Kenny’s back for Real

opinion

by Alasdair Whyte

May 16, 2025

Kenny Dichter has launched his third business jet company with Real Jet, a charter brokerage.

Dichter founded membership company Wheels Up in 2013 and Marquis Jet, selling jet cards for NetJets, in 2001.

“I can’t resist having another run at the title, one more Super Bowl or Championship,” Dichter tells Corporate Jet Investor.

Dichter stepped down from the role of CEO of Wheels Up two years ago in May 2023.

Real Jet is a sister company to Real SLX, a sports, lifestyle and experience company that Dichter launched in September 2024. Companies and individuals pay an annual membership for the opportunity to attend events and experiences. It has worked with New York restaurant RAOs to create pop-up restaurants at the Super Bowl and the Masters for example.

“With Real Jet we are not going for scale. This is going to be a boutique, high-end service. We would rather be the Four Seasons or Ritz Carlton than the W Hotel,” says Dichter. (Real SLX has partnerships with The Four Seasons Belize and Ritz Carlton Reserve Nauka.)

Real Jet will offer charter to Real SLX members and partners. It is not looking to buy aircraft. Dichter is financing the launch with his own funds. But he has had interest from strategic investors.

It will be fun watching how Real Jet is promoted. Dichter has always been one of the most innovative marketers in business aviation. In 2003 contestants on the Apprentice (hosted by a future president) competed to design an advertisement for Marquis Jet.

In an HBO series called Entourage, one of the lead characters worked for Avion, a real tequila company Dichter founded. Wheels Up had more than 50 sports ambassadors, sponsored jockeys’ breeches (most famously for American Pharoah and Justify two triple winners) and sold memberships in Costco. Real SLX has already sponsored jockeys – including for the sons of both horses. Wheels Up also distributed thousands of baseball hats.

“It is great to be back,” says Dichter.