Wayne Beekman

Wayne Beekman is a second-generation director of the Beekman Group, a family business with deep roots on the lower south coast of KwaZulu-Natal.

Born in Johannesburg, Wayne’s family relocated to Amanzimtoti when he was young, later settling permanently on the South Coast. The Beekman Group has grown and evolved from its headquarters in Port Shepstone. Wayne and his wife are happy to be raising their family right where the family business began.

Reflecting on his journey, Wayne shares how his early work experience shaped his understanding of commitment, and the work ethic required in a family business. His first job, interestingly, was as a lifeguard during his school years. “I’ve always loved the ocean – bodyboarding, fishing, anything to do with the sea – so lifeguarding was a great way for me to be on the beach and make some pocket money at the same time,” he recalls. Later, he spent nearly a year in London, working as a games’ tester for Sega, but eventually, the call of home and family business brought him back to South Africa’s coast.

Wayne commented, “Joining the family business wasn’t always my intention. Growing up, the possibility was always in the back of my mind because so much of our life revolved around the company, but ending up being a part of it wasn’t a given. However, once I did get involved in 2000, I’ve been committed ever since.”

Today, Wayne is one of four directors together with his father, his cousin Neville, and his sister Cindy, each managing distinct areas within the group’s diverse business portfolio. Wayne’s responsibilities include overseeing information technology (IT) marketing, resort development, and the customer journey. He explained, “We each have our own focus, but we work closely to steer the business forward.”

Wayne’s role is deeply connected to preserving his family’s legacy. He shared, “Being a family business, there’s a strong commitment to upholding the family legacy − the blood, sweat, and tears that went into building it. It’s about maintaining the solid foundations it was built on while also focusing on creatively growing and expanding it into new areas.”

Among his many achievements, Wayne is especially proud of modernising the resort experience by being involved in digitising the resorts, adding unique experiences and attractions. He explains, “This includes things like kids’ apps, digital butlers, and even an in-resort radio station that informs guests of events and activities. We have an app with an entertainment schedule, and I would say it’s helped to really modernise the holiday offerings.” Through these initiatives, Wayne sees the potential of technology to enhance customer experience.

OPEN AND TRANSPARENT
In a family business, Wayne has found that openness is essential. The best piece of advice he’s received, he shares, is: ‘to be open about any issues’. Family businesses often involve an extra layer of complexity and addressing concerns as they arise rather than letting them fester is crucial. Wayne and his fellow directors maintain an open line of communication, resolving issues promptly and fostering a culture of transparency. “Working in a family business can have its challenges, and it’s essential to discuss issues as they arise instead of letting them build up,” Wayne explains.

Wayne acknowledges the challenge of balancing personal and professional roles within the business. “The biggest challenge in a family business is separating personal feelings from professional ones,” he reflects. “When family is involved, there’s often a lot of emotion in the mix. He added, “The best piece of advice that has stood the test of time is to be open about any issues. Don’t ignore them or brush them aside − address them directly. It’s about having honest discussions with the other directors and resolving issues before they have a chance to fester. It takes courage, but openness is key.”

Motivating their teams is another aspect of Wayne’s role that he considers essential to success. “Communication is key for us,” Wayne says. “With a business like ours, there is always a lot going on, and keeping everyone informed can be a challenge, but it’s crucial.” The Beekman Group relies on various methods for team communication, including WhatsApp for instant updates, phone calls, and a monthly newsletter that highlights achievements and updates. These tools enable the team to stay informed, motivated, and aligned with company goals.

SOMETHING REMARKABLE
Wayne’s inspiration comes from both family and colleagues. “My father is a big inspiration,” he shares. “He, along with his brother, started this business from the ground up, and despite the raw challenges they faced, they built something remarkable.”

Reflecting on their many accomplishments fuels his own dedication to the business, and he also draws motivation from his fellow directors. “We’ve achieved a lot together, and seeing the results of our efforts as a team drives me forward.”

The future of the Beekman Group is firmly rooted in KwaZulu-Natal. “We’re firmly based in KZN, and that’s not changing,” Wayne states. “Our head office is here, and the majority of our staff are here. We currently have the largest staff complement we’ve ever had since the business began. It’s continuing to grow, which is very promising.”

With exciting plans ahead, the Beekman Group is exploring new development opportunities up the North Coast and is planning a major refurbishment of Umhlanga Cabanas, aiming to introduce a novel holiday experience in South Africa. “That project is particularly exciting for us as it’s a South African first for a holiday resort,” he shares.

Guided by a life motto, Wayne aims to ‘live in the now’. “It sounds a bit clichéd, but life moves so fast,” he says with a smile. “My twin boys are already twelve, and before I know it, they’ll be grown up and moving on. “It’s about living in the moment and valuing what you have right now, while you’re still on the journey.”

Wayne Beekman embodies a dedication to legacy, family, and growth, making a meaningful impact on his community and industry from the lower South Coast of KwaZulu-Natal.