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Luxurious Magazine Interview with Tim Johnson, Founder of TJB Super Yachts

Founded in London a decade ago by Tim Johnson, TJB Super Yachts is today a world-leading boutique yacht brokerage with offices in the Netherlands, Spain, Italy, Greece, Sweden, India, Australia and the US. Simon Wittenberg caught up with Tim to find out more.

Luxurious Magazine: Can you please explain to our readers the services that TJB Super Yachts offers? Tim Johnson: TJB Super Yachts is a forward-thinking brokerage that speaks to the evolving needs of superyacht purchase and charter clients. We operate an independent, boutique and impartial approach, meaning we’re able to offer the world’s most spectacular and state-of-the-art yachts for acquisition and charter, as well as an extensive selection of off-market yachts not listed elsewhere.

We’re seeing increased demand from younger and first-time clients who trust us to make superyacht charter a reality and guide them through the process – an experience that was once so elusive. We have a passionate team of skilled brokers who assist from door to deck – from itinerary curation and concierge to VIP access to exclusive events and offbeat locations, meaning no two TJB Super Yacht charters are the same.

Behind the scenes, we’re proud to employ the most advanced industry technology and intelligence to ensure we can share the most up-to-the-minute market insights with our clients. We launched our new website in June 2023, featuring innovative and intuitive online tools for users to explore the charter and sales market for themselves, discover new destinations and build their own itineraries.

TJB Super Yachts serves as a content-rich platform that gives clients the ability to compare yachts, create favourite lists, and explore superyacht charters in an approachable way.

LM: What are some of your career highlights to date? TJ: A significant moment certainly has been leaving my corporate job to go on two tours with the Army – this was both an incredible character-building experience, as well as a true privilege that gave me skills and memories which I’ll value the rest of my life. Following this, starting my career at Net Jets in 2002 unlocked a love for private charter. This led me to start TJB Super Yachts in April 2013.

As a passionate sailor, it felt like the natural next step for me, and I see it as a true milestone in my career. We opened our Fulham office in November 2017 – which I am also hugely proud of. Since then, we’ve continuously grown, and in June 2023, we launched our Palm Beach Office, expanding our global presence.

LM: You have just opened a new office in Palm Beach, Florida. What were the main drivers behind this? TJ: Over 50% of the TJB Super Yacht clientele is USA-based, and it’s continuing to grow exponentially – last year, we completed over 215 charters to USA clients alone.

Furthermore, the area shows a future of increased economic growth – in 2021, the Town of Palm Beach Marina underwent a USD$40 million transformation and now provides 84 world-class, state-of-the-art slips, which allows TJB Super Yachts to meet the demands for larger yachts from an exclusive marina.

Although we’ve always had a presence in the USA, we felt that this year was the right time to cement our positioning there. Nicole Haboush is our Senior Charter Broker in the USA – she is widely recognised in the industry and has been a resident of Palm Beach for 15 years, so her knowledge of the area is unparalleled. We’re excited about what it has to bring!

LM: What is the profile of your main clientele, and is it only high-net-worth (HNWI) individuals that you deal with? TJ: As a yacht brokerage, we have the privilege of working with a diverse clientele that extends beyond high-net-worth individuals. While they remain an important segment for us, we also serve other types of clients. For example, we specialise in event charters where companies are our clients.

We understand the unique requirements of corporate events, conferences, and special occasions organised by businesses, and we provide tailored yacht services to meet their specific needs.

In addition to companies, we collaborate with travel agents and third parties. Travel agents play a vital role in the luxury travel industry, assisting individuals and organisations in planning and booking their trips. We work closely with these travel agents, offering them a range of yacht options to recommend to their clients.

By partnering with third parties, such as concierge services, event planners, and luxury travel companies, we expand our network and reach a broader audience.

Our commitment to serving a variety of clientele reflects our versatility and dedication to meeting the needs of different customer segments. While high-net-worth individuals are an important part of our business, we pride ourselves on being able to provide exceptional yacht services to companies, travel agents, and other third parties.

This approach allows us to create meaningful partnerships and establish ourselves as a trusted and comprehensive yacht brokerage in the luxury travel industry.

