Steve Varsano is a seasoned entrepreneur and the founder of The Jet Business, the world’s first street-level showroom for private jets.
His innovative approach to private aviation has revolutionised how clients purchase jets, offering high-net-worth individuals a unique and luxurious experience. Located in London, The Jet Business merges cutting-edge technology with an immersive showroom, allowing potential buyers to explore the interiors and specifications of various aircraft through large digital displays, interactive tools, and even life-sized mock-ups.
Varsano has over 35 years of experience in the aviation industry. He has built his reputation on matching clients with the perfect jet, whether for business or leisure, focusing on transparency, trust, and personalised service. Before founding The Jet Business, Varsano worked across several aviation sectors, gaining deep knowledge of aircraft brokerage, sales, and acquisitions. His visionary leadership and disruptive business model have set him apart in a highly competitive industry. He is known for his vast industry connections, negotiating expertise, and in-depth understanding of the needs of ultra-high-net-worth clients. The Jet Business has established itself as the go-to destination for those seeking both pre-owned and new jets, and Varsano has become a recognised figure in both the aviation and luxury sectors.
What inspired you to create a street-level showroom for private jets, and how has that changed the way jets are bought and sold?
I left the business in the late 1980s to work in mergers and acquisitions/private equity. When I returned, the demographic distribution of the jet ownership market had expanded into emerging/frontier markets such as Russia, China, Nigeria, and India. It was too costly in terms of time and money to visit potential clients in these regions, so I came up with the idea to build a showroom where clients could visit me when passing through London. This is a different approach from traditional telephone sales, as we believe in a much more transparent and educational process. This allows both sides to learn more about each other’s objectives, empowering the client to make better-informed decisions.
With decades of experience in aviation, what has been the most significant change you’ve seen in the private jet industry?
There is a much greater sensitivity to value.
The Jet Business offers a unique buying experience—what role do technology and innovation play in enhancing your clients’ purchasing decisions?
No one today does anything without using a touchscreen to learn about a subject or purchase a product. We have adapted our process to align with technological advances, better communicating with and educating our clients more transparently.
How do you maintain the trust and loyalty of your ultra-high-net-worth clients in such a competitive and high-stakes industry?
The way to earn trust and loyalty is simply to operate with integrity in your daily business. Your energy doesn’t lie, and clients can sense your intentions—whether they are sincere or self-serving.
What are some of the biggest challenges you’ve faced in growing The Jet Business, and how have you overcome them?
We need to open another showroom in the U.S. to better serve that large market base.
Sustainability is becoming a growing concern in aviation—how do you see The Jet Business addressing environmental issues in the future?
The aviation industry is one of the most proactive in reducing its already small carbon footprint by using carbon offsets, sustainable aviation fuel, and electrification of certain parts of the sector.
What advice would you give to young entrepreneurs looking to break into niche luxury markets like private aviation?
Firstly, we don’t consider corporate jet travel a luxury—it is a business tool, a time machine, where an executive’s time is of great value. The only way to create more time for them is by reducing non-productive travel time, such as check-ins, immigration lines, waiting to board, and by flying to and from airports closer to their final destination. Additionally, every minute on the aircraft can be productive, allowing executives to converse freely with colleagues, speak confidentially with their office and clients, and reduce security concerns.
What originally sparked your passion for aviation, and how has that passion evolved over the years?
I was 14 years old when I flew in a small training aircraft with the older brother of a friend of mine. I immediately fell in love with aviation and flying.
When you’re not busy with The Jet Business, how do you unwind, and what are some of your hobbies outside of aviation?
My partner is a very social woman, and that rubs off on me in the little free time I have. I like to exercise for longevity, and I also enjoy travelling… although, even when travelling, I’m usually still working.
