From starting his career at Heineken Beer as a Brand & Activation Manager to holding C-suite roles at Merivale and leading commercial strategy at the AFL, Antony (AJ) Jones has built a career at the intersection of culture, brand, and experience. Now, as CEO of The Boathouse Group, he’s bringing that expertise to one of Australia’s most distinctive hospitality portfolios. What began in 2008 as a single café on Pittwater has evolved into a lifestyle-led empire spanning cafés, event spaces, homewares, and boutique stays – with locations from the Central Coast to Palm Beach, Manly, the Eastern Suburbs, and the South Coast.

Known for their signature blend of beachside charm, warm hospitality, and beautifully curated design, The Boathouse Group is more than a hospitality brand – it’s a masterclass in place-making and property value creation. Under AJ’s leadership, the group is entering a new era of growth, fuelled by mixed-use thinking, strategic site selection, and operational reinvention.

Ahead of his appearance at the Hospitality Real Estate Summit, we spoke with AJ about brand evolution, leadership through change, and how he’s reshaping The Boathouse for the future – while staying true to its coastal roots.

FuturePlace: Let’s begin with your journey – what first drew you to hospitality, and how did that path lead you to your role at The Boathouse Group?
Antony (AJ) Jones: My best mate’s dad owned pubs in Sydney, and once I finished Year 12 (way back when), I started working in them. I wasn’t quite sure what career path I wanted at the time, but I really loved seeing people have a good time. Hospitality became a conduit to a meaningful career – it satisfied both a personal and professional draw.

FuturePlace: Looking back over your time with The Boathouse Group, is there a particular project or initiative that stands out as a personal favourite – and what made it so special to you?
Antony (AJ) Jones: The deconstruction and reconstruction of the business as a whole – from our people to the financial performance and everything in between. It’s been incredibly challenging, but also deeply rewarding to lead a business coming out of insolvency into a high-performing team and operation.

FuturePlace: You’ve seen the group grow significantly – what’s been one of the most unexpected lessons or turning points along the way?
Antony (AJ) Jones: Be prepared for anything and everything – whether it’s a negotiation, compliance, or legislative matter. These can all have significant financial impacts. You might spend months negotiating a great deal with a landlord, only to have something change at the last minute that affects the whole outcome. Another key lesson is balancing debt with growth aspirations – and keeping both realistic.

FuturePlace: How are you approaching future growth – are there particular trends, formats, or locations you’re most excited about exploring next?
Antony (AJ) Jones: We focus on sticking to our vision of creating the most iconic collection of venues. That means evolving with our brand and diversifying as we go. For example, we’ve got a site in Terrey Hills coming online soon – a ‘Farmhouse’ style venue that’ll be a true hospitality precinct with something for everyone.

FuturePlace: Many of your venues blur the lines between hospitality, retail, and events. How important is mixed-use thinking when it comes to building long-term value in hospitality real estate?
Antony (AJ) Jones: It’s hugely important to have diversified and balanced revenue streams. BHG is part of a family business with income from childcare, QSR, and property development – all of which support and grow together. It’s a strength.

FuturePlace: How do you see the relationship between property development and brand experience evolving across the industry?
Antony (AJ) Jones: They go hand in hand. Being both prop co and op co gives us the opportunity to build and grow a cohesive portfolio of venues.

FuturePlace: What are you hoping to contribute to the conversation at the Hospitality Real Estate Summit – and what kinds of discussions do you think the industry needs more of right now?
Antony (AJ) Jones: This event brings together such a great group of stakeholders. Knowledge is power – especially here. I think we need more discussion around removing red tape, particularly around planning, licensing and compliance in our industry.

FuturePlace: Looking ahead, what major shifts or trends do you think will define the future of the pub and hospitality sector – and how should operators prepare?
Antony (AJ) Jones: Legislative changes, like those around gaming, are always a risk. But the real trend is around guests wanting value in line with quality. Operators need to keep evolving their offers and activations to attract guests and increase spend – while ensuring the customer leaves happy. Something simple like a bottomless package can be incredibly effective. It’s value-driven, and that’s what resonates.

Antony (AJ) Jones will join an elite panel of industry leaders at The Hospitality Real Estate Summit for the Locknote Discussion titled “Adding Value to Existing Assets Through Smart Refurbishments and Design Upgrades.” He’ll be speaking alongside Craig Shearer (Founder, Kickon Group), Ben May (Founder, May Hospitality), Tom Francis (Managing Director, Francis Venues), James Thorpe (CEO, The Odd Culture), Chris Cornforth (CEO, Harvest Hotels), and James Lidis (Managing Director, Design Collaborative). Together, they’ll explore how strategic design, redevelopment, and underutilised spaces can elevate both guest experience and asset performance. This is an exclusive opportunity to hear firsthand from the visionaries redefining hospitality real estate. To view the full agenda and secure your place, visit the official event website and download the brochure.