A Message from Our CEO
Before we share our journey, let’s start with the driving force behind Par Excellence—the vision and leadership that shaped our company.
Tom, built a network of interconnected businesses, each supporting the other and multiplying his network exponentially.
While many business owners rely on luck, Tom turned a game of chance into a strategic battlefield. He mastered the transformative power of cash flow, using it to leverage business growth by transitioning one business to another while maintaining the same clientele and network.
From his beginnings in the bodyguard niche—providing risk and travel management for VIP clients—he turned to the luxury transport business at the local level during the pandemic when his fleet was underutilized and his long-term customers were no longer traveling internationally as much as before pandemic. As the world normalized and people resumed traveling, he expanded into the travel concierge business.
The Story
“Let me speak from experience,” Tom shares.
Experience, in this context, means taking hard-earned lessons and knowledge and using them to help others avoid similar struggles.
Years ago, I faced a challenge. As the owner of a bodyguard service, I needed to connect with ultra-high-net-worth individuals (UHNW)—the kind of clients who truly needed what I had to offer. But reaching them wasn’t easy.
I quickly realized that approaching them directly wouldn’t work. So, I took another route. Instead of targeting the clients themselves, I turned to agencies they already trusted—jet charter operators, yacht brokers, villa rental companies, and others who were part of their lifestyle. By aligning with these intermediaries, I was able to position my services where they would be seen and trusted.
Today, we’re offering you something similar. At Par Excellence, we act as your trusted middleman, connecting you with the audience you’ve been trying to reach. And here’s the truth: “word of mouth” is still the single most powerful form of marketing on the planet.”
How Par Excellence Came to Life
The creation of Par Excellence wasn’t part of a grand plan—it was born out of necessity.
I was looking to advertise my bodyguard services in the yachting market, particularly for anti-drone equipment designed to protect celebrities, government officials, and dignitaries from paparazzi. I approached one of the most well-known yachting magazines—one of the top five in the world—and negotiated a double-page ad.
When the ad was published, I was shocked. Instead of the double-page spread we’d agreed upon, I was given half a page. The excuses were endless—limited space, unexpected changes, and so on—but the price remained the same.
Frustrated but determined, I decided to do things differently.
I created our own brochure, featuring not just my security and transportation services but also those of my partners—yachts, jets, villas, and more. The brochure was simple, but it worked. With the help of a trusted courier partner (who remains with us to this day), we distributed it directly to yachts.
The results were incredible.
We quickly facilitated the sale of services for several of our partners. Some came back, asking us to repeat the distribution the following year—and this time, they wanted to pay for inclusion. That’s when the idea struck me: What if this wasn’t just a one-time brochure? What if this could be something bigger?
The first edition of Par Excellence Magazine was a pilot project. It wasn’t perfect, but the results spoke for themselves. Everyone wanted to be part of it.
A Network Built on Trust
When you work as a bodyguard for ultra-high-net-worth individuals for over 16 years, you don’t just provide security—you become part of their inner circle. You’re no longer just handling logistics or protection; you’re advising them on almost everything.
I can’t tell you how many times I heard:
“Tom, do you have a recommendation for a helicopter charter in St. Tropez?”
“Can you find us a yacht charter in Monaco for a private event?”
“Do you know someone for household staff or an event organizer?”
etc.etc.
The inquiries I’ve handled are endless—ranging from something as specific as finding a dog handler to something as complex as managing the secure transport of gold between continents.
Over the years, the facilitators I worked with on these missions grew into a vast network of trusted providers. I had someone for everything, anywhere in the world.
After a while, I asked myself: How can I help all these businesses grow while also being compensated for my time and connections? That’s how Par Excellence was born.
What Makes Us Different
Par Excellence isn’t just a media agency. It’s not about running your ad and calling it a day. We’re different because our job isn’t done until we bring clients to you and create value for everyone involved.
Our magazine isn’t just a collection of ads—it’s a tool for building relationships, mediating partnerships, and facilitating direct sales. Over the years, I’ve seen countless examples of how this approach works.
Over the years, we’ve facilitated the sale of luxury goods, arranged private charters and bespoke experiences, secured emergency travel solutions, and brokered partnerships between high-end service providers and product manufacturers, ensuring exclusive offerings for discerning clientele. Our approach is about delivering value that extends far beyond placing an ad..
What sets us apart is that we don’t just showcase your brand. We build relationships. We create opportunities. And we make sure your services reach the right people.
The Lesson
This magazine isn’t just a product—it’s a solution to the problem I once faced.
When I was trying to reach the kind of clients who fly privately, spend time on superyachts, and relax in luxury villas, I struggled to find a way in. Traditional advertising didn’t work. That’s why I built something better.
Now, when we place your ad, it doesn’t just sit on a coffee table. It’s in private jets of our aviation partners, inside yachts, and in the hands of decision-makers.
Think about it: Who travels privately and spend time on luxurious superyachts? The answer is simple—your ideal clients. The people who can afford your services.
Our Culture
Par Excellence is more than just a magazine. It’s a reflection of our values. Transparency in everything we do. A commitment to delivering more than promised. Building meaningful relationships, because sales are just a byproduct of trust and collaboration.
Instead of selling a generic marketing tool, like many other marketing agencies, we offer a “not-delivered-if-not-successfully-brought-the-benefit” approach. Our services build strategies tailored to your specific business goals while helping you expand your network of facilitators. And we don’t stop at promotion—we’re committed to delivering at least one successful sale and successful mediation in partnership before considering our job complete.
That’s the heart of Par Excellence. And that’s why we do what we do.