Blue World Voyages, the first ever fitness focused cruise line, has appointed former Starbucks president John B. Richards as first CEO.
Blue World Voyages is also the first cruise line to employ a crowd funding element in its business model.
Richards will work with founder Gene Meehan to position the new cruise line as the first dedicated to sports, wellness and active-lifestyle cruisers.
He has extensive experience in complementary industries including hospitality, cruise and wellness.
Aside from Starbucks, he was chief marketing officer for Royal Viking Line and oversaw the Elizabeth Arden spa and salon business.
“People have figured out that they need to take ownership of their health. The timing is right for quality hospitality groups to recognize and address this fact,” Richards said.
“Blue World Voyages is setting the precedent in the cruise industry. They are doing something completely different, and I am excited to be part of this new venture.”
The line plans to launch a 350-passenger all-suite ship in 2018.