Natko Bošnjak: This year we are installing over 550 km of surface for more than 50 ice rinks across Europe
The winter ice skating season is just around the corner. The equipment is ready, ice skates are being packed, and materials for creating and setting up ice rinks and ice parks are being prepared. In the coming weeks and months, we will reach the peak of the ice skating season, as our slogan says – the Ice Wonderland winter magic begins its delivery across Europe. The story behind the Ice Wonderland brand and what a working season looks like is best known by the director, Natko Bošnjak, who has shared his insights in numerous interviews this year with several business media outlets such as Bloomberg Adria, Novi List, Glas Slavonije, and many others, summarized here.
The entrepreneurial story behind the Ice Wonderland brand was started by Natko Bošnjak, who, before entering entrepreneurship, was involved in organizing sports events and marketing activities, through which he gained his first experience in event management and learned about ice maintenance techniques.
How did the Ice Wonderland story begin?
Given that I had knowledge, skills, and experience in ice maintenance and event organization, I saw an opportunity in the market and, with youthful enthusiasm, ventured into entrepreneurship. Ten years ago, the trend of ice rinks at Advent events began in Croatia. The ice rink at the Advent in Zagreb, in particular, did a lot to popularize the idea, and soon all cities wanted their own ice rinks, realizing how an ice rink can enhance a tourist offer and become a center for entertainment and recreation for all generations. We started with a few ice rinks each year, grew year by year, and today we deliver more than 50 ice rinks in 13 countries across Europe annually.
How did you come up with the business idea, and what was the first step in establishing your official business?
The first step before launching the brand was creating a detailed logistics plan—establishing a supplier network, educating installers, collaborating with designers, and setting up all the prerequisites for implementing the first ice rink. At the beginning, we financed one project with another, and so on. Everything we earned, we reinvested to expand our services and capacity, and we eventually arrived at where we are today — having our own production of ice rinks in Croatia.
What does the “hardware” of your business look like from start to finish when installing ice rinks / ice parks according to client wishes? What is done in your facilities and what happens at the location? How long does it all take?
We produce new equipment and service old (used) equipment throughout the year. Many people think our job lasts just as long as it is visible — about 40 days, but the production and maintenance of equipment happen throughout the year when we are not “visible.” In our distribution center, we load trailers with all the necessary equipment, which is then sent to the locations for installation. Depending on the size of the rink, the quantity of equipment (rubber mats, barriers, skates, etc.) is adjusted, and everything needed for the rink’s operation is delivered. A forklift and crane are used for unloading, after which the installation begins. The rubber mats and pipes are placed, and the entire system is connected into a functional unit. Once the “hardware” is in place, it is connected to electricity and water, and the coolers are turned on to start freezing the ice rink. The ice rink is watered during the day and night, depending on external temperatures, to create a solid layer of ice. At smaller locations, where the ice rinks are around 200 m², the ice rink is ready for use after three days. For larger ice parks over a thousand square meters, installation can take up to ten days.
How does the transportation and installation of such an object look, and how long does the whole process take?
The process of setting up the ice rink begins with preparing the equipment in the distribution center, where all necessary elements, such as rubber mats, barriers, pipes, skates, and others, are loaded onto trailers. The amount of equipment depends on the agreed size of the ice rink, and everything is prepared for transport from our logistics center to the installation site. When the equipment arrives at the location, forklifts and cranes are used for unloading, and installation begins immediately. The entire process involves assembling the basic structure of the ice rink, connecting the system to electricity and water, allowing cooling, and forming the ice surface. The coolers freeze the water, and the ice rink is further watered to create a solid ice layer, depending on external temperatures. Smaller ice rinks (around 200 m²) are ready for use after three days, while larger ice parks (over 1,000 m²) can take up to ten days to set up.
How many square meters / tons of ice do you install Annually? Do you have any rough estimates?
These figures are always interesting, but it’s hard to calculate the exact tons of ice. When we started this business, everyone thought we literally delivered ice to the installed infrastructure of the ice rinks, but that is not the case. The thickness of the ice at the rinks depends on various factors, so calculating the tons of ice on today’s job, where we are working on more than 50 ice rinks of different sizes, in different areas, and temperatures, is difficult. However, an interesting fact is that this year we will install 540 km of rubber mats on which the ice rinks will be set up. That is literally the distance from Zagreb to Munich, and this winter, we will stretch these kilometers of rubber mats across Croatia and Europe.
How do you handle storage, and how challenging was this part of the business in the beginning?
At the beginning of our business, all the equipment fit into a very small storage space. Over time, we acquired more equipment and moved to larger warehouses at different locations, and it took a lot of time to gather everything in one place. After years of growth and development, a big step for us was when we opened our own production – logistics center three years ago, where we have our offices, warehouse, and production for all the equipment. Throughout the year, existing equipment is maintained, and new equipment is acquired and stored. All parts of the ice rinks are made, prepared, and loaded onto trailers at this center, ready to be delivered to the installation locations.
We recognized the growing trend of Advent ice rinks, so we focused our knowledge and experience on starting a business that has grown from a few ice rinks per year into a successful company that now delivers more than 50 ice rinks across 13 European countries. The business requires year – round production and maintenance of equipment, while the actual installation takes place before the winter season, requiring precise logistics and transport. Every year, we expand our capacities, broaden our services, invest in new technologies, and open new markets.Thus, the Ice Wonderland brand has become recognizable both in Croatia and globally, synonymous with top – tier service in the design, production, and management of ice rinks and ice parks.
