Meet the Team: Will Butler, Bringing Real Rural Experience to Norwegian Log

At Norwegian Log, many of the conversations we have with clients begin long before a cabin is ever designed or a pod is ever installed.

They begin with ideas.
Questions about the future.
A field that could become something more.
A farm looking for its next chapter.

That is exactly where Will Butler comes in.

As one of the newest additions to our commercial team, Will brings a rare combination of experience to Norwegian Log. A background in farming, property development, and rural business means he understands diversification not just from a sales perspective, but from personal experience too.

And for many clients, that changes everything.

From Farming Roots to Rural Development

Before joining Norwegian Log, Will spent years working within property development while also managing his own farming interests and diversification projects.

“I’ve looked at glamping pods and holiday accommodation on my own land before,” Will explained. “So I understand the thought process clients go through because I’ve been there myself.”

That first-hand experience now shapes the way he supports commercial clients across the UK.

“A lot of farmers and landowners are sitting on incredible opportunities, but it can feel daunting knowing where to start,” he said.

“There’s planning, finance, layouts, infrastructure, projected returns, and naturally people worry about making the wrong decision. My role is really about helping simplify that process.”

Helping Landowners See the Bigger Picture

At Norwegian Log, Will focuses on the commercial side of the business, working closely with landowners, holiday park operators, and rural businesses looking to diversify through holiday accommodation.

But for him, it is never simply about selling a pod or a lodge.

“We’re not interested in just placing cabins in fields,” he said. “We want to help create businesses that genuinely work long-term.”

That means understanding not just the accommodation itself, but the wider vision behind a site.

“People are searching for experiences now. They want somewhere to switch off from busy lives and reconnect with nature. Rural businesses are in a really unique position because they already have what people are looking for.”

From woodland walks and wellness spaces to fire pits, saunas, lakeside settings and farm experiences, Will believes the countryside holds huge untapped potential.

“Farmers and landowners often have access to places most people would never normally experience. That’s incredibly valuable.”

The Launch of Aurora

Will joined Norwegian Log during the development of the new Aurora glamping pod, a product specifically designed with rural diversification projects in mind.

“The Aurora pod has been really carefully thought through,” he explained. “It gives people an accessible first step into holiday accommodation while still delivering a premium experience.”

Designed to fall within Caravan Act parameters and fully transportable, Aurora offers flexibility for commercial operators wanting to launch smaller-scale projects before expanding further.

“The pricing and specification have been built around commercial reality,” said Will. “It’s a sensible entry point for people wanting to start generating revenue from their land.”

Supporting Clients Beyond the Build

One thing Will is particularly passionate about is ensuring clients feel supported throughout the entire process, not simply once an order has been placed.

“We want to help from the very beginning,” he said. “That includes feasibility studies, helping clients understand likely returns, reviewing planning potential, discussing site layouts, and introducing trusted finance and planning partners.”

That support continues long after installation too.

“We’re here for the long haul. If our clients succeed, we succeed. That’s genuinely how we see it.”

It is an approach that reflects Norwegian Log’s wider commercial vision of partnership over transaction.

A Vision for Rural Diversification

When asked what his dream rural hospitality site would include, Will’s answer reflects his practical mindset.

“A mixture of accommodation is really important,” he explained. “Pods for couples, larger lodges for families, and shared amenity spaces that encourage people to stay on-site longer.”

But it is the smaller details that excite him most.

“Even simple things can become valuable revenue streams. Firewood from fallen trees, outdoor seating spaces, covered communal areas, wellness facilities, trails through woodland. It all adds to the guest experience.”

For Will, successful diversification is ultimately about building something sustainable, both financially and environmentally.

Looking Ahead

As Norwegian Log continues expanding its commercial division, Will sees huge opportunity within the rural tourism and diversification sector.

“There’s definitely a shift happening,” he said. “People want quality, authenticity, and experiences that feel real.”

And for landowners considering taking that first step, his advice is simple.

“Don’t be afraid to start the conversation.”