Niels Klarenbeek began his career running trade shows in the automotive and water treatment spaces. Since 2020, he has been the director of Metstrade, the recreational marine industry’s biggest trade show, which will take place this year at RAI Amsterdam Nov. 18-20.
The show gathers marine manufacturers from around the world. Last year, it drew nearly 20,000 visitors and hosted 1,640 exhibitors across the halls of RAI Amsterdam.
Klarenbeek has had a passion for boating since he was young, including sailing with family and friends on The Netherlands’ inland lakes and waterways. Today, he vacations in the Mediterranean by charter boat with his wife and children, when he is not planning and organizing Metstrade.
Soundings Trade Only sat down with Klarenbeek in late September as plans for the trade show were being finalized. He discussed what’s on tap for the trade show this year and beyond. (This interview has been lightly edited for clarity and length.)
Tell us about your professional and personal backgrounds.
I got my start in trade shows in vertical markets like automotive and water treatment systems. At one point, I worked for a show run by RAI Amsterdam that featured pumps and valves and water treatment solutions. I have worked in trade exhibitions for over 20 years, several of which have been in my current role.
I remember spending my lunch breaks in November, when Metstrade happens, wandering the aisles looking at boat equipment. When my predecessor’s role became vacant, I stepped up internally. I really like organizing the show, which has an international atmosphere, and bringing people together. My passion for boating and the leisure marine industry fits nicely together with Metstrade’s theme. I started in my Metstrade role in the midst of the pandemic and had to cancel my first show, in 2020. We ran the 2021 edition between two lockdowns, which ended up being a really stressful operation.
In addition, I serve as president of the International Federation of Boat Show Organisers, and as a jury member of the Pantaenius Yacht Racing Image Award.
Is boating something you’ve enjoyed throughout your life?
Absolutely. As a child, I was fortunate to have friends who owned boats, which gave me the chance to develop my sailing skills. Being out on the water and working with the elements is an incredible experience, especially on the lakes of The Netherlands, where small villages are linked by waterways. This passion for sailing has been passed down generations. These days, I spend family holidays with my wife and children on chartered sailboats in Croatia, Turkey or Greece.
Last year was a record show for Metstrade. Are you expecting another record-breaking year?
The momentum continues. Last year, we hosted our largest show ever in terms of exhibit space, but we still had a waiting list. We hosted 19,779 unique visitors who made 31,284 visits during the show.
This year, we’ve expanded by adding Hall 8, which provides an additional 86,000 square feet of gross exhibit space. For the first time, Metstrade will occupy the entire RAI convention center across 13 halls, enabling visitors to explore the show in a continuous loop.
In terms of exhibit sales, we have grown significantly, and it has been very busy since last year, when we had an all-time high in visitor numbers. We are utilizing a bigger footprint for the entire show this year.
That said, it will be challenging to keep breaking attendance records because we know that there are still boatbuilders out there that have reduced their production. Are they going to send as many purchasing and project managers to the show compared to when they were at full capacity? That’s something we don’t know yet.
We are confident, especially with the big expansion, that we will be seeing a nice uptick in visitor numbers. And apart from that, we always like to emphasize the quality of the audience. Metstrade welcomes a focused, target group of marine professionals only, and every single visitor could be a big buyer for our exhibitors.
Is a specific country, or countries, showing the biggest growth?
The French and the Italians, they have the largest country representation. Those are two very important markets. I think it’s also nice to know that we will feature a new country pavilion for the first time this year, which is the country of Estonia.
How many exhibitors do you have on the books?
We currently have 1,640 exhibitors, and that number is expected to grow in the coming weeks.
What new aspects of this year’s show are you excited about?
The expansion is, of course, the big highlight. With Hall 8 added, visitors can now enjoy a full circular route through all of the halls in one continuous walk. We’re also relocating the USA and Canada pavilions to Hall 12. Together with the National Marine Manufacturers Association, NMMA Canada, IBEX and Soundings Trade Only, we’re creating a brand-new North American Stage featuring a rich educational program on the North American market and its specific characteristics, including trends, policy updates, certification and innovation — all to inspire and enable future growth.
What makes Amsterdam the perfect city for hosting Metstrade?
Timing is a key factor. The show takes place right after the boat-show season, when builders have clear order books and production forecasts, making it the ideal time to discuss equipment and furnishing needs.
This year’s show also coincides with Amsterdam International Marine Industry Week, which will be celebrated with a series of additional events running alongside Metstrade: The Superyacht Forum, the Superyacht Coating Conference and the Yacht Racing Forum.
Amsterdam is also exceptionally well-connected. Schiphol airport serves around 270 direct passenger destinations, and the city has a rich maritime heritage with hundreds of boatyards within driving distance. The Dutch are globally recognized for excellence in superyacht building.
On top of that, Amsterdam offers outstanding hospitality options. Every year, our exhibitors and visitors enjoy a wide range of dinners, receptions, canal cruises and even bowling parties.
You’ve rebranded the old Metstrade logo and name styling. What was the process of developing the new logo?
It took us almost eight months to refine the new logo. We felt that the old logo didn’t reflect the dynamics that we were seeing inside the show, and we were looking for a more vibrant, dynamic livery that could serve the show for at least the next 10 years. I am very excited about it, because I have now seen the first artist renderings showing what signs and branding will look like at the show, and it looks great virtually inside all the halls.
