Metstrade Official Opening and DAME Design Awards
Date: Tuesday 18 November
Location: Entrance F, Restaurant Harbour 8
Time: 08.00 – 09.30 (breakfast at 08.00)
Metstrade and ICOMIA are delighted to announce that Cheryl Brown, Managing Director for Le Boat, will be this year's Metstrade Official Opening keynote speaker.
In her opening address, Brown will explore the significant economic value generated by marine tourism and underline the importance of accessible boating experiences for the long-term health and sustainability of the industry.
Cheryl Brown commented: “I am very proud to be speaking at this year’s Metstrade Opening Session. Having worked in the travel industry for more than 30 years, and the marine travel sector for more than 20 years, I am deeply passionate about the growth, development and success of the leisure marine industry, I am looking forward to sharing my insights.
Following the keynote, the briefing will continue with the official awards ceremony of the DAME Design Awards 2025, the pinnacle of design excellence in the industry.
Please note that this event is for exhibitors, press, members of the Young Professionals Club, and VIP-guests only.
Speakers
Cheryl is the Managing Director for Le Boat,
part of the Marine Division of Travelopia and owned by KKR.
She began her career in travel at just 16, rising quickly through the ranks to become Retail Trading Director in 2001 and Managing Director of the First Choice Retail Group in 2004. In 2007 she joined Sunsail as Managing Director and later became COO for TUI Marine, which included The Moorings, Sunsail, Footloose and Le Boat, in Florida. After four years in the sunshine, Cheryl returned to the UK to lead Le Boat, a role she continues to love with passion. Today, she also sits on the Board of Travelopia.
A passionate boater herself, Cheryl enjoys life on the Thames from her riverside home with her own dock and dayboat. She loves welcoming new customers and watching them grow in confidence on the water, as well as reconnecting with those who return year after year.
With over 55 years of experience, Le Boat has grown into the world’s largest self-drive boating company on inland waterways and rivers. Under Cheryl’s leadership, the business has expanded across the Atlantic, opening two bases and launching 32 boats in Ontario, Canada. She also introduced the Horizon fleet in 2016 and most recently unveiled Liberty in 2025, the company’s most luxurious boat to date. Cheryl’s vision inspired the new creative platform We’re on Le Boat, which celebrates
the boating community and invites newcomers to discover the freedom of the waterways.
Today, Le Boat operates the world’s largest fleet of over 900 self-drive boats across more than 33 departure bases in nine destinations. Its holidays offer everything from action-packed adventures to slow-paced escapes. For those who want to cruise more often, the Le Boat Ownership Programme makes it possible to own a Horizon or Liberty boat with none of the hassle while enjoying up to eight weeks of boating each year across its full network.
She is proud to invite everyone to join the Le Boat community and discover the magic of boating.
Niels Klarenbeek has managed the METSTRADE team since early 2020, overseeing the strategy and growth of the world’s leading B2B event for the recreational marine industry.
He also serves as President of the International Federation of Boat Show Organisers (IFBSO), where he promotes an agenda focused on making boat shows more inclusive, sustainable and engaging.
Frank Hugelmeyer is president and CEO of the National Marine Manufacturers Association, the leading trade group for recreational boating and the largest producer of boat shows in North America. He’s the board chair and a founding member of the Outdoor Recreation Roundtable, the Washington D.C.-based coalition of America’s leading outdoor recreation trade organizations, and vice-chair of the International Council of Marine Industry Associations.
Frank has more than 35 years of senior executive experience in the global sporting goods, outdoor recreation, and association management sectors. He’s worked as the chief executive at three of America’s most influential outdoor trade groups and as an executive for leading manufacturers and NYC’s oldest sporting goods retailer.
Prior to joining NMMA in 2019, Frank was president at RV Industry Association and Go RVing. Before that, he was the longtime CEO of Outdoor Industry Association where he led the renowned campaign that defined the economic importance of the $1 trillion outdoor recreation industry for the first time in our nation’s history. He’s also known for joining forces with Utah Governor, Gary Herbert, to establish the country’s first state office of outdoor recreation.
His unique career journey has enabled him to collaborate with the world’s leading outdoor public companies, consumer brands and retailers, a list that includes Nike, VF, Patagonia, Bass Pro, REI, Thor Industries and Winnebago, along with pinnacle marine brands like Brunswick, Yamaha, Polaris among many others.