LM: What are the main superyacht trends that have emerged this year, and what are buyers looking for? TJ: The superyacht industry is currently a very exciting space with growth in first-time charterers and a younger demographic of guests. Greece remains the top charter destination – the region is easily accessible, and we see consistent demand throughout the charter season from May to September.

Having said this, we’re seeing a growing interest from adventure seekers for a new, more boundary-pushing type of charter. Explorer yachts are therefore upping their standards of luxury, enabling clients to visit more far-flung destinations whilst experiencing world-class on-board hospitality.

There’s also high demand for elevated, more holistic travel experiences – adding a new dimension to superyacht charters through the incorporation of land experiences too.

The yacht is no longer the destination – our clients want to spend time in the locations they visit. We’ve recently launched TJB Private Travel to cater to this market, enabling our clients to enhance and extend their charter with the inclusion of exclusive on-land offerings – from the most sought-after luxury hotels to unique in-destination events.

LM: Are you seeing a greater number of purchases being made in cryptocurrency? TJ: No, we have not seen many payments made in cryptocurrency. While the idea may sound appealing, we have found that accepting cryptocurrency payments is not practical for our business. The main reason is the volatility of the cryptocurrency market, which can introduce a significant level of uncertainty and potential problems.

LM: We have had the pleasure of personally experiencing some rather cool toys, such as the SEABOB, aboard the Heesen Amore Mio yacht . What are the “must-haves” these days for ultimate enjoyment on the water? TJ: Luxury toys are a key pre-requisite for our charter clients, as they enable them to make the most of their time on the water – whether it’s skimming across the sea on state-of-the-art jet skis, being propelled into the air on an E-Foil, flying above the water on a Jet Pack, or walking on water in a Zorb.

Personally, I recommend the Mako Jetboard – it’s great for adventurous guests who are beginners to watersports but are keen to get to grips with surfing and offers a little more control than traditional surfboards. TJB Super Yachts is founded on the principle of “luxury without limits”, so we’re constantly seeking out the latest equipment available – it’s great to see the innovation of greener, luxury watersports, with many new electric toys available.

LM: How is a greater focus on sustainability changing the superyacht sector? TJ: Energy Efficiency: One of the primary focuses of sustainability in the superyacht sector is improving energy efficiency. Yacht builders and designers are incorporating advanced technologies and innovative engineering solutions to reduce fuel consumption and emissions.

This includes the use of hybrid propulsion systems, lightweight materials, energy-efficient systems, and hull designs that minimise drag. Energy-efficient practices not only reduce environmental impact but also lead to cost savings for yacht owners.

Alternative Fuels: The superyacht sector is exploring alternative fuels as a means to reduce greenhouse gas emissions. Biofuels, hydrogen fuel cells, and electric propulsion systems are gaining attention and becoming more viable options for powering superyachts. These technologies offer lower emissions, reduced noise pollution, and a transition towards a more sustainable and environmentally friendly yacht industry.

Eco-friendly Materials: Sustainable materials are gaining prominence in yacht construction and maintenance. Yacht builders are incorporating eco-friendly materials, such as recycled or recyclable composites, sustainable woods, and low-emission paints. By selecting environmentally conscious materials, the superyacht sector aims to minimise the ecological footprint and promote a more sustainable approach to yacht building and maintenance.

LM: How do you see the industry evolving over the next five years? TJ: Increased Focus on Sustainability: The emphasis on sustainability is expected to continue growing, with stronger integration of eco-friendly technologies, alternative fuels, and sustainable materials in yacht design, construction, and operation. Yacht owners and operators will likely prioritise energy efficiency, reduced emissions, and responsible waste management to align with environmental goals.

Advancements in Technology: Rapid technological advancements will continue to impact the yachting sector. This includes improvements in propulsion systems, onboard automation, navigation and communication systems, safety features, and entertainment amenities. Enhanced connectivity options and digital innovations will further enhance the yachting experience and streamline operations.

