Who is François « Neo » ?
Portrait of François « Neo, » the Most American of French Reef Aquarists
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From cooking chef to a Career in Aquariums: How Did You Become a Professional in the Aquatics industry ?
Born and raised on the shores of the Red Sea in Djibouti, coral reefs were part of my everyday life. As a child, I would spend hours on sandbanks at low tide, observing and playing with fish before releasing them back into the reef. This early connection sparked a dream within me: owning an aquarium.here i am today
Childhood Memories of François
In middle school, I wasn’t particularly passionate about academics, so a teacher guided me toward a technical education. I enrolled in the prestigious Culinary school in Nice, where I discovered my calling in cooking. Working alongside top chefs in the discipline of kitchen brigades shaped my character. By the age of 23, my career was well established, allowing me to fulfill my first dream: purchasing a freshwater aquarium.
However, my fascination with marine environments only grew stronger. After visiting local aquarium stores, I built my first 250 gallons reef tank, equipped with innovative technology like 20K HQI bulbs. Over time, I realized that my knowledge often surpassed that of local stores. This pushed me to take on a challenge: turning my passion into a profession.
I promised myself that if things didn’t work out, I could always return to cooking. But 30 years later, I am working in the United States with some of the world’s best reef aquarists, proving that this bet paid off.
Were You a Hobbyist Before Making It Your Profession?
Yes, without a doubt! Growing up around coral reefs, my passion for fish and corals developed very early on. In 1997, after a trip to Mombasa, I decided to professionalize this passion. I founded the first professional coral farm in France—possibly in Europe.
Different Atmospheres in His Aquariums: Mangrove on One Side, SPS on the Other
Coral farming has always fascinated me and played a crucial role in my professional growth. It has been a true source of learning and innovation.
You Are Known as an ambassador and distributor of Elos Brand. How Did That Happen? What Is Your Role Today?
I discovered Elos at the Zoomark trade show in Milan. Their minimalist, cutting-edge approach immediately appealed to me, reminding me of ADA’s sleek style in Japan. This concept perfectly aligned with the quality I wanted to promote in my stores.
After visiting their showroom and factory in Bologna, I left with a distribution contract for French-speaking markets. At the time, I spoke neither Italian nor English, but a strong bond developed with Nicola Gandini, the brand’s founder. I contributed to designing iconic products, including aquariums, LED lighting systems, and other innovations.
Later, I managed Elos America in partnership with Nicola. Unfortunately, the pandemic weakened Elos Italy, and the company was sold in 2023. Today, I am actively working on reviving the brand in the United States while maintaining my deep connection with Elos.
And What About Exaqua, GNC, and Marine Pure?
Exaqua, Aquaroche, and GNC—recommended to me by my friend Jake Adams—joined our AquariumPartners catalog. My expertise helped these small European brands enter the U.S. market and give them the support they needed .
For Marine Pure, I collaborated with one of my sales representatives to develop their presence in the U.S. Meanwhile, Aquaroche handled their distribution in France. I tried to help them expand in the French and Italian markets, but the product didn’t gain much traction in France, where customers are highly demanding. However, the pandemic caused tensions between these brands and me. Today, only Exaqua continues working with me. I keep developing their products in the U.S. while offering consulting services to help American stores move into the high-end market.
François are fond of GNC light even in USA !
What Happened to Neoquarium, Your Store in Nice?
The Neoquarium story began in 1995 in Antibes with « Neoquarium – La Ferme Récifale, » the first coral farm in France. In 2000, this venture evolved into a retail store in Antibes, and ten years later, it became an innovative concept store: Elos Aquastudio NICE. This second store was entirely dedicated to Elos products and a high-end approach to aquariums.
However, the pandemic heavily impacted our business, making it impossible to maintain a physical location. The store closed in 2022, though we successfully operated online for two more years. Ultimately, for personal reasons, I decided to put Neoquarium on hold. That said, the spirit of Neoquarium remains alive—I am still François « Neo, » and my passion for aquariums remains intact.
How Do You Perceive the Aquarium Hobby Since Moving to the United States?
Aquarium keeping is a worldwide passion. In the U.S., I’ve noticed some key differences: the widespread use of blue lighting to enhance colors, plastic decorations, and the preference for dry rock and external filters.
Captive breeding of marine fish and coral farming are much more developed in the U.S. Most stores produce their own livestock (though France also has major players in this field!). I’ve also learned to see things differently, especially regarding the rapid setup of aquariums in just 24 hours.
What Is Your Role Today?
For the past two years, I have been primarily focused on consulting, helping a store in South Carolina grow. I also continue to work with Exaqua and am involved in relaunching Elos in the U.S.and maybe other European brand need my help.
François Now Collaborates with Fishy Business
François Promotes Awareness of the ExAqua Brand
What Is Your Favorite Coral and Fish?
Without a doubt, my favorite coral is Stylophora pistillata. Its beauty, structure, and behavior make it an essential choice for me, especially as an SPS enthusiast.
As for fish, I have a deep admiration for the majestic Pygoplites diacanthus, also known as the regal angelfish. Originating from the Red Sea—just like me—it embodies both elegance and the exotic nature of the reefs from my childhood. That said, I have a soft spot for nearly all species, as their diversity and unique traits fascinate me.
What’s Your Dream in the Aquarium World?
My dream is to open a one-of-a-kind concept store that could be franchised—where my two passions, corals and coffee, come together seamlessly. This wouldn’t just be a store; it would be a complete experience.
This project would combine refinement, community, and passion, offering both high-end service and a welcoming space for enthusiasts and newcomers alike.
But let’s see what my future brings. Stay tuned…
