This week, we put the spotlight on Lucy Greenhill and Geraint Harmer, co-founders of the Nautica Collective, offering boutique sailing adventures tailored to millennials seeking cultural immersion and meaningful connections.

What’s your story? How did you come up with the idea for your business?

The Nautica Collective was born from a shared vision between myself and my co-founder, Geraint Hamer. With complementary experiences in travel, events, and music, we saw an opportunity to redefine premium sailing for a new generation. Traditional yachting often targets mass-market or ultra-wealthy audiences, but we identified a gap: affluent millennials in their 30s and 40s who seek flexibility, boutique experiences, and meaningful connections.

After five years of market research, in 2024, we introduced a fresh concept blending curated sailing adventures with flexible durations. Our journeys immerse guests in the culture, cuisine, and hidden gems of each destination.

Why does the industry need the solution you’re providing?

Premium yachting often lacks flexible duration and pricing options, making it inaccessible or unappealing to many. Travellers also struggle to find authentic, small-group connections, which we address by curating intimate experiences that foster meaningful relationships among like-minded individuals.

Planning tailored sailing trips is time-consuming, especially for those unfamiliar with sailing or local logistics. Our end-to-end service streamlines the process, removing stress and ensuring a seamless experience. Additionally, most sailing trips overlook local culture. The Nautica Collective blends luxury with authenticity by incorporating local cuisine, hidden gems, and immersive cultural activities.

What have you enjoyed most about starting your own company?

What I’ve enjoyed most about starting The Nautica Collective is the chance to disrupt and redefine an industry in a way that resonates with modern travellers. It’s rewarding to build a company that fills a clear gap in the market. I also love creating a business that reflects my values; partnering with suppliers committed to authenticity and excellence, and shaping a company culture that prioritises innovation, collaboration, and well-being.

Working alongside Gez, a long-term friend and fellow leader, has been especially enjoyable. His unique perspective complements my own, and together, we’re building something that combines our strengths to create a lasting impact on the industry and the people we serve.

What challenges did you have to overcome at the beginning?

At The Nautica Collective, we’re in the early stages of building the business. In late 2024, our biggest challenge was balancing full-time jobs with setting up the company, teaching us the value of discipline, time management, and a clear vision.

Our focus now is positioning the business for successful fundraising by managing cash flow, increasing brand awareness, and driving customer conversions. We’re also seeking investors who align with our vision and offer strategic support beyond capital.

What’s next for your business? Where do you see it in 3-5 years?

Our immediate focus is on successfully launching The Nautica Collective to the market, targeting 300+ early adopters with a unique offering in Greece, Mallorca, and the Caribbean, supported by strategic partnerships. By 2027, we aim to reach £10M in bookings. Growth will come through new experiential destinations, themed trips and culinary voyages, and the launch of our proprietary tech to enhance the customer experience. In the next 3-5 years, we see The Nautica Collective as a leader in aspirational luxury & experiential travel, known for immersive, transformative journeys and innovative group dynamics.

Any advice for entrepreneurs just starting out in this space?

From our experience, we’ve learned the importance of focusing on customer satisfaction. Building strong partnerships and networks has been key to accelerating growth, while staying agile and open to feedback has helped us refine our offerings. Careful financial planning is critical to scaling effectively, and balancing passion with practicality keeps the business grounded while staying true to its vision.

And a fun one—what’s a quote or some words that you live by?

“You don’t have to be great to start, but you have to start to be great.” 

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