Customisation and Personalisation: Yacht owners increasingly seek unique and personalised experiences, leading to a rise in customised yacht design and construction. Yacht builders and designers will continue to offer bespoke solutions tailored to individual preferences, ensuring that each vessel reflects the owner’s lifestyle and desires.

LM: What are the core areas of focus for TJB Super Yachts going forward? TJ: Global expansion of TJB Super Yachts is always high on the agenda as the business grows. We’re also really excited about strengthening the TJB Private Travel offering to meet the demand for clients who would like a sea and land offering. Our third key area of focus is continuing to be leaders in technology and innovation. It’s always been part of the TJB Super Yachts philosophy.

LM: TJB Super Yachts supports the Blue Marine Foundation, a UK-based charity. What is their role, and how have you helped this organisation to date? TJ: As a superyacht brokerage, we are a team of people passionate about the sea and our beautiful oceans. Many of our brokers have sailing backgrounds and have grown up on the water. We recognise the importance of conserving our oceans and the crucial role that humans play in this.

This is why we support the Blue Marine Foundation in their effort to restore the ocean’s health – the team uses a combination of top-down intervention to improve governance of the seas and bottom-up project delivery to help local communities at the front line of ocean conservation that facilitates support from all levels, whether that’s industry individuals or larger corporations.

We’re in a sector of HNWIs that carry a lot of influence, so wherever possible, we strive to lead by example and show them ways in which they can support ocean conversation.

LM: Thank you for your time, Tim, and it has been a pleasure speaking with you.

TJB Super Yachts – Where and How?

For more information on TJB Super Yachts, visit www.tjbsuperyachts.com .

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Simon Wittenberg

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Born in the Grand Duchy of Luxembourg, and now based in London, Simon Wittenberg is the senior editorial contributor to Luxurious Magazine® reporting directly to Paul Godbold. A specialist in the automotive sector, he has now expanded his repertoire to encompass all aspects relating to luxury and lifestyle. Simon has worked with some of the world’s most iconic marques such as Lotus Cars, Ferrari and Tesla Motors. His passions include luxury goods, motorsport, fine dining and travel.

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Flagship: Tim Johnson – from colour sergeant to superyacht CEO

After 14 years in the British Army, running a superyacht charter brokerage might not seem an obvious career choice. But it is one that is paying off for TJB Super Yachts’ founder and CEO, Tim Johnson. Superyacht Investor caught up with the British broker to discuss how his military experience influenced his business career, why he joined the superyacht industry and the challenges that come with starting your own charter firm.

Johnson (pictured) served in the reserve and regular army having joined the Honourable Artillery Company regiment in 2001 and did two tours with the British Army: one in Iraq from 2004 to 2005 and one in Afghanistan from 2009 to 2010. He eventually earned the rank of colour sergeant.

“ The Honourable Artillery Company is the oldest regiment in the British Army and it felt quite prestigious to be a part of it,” he tells Superyacht Investor. “ We all joined as troopers and you can work your way up to officer if you are willing to put in the work.” But the British native says he and his comrades in the regiment had joined “ for the soldiering ” rather than a career in the forces, since they all had day jobs in London.

The experience and life skills gained during his time in the forces in many ways prepared him for a life as a businessman in the superyacht industry. “It gives you a lot of strength and fortitude. You can suck up the pain of running a business a lot more,” says Johnson. “ It’s good for management. You are trained with structure, become disciplined, learn to focus and plan. You can push yourself a lot harder and with that, become better at dealing with high intensity situations.”

Johnson’s first introduction to the superyacht industry was not from the sea, but the sky. “I started out as a jet broker in private aviation with NetJets. There was a partnership with Edmiston so that was the first time I was introduced to the superyacht industry ,” he says. “ I would often meet yacht brokers and it just got me thinking. Their job just seemed more exciting, more rewarding and more fun.”

He made the move to Edmiston in 2011 and worked as a charter broker for two years before deciding to move to Fraser. “ But I had a young son and was finding it difficult to cover the school holidays. I just thought I have the contacts, if there is ever a time to strike out on your own, it’s now,” he says.

