Home NEWS Event Masters repositions itself as Group Event Masters

Event Masters repositions itself as Group Event Masters

The full-service event agency is repositioning itself as Group Event Masters

Oct 27, 2025

For three decades, Event Masters has set the pace in experiential marketing, and today it is writing a new chapter. The full-service event agency is repositioning itself as Group Event Masters (GEM), bringing together its expertise under three complementary brands: Event Masters, Runmate, and Team Masters.

“Thirty years… it sounds like a long time, but honestly, it feels like we’re just getting started,” says Bert Knuts, CEO of Group Event Masters. “We started in 1995 as a small agency, and today, together with my partners Johnny Machiels and Olivier Meyskens, and our team of 40 employees, we’ve become a well-established name in the Belgian events industry. What makes me particularly proud is that from the very beginning, we’ve combined creativity and reliability with a genuine passion for people. Our clients — major brands, government entities, and SMEs — rely on us to organise their events, team-building activities, and conferences precisely because of this unique mix.”

Three Areas of Expertise, Three Specialized Brands

With the launch of Group Event Masters, each area of expertise will now have its own brand identity.

Event Masters remains the creative agency for corporate events, brand experiences, and international incentives.
Runmate positions itself as an innovative Professional Congress Organiser (PCO), specialising in impactful congresses and conferences.
Team Masters continues to grow as the market leader in team building, offering the most comprehensive range of innovative formats designed to strengthen teams.

This diversification is more than just a rebranding exercise — it reflects a deliberate strategy to respond more effectively to clients’ evolving needs in an increasingly complex marketplace. Today, clients expect not only flawless organisation but also strategic partners who can combine content, creativity, and experience.

Johnny Machiels, Partner and COO of GEM, explains: “Our strength lies in the people and processes behind the scenes. Thanks to the group structure, we can further expand our operational excellence and provide each brand and team with the right support. This ensures that our clients receive not only creative concepts but also flawless productions.”

Olivier Meyskens, Partner and CFO of GEM, adds: “For me, this transformation is also about financial sustainability. By bringing three distinct areas of expertise to the market, we’re building a stable and healthy future. This gives us the space to keep investing in innovation, technology, and the growth of our people.”

With 30 years of experience, a solid structure, and three brands — each representing its own specialisation — Group Event Masters confirms its position as a leading player in Belgium and beyond. Whether it’s a product launch, an international conference, or a team-building event, the group stands for greater focus, greater impact, and above all, the power of live experiences.

Learn more about Group Event Masters here.