Darren Vaux: Driving change in the marine industry

As the first president of the International Council of Marine Industry Associations (ICOMIA) to be appointed from the marina sector, Darren Vaux, a popular and inspiring speaker at global boating events, has been described by many as a true boating industry evangelist. This passion is a hallmark of his recent tenure in the role, which significantly shaped ICOMIA’s reach and impact within the recreational boating industry.

Darren Vaux has more than two decades’ experience in the industry and, together with his wife Nicky, is the Australian co-owner of award-winning Empire Marinas. He served as President and a long-standing Board Director of the Boating Industry Association in Australia, leading the successful unification of a number of state associations into a single national body. 

A background in property development, financial technology and management consulting have contributed to a comprehensive understanding of the industry's challenges and opportunities, and his leadership has not only fostered extensive collaboration among diverse cultures but has also laid essential groundwork for a more sustainable and accessible future for boating worldwide.

Global industry development

One of the central pillars of Vaux’s presidency of ICOMIA was his commitment to facilitating collaboration between members and ensuring the organisation’s global reach. He recognised the importance of connecting with developing markets across the world, particularly in dynamic regions such as Southeast Asia and the Middle East. 

Under his guidance, ICOMIA embarked on extensive outreach, engaging with these emerging markets to provide greater support and assistance. A key aspect of this strategy involved the incubation of marine associations, acknowledging both the need for effective business and stakeholder collectives as well as the challenges in maintaining drive and managing resources in a burgeoning organisation.

Vaux’s approach to developing association culture within ICOMIA can be seen in the success of the ICOMIA Asia Working Group. Embracing vastly diverse cultures including, amongst others, China, Korea, Japan, Hong Kong, Singapore, Thailand, Indonesia and Sri Lanka, this initiative focuses on four core pillars: government advocacy, access to water, financial infrastructure and the “grow boating” initiative.

Such engagement with emerging markets profoundly informed Vaux’s perspective, highlighting the need to always think outside the box and seek collaborative solutions, especially where interests might seem to compete. An experience in Sri Lanka stands out as a prime example: facing a challenge where small ports and harbours were controlled by the fishing industry, local recreational boating proponents initiated free sailing lessons for the children of these communities. This creative approach helped build awareness and engagement, ultimately leading fishing fraternities to recognise the value of recreational boating and subsequently open up their areas to support the infrastructure needed for those activities. For Vaux this serves as a great illustration of how local ingenuity can overcome long-standing impediments: 

“It’s important to understand that ICOMIA's core objective is to enable collaboration, not to dictate solutions. Local people have a very nuanced understanding of their regions, and so ICOMIA’s role can help share ideas and experiences to solve their unique problems. This mission – providing tools, information and support to paint a clear picture of the industry's value and growth possibilities – is ICOMIA's focus. It’s fair to say that government regulation and associated limited understanding of the social and economic benefits of our industry remains a significant challenge globally.”

Su Lin Cheah, ICOMIA's advisor and operational lead for the Asia-Pacific region, commented on the quality of Vaux’s leadership:

"Darren’s stewardship has been transformative, guiding us to become a genuinely global organisation. For me, his approach to Asia was particularly insightful, recognising the strategic position of this region and the market’s complexities. His vision, professionalism and drive will continue to motivate us in the Working Group as we progress in building regional collaboration and developing greater global connectivity.” 

Words from ICOMIA’s CEO

Another pivotal figure in ICOMIA's recent transformation who has worked closely alongside Darren Vaux has been Joe Lynch, the organisation's very first CEO.

“It’s been an absolute delight and a privilege to work with Darren, and I know that everyone involved in ICOMIA – members, directors, colleagues and industry partners – all feel the same,” relates Lynch.

“In my early days as CEO I spent a long time constructing a carefully crafted presentation that I hoped would land a clear, but tactful message. I was ready to build a long argument about how ICOMIA, with all of its valuable members and resources, should be far more famous than it currently is. We have so much to offer our members, including global connections, access to research, industry leaders and so many tools to help them with their businesses – ICOMIA deserves to be better known.

“I was ready to make highly detailed business cases, conduct consumer research and marketing plans and draft lengthy corporate presentations – but Darren’s immediate response was one that I was soon to learn was typical: ‘I agree – what do you need?’

“And so the whirlwind tour began – reconnecting with and re-energising our relationships with our members. We promoted the fact that we (as ICOMIA) are just the facilitators of knowledge and expertise sharing, of engaging with regulators everywhere and providing everything that everyone needs: solid, impartial, unbiased and scientific data, best practice case studies and support.

“We spent a lot of time together, travelled to all four corners of the globe and some months spent more time on the road than at home, which led to the inevitable jokes. The whole team developed great ways of working together,” Lynch reminisced. “Maintaining a successful working relationship across diametrically opposed time zones is not without its challenges, however, and I certainly won’t miss those weekly 6am meetings! But after each one I came away with focus, clarity and the confidence of his support.”

“Propelling our Future”

Marinas have also figured prominently in ICOMIA's recent development work under Vaux’s presidency. An active member of the ICOMIA Marinas Group (IMG), his expertise in the marina sector was greatly appreciated. He was instrumental in promoting the Smart Marinas concept, formulating policies around marina concession tenures and sustainable rent, and supporting IMG Chair Martinho Fortunato in delivering the well-received ICOMIA World Marinas Conference 2023 in Portugal.

Vaux also dedicated significant effort to the "Propelling our Future" programme. This ambitious initiative, rolled out over several years, produced a massive 562-page report which was presented globally. A key insight from this programme was that carbon emissions in the marine industry are primarily generated in the supply chain, not the operating phase—a significant differentiator from automotive and other industries.

The decision to undertake this decarbonisation work, ICOMIA’s largest research project to date, was based on the need to provide science-based evidence for members to plan for the future. An exciting current opportunity now lies in developing a life cycle analysis (LCA) tool through collaboration with European Boating Industry and the US National Marine Manufacturers Association.

“This tool has the potential to empower designers and manufacturers to measure and improve their designs and products for carbon and material sustainability,” explains Vaux. “This will facilitate a more streamlined approach to material and energy sustainability for new products, using a cradle-to-grave and ultimately a cradle-to-cradle LCA approach. The results will objectively enhance the industry’s sustainability performance and credentials, which we hope will resonate strongly with younger generations.”

Vaux also addresses the critical transition to alternative fuels, with "drop-in fuels" such as hydrotreated vegetable oils and synthetic fuels as an immediate solution. The challenge lies in bringing engine manufacturers on board to allay consumer concerns about the safety and reliability of these transitional fuels and ensuring that this is supported by compelling educational campaigns. 

He identified a significant cultural shift in boating democratisation and appealing to younger generations, particularly among those who lean towards subscription services rather than ownership. Examples include club models, renting, chartering and hiring. Interestingly, this trend also offers a positive environmental impact: with 85% of a smaller boat's carbon footprint tied to manufacturing, a club model shared by multiple users dramatically reduces the per-person carbon footprint and optimises resource use.

“ICOMIA is a fantastic organisation, and I wish that all associative bodies reflected this level of cultural diversity and lack of political ideology,” concludes Vaux. “ICOMIA will celebrate 60 years next year and its longevity and success have been built on the long-term volunteer contribution of its members and the tireless efforts of its staff. President Frank Hugelmeyer is exactly the leader ICOMIA needs for its next stage of growth and with the support of CEO Joe Lynch and the rest of the ICOMIA staff I am very optimistic about ICOMIA’s future to the benefit of its members.”

This article was also published in issue 150 of Marina World magazine. Click here to read the online version.