KNUT FROSTAD
EXECUTIVE CHAIRMAN, HENRI-LLOYD
It began with a passion for the sea. Knut grew up living close to the sea, but the reason he started sailing was because of hayfever! The best place to be was on the water. He started racing seriously and came second in the Olympic trials, going to Seoul as the reserve.
How it all began
After the 1992 Barcelona Olympics, I started professional sailing and managed to get a spot in the Whitbread Round the World Race in 93. That was the biggest game changer in my career when Lawrie Smith, also an Olympic sailor and a friend, promoted me to helmsman on Intrum Justitia. This provided me with a full experience and skills from bow to stern, which is essential when you race offshore. I discovered I really loved ocean sailing and did the Whitbread twice, Volvo Ocean Race twice, and twice as a skipper. I always had a foot in the business world – for me one of the most interesting things in sailing is how you put the programmes together. Sailing is very much like running a company. You have to get a team together, you have to set the budgets, get funding, have a plan. You really have to think about how to run an organisation, set the culture and encourage and motivate your team. I took a business degree in parallel with my Olympic sailing at the Business School in Oslo, and I started a company to run ‘Around the World’ race teams. In 2004 Hugo Maurstad asked me to join the Board of Simrad. That started an 18 year relationship, still going strong today. Hugo is now Chair of the Monte Rosa Sports Group which owns Henri-Lloyd.
People and passion
I believe in long-lasting relationships. What you learn racing around the world is the value of people. It’s really important to be with people who have the same values as you, and share the same ambitions. I enjoy working with a team, you have to deliver a lot more than doing things alone. You have to make 1+1 make at least 3. People make the biggest impact and most people underestimate the importance of people in business. For me it’s all about people and passion, and to do something that you really care about. Henri- Lloyd is very close to my heart – I’ve been freezing cold and wet for a large portion of my life and I know from personal experience how important it is to have gear that could save your life. I’m very ambitious for Henri-Lloyd, not just for the success of the business but because sailing has a unique position as a sustainable and environmentally-friendly activity which prides itself on using renewable resources like the wind. My ambition is to make Henri-Lloyd products last – forever.
My working day
My working day involves spending a lot of time with my team, and seeing customers. It’s really important to see people face to face. That way you can take the temperature and know what level of input or support they need from you. I’m not a fan of online meetings, but they are useful in the world we live in today. When I’m home, the most important part of the day is having a very good breakfast and seeing my kids off to school. They walk to the bus and wave goodbye – it’s a good reminder of what’s really important and keeps you grounded. I always have a plan for the day, which I usually prepare the day before, sleep on it, and then it often gets adjusted overnight. But my plan always focuses on what is most important for Henri-Lloyd’s future. I divide my time between Manchester, UK (Henri-Lloyd Headquarters) Zug, Switzerland (the Monte Rosa Sports Headquarters) and Alicante, Spain where I live with my family. Meeting the team face to face in all of our locations still remains key to the development of the business. Then, if there’s any time left, the nice-to-do (sailing) things come after that!
Taking time to relax
At the moment I’m in love with wing foiling. It takes me back to my old windsurfing days and is completely exhilarating. You can completely disconnect when you’re out on the water, at one with nature, the wind and the waves. It’s a new challenge for me and I’m loving it, plus being outdoors with my family is really important. I didn’t start my family until I was 42 – I really didn’t want to be off round the world racing leaving a wife and children at home. Now one thing I miss from my previous life sailing is being outdoors in the elements. My wife and my children enjoy the outdoors too – and we’re very lucky, they have so many opportunities. Currently my girls’ big love is stand up paddle boarding. They have both tried sailing (of course) but have now stopped! I don’t mind as long as they are outdoors with their friends and not stuck behind a screen. Enjoying the water is close to all our hearts and something we love as a family.
