Aaron Kaufman on Disrupting the Events Industry and Building a Bold Creative Business

What does it really take to build a thriving business in the live events industry? In this episode, I sit down with Aaron Kaufman, president of Fifth Element Group, an internationally award-winning event design and management firm. Aaron has spent over 20 years revolutionizing the events industry, pushing for higher standards, challenging the status quo, and proving that live experiences deserve a seat at the table alongside marketing, advertising, and PR. We dive deep into the business of events, why the industry struggles with pricing and recognition, and how Aaron is leading the charge to reshape it. We also talk about entrepreneurship, risk-taking, and the mindset required to scale a company without losing creativity or integrity. If you’ve ever wondered what really goes on behind the scenes of massive corporate events, trade shows, and brand activations, or if you’re an entrepreneur looking for insights on building a business that lasts, this episode is packed with valuable lessons, bold opinions, and raw, unfiltered wisdom. 🎧 Tune in now and let’s break down what it really takes to succeed in the world of live experiences! Here are the key moments from the episode: 01:28 Introducing Aaron Kaufman 04:52 Growing Up in Toronto & Finding His Path 07:51 The Transition into Large-Scale Events 15:16 What Does Fifth Element Group Do? 19:11 The Art of Taking Creative Risks 27:32 The Challenges of the Events Industry 37:00 The ‘Race to the Bottom’ Pricing Problem 45:46 Creating a Strategy for Live Events 56:15 How Fifth Element Survived the Pandemic 1:07:10 Where to Find Aaron & What’s Next Guest Info. LinkedIn - https://www.linkedin.com/in/akthefifth/ Website - https://www.fifthelementgroup.com/ 🔔 Subscribe to my channel, new episodes drop every Thursday! https://www.youtube.com/@roundtwopodcast/?sub_confirmation=1 ✅ Connect with Round Two Podcast on Social! Instagram: https://www.instagram.com/roundtwopodcast/ LinkedIn: https://www.linkedin.com/in/nikkicorbett23/ X: https://x.com/roundtwopodcast YouTube: https://youtube.com/@roundtwopodcast 📩 For Business Inquiries: [email protected] ============================= 🎬 Recommended Playlists 👉 All Podcast Episodes https://www.youtube.com/playlist?list=PLYqP1Id48xj_rgmMhRKYfeYy6QVhEEjSl 👉 The Entrepreneurship Series https://www.youtube.com/playlist?list=PLYqP1Id48xj9Lpj3yWGBGlNdpCpt5qKDq ============================= ✅ About Round Two Podcast Have you ever woken up with an overwhelming urge to change? Did something wildly unexpected happen on a mundane Tuesday that forever changed your life’s trajectory? Were you sitting at work, realizing your true calling is to lead, be your own boss, run your own company, make a meaningful impact? Welcome to the Round Two Podcast, created by Nikki Corbett—an everyday woman who embraced her own "round two" and discovered that we all encounter pivotal moments that redefine our paths. Whether it's embarking on an entrepreneurial venture, making a significant life pivot, or facing unexpected changes, we talk about it all. Join the Round Two Podcast community: real people, real stories, real life. I Come check out my new podcast, The Scarlet Edit! Instagram: @thescarlet.edit YouTube: @thescarletedit Available to listen on Apple, Spotify & Amazon ============================= ✅ Round Two Podcast is officially on hiatus. Please feel free to enjoy all of the episodes, as they were a joy to create and are full of inspiration, knowledge and wonderful stories. Thank you for being a loyal listener of Round Two - it has been the most special adventure and I have loved every minute of it. Nikki For collaboration and business inquiries, 📩 email: [email protected]