Meet Jan-Erik Viitala: The Visionary Behind Axopar

Few people have influenced modern boating quite like Jan-Erik Viitala, Founding Partner of Axopar Boats.

When Jan-Erik began developing the Axopar concept in 2012, the goal wasn’t simply to create another boat brand. It was to rethink what a modern boat could be: exciting to drive, incredibly versatile, fuel efficient and accessible to a new generation of boaters.

The result was the Axopar 28, launched in 2014, and with it came an entirely new category of boating. Today, Axopar describes the adventure boating genre it pioneered as having grown into a global movement, with more than 7,500 Axopar boats delivered worldwide in just over a decade.

At the heart of that growth has been Jan-Erik’s relentless focus on innovation, modularity and, perhaps most importantly, how a boat actually feels on the water.

His impact has been recognised across the industry, including receiving the Judges’ Special Award at the 2024 Motor Boat Awards for his exceptional contribution to boating. He also won 2025 EY Entrepreneur Award celebrating Viitalas unique vision and outstanding entrepreneurial achievements, but it also recognises the dedication and commitment of all Axopar staff since the company was founded in 2014.

And he isn’t finished yet.

From the evolution of Axopar’s award-winning ranges to the development of the all-new Axopar 38, Jan-Erik continues to challenge convention and push the brand forward.

For Axopar, the next generation of adventure boating is only just beginning.