From a small brokerage firm to one of the leading international houses, and through the world of suppliers, Eleonora Pitasso recounts a professional journey shaped by challenges, curiosity and personal growth. Today, with her own company, The Wayve, her vision of luxury yachting places the client, quality and the management of emotions at the core.
“Getting to where I am today has been a journey that constantly pushed me to question myself,” Pitasso explains. “It is not enough to show your best side or to work hard: you must understand who you are, define your goals and remain focused, especially in an era where attention is constantly divided among countless inputs.”
For Pitasso, focus is not an innate trait. It is the result of study, market analysis, network building and demonstrable performance. “The role of a luxury yacht broker is not purely commercial: it is about guiding the client through a complex product, supporting them in the decision-making process and preventing frustration.”
Frustration, Transparency and Managing Complexity
According to Pitasso, luxury yachting requires a distinctive approach, far removed from the logic of mass-market products. “Selling a superyacht means managing the client’s frustration, understanding their emotions and offering the most suitable solution. A professional broker does not simply show yachts: they study the client, anticipate needs and reduce the risk of dissatisfaction.”
Managing frustration also relies on transparency. “The client must know everything: from daily onboard operations and crew management to bunkering and maintenance. A yacht is not just an object, but a living ecosystem that requires constant attention.”
Millennials and Gen Z: New Approaches
The market has evolved, with new generations entering the yachting world. Pitasso notes significant differences between millennials, Gen Z and more traditional clients. “Younger clients are hyper-connected, yet they need genuine human interaction. A targeted WhatsApp message or phone call can be more effective than hundreds of documents sent by email. The broker’s direct experience and knowledge make the difference, even in a world where AI can suggest options.”
The New Company: The Wayve, Independence and Leadership
After more than 20 years of experience, Pitasso decided to found her own company. “Today I am CEO of my firm, The Wayve. Transparency and honesty are essential: the client must trust you, and that trust can be verified with anyone. My approach is based on solid relationships, attention to detail and the long-term construction of trust.”
The new company was not created solely to sell yachts. It represents a project through which Pitasso applies everything she has learned about client psychology, emotional management and market evolution. “We sell luxury, exclusivity and quality. But above all, we sell security, expertise and satisfaction: the client must leave the yacht feeling happy and confident in their choice.”
For Eleonora Pitasso, the future of luxury yachting lies in the combination of technical competence, attention to people and the ability to interpret new generations. Her journey, from young broker to independent entrepreneur, demonstrates how experience, curiosity and leadership are essential elements in guiding clients and the market towards informed and satisfying decisions.
Filippo Ceragioli