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Founded by Jan Michael Svoboda, Never2Late specializes in Hospitality consultancy. With more than 3 decades of experience, we have extensive knowledge in the F&B industry covering New York and Hawaii as well as across Asia being Singapore, Indonesia, China, Thailand, Macau and Hong Kong.


Our scope ranges from small startups to large hotel entities. The goal is to assist our clients by transferring our expert know-how and being able to tap into our network of specialists to resolve various challenges a client might face when entering into the Hospitality industry.


We dedicate ourselves to provide exceptional services and strive to keep our clients happy. Through our vast experience we never compromise on the quality of work we deliver and guide you with the best ideas in which we are very competitive on the market. 



Jan Michael Svoboda


Jan Michael Svoboda displays over 30 years plus of experience in the Hospitality industry within Asia and the move to launch his own consultancy company “Never2Late Ltd.” based out of Hong Kong is certainly an exciting challenge and one which he always dreamt of while getting involved in the conceptualization, implementation and operation of Hospitality & F&B related projects …as well as small boutique property developments.


Born in Rome, he travelled around the world as a child and decided to use his widespread talents and fulfill his desire to travel by embarking on a career in the Hospitality industry.After graduating from Vienna’s College of Hotel and Tourism Management MODUL with a Diploma in Hotel and Tourism Management, Jan Michael headed to New York where he worked as a bartender in a Champagne bar, experiencing the thrill of the Hospitality industry in a cosmopolitan city.


In late 1987 he joined the Mandarin Oriental Hotel Group as a Management Trainee in their Macau property. Jan Michael worked his way up through the ranks in Food & Beverage in Macau and at The Oriental Singapore, subsequently becoming Director of Food & Beverage at The Mandarin Oriental, Hong Kong before joining The Peninsula Group in 2000.


As of June 2004, Jan Michael took over as Hotel Manager of The Peninsula Hong Kong, having spent the previous four years as Resident Manager of The Peninsula Bangkok, where he worked to create an identity and build up the reputation of the newly-opened hotel in a competitive market.


January 2009 he was appointed as Managing Director/Partner of KEE Club International -  the management company which operates KEE private members clubs in Hong Kong and Shanghai. In this last position, Jan Michael was responsible for the overall planning and management of the present two clubs including operations, finance, marketing, design, art acquisition as well as strategic planning of the group’s expansion and management of new projects.


Never2Late Ltd. is currently working on F&B related consultancy projects in Hong Kong and on a boutique condo property development in Khao Yai , Thailand. Never2Late Ltd. is located in Hong Kong and Bangkok, Thailand.

Maarten Goetheer

Managing Director

With over eight years of working in Asia (Hong Kong, Macau, China and Thailand) Maarten's extensive experience in luxury events and entertainment will help your company succeed in the ever emerging Asian market place.

Maarten has worked with leading lifestyle brands ranging from private members' clubs to Five Star Hotels and Michelin Star awarded chefs. His professional mission is to implement, market and brand entertainment-related concepts in the Luxury segment of the F&B industry to an international top-tier standard. 

Maarten has worked all over Asia and feels comfortable working with people from various backgrounds aided by a thorough understanding of the local context and cultural subtleties.


Aside from his managerial experience he is also a Professional DJ shaking up the dancefloors of world renowned clubs such as Boujis, Kee Club, Drop (Hong Kong), Ku De Ta (Bali) & Potato Head (Bali, HK).


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