Jan-Erik Viitala

EY World Entrepreneur Of The Year™ 2025 finalist, Finland
Founding Partner of Axopar Boats Oy

Jan-Erik Viitala is plying uncharted waters with a new generation of boats.

For Jan-Erik Viitala, every boat plays a role in someone’s life, a reminder of times spent with family and friends. Boats have always been a part of Jan-Erik’s story. He grew up around them, which isn’t unusual for a youngster in Finland, where roughly one in five people are boat owners. But few make waves large enough to reshape an industry.   

Jan-Erik’s voyage as a serial entrepreneur began in 2006, encompassing the roles of cofounder and CEO at both Paragon Yachts and XO Boats. It was after these experiences that he envisioned a new genre — adventure boating — complete with a lifestyle that inspires people to explore and connect. He launched Axopar Boats Oy in 2014 with a mission of “Bringing more people on the water” to create memories that outlast the time spent on the boat.  

Today, Axopar Boats Oy is the largest boat producer in the Nordics, ranking among the top 10 boat manufacturers in Europe. Its boat-building innovations have enabled 25% decrease in materials, creating more cost-effective, lightweight and fuel-efficient boats. Competitors have followed suit, further impacting the entire industry, for everyone’s benefit.  

When Axopar Boats Oy debuted, it was the first boat range to adapt to multiple users: weekenders, explorers and commuters. Professional boating journalists soon recognized it with major European boating awards — an unheard-of achievement for a first-time entrant. In 2020, the Axopar Boats Oy 28 Cabin became the first and only European brand to be awarded “Boat of the Year” in the US.  

Now considered the world’s fastest-growing boat brand, Axopar Boats Oy has appeared several times on the Financial Times FT1000 list. In just 10 years, Axopar Boats Oy has sold more than 7,000 boats to 70+ countries, totaling €1b in retail, all bootstrapped, and today also offers 100% electric boats and circular ownerships.