My Event World - Serge Grimaux

Serge Grimaux, head pilot and CEO of innovative Radio Frequency Identification (RFID) provider Intellitix, talks to Event about racing aspirations, memorable moments with the Rolling Stones and space travel.

Grimaux is head pilot and CEO of innovative Radio Frequency Identification provider, Intellitix
Grimaux is head pilot and CEO of innovative Radio Frequency Identification provider, Intellitix

I got into the event industry because… When I first started out, technology was becoming increasingly prevalent in the live entertainment industry. For example festival-goers can now enter large scale events using RFID-enabled Access Control, and that is so inspiring to me. I wanted to be the guy who digitalised every process during a live entertainment experience, entering a campsite, purchasing beer or merchandise and connecting audiences with their favourite bands and brands. 

I have worked here since2007 after being inspired to set up Intellitix following a visit to my daughter’s university campus. She introduced me to the world of ‘Facebook’ – a digital community that suddenly everybody was talking about. After a little reflection, I understood that the Internet was not going to be built around products, services or businesses anymore, but it was going to be built around people – a complete shift.

I was attracted to this particular role because…I don’t get up in the morning to make money. My inspiration and key incentive ever since I was a little kid was changing the world for the better. I know that this is the last business I will set up and I am happy to know I created something new in a field of activity I have spent my entire life in. I think ultimately the greatest thing is being able to bring something valuable to the closest community that is dear to you.

Not many people know that…one of my biggest dreams in life was to be a racing car driver, but I had no money at the time, which is crucial in that industry – I could not even pay for my own driving lessons.

The best event I’ve been involved in is...a tricky one to pinpoint as I was a concert promoter for a long time and had the chance to work with many amazing artists like Robert Plant, Michael Jackson, U2, the Rolling Stones and David Bowie. On the Stone’s 2004 Forty Licks Tour, they embarked on a soft-seater arena tour to clubs and stadiums, followed by one gig in Holland for just 175 people. The stage was bigger than the whole audience area itself and I had to sit on the side of the stage, as there was literally no room anywhere else. I thought to myself, this has got to be one of the most amazing rock and roll evenings of my life.

If I could do it all over again I would… have started to grow this company worldwide two years earlier. I had hoped that some things would have come quicker; I have lost time repeating myself and I find it fascinating that we are not much further ahead and there is still a level of resistance, which can be frustrating. 

The one thing I can’t stand is... people talking about things they don’t understand. I recently saw a quote which I strongly agree with, ‘The human brain will spend a lot more energy and creativity trying to prove it is right, rather than looking for the truth'.

Outside of work I spend my time... on a racetrack. I don’t get to race cars that often anymore, but when I have some free time I go to a racetrack with my gear, rent a car and race against myself. What I like the most about racing is that winning is not about going the fastest, as everybody can do that, it is all about braking last. It’s a game of nerves.

If money were no object I would…love to travel into space. I studied nuclear physics when I was younger because when I was a kid I wanted to be an astronaut and go up into orbit. If I was to make a pile of money, then I would look into the Virgin Intergalactic flights. I know they will eventually get it right! 

If I could switch places with anyone else in the industry as an artist it would be... I do not know as there are too many of them who have and are still inspiring me, but I would have to opt for Keith Richards. I believe he is one of the smartest guys in the entertainment business: quick, sharp and just simply brilliant.  

If I ruled the event industry I would..make sure this way of life continued as pleasantly as possible. When I was a kid the entertainment industry didn’t exist to the extent it does today. It was seen as a luxury compared to an accepted way of life. I’m passionate about making sure events happen in the most creative manner possible, with the aim to keep entertainment experience stimulating. 

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