Fika with GoBoat CMO Erik Zeings: "The whole world isn’t all about AI"

What exactly is an electric GoBoat?

"One of our founders designed the first GoBoat back in 2013. Because they are electric, there is no exhaust from them. This means there is no noise and no disgusting smell, and no non-green fumes – unlike what you normally get from classic gasoline boats. The reason that is very important, is that we Danes, we want to export 'hygge'."

Explain what 'hygge' is for those who don’t know?

"It means cosiness. On our boats we want it to be calm, but we also want people to be social with others, too. So you have a table in the middle that everybody sits around, so that it makes them speak with each other. So you put away your phones, and have fun seeing the city that you’re in –Copenhagen, Malmö, London, Berlin or wherever."

How else does the business work with sustainability and impact?

"Everything that we do has a DNA of either being socially or environmentally sustainable. We want to be able to open up the waters for everybody. We teach customers how to sail and to respect the water, and you pay by the hour so it is not that expensive. For instance in Berlin we charge €59 per hour and that can be divided by eight people. We also lend out fishnets, especially to families with kids, so they can fish for garbage and take it back with them. In some of our markets you can order food and drinks to have on the boats, and this is local, organic or ideally both."

The Öresund bridge which connects Copenhagen with the Swedish city of Malmö celebrates its 25th anniversary this month. How relevant has the cross-border link been to your business?

"Malmö was in the first wave of markets outside of Copenhagen and of course the bridge makes it easy for us to get there. Like many companies in Copenhagen we can recruit staff who live in Malmö – one of our team commutes two or three times a week."

There’s so much hype around AI and new climate tech right now. How can consumer-focussed impact businesses like yours cut through the noise when it comes to comms and marketing?

"To be honest I'm quite annoyed with all the hype about AI. We use it quite a lot in our data analysis, for translations and replying to customer reviews, but we still also always want a human touch in our customer service. I think other good consumer companies should do the same."

So how hopeful are you that more consumer-facing impact startups can launch in 2025 and beyond?

"You just need to show that you can make some money and that it makes sense for people to invest in the company. Then do a job well and do it safely. We have a lot of happy customers, and that shows that the whole world isn’t all about AI!"

What’s been your proudest moment on the GoBoat journey so far?

"I started just before Denmark shut down during the Corona times. So, surviving that and working really well as a team in HQ, and with our local teams around the world."

What’s a fair criticism of the company, or something you’re still working on improving?

"Some of the boats can be too low because technical issues arise, but that’s something that we are continuously working on."

Do you have a work-related regret? What would you do differently if you could change this?

"Three times in three different jobs, I have stayed on too long. I don’t want to make that mistake again. As soon as I feel ‘I am not enjoying it anymore’ I should stop, instead of staying a year or two more because it is easy."

How are you spending your summer, and how good are you really at thinking about your personal carbon footprint when on vacation?

"I'm not going to take much vacation this summer, because it's our high season, so I'll push that to the fall. I do try to think about my footprint when I travel. For work, I recently took the night train from Copenhagen to Berlin – it’s just eight hours. But I did fly back home, so it was only half-sustainable. When it comes to travel, I think taking planes is the most difficult thing to give up."

Do you have any other sustainability tips for our readers during their summer holidays?

"Use public transportation as much as you can. Also, use your “cheapness” as a weapon. For instance if you’re buying new holiday clothes or souvenirs. Argue against it! “Do I really need it?!” And then, just save the money and use it for something more sustainable."

And finally, what’s your ideal fika setup?

"Ginger and lime tea with a Danish ‘hindbærsnitte’. It is several layers of dough and then you have the raspberry in between and then some um sugar stuff on top of it. When I was in my twenties I once ate 10-15 of them in just a couple of days!"

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