DAMEN
YACHTING
7 AM CLUB
Early in the morning during Monaco Yacht Show 2025, we invited guests to join our Damen Yachting team for our all new wellness and sporting initiative. With simple yet impactful activities, the 7 AM Club is aimed at getting our team and industry moving and encouraging great physical and mental health. The 7 AM start time is symbolic. It sets the tone for a day filled with thoughtful choices, and a proactive mindset creating a ripple effect that extends far beyond a single action.
We spoke to the 7 AM Club Campaign Manager, Lara van Hogerwou, to understand the reason behind the Damen Yachting 7 AM Club.
Q: What is the primary goal you hoped to achieve with these early-morning engagements?
A: The Monaco Yacht Show days start at 10am and are quickly filled with back-to-back meetings and yacht visits. In the rush of the show, it can be difficult to find a moment for yourself. The 7 AM Club was designed to give guests an hour to focus on healthy habits and enjoy a nourishing breakfast before the busy day begins, whilst networking with the Damen Yachting team.
Q: For those who didn't attend, can you walk us through what a typical 7 AM Club session involved?
A: Each session was different, the variety of activities made them very memorable. The Broker Run was dynamic, full of energy and lively conversations. The 5km coastal location allowed those taking part to start the day with a clear mind, fresh air and positivity.
By contrast, the Sunshine Yoga session brought a sense of calm and gratitude, leaving everyone recharged in body and mind, and ready to embrace the day ahead.
Q: How does an activity like running or yoga in Monaco connect to Damen Yachting's brand values?
A: While we enjoy hosting cocktails and dinners, we also believe in creating experiences that go beyond the traditional show format. Running and yoga are just the beginning. These activities reflect our values of balance, wellbeing, and community, and we are already exploring new ideas to expand this approach further.
Q: What kind of feedback have you received from the attendees?
A: The response has been overwhelmingly positive. Attendees mentioned they would absolutely join again. Of course, the early wake-up can be a challenge during such a busy week, but everyone who made the effort to come was genuinely happy they did.
Q: Will this become an annual tradition for Damen Yachting at the Monaco Yacht Show and are there plans to expand this type of event to other shows or locations?
A: We would love for this to become an annual tradition at Monaco. We’ve learned a great deal from this year’s experience, and we are confident that next year’s events will be even stronger. We also see potential to introduce similar initiatives at other shows and locations in the future.
Q: What was your personal favourite moment from the morning activities?
A: The breakfast after yoga was particularly special. Sharing coffee and conversation with colleagues and guests created such a positive atmosphere. The guests that attended, all carried a sense of joy and connection with us throughout the day.
Q: Looking back on the experience, what is the one key takeaway you hope attendees will remember about the 7 AM Club?
A: The Monaco Yacht Show can be intense and demanding, but it’s important to remember the value of taking care of ourselves. Yes, the onboard events are magical, but there’s also something truly unforgettable about starting your day watching the sunrise over the Monaco coastline.