Step aboard as we join Jan-Erik Viitala, Founding Partner of Axopar, on an unforgettable trip to Ulvön in the High Coast of Sweden. This is a place of extraordinary natural beauty, but for Axopar, it’s much more than that. This is a journey back to the heart of adventure, reflecting the spirit that defines Axopar.
“Today, we’re embarking on an 160-nautical-mile journey from the Finnish archipelago to one of my favorite places in Sweden,” Jan-Erik begins.
The UNESCO World Heritage site “Höga Kusten”, or the High Coast, is a region shaped by the Ice Age, with landscapes that range from rocky Finnish shores scattered with boulders to the towering cliffs and intact formations of Sweden.
“On the Finnish side, the scenery is dramatic — vast fields of stones, some as big as houses, left behind by the glaciers. But on the Swedish side, it’s completely different. You have one of northern Europe’s highest islands and spectacular views that make every mile of the journey worthwhile.”
But this island holds an even deeper meaning for Axopar. In the summer of 2020, amidst the quiet of the pandemic, Jan-Erik and his team brought two Axopar boats, the 28 and the 37, to Ulvön. “It was a week before midsummer, and the sun was still high in the sky at 11:00 p.m.,” Jan-Erik recalls.
“We found this perfect spot to pause after a day filled with biking and kayaking adventures. As we sat there, watching the drone capture the stunning landscape, it hit me: this is who we are.
This is what our customers do. They explore, they push boundaries, they seek adventure. And that’s when the words came to me: 'We are the Adventure Company.' It wasn’t just a slogan — it was our DNA.”
Since that moment, Axopar has carved out a unique niche in the boating world, creating what Jan-Erik calls "a genre of its own” — adventure boating. Today, with over 6,800 boats worldwide, Axopar has become a cornerstone of the global boating community.
“Looking back over the past 10 years, I’m incredibly humble and grateful. The footage and stories we’ve received from our customers, from the rugged coasts of Scandinavia to tropical waters halfway around the world, are a testament to what Axopar stands for. Without them, none of this would be possible”, Jan-Erik says.
As Axopar wraps up its 10th-anniversary celebrations, the revisit to the High Coast serves as both a reflection on the past and an inspiration for the future. The spirit of adventure is what unites the Axopar community worldwide.
“This isn’t just about where we’ve been. It’s about where we’re going. Adventure boating isn’t just what we do — it’s who we are. And we can’t wait to see where the next 10 years will take us”, Jan-Erik concludes.
