Philippe Lubrano, Founder and CEO of Rotortrade.
When the roar of jet engines and the allure of sleek aircraft dominated the aviation landscape, a new era was dawning. This was not the age of dazzling new jets rolling off the assembly lines, but the renaissance of the pre-owned aviation market, fueled by a new breed of visionary entrepreneurs. Driven by the gleaming prospect of the pre-owned aviation sector, Philippe Lubrano decided to break free from the constraints of a conventional management job and carve a new path in the untapped market of pre-owned helicopters. He forged into this thriving sector with a vision to revolutionize the way the helicopter industry operates. “I’ve always believed in the power of helicopters to transform industries, save lives, and connect remote corners of the world,” shares Lubrano, the founder and CEO of Rotortrade. Lubrano’s vision took flight, and December 2012 marked the inception of Rotortrade, a global leader in the pre-owned helicopter market. With a worldwide presence of 12 owned dealerships, Rotortrade’s glorious journey unfolds the story of a man whose passion, vision, and relentless drive have led to incorporate innovation with excellence and grandeur.
A Passion Ignited
Philippe Lubrano’s journey in the aviation industry began long before the foundation of Rotortrade. His fascination with helicopters started in his early days at Aérospatiale, now known as Airbus Helicopters. There, Philippe’s innate leadership qualities and business acumen shone brightly. Over 19 years, he navigated through various roles in customer service and business development, ultimately becoming the Vice President for South East Asia at Airbus Helicopters.
Philippe’s tenure at Airbus Helicopters was marked by numerous accomplishments, yet his ambitions extended beyond his corporate success. He saw a gap in the market for pre-owned helicopters and envisioned a company that could fill this void with unparalleled quality and service. In 2009, he took the plunge of faith and transformed the trajectory of the pre-owned helicopter market, for good.
The Birth of Rotortrade
Philippe’s entrepreneurial spirit led to the creation of Helipartner in 2009, a venture that played a pivotal role in establishing several successful helicopter operators globally. One notable achievement was his instrumental role in the rise of Weststar Aviation Services, which became the largest offshore helicopter operator in Southeast Asia.
The experience and insights gained from Helipartner set the stage for Philippe’s next big venture. Starting Rotortrade was not just about addressing market gaps; it was about transforming the industry standard. From a modest beginning, the company has grown to encompass 12 strategically positioned dealerships across five countries, offering comprehensive services such as maintenance and training. “Our vision has always been to deliver tailored solutions and ensure our clients have the utmost confidence in their purchases,” Lubrano asserts.
Pioneering Excellence
Rotortrade is not just another run-of-the-mill aircraft company. The company’s continued success and unwavering commitment to delivering top-notch helicopter services is a testament to Philippe’s visionary leadership and innovative approach. As the sole distributor of Leonardo pre-owned helicopters and an authorized reseller of Airbus pre-owned civil helicopters, Rotortrade offers a level of trust and reliability that is unmatched in the industry.
Rotortrade’s unique offering of Nose-to-tail Certified Pre-Owned Helicopters makes it stand out. This comprehensive certification process involves meticulous inspections and refurbishments to ensure that every helicopter meets the highest standard of safety and quality.
The company’s collaboration with top-tier brands like Leonardo, Airbus, and Bell amplifies its offerings to the highest level of global safety and performance measures. “Each milestone, like our Part 145 certification or the launch of our Maintenance Center in Tallard, France, reaffirms our dedication to excellence,” Lubrano states. Celebrating these achievements with his team fuels his enthusiasm and keeps his motivation alive.
Navigating Challenges with Integrity
The pre-owned helicopter market is fraught with challenges, with persistent skepticism overshadowing the area of reliability and transparency. Philippe’s response has been to develop stringent and rigorous processes and build a team of experts to handle every aspect meticulously.
“Our emphasis on honesty and reliability has allowed us to build long-term relationships with clients and partners,” he explains. By consistently delivering on promises and leveraging global partnerships with OEMs like Leonardo, Airbus, and Bell, Rotortrade offers certified pre-owned helicopters with the highest safety and performance levels. This commitment has been a key to navigating and overcoming industry challenges.