Workforce development is a big topic. How is Metstrade helping find the next generation of skilled industry workers?
The race to find talent is something that is not only happening in the United States, but also here in Europe. What we have seen is that if you invite young professionals and students to Metstrade, it is a valuable experience for them and often leads to careers in the marine trade.
The idea behind the Young Professionals Club is that we created a space where they could meet each other and start mingling and do their first networking in a very informal, low-profile way. They can participate in guided tours of the show floor given by marine industry veterans, which is a valuable way to learn what sorts of companies they can go work for and the kinds of jobs available.
We also invite students. This year, we lowered our minimum age requirements to 16 years of age or older because it historically has been an 18-year-old minimum.
Additionally, Metstrade brings in some high-end, influential keynote speakers for meet-and-greets. Last year, we had Terry Hutchinson, the captain of the American Magic America’s Cup syndicate, to talk to students who are passionate about sailing. We also invited Max Perotti, the CEO of Sanlorenzo, to meet with young professionals in the past. This year, we have the CEO of Bavaria Yachts, and the retired CEO of Feadship available in the Young Professionals Club.
What are some of the most challenging aspects of putting together such a large trade show?
The tightly knit logistical framework grows more complex as the event expands. Luckily, we have a team of rock stars and leisure-marine industry experts who make it happen every time.
What are the most enjoyable parts of your job?
Working together as a team toward a shared result and connecting people in such a welcoming, hospitable industry. Many professionals in this field are also boat owners who are used to greeting each other on the water.
How many staff work on organizing Metstrade?
We have a core team of 12 people working year-round on Metstrade. As we approach the show, the team grows. Today, about nine weeks out, we’re already at 24 people. I’m incredibly proud of the whole team. It’s always a privilege to be the spokesperson, but Metstrade is truly a team effort. Everyone brings their expertise and energy to make it happen.
Some of the country halls have been moved this year. How will that affect exhibitors and attendees?
Growth in the Superyacht Zone and the Construction Materials Zone has been especially strong, which is driving these changes. These have been expanded to reflect these two thriving segments of the industry and inspire the wider market.
And the Boat Builder Awards will be at the convention center instead of the National Maritime Museum?
This year, the awards will be held at the convention center, and we aim to focus more on networking than the entertainment. It’s a smaller group, and it will be very high-end. The event is going to be served and catered by the chefs of RAI under supervision of a Michelin-star chef who has an incredible story about all the homegrown ingredients that will be sourced from the Amsterdam region.
How about sustainability? What does Metstrade do to reduce its environmental impacts?
We use reusable booths and a recyclable carpet system. We’ve also chartered a train from London — the “Metstrain” — as a sustainable travel option. Sustainability is a key part of the whole Metstrade agenda, with the Next Gen Zone, Sustainable Innovation Hub, Superyacht Sustainability Route and many of our content sessions focused on how we can collectively do more to improve and protect the environment.
Are tariffs, high U.S. interest rates or supply-chain disruption affecting Metstrade exhibitors?
Supply chains remain interconnected. Industry players continue to benefit from the international hub that Metstrade creates, gaining a better understanding of the global market by learning from exhibitors and visitors from over 135 countries.
The content program this year has been carefully designed with industry partners to provide clarity on the most pressing industry topics. I take pride in the fact that our team, supported by our agents, has been able to grow the show despite economic headwinds and uncertainty. It is a testament to the trust that a successful Metstrade edition radiates, resonating throughout the entire marine industry.
What would you say to a potential exhibitor that is on the fence about spending the money to attend?
Act quickly, talk to other exhibitors about the benefits they gain, and don’t hesitate. Metstrade is the global meeting point for key stakeholders in the marine industry, with the top buyers and purchasers seeking to find the latest innovations.
Last year was the first with The Superyacht Forum. How did that go, and what’s on the agenda this year?
It was a complete sellout, so we’ve moved it to a larger auditorium this year. The Superyacht Forum will return with its compelling NXT theme, which underscores the need to future-proof the yachting industry. Visionary themes for the two-day event will include digitization, regenerative sustainability, humanitarian work, operational excellence, superyacht standards and more.
How is the startup section doing? There were a lot of DAME Design Award winners there last year.
This year, we’ll feature two startup pavilions: one in Metstrade and one in the Superyacht Zone. Startups will have the chance to present innovations with content sessions on the Metstrade Stage and a live pitching event. This is a unique opportunity for visitors and exhibitors.
RAI Amsterdam purchased a 50% stake in the International BoatBuilders’ Exhibition & Conference in 2016. How has that collaboration played out?
The cooperation has been excellent. We’ve built a strong team, exchanged knowledge and expertise, and IBEX has grown significantly as a result. There is a natural synergy between Metstrade and IBEX — visitors and exhibitors can find benefits from attending both of these shows.
Tell us about the International Boat Show Organisers and your role with the organization.
We’ve reorganized, added more members and strengthened our financial base. We hosted a congress in Palma and created new working groups. Boat shows are now better-connected, sharing best practices to elevate the customer experience. They remain pivotal to the health and growth of the industry. It is a privilege to work with an international board with members from Australia, Germany and South Africa.
