This one wasn’t planned. I literally stopped Henrietta, our CEO and co-founder, in the corridor for a quick coffee and a brief interview. As an MOXSEA employee, I’ve heard her story many times, but it never fails to inspire. And I thought it was about time we shared it with the rest of you, our amazing community.
So Henrietta, thanks for sitting down with me for a coffee. I have heard your story many times, but it is always so inspiring to hear you tell it. I believe it’s also important to share it with our audience.
Henrietta: Thanks for kidnapping me in the corridor!
Let’s start at the beginning. How did the idea for MOXSEA come to life?
Henrietta: My husband Stefan and I, who is also a co-founder of MOXSEA, were running a boat club in Mallorca for several years. We had a fleet of 15 boats and about 80 members. I was working in the back office, handling marketing and sales, finance, and administration. What I struggled with most was the number of different software systems I had to juggle – none of them were synchronised. It was frustrating and costly, and it made scaling the business extremely difficult. When we eventually left that business, Stefan started working as a consultant for a boat manufacturer, helping them build their global boat club. Meanwhile, I found myself alone – the kids had moved out, the dog had passed away, and Stefan was travelling. I was 52 and standing at a crossroads: should I return to my career in global marketing and sales in the pharmaceutical industry, or should I solve the problem I had struggled with for so long? So I wrote the business case for MOXSEA – a white-label, seamless software platform designed specifically for boat clubs and boat-sharing businesses. A system that integrates everything in one place. I pitched the idea to investors, and quite quickly, I secured our first angel investor. That was in December 2022, two and a half years ago.
MOXSEA is a white-label platform for boat clubs. Why did you choose that route instead of building your own club again?
Henrietta: I saw the demand in the market. The nautical sector has lagged in terms of digitalisation, and since I had experienced a similar transformation in the pharmaceutical industry, I knew the timing was right. I wanted to challenge another outdated sector by developing smart, simple tools that would allow clubs to optimise and grow. Of course, I was scared, but I was also confident. I knew this was the future.
What has been the biggest challenge in the journey so far? And what have you learnt from it?
Henrietta: One of the biggest challenges was the complexity of developing the software. Early on, I teamed up with my son Zeth, who is also a co-founder, and together we created the architecture for both the app and the backend, including all the mockups. But building something easy to use is actually incredibly hard. There are so many connections to manage. However, the biggest personal challenge has been the loneliness and the self-doubt. The to-do list never ends, and even though I have Stefan and Zeth by my side and a fantastic development team, the weight of responsibility often falls on my shoulders. When the bank account is low and you’re chasing investors to keep the company afloat, it can feel overwhelming. But it’s also made me stronger.
MOXSEA is now live with clients. How does it feel seeing it being used out on the water?
Henrietta: That’s the part I love! Seeing our clients using MOXSEA and seeing how it supports them in optimising and scaling their business is incredibly rewarding. Even better is the feedback from their members who use the app. That helps validate the product and shows that our clients are offering a modern, efficient experience. And, of course, the feedback we receive helps us continuously improve the software.
Sustainability and the blue economy are central to what you do—why is that important to you personally?
Henrietta: It’s absolutely core to why I started MOXSEA. I realised quickly that we can’t keep producing boats at the rate we are today. We need a more sustainable way of enjoying the sea. By promoting boat sharing, we not only reduce the number of boats sitting idle, but we also make better use of existing marina space. Boats often sit unused for most of the year, and we can do better than that.
What motivates you to keep pushing forward, even on tough days?
Henrietta: I focus on our happy clients. I love meeting boat clubs and marinas that understand the future is about sharing. Seeing them use MOXSEA and knowing the software is helping them grow and evolve brings me so much joy. That’s what keeps me going.
What is the next step for MOXSEA?
Henrietta: Now that we have paying clients and the system is live, the next big step is to scale. To do that, we need to raise a new investment round. My focus right now is on finding the resources to grow the team and prepare for our expansion into the American market.
Any final thoughts you’d like to share with the MOXSEA community?
Henrietta: Yes. If there’s one thing I’ve learnt, it’s that innovation doesn’t always come from the biggest players; it comes from people who care deeply about solving real problems. MOXSEA was born from frustration, yes, but also from love. Love for the sea, for entrepreneurship, and for building something that truly matters.
"To anyone out there running a boat club or dreaming of starting one. You’re not alone. We built MOXSEA for you. And this is just the beginning. Let’s reshape the future of boating together," says the CEO of MOXSEA, Henrietta.
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