Knut Heiberg-Andersen

Knut is our representative in Norway and although “retired” after 29 years at WINDY BOATS AS, he is as busy as ever. He has a 100 % Consultancy Agreement with WINDY SCANDINAVIA AB, serves as Co-Chairman , Windy Scandinavia AB; is a board member of Flexiteek International AS and is an Advisory Board Member of EVOY AS, an electric drive-lines start-up venture.

1. You officially retired a few years ago but you seem busier than ever. How has the move from full time work to semi-retirement been like for you? Any advice for others contemplating the move but nervous about retirement?

When I retired in the fall of 2019, my next work format with WINDY was already staked out. I was hired as a full-time consultant for the new management team, and I am very pleased to learn that they still want me. For certain I am not a qualified retirement advisor, but it goes without much saying that you need your physical and mental health in order. You must have a continued urge to do business, every day, and even more so than when you were in the driving seat. You need to be prepared for the constant changes taking place around you. For many of us our careers can be far from over when you pass 75, but I know I have been, and continue to be, very lucky.

2. As Chairperson of Windy Boats, you are still actively involved in the industry. What is the most exciting new trend that you feel will have a major impact on our sector in the years to come?

To see a new generation of professionals entering our industry, with new ideas, new products, new concepts, and designs. They are keeping the old establishment on its toes, trying to compete. They also attract the new generation of boaters which our industry needs. Particularly encouraging is to be engaged in the gradual shift from fossil fuel to greener options

3. The growth in the boating sector over the last few years has created a skills shortage globally. It is challenging to lure newcomers to the marine sector. Any advice you can give companies, or any good examples you have seen in the sector?

One of the challenges many European boat companies have, is their location. Many of us are in small towns and villages with limited access to the lifestyle the bigger cities and locations offer. Hence, attracting and recruiting young professionals is a constant concern. Like many other builders, we at WINDY are deeply engaged in apprentice programs, vocational education, and making sure that our company is offering a financially and socially stable future for the younger generation.

4. Many of our clients are looking to move into new markets, with our European firms eying the USA and vice versa. What do you perceive as the main difference between European markets and the USA?

Moving into an overseas market is much more than a strategic decision. It is a state of mind which requires considering a different set of factors: cultural, financial, and seasonal, differences in the purchasing processes, boater’s preferences, etc.

The differences between Europe and USA are vast in so many aspects hence one should take ample time to collect, absorb and analyse information to better understand and prepare for any overseas market entry. I am really pleased to see so many Europeans succeeding in the USA and there are more to come.

5. You come from a sales and marketing background. How has the rise of digital marketing impacted your businesses?

I have to smile when asked this question. It reflects the very fact that I am not a teenager anymore, but I now belong to the group of aldermen accepting that the internet is no fly by night and is here to stay!

Digital marketing has an immense impact on our business and WINDY is fully adapting to the new world of marketing. It will affect printed marketing, boat shows, improved use of market data, etc. The changes are already there and will, in my opinion, strengthen as we move forward.

6. If you were to go back in time, would you select this industry and your career path again?

Without any doubt.

Knut Heiberg-Andersen, Norway
Tel: +46 70 675 65 20
Email: knut.heiberg-andersen@gmba.blue

Disclaimer: Global Marine Business Advisors is a registered legal entity and is a network of independent marine industry advisors. In all articles the opinions expressed are those of the author and does not necessarily reflect those of GMBA.

Like the rest of our industry, It should not come as a surprise to anyone that also Scandinavian builders continue to be challenged by bottlenecks in the supply chain.

Whether building in their home country or having their production bases in Poland or Lithuania, the challenges remain and some of them are having a severe effect on timely production, deliveries to end clients and consequently to their bottom line.

The two most known Swedish builders are faced with increasing shortages in the engine supply and current imbalances between supply and demand have put tremendous price pressure on commodities and components in the supply chains on top of it all. For some builders, engines ordered in late 2020 have not yet been delivered making it close to impossible to plan and as one of the results; -putting their financial position at risk.

