In the summer of 2020, while much of the world was under strict lockdown due to COVID-19, Xenia Tiutiushina found herself saying yes to something spontaneous — a sailing trip in Russia with friends. It was her first time stepping onto a boat, but what she thought would be a one-time adventure turned out to be a turning point in her life.
“It completely reshaped how I viewed freedom, nature, and human connection,” she shares. The quiet movement of the boat, the endless water, and the vulnerability of being in nature gave her a sense of grounding she hadn’t felt before. What started as a break from the chaos of the world slowly evolved into a new purpose.
“It completely reshaped how I viewed freedom, nature, and human connection,” she shares. The quiet movement of the boat, the endless water, and the vulnerability of being in nature gave her a sense of grounding she hadn’t felt before. What started as a break from the chaos of the world slowly evolved into a new purpose.
From Sports PR to Sailing Storyteller
Xenia’s career didn’t begin at sea. She started out in sports PR, working on projects that involved precision and poise. One of her proudest roles was leading communications for the World Chess Championship series, a high-stakes game that required an understanding of tension, timing, and storytelling. She worked across Berlin, London, Moscow, and Riga, mastering the art of building narratives around calm but intense sports.
Chess taught her about the emotional depth of strategy. So when she later entered the sailing world — often described as “chess on water” — the transition felt surprisingly natural. Sailing is more than just wind and waves; it’s a dance of resilience, focus, and patience. “It’s a way of life,” she says.
Bringing Sailing to Dubai’s Pop Culture
When Xenia moved to Dubai, she was told in passing, “If you get sailing into Dubai Bling on Netflix, you’ve made it.” What began as a light-hearted challenge soon became a mission. After eight months of consistent pitching, creative planning, and a lot of storytelling, Xenia succeeded. Sailing was featured on Dubai Bling in an episode that captured the emotion and beauty of the sport.
That moment wasn’t just a win for her team — it symbolized a cultural shift. Sailing, a sport often seen as niche or elite, was suddenly on a global streaming platform watched by millions. “It proved that with the right vision, even something niche can break into pop culture,” Xenia explains.
Partnerships That Redefine the Sea
Beyond Netflix, Xenia has helped build partnerships that bridge sailing with lifestyle, design, and art. Collaborations with SailGP, Sole DXB, the Jameel Arts Centre, and the Sikka Art Festival have introduced sailing to new, younger, and more diverse audiences. These events helped reposition the sport not just as a physical activity, but as a rich, emotional experience.
Each campaign is driven by purpose. “When we tell sailing stories that highlight culture, community, and creativity, we make it feel more human,” she says. “That’s when people connect.”
From Maserati to Marina: A Decade in Global Brand Strategy
Xenia’s professional foundation was built over a decade ago at Serviceplan Group, one of Europe’s top communications agencies. There, she worked with luxury lifestyle and sports brands like Maserati, Porsche, Jura Coffee, and the NBA. Her job? Translate brand stories across multiple cultures without losing authenticity.
Working with such iconic names taught her how to balance local relevance with global vision. It also gave her the tools to navigate high-pressure campaigns — a skill that now helps her lead with clarity in the fast-evolving world of sailing PR.
Life Off the Water: What Happens When the Boats Stop
While the heat of Dubai’s summer brings sailing to a temporary halt, Xenia doesn’t slow down. This downtime is when strategic thinking takes center stage. She’s currently working on communication plans and creative partnerships that align sailing with the outdoor lifestyle and adventure market in the Middle East.
Her long-term goal? To position sailing as something dynamic, inclusive, and emotionally rich — especially for younger people and women. “We need to show that sailing isn’t just about competition. It’s about connection, mindfulness, and freedom,” she says.
Changing the Face of Sailing in the Middle East
In Dubai, a city surrounded by sea, the sailing community remains surprisingly small. Cultural embrace of the sport hasn’t fully blossomed. That’s where Xenia sees opportunity.
“I want to help reshape how sailing is perceived here,” she says. “It’s part of Dubai’s identity and heritage, yet we don’t always see it represented in everyday life.” By making it more accessible and emotionally compelling, she hopes to draw in new participants — people who never imagined themselves on a boat before.
Quiet Consistency: A New Approach to PR and Leadership
Despite working in an industry known for flashy campaigns, Xenia believes the best results come from steady effort and genuine connection. “The sea teaches you patience and humility,” she says. “So does great PR.”
Her leadership philosophy is grounded and intentional. She prefers substance over spectacle, and believes that real trust is built quietly — through meaningful actions, not just noise. That mindset has guided her career and helped her build a brand that resonates.
Advice From the Ocean
Xenia’s personal motto echoes her own story: “Say yes to more things—especially the ones that scare you.” She believes that like the sea, life is unpredictable — and it’s in that unpredictability where growth happens. “Don’t wait until you feel ready. Steer your course, but let the wind surprise you.”
It’s a lesson she continues to live by, as she builds a movement around sailing that’s inclusive, inspiring, and bold.
What’s Next for Xenia Tiutiushina?
As of mid-2025, Xenia is building out new projects that merge the worlds of outdoor adventure, lifestyle, and art. She’s actively developing partnerships that highlight the emotional and cultural sides of sailing — from pop-up experiences to digital campaigns and film projects.
Her story is just beginning, but her impact is already clear. Through vision, storytelling, and persistence, she’s turning sailing from a niche sport into a cultural movement. And in doing so, she’s inspiring a new generation to step onto the water and discover something powerful — not just about the sea, but about themselves.
Follow Xenia’s Journey
Instagram: @ksu6ik
LinkedIn: Xenia Tiutiushina
Let her journey remind you: sometimes, the most unexpected decisions — like stepping onto a boat during a pandemic — can steer your life in the most meaningful direction.
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