Exploring new opportunities, embracing innovation, and challenging the way things have always been done are at the heart of the New Horizons Award. At the last Avia Solutions Group “Highflyers” Employee of the Year Awards 2025, this recognition went to Gerhard Coetzee, Vice President Cargo - IMEA at Chapman Freeborn, whose vision, energy and determination have helped drive meaningful change across the business.
During his 10 years with Chapman Freeborn, Gerhard has built a reputation not only for his passion for aviation, but for constantly looking at how things can be done better. One of the clearest examples is his contribution to the Pioneer project, where he played an active role in transforming digital innovation into something teams could use every day.
“I’m proud of being able to support and help the Pioneer system turn into something that genuinely supports our day-to-day business,” Gerhard says.
By creating a more aligned and transparent approach to managing opportunities, information and visibility, Pioneer has helped strengthen collaboration and ultimately improve the way teams serve customers.
For Gerhard, innovation is most valuable when it translates into action.
“It is about making it more practical - looking for new ideas or processes that can streamline day-to-day operations and improve commercial performance, while making sure they translate into clear actions that the team can implement and deliver every day across the region.”
His impact, however, goes beyond systems and processes. Gerhard leads with an energy that his colleagues describe as contagious. He believes in being approachable, encouraging people to share ideas, take ownership, and challenge existing ways of working.
“I always try to lift the mood in an already stressful environment,” he says. “Positivity attracts positive energy that leads to success.”
That curiosity also keeps Gerhard focused on what comes next. He sees significant opportunity for Chapman Freeborn in the CIS and African markets, where growing demand and limited flexible capacity create space for the business to use its expertise and solution-focused approach to build stronger long-term relationships.
Digital innovation will remain an important part of that future too. Gerhard believes better use of data and automation can make the customer journey faster, more transparent and more connected - from inquiry and quoting through to capacity sourcing and shipment visibility.
Despite the individual recognition, Gerhard sees the New Horizons Award as a collective achievement.
“It means a lot to me because it is a recognition not only of my own contribution but also of the people and teams I work with every day,” he says. “I see it as a reflection of what we can achieve together through collaboration, energy and a willingness to keep improving.”
His advice to future nominees, capturing the mindset that earned him the award, is to “Take ownership, be original, and never be afraid to challenge the norm. Bring the energy, stay curious, help those around you succeed, and the recognition will automatically follow.”
Punta Cana, Dominican Republic (the)
