Originally operating under the name Voltaic Jet Systems, the company’s founders Bex and Neil began their journey in 2014 with a clear vision: to create a clean, sustainable alternative to noisy and polluting petrol-powered watercraft. Their innovation led to the world’s fastest electric jetboard, but the original name failed to resonate. It was complex, difficult to recall, and lacked the clarity to communicate what they offered.
The problem was obvious. Customers, partners, and even staff struggled to connect with the name Voltaic Jet Systems. It sounded overly technical, confusing, and didn’t reflect the simplicity or environmental promise of the product. To succeed in a highly traditional market dominated by petrol engines, the company needed a name that was clear, compelling, and instantly memorable.
Through workshops with the founders and team, paired with analysis of global competitors, the decision was made to strip the business back to its essentials: what they make, how it works, and why it matters. The defining idea centred on the absence of all the negatives associated with petrol-powered engines: no fumes, no noise, no emissions.
This thinking distilled down to one powerful word: Zero.
The chosen name, ZeroJet, fused two critical elements. “Zero” communicated the core environmental benefit, while “Jet” highlighted the advanced propulsion system at the heart of the product. Together, they created a name that was sleek, modern, and instantly meaningful.
As Neil Mans, CTO, explains:
“The ZeroJet name has been a huge benefit for our company. People just get it. Zero fumes, zero noise, zero emissions — the name does the talking for us.”
The new name delivered immediate impact. Within nine months, the company moved from no sales to six figures in revenue, while inbound enquiries and global interest surged. Even without a sales and marketing push, ZeroJet gained traction with boat builders and customers worldwide.
As CEO Bex Rempel notes:
“The new name has been instrumental in kick-starting our growth. It’s simple, memorable, and it tells our story better than we could.”
