REVISITING

“THE HIGH COAST”

OF SWEDEN

 

Featuring Axopar’s Founding Partner Jan-Erik Viitala

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.

 

 

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Crossing the Baltic – a journey across vast waters 

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.”

The weather forecast predicted bad conditions in both Finland and Sweden, but instead of storms, the journey delivered stunning landscapes, unique experiences, and almost nothing but sunshine.

As the boat glides across the sea under a bright sun, Jan-Erik reflects on what makes this trip special. “It’s not just about the destination,” he says. “It’s about the journey — the feeling of getting up early, stepping onto the boat, and embracing a day of adventure. There’s nothing quite like it.

Once again, we learned that no matter the forecast, the journey is always worth it. Rain or shine, just get out there and embrace the adventure.”

 

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Every day has an adventure. We take you there.
“No matter the weather forecast, the journey is always worth it. Just get out there and embrace the adventure”

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Arriving at Ulvön - where adventure meets tranquility

Halfway across the Baltic, the vastness of the terrain becomes truly apparent. Flying a drone reveals the incredible scale of the boulders scattered across the shores of Finland. By the time Ulvön appears on the horizon, the scenery has shifted dramatically. Known as the main harbor of Sweden’s High Coast, Ulvön is a picturesque island that embodies the charm of the Swedish archipelago.

Ulvön is one of those places where you feel time slows down,” Jan-Erik explains.

It’s perfect for hiking, sightseeing, or simply unwinding. The island has idyllic bed-and-breakfasts, traditional Swedish boathouses, a hotel, and even its own sailing regatta. It’s a destination that offers at least a couple of days of adventure, whether you arrive by boat or ferry.

 

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The Birth of "We Are the Adventure Company"

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The Birth of "We Are the Adventure Company"

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.

A Decade of Adventure

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.