In 2009, Einar Halldin and Malin Storm travelled to Croatia for a week of sailing with their family and friends. One week quickly became seven, as they realised how incredible sailing was. Yet, at the same time, it was inaccessible to most people. That same year, Einar and Malin established More Sailing in Gothenburg, Sweden, with the aim of democratising sailing through accessible and inspiring experiences for everyone, regardless of their previous level of involvement in sailing. Following the recent launch of its dedicated UK website, we take a deep dive into More Sailing below.
Connecting SMEs, corporate clients, and individual travellers alike with flexible sailing experiences across Europe and beyond, More Sailing offers everything from corporate sailing excursions and yacht charter management to curated travel itineraries. Today, the company owns more than 60 sailboats across its two marinas in Trogir, Croatia, and Preveza, Greece. Around 50 core staff and as many as 150 seasonal crew cover all the bases across these experiences, with everything from the flights and transfers to meals and the skipper included.
These luxury sailing experiences are offered to five of the most beautiful destinations on the planet: Croatia, Greece, Sweden, Italy, and the Caribbean. Regardless of which of these destinations a client chooses, the concept remains the same: a ready-made package where all of the logistics are handled, allowing a person to switch off and enjoy their holiday aboard one of the dozens of luxury monohulls and catamarans More Sailing operates.
Dreams, Returns, Security
For those looking to enhance their sailing experience further, More Sailing’s yacht charter management is the ideal next step. Essentially, it allows clients to buy the boat of their dreams without having to worry about the cost, maintenance, and worry that usually comes with owning a sailboat. This investment programme sees the client own the sailboat on their terms, all whilst getting industry-high returns (guaranteed €18k–€66k per year with a performance bonus of 65% of the net revenue) all thanks to these sailing trips.
Rather than the boat simply sitting there when not in use, More Sailing will use it for its all-inclusive sailing expeditions, taking care of everything to do with the boat’s administration before, during, and after the sailing season. This includes technical checks of the engine, rigging, electronics, sail inspection, cleaning, and any other necessary jobs.
Then, when it comes time for the owner to use their boat, it is all ready and waiting for them to step on board and begin their luxurious holiday at sea. There is even the option to add a skipper and a host – cornerstones of the all-inclusive sailing trips it delivers – to their boat, as well as to sail to a new destination on another boat in More Sailing’s fleet, or even embark on an adventurous sailing trip across the Atlantic, this through its holiday programme.
Investing in yacht ownership with More Sailing offers a host of other benefits as well, like docking at one of its marinas in the Mediterranean Then, when the contract with More Sailing ends, there are several options to choose from as a boat owner. Whether it is enjoying the sail boat on their own, selling it at a high resale value, or trading it in for a newer model, the team are here to help the owner make the right decision. What’s more, a full inspection is carried out to make sure that the boat is in the best condition to continue sailing around the world.
Sailing the Seven Seas
The international presence and scale of this operation shows just how far More Sailing has come over the last 17 years, going from two people and a handful of boats on Sweden’s west coast to a business worth 164 MSEK (equivalent to approximately £12.7 million) in 2024, its 15th operational year. What makes this journey even more impressive is that it has survived the likes of the COVID-19 pandemic and economic challenges to bounce back stronger than ever, even acquiring Greek charter company Blue Eternal around two years ago.
Following this acquisition, which has significantly strengthened the presence of the brand in Europe, More Sailing’s clients now come from Sweden, Norway, Denmark, Finland, Germany, and across Continental Europe – as well as the UK. This brings us to the official launch of More Sailing’s UK website, which marks a significant milestone in its European acquisition strategy.
This UK launch is targeting SMEs in particular, as a result of the rising demand amongst More Sailing’s business clients for flexible and memorable travel solutions. The site sees businesses of all shapes and sizes connected with chartered yachts, curated travel itineraries, and professional crews, resulting in tailored experiences that blend leisure with team building and engagement. More on these corporate packages can be found here.
Commenting on this, Einar, the CEO of More Sailing, explained: “Our mission is simple: to make sailing experiences accessible, flexible, and memorable for SMEs and growing businesses. The UK launch is just the beginning – we aim to support SMEs across Europe in exploring innovative ways to engage employees and clients through experiential travel.”
Having gone from a spontaneous holiday to a market-leading sailing travel company, More Sailing’s is a story about spotting an underserved market, scaling smart, and building a brand that customers love. The 4.9/5 Google rating the company boasts from thousands of client reviews is testament to the values it stands for – which remain rooted in this fundamental aim of making premium, experience-driven sailing available for everyone to enjoy.
Company: More Sailing Web Address: moresailing.com
