About
I build things people walk into.
That's the shortest honest description of my job I've managed in more than fifteen years. Stadium fan experiences, hospitality in international motorsport, festival media infrastructure, airport installations, Expo pavilions. Different industries, same job: take an ambition that only exists in someone's head and turn it into something real that works on the day.
I started in 2007 with IT, media servers and show control — node-based, timeline and logic development — when running one was still a specialist skill. I'd just founded AV Active and I was the 'magic tech guy' at the back of the room making the technology behave.
Over twelve years that changed. I moved from operating systems to designing them, from designing them to shaping the concepts they served, and from there into the commercial models that made those concepts possible. By the time I sold AV Active in 2019, I'd stopped being a technician and become something harder to name.
I founded iXtenda later that year with a few developers from my old team. The plan was small and specialised company for commerical high-tech-driven experiences. Then COVID accelerated exactly the shift we'd bet on. The company grew to several dozen specialists and ended up bigger than AV Active ever was. I sold it in 2024, with the whole team moving across to the buyer — that condition mattered more to me than the number.
METHOD
What I'm actually good at
Not one discipline. The moving between them.
A good live experience needs four things to be true at once: it has to make someone feel something, it has to be defensible commercially, the technology behind it has to work, and somebody has to be accountable for putting it on the ground. In many organisations those four live in four different people, in three different companies, with a briefing document between each pair.
The work happens in the gaps. I'm useful because I can hold all four at once — well enough to make decisions, and honestly enough to tell you when you need a real specialist instead of me.
MOTIVATION
Why "live"
There's a moment about an hour before doors open when everything is either ready or it isn't, and no amount of strategy helps you any more. I've spent my whole career chasing that moment.
It's honest in a way most professional work isn't. Either the guest has a great time or they don't, and you find out the same evening. No quarterly review, no interpretation, no slide that reframes the result. That immediacy is why I never fully moved into pure consulting. Advice you never have to execute is cheap. I'd rather be accountable for the thing that gets built.
I also just like the environment. Live is loud, compressed and unforgiving, and something in me has always worked better under those conditions than in a calm room.
TIMELINE
The path
2007 - 2019
Founder and Managing Director
AV Active GmbH
Started in IT, media technology and integration, grew into concept, system architecture and technology advisory. Audi and Audi Sport, Rolex, Patek Philippe, IWC, Mercedes-Benz, Hyundai. By the late 2010s one of Europe's recognised boutique providers in show & system integration. Sold in 2019 — not because I had to, but because I wanted to build concepts again instead of running an operation.
2019 - 2024
Founder and Managing Director
iXtenda GmbH
High-tech-driven experiences for museums, exhibitions, brands and sport. Grew to mid double digit specialists across engineering, design, architecture and operations. Where fan journey design, CRM-integrated experiences and generative AI went from experiment to product. Sold in 2024, team included.
2019 - Today
Co-Founder and Shareholder
iVP - intelligent Virtual Platform GmbH
A digital twin and configuration platform for industrial sales and engineering, built with partners including HOMAG, Porsche Consulting and others. Product strategy, enterprise IT integration, cloud infrastructure.
2024 - 2026
Chief Innovation Officer
epicto GmbH
Chief Innovation Officer, advisory mandate. Innovation strategy, AI-driven fan engagement, sponsorship activation frameworks with defined ROI. Concluding as planned in Q4 2026.
2026 - Today
Founder and Managing Director
SEC Global - Sport & Entertainment Consulting GmbH
My consulting practice and the company I contract through. Strategic advisory, concept development and programme leadership for clubs, racing series, brands, venues and agencies.
CREDENTIALS
The rest of it
Certified Business Mediator.
Complex projects produce friction by design, and someone has to keep people talking when it gets difficult.
12-level Executive Leadership Training Programme
Certified Jira Power User
Daily: Claude, PowerPoint, Excel, Figma, Miro, Jira, Adobe Creative Cloud
Working knowledge: Microsoft Azure, Business Central, Salesforce
German (native), English (C2), Spanish (B1 and improving)
Based in Berlin. Happy to be wherever the project is.