The owners of the 40.02-metre Enterprise III traded their Amway brand soap products through a network of sellers throughout America and other continents. The Amway management wanted the yacht to be used primarily to reward the top sellers of their products. In those years many Americans dreamed of one day achieving the status of being invited to take a cruise on board the Enterprise III. ‘It's not the ship of Soap, it's the ship of Hope,’ was the motto of the time. Many succeeded in getting onboard, so many in fact that Enterprise III was soon joined by Enterprise IV and even Enterprise V. All built by Feadship.