Having set up TJB Super Yachts in 2013, Johnson says the first year was difficult, but he made enough to scrape by. “I think the biggest challenge of being a charter broker is breaking in and being accepted as a new brand. No one cares when you are a one-man operator, in fact, the bigger companies will pat you on the back,” he says.

“ But once you start growing, a lot of companies want to keep it how it has always been and that can make things difficult.” The only way you can overcome that is by cracking on, he added.

After the first year, business picked up. “ The second year we had 30 charters and made a couple of hundred thousand in revenue,” says Johnson. “ This grew to 50 the next year and 75 the year after, then it was 120 and then 170. Every year our revenue was doubling.”

Johnson says his family, passion for his business and time in the military is what drove him to succeed during this time. “It was always a case of: ‘What is the next level we can go to?’ You have to believe that there is no limit. Just try and hit that target. If you are not growing, you’re shrinking.”

During his decade in the superyacht industry, a lot has changed. For Johnson, the growth of social media and digital marketing has been the most significant.

“People are more plugged into a luxury lifestyle. It’s fed into your handheld device now. Before it was on a page in the magazine,” he says. “ The industry and crew have become far more professional too.” And there are thousands more yachts.

One big challenge is the potential impending crisis with marinas , says Johnson. “ Wh ere are we going to put all these superyachts when they get built?” he asks. “The marinas aren’t getting bigger. Every year the fleet grows and it is becoming a fight for space. I was in Miami recently and it is jam-packed.”

But the biggest challenge for brokers, as Johnson sees it, is staying relevant. “ We have to make sure that we don’t let technology surpass us and that we still have value to add for our clients,” he says. “ But I think we will be fine. You can never automate things so much that there is no need for the personal touch of a broker.”

Everything in life is a challenge, says Johnson. “ You have to find a balance. Home life, work life, friends and health. ” But given lessons learned from his life experiences in different professional fields, he says he has the tools and drive to continue to grow his company.

“ Combining my experience in recruitment, broking, startup jet broking, multinational broking company and then my time in the army gave me a broader life experience perhaps more than other people in the industry, where all they ever knew was yachting,” he says.

“I love what we do here . One of the biggest things that drives me is wanting to compete with others in the industry and to just do the best we can.”

Above: The superyacht Miss Candy is one of the vessels offered for sale by TJB Super Yachts.

Top: Tim Johnson TJB Super Yachts’ founder and CEO pays tribute to his British Army training.

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Exclusive Interview

Deep dive: tjb super yachts founder tim johnson on the art of the charter.

By Team DRW®

Meet Tim Johnson, visionary founder of TJB Super Yachts , a London-based superyacht charter and luxury travel firm with a team of 30 and offices in the Netherlands, Greece, Spain, India, Sweden, Australia, and the US. From superyacht charter and sales to new builds and yacht management, the former colour sergeant of the British Army has delivered over 1,600 superyacht experiences to yacht enthusiasts and families for over a decade.

Following a decade-long career in luxury jet sales, Johnson carved out his own niche in the market for first-time yacht acquisitions and charterers with the 2013 launch of TJB Super Yachts. In 2022, Tim founded TJB Private Travel , “a world-first for the luxury travel industry through an extraordinary, combined land and sea offering.”

This year, Relevance Yachts listed Tim in their ‘World’s Best 50 Yacht Brokers’ list. His latest office opening in Palm Beach, Florida offers a ‘boutique, personal and passionate approach’ to yacht brokering. In this exclusive, Johnson speaks to DRW  about life as a superyacht broker, his unique approach to yacht brokering, and 2023’s top superyacht charter destinations.

Dellvin Roshon Williams (DRW): It’s easy to ask you how you got into yachting. A better question, I think, is what kinds of values did you adopt as a private jet sales broker that you carried over into superyachts? What are the similarities and differences?

Tim Johnson (TJ): There’s a lot of similarities between the industries – so I was able to make a smooth transition as a result of the values I adopted as a private jet broker. As such unique industries, it is important to be able to adapt to a fast paced sector which comes with high standards. Both require client-centric operations, it’s key to understand the individual’s needs, preferences and desires, and tailor your approach in order to exceed expectations. Integrity and trust is crucial, in both industries it is important our clients value our recommendations, honesty will build those long-term relationships.

