How curiosity-driven design transformed Axopar into a global brand

In this episode, Jessica Schmidt speaks with EY Entrepreneur Of The Year Finland winner Jan-Erik Viitala of Axopar Boats, alongside audit partner Juha Hilmola at Ernst &Young Oy on building a global brand.

Building a global brand rarely follows a straight path. It requires curiosity, resilience and the discipline to learn from failure.

EY Entrepreneur Of The Year Finland winner Jan-Erik Viitala shares how early, hands-on experiences with boats shaped his entrepreneurial mindset and led to the founding of Axopar Boats — now one of the world’s fastest-growing adventure boat brands. 

The conversation explores leadership in cyclical industries, the role of competition in accelerating innovation and why long-term success often depends on execution rather than ideas alone. Jan-Erik also shares his perspective on sustainability, emphasizing that meaningful impact often begins with smarter design choices rather than bold claims.

Juha Hilmola, audit partner at Ernst&Young Oy and long-time leader of EY Entrepreneur Of The Year Finland, adds perspective on what distinguishes exceptional entrepreneurs. He explains why programs like EY Entrepreneur Of The Year play a critical role in recognizing long-term value creation, resilience and sustainable impact.

Key takeaways:

• How curiosity and early experimentation shape entrepreneurial thinking
• Why strong founding principles matter more than rapid scaling
• How competition can accelerate innovation rather than hinder it
• Leadership traits needed to build resilient, global organizations
• Why reflecting on progress is essential for long-term success

Presenters:

• Jessica Schmidt, Associate Director, EY Sweden
• Juha Hilmola, Partner, Growth Markets, Audit, EY Finland