Strategy and organisation optimisation

Hein Velema


Boardroom consulting, Market intelligence

Hein Velema supports companies in the maritime and superyacht industry to develop their strategy and adjust their organisation to the constantly changing environment. His strength is to help management teams to develop a shared vision on the future and to translate that vision in every aspect of design, engineering, production, sales, marketing and collaboration with other parties in the industry.

Hein started his consultancy career at M&I/PARTNERS working with some of the largest profit and non-profit organizations in the Netherlands. Here is where Hein developed his skills to quickly analyze and visualize complex both strategic and operational problems and to create acceptance amongst all stakeholders to implement solutions.

Hein left his consultancy job to become director at Feadship, the most prestigious Dutch yacht builder where he became responsible for coordination of sales, marketing and strategic development. Later he also became general manager of De Voogt Naval Architects, responsible for all design and engineering within the Feadship group. Here is where Hein used his consultancy experience to restructure the engineering process to shorten the building process. While being director at Feadship, Hein was an active board member and president of the Holland Yachting Group and also the founding president of the international Super Yacht Builders Association (SYBAss).

Just before the financial crisis, Hein moved to Monaco to become CEO of Fraser Yachts, at that time the world’s number 4 service provider active in brokerage, new build, charter, yacht management and crew placement with offices in 7 different countries. But soon the market changed dramatically and understanding the structural changes in customers behavior became crucial to survive and succeed. Fraser Yachts was the first to adapt their strategy and organization to this new reality and as a result became the number 1 brokerage house in the superyacht industry.

Since then Hein worked as consultant, interim manager and trainer with numerous players in the superyacht industry from shipyards, brokerage houses, associations, media companies and family offices around the world.

Areas of expertise:

  • Superyacht Industry
  • Strategy and change management
  • Design and engineering management
  • Marketing and Sales
  • Intercompany collaboration
  • Training