Networking also provides valuable insights and opportunities for future clients – building relationships with owners, shipbuilders, and designers is highly beneficial. Finally, an in depth understanding of the market and being able to understand industry trends and having an environmental awareness are central to the UHNW travel industries.

DRW: Walk us through the TJB Super Yachts process for first-time yacht acquisitions and charterers. What does that look like?

TJ: For charters –

A prospective client would visit TJB’s new website or our social media platforms to browse and arrange to speak to a broker on the phone: to get to know them, choose destinations, and determine what the client wants to get out of your charter. The broker will showcase the wider possibilities available on charter to the client. With access to the entire market, the broker will share a tailored selection of yachts and sample itineraries, as well as offer the opportunity to learn about charter etiquette i.e tips. Before the charter, the broker will send a detailed preference form to complete – for them to then relay with the Captain. Throughout the charter, the broker serves as the first point of contact to assuage any concerns that arise.

For acquisitions –

With access to advanced technology, we can acquire any yacht on the market, whilst our first-hand knowledge also gives us personal access to an extensive selection of off-market yachts, enabling our brokers to create a bespoke sales strategy based on specific requirements. As one of life’s greatest thrills, our brokers will guide the clients through every aspect of the ownership journey, from contract to crew, keeping the process seamless and secure – as well as fun.

DRW: What is your approach to the art of superyacht brokerage?

TJ: Boutique is better – being a boutique and independent brokerage, we have an unbiased approach to everything we do. We have a close-knit team who provide our clients with a personalised service. The brokers are with the clients (virtually) every step of the journey to ensure a smooth charter and that all the requests are met, as well as flying out for each embarkation.

‘ Our brokers will guide the clients through every aspect of the ownership journey, from contract to crew, keeping the process seamless and secure – as well as fun.’

DRW: How do you identify next-generation trends for high net worth travellers – particularly in superyacht space?

TJ: We closely monitor micro/emerging trends that crop up in the industry. These tend to become bigger trends in the following seasons. Some upcoming trends we have identified are as follows:

Increased Focus on Sustainability : The emphasis on sustainability is expected to continue growing, with a stronger integration of eco-friendly technologies, alternative fuels, and sustainable materials in yacht design, construction, and operation. Yacht owners and operators will likely prioritise energy efficiency, reduced emissions, and responsible waste management to align with environmental goals.

Advancements in Technology : Rapid technological advancements will continue to impact the yachting sector. This includes improvements in propulsion systems, onboard automation, navigation and communication systems, safety features, and entertainment amenities. Enhanced connectivity options and digital innovations will further enhance the yachting experience and streamline operations.

Customisation and Personalisation : Yacht owners increasingly seek unique and personalised experiences, leading to a rise in customised yacht design and construction. Yacht builders and designers will continue to offer bespoke solutions tailored to individual preferences, ensuring that each vessel reflects the owner’s lifestyle and desires.

DRW: What are short and medium to long run trends driving the luxury private travel industry? Are there any trends emerging that you did not expect?

TJ: On top of an increasing influx of younger first-time charterers, we’re seeing a growing interest from adventure seekers for a new, more boundary-pushing type of charter. Explorer yachts are therefore upping their standards of luxury, enabling clients to visit more far flung destinations whilst experiencing world-class on-board hospitality.

There’s also high demand for elevated, more holistic travel experiences – adding a new dimension to superyacht charters through the incorporation of land experiences too.  The yacht is no longer the destination – our clients want to spend time in the locations they visit. We’ve recently launched TJB Private Travel to cater to this market, enabling our clients to enhance and extend their charter with the inclusion of exclusive on-land offerings – from the most sought-after luxury hotels to unique in-destination events.

DRW: What role does a ‘high-tech internal infrastructure’ play in delivering bespoke personalized services to TJB clients?

TJ: Behind the scenes, we’re proud to employ the most advanced industry technology and intelligence to ensure we can share the most up-to-the-minute market insights with our clients. We launched our new website in June 2023, featuring innovative and intuitive online tools for users to explore the charter and sales market for themselves, discover new destinations and build their own itineraries.  TJB Super Yachts serves as a content-rich platform that gives clients the ability to compare yachts, create favourite lists and explore superyacht charter in an approachable way.”

