At the 2025 Palm Beach International Boat Show, Onno Ebbens, Chief Marketing Officer of YATCO had the opportunity to sit down with Farouk Nefzi, Chief Marketing Officer of Feadship. In this candid conversation, Farouk shares the deep-rooted family values behind Feadship’s legacy, their unique approach to yacht design, and how the brand is leading with innovation, sustainability, and authentic storytelling in the superyacht industry. Plus, he offers valuable advice for aspiring entrepreneurs on how to stand out through meaningful marketing.
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Video Transcription:
Catching Up with Feadship at Palm Beach Boat Show 2025
Onno: “Day one of the Palm Beach Boat Show 2025, and we somehow found this lovely terrace on C Dock, and it happens to be from Feadship. And then we found Farouk. Farouk, for the few people that don’t know you, would you mind introducing yourself?”
Farouk: “My name is Farouk Nefzi. I’m the Chief Marketing Officer of Feadship. It’s lovely to be here. I think the Palm Beach International Boat Show is literally the premier show for us as an industry.”
Onno: “Really? Okay, I want to dive into that deeply.”
Farouk: “Yeah, sure.”
The Story Behind Feadship’s Legacy
Onno: “Because he’s the CMO of Feadship; I’m the CMO of YATCO, we’re probably going to talk a little bit about brand and marketing as well as the fun stuff that goes with it. But first, as marketeers, we all know it’s about the story—the why, the narrative, the feeling behind it. What’s Feadship’s story, if you had to describe it?”
Farouk: “I think if you want to tell the Feadship story, you can’t avoid its history—its legacy, if you will—which is already in the name. It’s all about family values. If you dig deep into where they originate, they are literally family companies that evolved into working together and made the name Feadship what it is today.
“For those that don’t know, the name Feadship is an acronym. It stands for the First Export Association of Dutch Shipbuilders. After World War II, several yacht builders and a naval architecture firm couldn’t sell to Europe because Europe, especially Holland, needed to be rebuilt. So, they said, ‘Okay, why don’t we collaborate, build a yacht, and try to sell it to the American market, where the aristocrats still lived?’ That’s how it all started in 1949. They built the first yacht, brought it to the New York Boat Show, and it took off from there.”
Onno: “I didn’t know that. That’s fascinating.”
Farouk: “Yes, and the families owning Feadship still carry those family values in how they embrace their employees and empower the people working for Feadship. There’s mutual respect for the specialists within our company. We’re all colleagues, but also a community. We’re all in this together.”
Family Values at the Heart of Yachting
Onno: “I think that’s one of the foundations of yachting, especially the superyacht industry. It’s such a niche market that you must approach it from a family perspective.”
Farouk: “Exactly. If you look at non-yachting media, they often portray it as being all about the luxury lifestyle—the glitter, the glamour. But if you dig deeper, it’s way more than that. We sell quality time, ease of mind, and a form of escapism that helps our clients step away from their busy lives. They build enormous conglomerates, and their yachts become their comfort zones—where they can cocoon with family and friends.”
Onno: “That’s a unique perspective. Would you say that’s what owners and potential owners are looking for? A safe haven?”
Farouk: “Absolutely. When potential clients approach us, we start by asking, ‘Why are you doing this? What do you want to achieve?’ Their answers guide the designs we create. It’s all about being together, enjoying life at sea, and connecting with nature. Those needs translate into the yacht’s design, but they originate from those deeper values.”
Onno: “That’s fascinating. So, you’re saying Feadship doesn’t just deliver yachts but also a sense of freedom and escapism?”
Farouk: “Exactly. And we also focus on being progressive and innovative. Last year, Feadship won the Best Investment Award in the industry. That shows we’re not just creating beautiful yachts but also delivering investment value.”
Leading by Example in Sustainability
Onno: “That’s really insightful. Let’s shift gears for a moment. You mentioned earlier the strong family values at Feadship and how they guide your approach. Do you think those values are consistently upheld across the industry?”
Farouk: “I believe so, though it might not always be visible. At Feadship, we genuinely practice what we preach. For example, we helped establish the Water Revolution Foundation, which fosters sustainability through industry-wide collaboration. It’s not just about being innovative on our own but encouraging everyone to do better together.”
Onno: “That’s inspiring. As one of the leading companies in the industry, do you feel it’s your responsibility to set the standard?”
Farouk: “Absolutely. We’re involved in initiatives like the Superyacht Life Foundation and Blue Marine Foundation. But we don’t see it as our role to wave the flag for everything we do. Humility is important, especially in an industry like ours.”
Advice for Aspiring Superyacht Entrepreneurs
Onno: “Before we wrap up, let’s talk about marketing. If you could give one piece of advice to an aspiring entrepreneur in the superyacht industry, what would it be?”
Farouk: “Start by asking yourself: Who am I? What’s my DNA? What’s my value proposition? Knowing your strengths and understanding your target audience is key. That clarity helps you cut through the noise and create a focused, effective marketing campaign. And with tools like AI enabling hyper-personalized marketing, you can connect with people on a deeper level.”
Onno: “Hyper-personalized marketing—love that! Thank you so much for your time, Farouk.”
Farouk: “My pleasure. Thank you for having me.”
