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Meet the minds behind Madeira Unlocked – Simone & Andy
A couple of years ago, I found myself at a lively Cologne Carnival party hosted in an old pub in the heart of the old town. I had gone along on a friend’s recommendation, not expecting much more than a fun evening but instead, I walked away with something far more valuable: a meaningful connection.
That’s where I met Simone and Andy.
From the very first moment, they stood out, warm, open, and genuinely interested in connecting. As it often happens, mutual friends quickly brought us closer. A close friend of mine already knew Simone well, and through another shared connection, Mountain Alex, we ended up exchanging ideas about social media, life on Madeira, and the growing community on the island.
Fast forward to today, and Simone and Andy are now the minds behind Madeira Unlocked, an app designed to solve a simple but real problem: how do you keep track of everything happening on an island full of events?
Their answer? Build a app that brings it all together.
So without further ado, let me introduce you to Simone and Andy.
1. Tell us a bit about yourselves.
Simone and I have been married for over 20 years and, over time, we’ve both followed quite diverse professional paths.
Simone completed a degree in business administration with a focus on tourism management, alongside vocational training in hotel management. She then gained professional experience in the business sector, including organizing and running international recruiting events. After starting a family, she chose to dedicate several years to raising our two amazing sons. Later, she decided to pursue a new professional path, completed a degree in education, and went on to work as a committed primary school teacher.
I studied business informatics and worked for many years as a management consultant and in leadership roles. At one point, I also ran a live music club in Cologne, which was a very different but incredible experience.
2. What captured your attention about Madeira?
My connection to Madeira actually started during Covid. After months of working from home, I was looking for a place where I could combine work and a change of scenery. That’s when I came across a “home office villa” concept on Madeira.
To be honest, I had no real idea where Madeira was exactly… I even thought it was a Spanish island somewhere between the Canaries and the Balearics. What attracted me was simply the idea of working remotely from a nice location. What happened next was even more unexpected…
About two weeks into my stay, I caught Covid and had to leave the villa. I found a beautiful Airbnb apartment in Funchal instead and instantly fell in love with it and the view. Then came the real turning point: just two days after moving in, I found out that the entire property, including the Airbnb unit, was for sale. So, I called Simone and said: “I think I found a house for us.”
At that point, we weren’t even looking for a house. I had only been on the island for about two and a half weeks, and Simone hadn’t even been to Madeira yet. Long story short: two months later, the house was ours.
After about two and a half years of commuting back and forth between Germany and Madeira, we eventually made the decision to fully relocate and start a new chapter here on the island.
From the very beginning, it was clear that Madeira is something special. The combination of mountains and ocean, the lush and diverse nature, the mild climate all year round and especially the people make it a truly unique place. People here are open, welcoming, and easy to connect with.
And what we both really love is how much is constantly happening. There’s always something going on, music, sports, cultural events, or simply opportunities to meet new people.
3.If a friend visits Madeira for the first time, where do you take them?
We’ve had quite a lot of friends and family visiting us over time, and honestly, it always depends a bit on who’s coming.
With families, for example, we like to keep things relaxed and varied. We usually go for easy, family-friendly hikes. São Jorge is a great option, especially because you can combine it with a swim. We also love visiting some of the island’s stone beaches or bathing complexes, and of course, spending time in Funchal.
In Funchal, one of my personal favorite spots is Santa Catarina Park. On the way there, we usually walk through the Zona Velha and stop at one of the many great cafés or grab some ice cream. We also love heading down to Praia de São Tiago, it’s a perfect spot for a quick swim, especially in the evening. The market hall is always worth a visit as well, but we also enjoy showing more hidden corners like the Armazém do Mercado gallery, Praça do Carmo, or places like Arbor Café.
For friends who love hiking, we often choose routes that are a bit off the beaten track. One of our favorites is the loop from Prazeres down to Paul do Mar, over to Jardim do Mar, and back up to Prazeres. Another great one is a circular hike in Faial combined with a swim at Cascata Água d’Alto. Something that almost always goes down well is playing padel — ideally at Quinta Magnólia, followed by a snack or drink afterwards. It’s one of those activities that nearly everyone ends up enjoying.
We also like to integrate our guests into our everyday life here. That often means joining events like the Saturday Workout with Madeira Friends, the Sunday Pastry Run, boardgame nights, concerts around the island, or even volunteering with CASA, where we help rescue food from hotel buffets and distribute it to people in need. It’s always a very special experience and something that has resonated with every guest so far.
4.What inspired you to create Madeira Unlocked?
To be honest, the short answer is: I’m getting older 😉
But seriously, it started quite simply. After doing around 40 hikes on the island, I realized I was beginning to forget which ones I had done and what they were like. So, I thought I’d document them in an Excel sheet with short descriptions and ratings.
Then I asked myself: why Excel? Why not build a simple website so others could benefit from it as well?
On the very same day, Simone and I went on a hike and started expanding the idea. We thought: why stop at hikes? What about restaurants, beaches, and all the places we keep recommending to friends anyway? We’re constantly getting the same questions from people visiting us.
And then came the bigger realization: what about events? They’re everywhere, scattered across WhatsApp groups, Instagram, Facebook, Meetup, and more. There’s no single place where you can easily see what’s happening on the island.
So, the idea evolved quickly: wouldn’t it make sense to bring all of this together in one place? And even better, not just as a website, but as an app you always have with you.
By the end of that hike, the entire concept was basically there.From that point on, we started building a first prototype and that’s how Madeira Unlocked began. 🙂
5.What can users find in the app?
Madeira Unlocked is designed to make it easy to discover what’s happening on the island.
At its core, it’s a comprehensive event calendar that brings together concerts, festivals, sports meetups, yoga sessions, dance classes, networking events, and much more, all in one place.
Beyond events, the app also includes curated recommendations for hikes, activities, beaches, viewpoints, parks, and selected restaurants. The idea is to give people a simple way to explore Madeira without having to search across multiple platforms.
We built it for a broad audience, locals, expats, tourists, and digital nomads alike. Madeira has such a diverse and international community, so it was important for us to reflect that.
That’s also why the app is available in Portuguese, English, and German, with more languages planned.
The app is free to download and easy to access via the app stores: iOS, Android. and for those who want a bit more, there’s also a Premium Pass with additional benefits like partner discounts.
6.How can event organizers collaborate with you?
Event organizers can easily collaborate with us by adding and promoting their events directly in the app, and the best part is: event listings are completely free.
To get started, they can onboard themselves via our Organizer Portal.
After registration, we do a quick check to ensure that the person is authorized to manage events for the respective organizer. This is usually combined with a short onboarding call. Once approved, organizers can independently create and manage their events.Events go live immediately after being published and are later reviewed by us to ensure overall quality and consistency.
7.What’s your motto in life?
Luckily, Simone and I share the same mindset: you only live once 🙂
We both try to make the most of that, not just for ourselves, but also for others, in whatever way we can.
Madeira Unlocked is, in many ways, a reflection of that outlook, a tool designed to help others make the most of their time on the island, discover new experiences, and connect with the people around them.
Thank you Simone and Andy & Good luck 🍀
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