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Wirachai Pranveerapaiboon

CEO The Attitude Club

When did you set up the business? What was behind your decision to (a) set up a business in Phuket and (b) set up this particular business?
The Attitude Club was established in 1999 by a new generation network of Phuket-based designers and architects who are driven by a passion to create superior homes and accommodation for today's contemporary lifestyles.

What were you doing / where were you living & working before?
I'm a native Phuketian and studied for an architecture degree in Bangkok, where I worked for three years before returning to Phuket.

What’s special / different about The Attitude Club? What are its unique points?
We're developing a distinct permaculture property niche in Phuket.

The Attitude Club team is fortunate to have among the dedicated team members some of the best architects and designers in the country. As locals with a global outlook, we all share a passion for unique, bespoke designs.

Why would someone choose one of your properties compared to your closest competition?
People buy our properties with confidence and peace of mind that they're making an investment that will serve their lifestyle needs for a lifetime. The Attitude Club's designs and concepts are a source of pride for owners.

Tell us something about your role in the business?
My job as CEO is to motivate everyone in the organisation to achieve their best potential so their creativity and inspiration can flow.

What are the main challenges?
It's sometimes difficult to find the kind of people who can think out of the box, but with the knowledge and skills to put ideas together systematically.

What are the biggest difficulties you have to overcome?
Some things are just beyond our control, such as the effects of the global economy and political issues in the news.

What's your main target market?
It's a 50/50 mix of Thais and foreigners whose priorities are based on inspired living – achievers who are themselves successful in their chosen vocations.

What do you like most about what you do now?
We've proven that success can be found in creating living concepts that stand out for their uniqueness, while fitting perfectly with today's contemporary lifestyles.

And what do you like least…?
Anything repetitive that does not bring anything new.

What do you (and the business) hope / expect to achieve within the next 3-5 years?
When people think of the inspirational lifestyles, they'll think of The Attitude Club first.

What do you see as your biggest successes to date?
I believe we've enhanced and put a fresh perspective on Phuket's property and hospitality market with some unique concepts, especially our most recent additions – Foto Hotel in Kata and Saturday's condo development in Saiyuan, near Nai Harn beach.

To what extent did the global financial mess affect your business?
It did impact us at first, but we've weathered the storm well by continuously evaluating and adapting to market demands.

Is The Attitude Club involved in any CSR (Corporate Social Responsibility) programmes?
As Phuketians, our hearts are with the local community so we're involved CSR projects on the island that bring together local experts and businesses in conservation efforts, as well as helping to preserve Phuket's unique culture. We run a Phuket Old Town Sketch Walk and we participate in the annual Vegetarian Festival. We also invite other businesses to join us on regular beach clean-ups.

Please give us an overview of your typical day ‘at work’.
I try to keep a balance between hard work and taking time to relax and reflect. Mornings are typically fast-paced and busy with lots of meetings, phone calls, decision-making and tying up loose ends. This gives me time in the afternoons to be more relaxed and focused on nurturing ideas and letting inspiration flow.

How would you describe your leadership style?
To motivate and coach team members to bring out the best in them.

What's your over-riding ambition at this stage in your life?
That our success is also a long-term success with benefits for the local community as a whole. The Attitude Club's legacy is a showcase of local empowerment, a guardian of global standards with grass-roots appeal and genuine long-term sustainability.