Overcoming fear and trusting intuition: CEO Martin Howlings on the Expats.cz journey

This interview has been edited for clarity and length.

“I asked my father for a 100 pounds – CZK 5,000 in those days – and I built the business from that. No investment. No business angel. Just an idea and meeting as many people as possible inviting them to be a part of it; wearing my heart on my sleeve,” says Martin Howlings, Founder and CEO of Prague-based media platform Expats.cz.

That little project? A website that, in its earliest iteration, started as a bulletin board forum – a place where people could look for jobs, flats, friends, share information, and buy and sell things.

Expats.cz has since evolved into a vital link for the international community, providing a mix of news and resources to help readers navigate life in the Czech Republic.

“The principles of the site did not change. It was built to help people, and it still does,” says Howlings.        

Originally from Milton Keynes, UK, Howlings developed a deep-rooted interest in publishing and technology from a young age, creating fanzines and a neighborhood gaming magazine when he was just 14. After studying computer science and communications, he ventured into graphic design, co-founding a successful design firm. For him, the allure of publishing lies in its ability to connect and inform people, and his early experiences crafting content ignited a lifelong passion.

Following a series of events that began with meeting a Czech au pair in the UK, he relocated to the village of Neratovice, 25 km outside of Prague, in 2000 and spent his first months hustling as a teacher. Back then, “the expat community was small and united. Everybody knew everybody. We went to the same events. We stayed up late in the same clubs, and we would all help each other and support one another,” says Howlings. 

After a year of teaching, Howlings felt a pull to return to a career in publishing, which he had put aside when he left the UK in search of new adventures.   

When he first arrived in Prague, there were only a few places where expats could go to find information. Cork bulletin boards at places like the Globe Bookstore or Radost FX were jammed with notices of apartments for rent, flatmates wanted, job offers, lost and found, and language exchanges. It was 2001. No social media existed, and smartphones were only developing. There had to be a better way.

“I wanted to create a digital bulletin board where people could post their adverts. A place to buy and sell things. A place to share experiences. A place to chat, where people from all over the city could give advice and help each other,” says Howlings. “It made sense to develop a platform to bring this all together in one place to help newcomers and old-timers alike.”

Howlings exceeded his own expectations. Expats.cz has outlived several other English-language platforms that had initially been dismissed as the young British “kid” hoping to disrupt the market with his “passion project.” They told him it would never work, and the city wasn’t ready for something like this. Turns out, the old guard was wrong. 

“Everybody needs a catalyst to fire them up – this was one of mine,” says Howlings.

I wanted to design a website that everyone knew and could recommend to each other as a “lifeline” of sorts. During my early time in Prague, I found myself asking people for advice – where to find things, how things work, legal questions,  recommendations.

Expats.cz was launched in September 2001. It was based on a bulletin board forum system. Within a year, we had 10,000 members and were growing fast. After the first year, I was able to quit teaching and began to live from the revenues of advertising. I recall selling my first adverts to a local hair salon and real estate agency (still an active client today) for a just few crowns.

I was learning how to run a business in a foreign country. I had to grapple with bureaucracy and navigate employees, contracts, and responsibilities. I was also learning how to be a leader, innovate, and control the quality of what we were doing. I was staying focused, growing the business, and being with my family. With no previous experience, it was a lot about trial and error.

Initially, our primary challenges revolved around technology – ensuring that the site could effectively manage traffic and meet user needs. Equally important was establishing trust within the expat community. It was essential for us to demonstrate that our platform was not only useful but also reliable and indispensable for their daily lives. Earning this trust took time and consistent effort.

As technology evolved, so did we. In the early to mid-2000s, Expats.cz was the leading social media site in English for the Czech Republic. However, with the rise of Facebook, we faced new challenges as social traffic began to divert from our platform. Recognizing the shift, we decided to enhance our editorial capabilities, aiming to become a forefront provider of content, stories, help, and guidance. Our editorial team has since developed and delivered some of the most comprehensive and helpful content about the Czech Republic ever produced.

Managing this business has never been straightforward. I've faced numerous difficult periods that pushed me to almost breaking point. However, I never considered giving up. Especially in the years before the COVID pandemic, I encountered significant challenges in internal business management, leading to personal turmoil and a severe depression that lasted over a year. I suffered from burnout and anxiety, which confined me to bed for months. Yet, this challenging time was pivotal for profound personal growth and recovery. Through navigating these tough conditions, I came to discover my authentic self – voice, character, and resolve. Additionally, I developed resilience and rebuilt my foundation, ultimately emerging as a stronger leader. Just as well, as I would need that strength for what COVID had in store for us all.

The COVID-19 crisis in 2020 was a pivotal moment for us, dramatically impacting our business with falling revenues and an uncertain future. However, this challenge also spurred rapid innovation from our technical and publishing teams. They proposed a radical idea: completely replacing the site’s publishing engine with a custom-built system launched just three months later.

This new platform proved to be the fastest and most flexible we’d ever had, allowing us to serve the millions of visitors during the crisis effectively. We also pivoted to provide comprehensive daily COVID-19 news coverage in English. We suddenly transformed from a place people liked to a service they needed. The challenges we faced together strengthened our resolve and unity, laying a stronger foundation for the future of Expats.cz.

We listen to what people want and welcome feedback. While we don’t always get it right, we strive to recognize and improve our mistakes. Our dedicated team ensures our content is high quality and purposeful. Their passion is contagious, bringing out the best in others. Respect is earned through consistency, and we hope our work speaks for itself.

Over the years, we’ve helped countless expats find homes, jobs, and essential services. We’ve facilitated cultural integration through our guides and community forums. Our events have also helped forge friendships and networks vital for anyone new to the country. We’ve provided thousands of articles, from news and culture to business to amass the most comprehensive body of work ever made about living in the Czech Republic.

We are channeling the invaluable lessons from past years to fuel our growth and ensure our focus is correctly aligned. We've built a project that we are incredibly proud of, and we continue to prioritize our readership at the center of everything we do. Our team has become stronger, and the deep trust we've cultivated among colleagues is paving the way for remarkable achievements.

Looking forward, we are excited to introduce new initiatives such as a podcast and increased video content. We are expanding our presence on platforms like TikTok, offering fresh ways to inform, inspire, and educate readers about life in the Czech Republic. We are also exploring opportunities to expand internationally, aiming to become indispensable to expat life.

Moreover, I want our company to take moments to reflect on our activities. As a mature project, we recognize the need for the strength and time to make a significant impact. My goal is to concentrate on the most meaningful and valuable aspects of our work. Reflection is just as important as action.

After nearly 25 years, Prague has become my true home. I am deeply thankful for the people I've met, the lessons I've learned, and the welcoming Czech community. Many have played a crucial role in bringing Expats.cz to where it is today, and for that, I am profoundly grateful.