DRW: What are the top superyacht charter destinations and why?

TJ: For the second year, Greece has been our top charter destination, commanding 25% of TJB Super Yachts’ charters so far this year, and it is no surprise it is the first choice. With thousands of beautiful islands to explore, some of the world’s most outstanding deserted sandy coves, beaches and picturesque fishing villages, Greece has something for even the most discerning travellers, with a charter season that extends through to October. Italy, France and Croatia are other destinations that are proving popular again, typically clients like these destinations as they don’t have to travel too far to charter and there’s lots of opportunity for activity and exploration as well as the consistent beautiful scenery of the Mediterranean.

DRW: What do you find most exciting about your Palm Beach expansion?

TJ: Over 50% of the TJB Super Yacht clientele is USA based and it’s continuing to grow exponentially – last year we completed over 215 charters to USA clients alone.  There is no doubt that Palm Beach is the epicentre of the USA superyacht industry – the location is a great gateway to some of our most desirable charter destinations, such as the Bahamas. It is home of the iconic Palm Beach International Boat show, a key event in the annual yachting calendar which our team have attended for the last decade.

The area shows a future of increased economic growth – in 2021, the Town of Palm Beach Marina underwent a USD$40 million transformation and now provides 84 world class, state-of-the-art slips, which allows TJB Super Yachts to meet the demands for larger yachts from an exclusive marina.

Although we’ve always had a presence in the USA, we felt that this year was the right time to cement our positioning there. Nicole Haboush is our Senior Charter Broker in the USA, she is widely recognised in the industry and has been a resident of Palm Beach for 15 years, so her knowledge of the area is unparalleled.  The most exciting thing about the new office is the opportunities it has to bring.

DRW: Aside from overseeing TJB Super Yachts and TJB Private Travel, what other aspects of your role do you find most fulfilling?

TJ: There’s lots of aspects that I find fulfilling about my role, particularly mentorship, prestigious travel and employing the values and team building skills I learned while I was in the army. I have also always enjoyed meeting clients from across the globe. They are some of the most interesting people I have met.

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TJB Super Yachts opens first office in Florida

Boutique yacht brokerage firm TJB Super Yachts is celebrating its newest office opening in Palm Beach, Florida, marking the company's eighth international location. 

Founded in London a decade ago by Tim Johnson, TJB now has offices in the Netherlands, Spain, Italy, Greece, Sweden, India, Australia and now, the US. 

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WHY JOIN TJB SUPER YACHTS?

We are a dynamic and fast-growing boutique brokerage specialising in superyacht sales and superyacht charters, with our headquarter in London and international offices. Being part of the TJB Super Yachts’ team means living our collaborative, enthusiastic, and forward-thinking values. Founded in 2013, we cater to ultra-high net worth individuals and families who know our brokers on a first name basis. Our team strives to combine the traditional yachting values of passion and discretion with next-generation technology. We have a reputation built on the consistency of our impeccable customer service.

CURRENT VACANCIES

Whether you are just starting out on your career, or you have got a whole wealth of experience to bring to TJB Super Yachts, we want to hear from you!

Social Media Manager

Sales Broker

Palm beach, usa.

Charter Broker

Broker Internship

London, uk and palm beach, us (office based).

DON’T SEE A ROLE THAT SUITS YOU?

Please send your CV and a cover letter detailing the potential role you are interested in and we will be in touch when a fitting position arises. In the meantime, keep an eye on our website or follow us on TikTok , Instagram , LinkedIn , Twitter or Facebook for future vacancy updates.

Our team of yacht brokers and office staff is based around the world, with our headquarters located in Fulham, London. Employees at our Fulham office enjoy access to on-site parking, a brand-new gym, and a lounge area within the building. Additionally, we have a US office located in Palm Beach, Florida.

To foster a close-knit team dynamic, our team regularly gathers at both office locations and attends various yacht shows throughout the year. This ensures that we maintain strong connections and collaboration within the team.

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