Luca Magrin founded Jonas 38 years ago; for the record, his “bicycle imprinting” came from his time living in Copenhagen. However, his own vacations are strictly reserved for sailing—and the longer they last, the better. He calls it “sailing therapy.” In the winter, to recapture the vast horizons of the sea, he turns to cross-country skiing; the Asiago Plateau is his second home.
To everyone, he is known as “LucadiJonas”—all one word—as the man and the company have become an inseparable whole. A contrarian by nature, he lives without a TV or a cell phone and genuinely loves gray, overcast skies. When an idea starts spinning in his head, he puts his head down and goes straight for the goal; whether he’s inventing a new type of holiday or trekking 50 km on skis, nothing distracts him from his objective.
He has brought his “green soul” into the Jonas office, filling it with plants and flowers that he tends to daily. He believes that the things we care about must be cultivated with attention, dedication, and constant love. Since 1988, he has been the fire of Jonas: always lit and burning with passion.
His heart remains in Corsica, the destination of his first road trip after getting his driver’s license. He returns almost every year by boat, sailing north around the “finger” or south among the French Maddalena islands of Lavezzi and Cavallo. He always says that entering the port of Bonifacio under sail is an experience that truly touches the soul.