tells us he won’t be resting on his laurels any time soon!