The backlog of engine orders is not improving, as promised. Consequently, there is a great concern amongst them all when this is going to turn around for the better as darker clouds are emerging over some market segments.

The softening of markets seems to be on everyone’s agenda and fuel prices alone are the direct reason for lower use of newly delivered boats and new boat sales in the lower segments. This is a common observation in all of Scandinavia.

Two builders we communicate with regularly, expect a plus 30 % drop in sales ( and production) in the coming 12 months period. These are dramatic figures for the industry but most of all for the builders who on top of it are battling tough bottlenecks in the supply chain, increased direct material prices, and higher absence due to new variants of covid.

Is it all going the wrong way? Absolutely not; – there is a strong undercurrent of interest and demand for boats and boating however the economies, inflation, energy prices, the pandemic, and the Ukrainian war have all unpredictable outcomes that need positive outcomes.

History shows that Norwegians have enjoyed boating and ocean crossing voyages.

We started in the late 7- and early 8-hundred and the Vikings quickly got the knack of plundering, pillaging and indecent behavior. Masters of the seas they were and also known to take pleasure in racing over longer distances.

Pleasure boating of the time.

This is a proud period of the Norwegian history; however, neither the English, the Scots and nor the Irish welcomed our merciless visits.

Those were the days!

Today Norway consists of approx. 5 million less violent individuals enjoying a total fleet of close to one (1) million pleasure boats.
From the days when we had to take long voyages for gold, silver and valuables, Norway struck “black gold”, just outside the coast in the late 60-ties and since then our country has been on an incredible financial voyage.

The population of pleasure crafts in Norway reflects our natural love for the sea, but also reflects the natural beauty of our long coastline and deep fjords. Pleasure boating opportunities seem unlimited.

The small-craft fleet has grown steadily from the 60-ties until today and 2021 is expected to reach all time-high in new boat sales
Driven by corona restrictions, a strong economy, and easy access to the sea, the boating community is still growing. Current boat owners upgrade their old boat, but there is also a new generation of boaters emerging. This is excellent news; – this is also needed; – and very much welcomed.

Despite the fact that all boaters should have a license for their boat, it cannot be avoided that new, inexperienced boat owners need guidance and time to learn boat handling and boat culture before they, and we, are safe and comfortable. Reckless driving can be as fatal at sea as it is on land.

In 1988 there were more than 2.9 mill. motor vehicles on the Norwegian roads and that year we had more than 370 fatal road accidents. In the years that followed , road deaths sadly reached similar levels.

In 2002 the Norwegian Council of Road Safety announced their Zero-Vision Action Plan.

They committed themselves to implement measures and work toward a vision of zero deaths on Norwegian roads.
In 2020 there were more than 5.7 mill. vehicles on the Norwegian roads and the number of fatal accidents had for the first time fallen below 100 and 13 less than the year before.
A similar Zero-Vision Plan has been announced by the Norwegian Society for Sea Rescue and NSSR has engaged our former Minister of Finance, Ms. Siv Jensen to manage and run this ambitious program.
Very many are happy to see that NSSR has selected a highly qualified and powerful person with passion and love for the sea and safe boating.

NSSR is in itself a well-organized entity and with the background, qualifications and ambitions of Ms. Siv Jensen they are adding a new dimension to their team and ensures confidence in their Zero-Vision Plan.

Of the 88 people drowned in Norway in 2020, 20 were connected to pleasure boating.
This is 20 too many and with a new generation of boaters coming on the water, it is our obligation to ensure that they are all safe, comfortable and remain strong ambassadors for our industry.

We can now watch adequate measures and actions being implemented and, as all lives matters, many of us have great expectations of the Zero-Vision Plan by NSSR.

As President Roosevelt once said; “… Look to Norway”

For further information
Knut Heiberg Andersen
Email: knut.heiberg-andersen@gmba.blue
Mobile: +47 900 61 175
Website: www.gmba.blue

Kindly note: Global Marine Business Advisors and its associated website www.mba.blue are not registered legal entities. GMBA is a network of independent marine industry advisors.