The Human Touch
While Rotortrade’s achievements are impressive, what truly sets Philippe apart is his focus on human capital development. He believes that the heart of any successful business lies in its people. Philippe is deeply committed to nurturing and developing talent, with a strong belief in the power of mentorship. He foresees a growing market driven by global challenges such as climate change and geopolitical shifts and recognizes the critical need to cultivate the next generation of leaders to meet these demands. This belief has guided his leadership style, fostering a culture of growth, innovation, and collaboration within Rotortrade.
Philippe’s ability to connect with people from diverse backgrounds and cultures has been instrumental in Rotortrade’s global expansion. His multicultural management skills have enabled him to build strong relationships with partners, customers, and employees worldwide. This personal touch not only drives Rotortrade’s success but also creates a sense of community and shared purpose within the company.
A Legacy of Leadership
In October 2021, The Helicopter Company, under the Public Investment Fund, acquired 51% of Rotortrade, eventually completing a 100% acquisition in June 2023. This strategic move has further solidified Rotortrade’s position as an industry leader. However, Philippe’s journey is far from over. Inspired by a leadership style rooted in collaboration and inclusivity, Lubrano advocates liberty of expression and open communication as the cornerstone of a cohesive workforce. With regular meetings and workshops to discuss goals, success, and areas of improvement, the leader keeps the environment agile and adaptive. “Our core values of quality, trust, and professionalism guide our actions,” Lubrano notes. By fostering a shared vision and reinforcing these values, he motivates his team to deliver high-quality services. Recognizing and celebrating individual and team achievements also play a significant role in maintaining high morale.
Balancing Act: CEO and Global Leader
Balancing the responsibilities of a CEO with the demands of managing a leading helicopter distributor requires effective time management and delegation. “Prioritizing tasks aligned with strategic goals is essential,” Lubrano explains. He relies on a robust leadership team to manage day-to-day operations, allowing him to focus on long-term planning and business development.
Regular check-ins with his team ensure Lubrano stays informed and can provide support where needed. Leveraging technology for communication and project management helps streamline processes and maintain efficiency. “Staying organized and focused on our objectives is key to effectively managing my dual roles,” he adds.
Advice to Aspiring Entrepreneurs
For aspiring entrepreneurs in the aviation industry, particularly the pre-owned helicopter market, Lubrano offers sage advice. “Thoroughly understand the industry and its regulatory landscape. Building a strong network of industry contacts is crucial,” he advises.
He emphasizes the importance of transparency and integrity, as trust is paramount in aviation transactions. “Start with a clear business plan but be adaptable to market changes. Continuous learning and staying updated with technological advancements will keep you competitive,” he adds. Patience and resilience are also vital, as building a reputable business in this sector requires time and persistence.
Days Ahead
Charting the future, Lubrano sets ambitious goals for Rotortrade. Expanding its global footprint, enhancing service offerings, and maintaining its leadership in the pre-owned helicopter market are some of its forthcoming objectives. Looking ahead, Philippe wants to leverage technology to improve operations and customer experience with advanced analytics for market trends and aircraft valuations.
The company is poised to enhance its customer offerings by launching dedicated maintenance centers. The first of these centers was inaugurated in France this year, marking the beginning of a global expansion. With upcoming projects in the USA, Australia, and Africa—regions where demand is notably high—the company is on track to achieve its ambitious goals. Year to date, Rotortrade has already reached $180 million in revenue, continuing to grow in line with the objectives set by the board. Broadening the network of maintenance centers globally and extending Part 145 certification to additional helicopter models form a major part of his plan.
As Rotortrade continues to push boundaries and sets new benchmarks toward a future filled with possibilities, Philippe remains at the forefront. His journey is the true manifestation of the power of the right vision and dedication, giving winds to his dream of soaring high and touching new heights in the firmament of the aviation industry, where the sky is no longer the limit.