Meet Joffrey Jablonski

20 Years of Experience in Water Systems

Jab first came into contact with water systems in 2003. At that time, he was 20 years old, playing hockey at the highest level and coaching several French youth teams. In that last role, he apparently made an impression, as the father of one of the youth players approached him to launch a new brand of water dispensers. Since he was looking for a challenge alongside his sports career, he seized the opportunity and enthusiastically got to work.

As is often the case with start-ups, Jab initially took on various tasks. However, the company grew quickly and hired new employees, allowing Jab to focus on sales and marketing. He became a partner and helped build the company into a national player with 80 employees and 14 branches spread across the country.

Ambition, Work Ethic, Positivity

In December 2022, he was looking for a new challenge. It came soon, and once again hockey was the common thread. Through a coaching assignment for the Be Gold youth training program of the Belgian Hockey Federation, he met a hockey father who advised him to speak with Nikolas Van Paemel, also a father of a hockey prospect and manager of the AQUALEX Concept Store.

Nikolas connected him with CEO Alexander Vanlerberghe. How did that first conversation go? “After ten minutes, I knew: this is it,” Jab recalls. “I want to work for this company. We clicked immediately, and I was impressed by the design, technologies, and customization options of AQUALEX products. I also perfectly align with AQUALEX's values: ambition, hard work, and a positive mindset combined with the drive to create beautiful, high-quality products... Typical Flemish values that I already knew from my time coaching various Flemish hockey clubs.”

Launching from Lille

From March 2023, Jab fully immersed himself in the preparatory work before officially launching AQUALEX France in June 2023. Lille, just half an hour from Deerlijk, became the headquarters. From there, AQUALEX serves northern France and the region around Paris. But it doesn’t stop there; the plan is to cover all of France in the long term. “My goal? To help spread the name AQUALEX as the most innovative brand of water systems in the world.”

AQUALEX has all the advantages to make that happen, Jab believes. “There are providers of water coolers in France. But frankly, in terms of high-quality, exclusive products, we have little to no competition. In terms of design, materials, and the filtering, cooling, and carbonation of the water, no one can match AQUALEX.”

Looking for French Amigeau’s

In October 2023, AQUALEX hired its first French amigeau; today (autumn 2024), the team consists of 10 full-time employees, a mix of sales, SDRs, and technicians.

But that’s not all. AQUALEX wants to grow quickly and is looking for a contingent of new amigeau’s. What profiles is he looking for? “Amigeau’s who fully match AQUALEX's values,” says Jab. “Driven, proactive professionals who are attracted to the ecological mission and vision of the company. Those who are engaged and ambitious, yet keep their feet on the ground and remain approachable. Experience is certainly an advantage, but you don’t have to come from the water dispenser sector. What matters is your personality, a positive mindset, and the right values.”

Jab Personally

• Jab, 43, lives in Le Vieux Lille, the charming old district of Lille.
• He is passionate about hockey. He played in the first division of the French league and for the French national team. Additionally, he trained youth teams, including in Belgium with clubs such as Saint-Georges in Kortrijk, Indiana in De Pinte, and KHC in Leuven. In the evenings and on weekends, he can usually be found at Lille Metropole Hockey Club, where he coaches both the youth and the A team.
• And how does he spend the rest of his free time? “I enjoy spending it with family and friends. But I must admit: my work is my great passion. I’m engaged with it 7 days a week.”
• He loves classic French variety music, such as Édith Piaf and Johnny Hallyday. However, the type of music he listens to depends on the time of day. For example, at six in the morning, he enjoys playing house music for an energy boost.
• He doesn’t have time for reading or TV. However, that doesn’t stop him from being a big fan of Rocky Balboa (known from the Rocky films). The sympathetic and warm-hearted amateur boxer who fights his way to the top through hard work, passion, and perseverance, all while keeping his feet on the ground and not losing sight of his roots, family, and friends.
• Classics like steak and fries, blanquette de veau, or exotic dishes like tagines and couscous – Jab eats everything, as long as it’s healthy and made with fresh products. Typical of a top athlete, right?
• He enjoys spending his vacation with friends in Ramatuelle, a rural, picturesque village overlooking Saint-Tropez and the Côte d’Azur. The beauty of Ramatuelle is that it is beautifully preserved; the old architecture remains entirely intact. He truly enjoys beautiful architecture, not just for the design but also for the construction methods and the vision behind it.