MICE Club
MICE Club is a German B2B online portal and community connecting professional event planners with MICE service providers across the DACH region, monetising through low-fee recurring subscriptions (EUR 60–500/year) and annual in-person events.
- Company typePrivate
- Founded2013
- HeadquartersGermany, Germany
- Headcount1–10
- GTM typeB2B
- OfferingDigital Commerce or Content
What MICE Club does
MICE Club is a German-based B2B online portal and community serving the meetings, incentives, congresses, and events (MICE) industry across the DACH region (Germany, Austria, Switzerland). The platform is structured as a two-sided marketplace connecting professional event planners (Planer) with event service providers (Anbieter) such as hotels, event venues, agencies, technology vendors, catering firms, and regional convention bureaux. Core products include a searchable supplier directory (Anbieterverzeichnis), a map- and list-based venue search tool (Eventplaner), a member contact network (Mein MICE Club), and an editorial trade magazine (MICE Club-Magazin). Offline, the company operates the annual MICE Club LIVE flagship event and a multi-city MICE Club-Roadshow, which in 2026 visits seven German and Swiss cities.
The business model is membership-based and recurring, with two publicly disclosed subscription tiers: a Planer membership at EUR 60/year (plus VAT) and an Anbieter membership at EUR 500/year (plus VAT), each with a 30-day free trial. Member benefits include an industry ID and discount card (MICE Club-Card), complimentary subscriptions to six trade journals, a 20% discount on GEMA royalty rates, reduced travel rates through Deutsche Bahn and pepXpress, and access to a legal blog. Go-to-market is community-led: the company uses self-serve online registration combined with in-person events and content marketing (newsletter, social media on XING, Twitter/X, Facebook) to acquire and retain both sides of the marketplace. The platform has been operational since at least 2013 and is led by founder and initiator Dominik Deubner, with a team of approximately six employees and no disclosed external funding.
MICE Club firmographics
Firmographics- Name
- MICE Club
- Legal name
- MICE Club
- Website
- https://mice-club.com
- Company type
- Private
- Founded year
- 2013
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- MICE Club is a German B2B online portal and community connecting professional event planners with MICE service providers across the DACH region, monetising through low-fee recurring subscriptions (EUR 60–500/year) and annual in-person events.
- Ownership category
- akta.pro rank
MICE Club industry classification
Industry- Product category
- MICE Industry Online Marketplace
- NAICS
- Convention and Trade Show Organizers (56192)
- SIC
- Services-Membership Sports & Recreation Clubs (7997)
- akta.pro primary industry
- Event Sponsorship Sales & Partnership Brokerage (THAHAGAB)
Keywords
Where MICE Club is headquartered
LocationHeadquarters
- HQ city
- Germany
- HQ country
- Germany
- HQ region
- Europe
Offices1 record
Markets served
MICE Club business model
Business model- GTM type
- B2B
- Offering type
- Digital Commerce or Content
- Cost components
- Personnel, Marketing or Sales, Operations, Technology or R&D, Others
Revenue model
- Planer Membership Subscription: Annual subscription for event planners in agencies, companies, and associations. Provides access to networking, industry benefits, and planning tools. Priced at EUR 60.00/year plus VAT.
- Anbieter Membership Subscription: Annual subscription for hotels, event venues, agencies, and service providers. Includes company profile in the directory, advertising discounts, and visibility among qualified planners. Priced at EUR 500.00/year plus VAT.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Planer (Event Planner) Membership - EUR 60/year |
| Subscription | Annual | Anbieter (Provider) Membership - EUR 500/year |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels6 records
MICE Club product offering
Product offeringCore offering
MICE Club operates a two-sided B2B online portal connecting professional event planners (Planer) with MICE service providers (Anbieter) such as hotels, venues, agencies, and event technology vendors in the German-speaking market. It monetizes this through tiered annual memberships (Planer at EUR 60/year, Anbieter at EUR 500/year) and supplements the portal with editorial content (MICE Club-Magazin), an event venue search tool (Eventplaner), member networking features (Mein MICE Club), and recurring in-person events (MICE Club LIVE and the MICE Club-Roadshow).
Product overview
MICE Club operates as a comprehensive B2B online portal for the German MICE (Meetings, Incentives, Congresses, Events) and event industry. The platform combines an online portal (MICE Club Online-Portal) with editorial content (MICE Club-Magazin), professional networking tools (Mein MICE Club/Kontaktnetzwerk), event planning resources (Eventplaner), and a supplier directory (Anbieterverzeichnis). Members also receive exclusive benefits including a membership card (MICE Club-Card), complimentary trade journal subscriptions (Fachzeitschriften-Abos), and legal advice (Rechtsblog). Offline, the company organizes the annual MICE Club LIVE event and the traveling MICE Club-Roadshow series. The platform offers two membership tiers: a Planner membership (EUR 60/year) and a Supplier membership (EUR 500/year), both with 30-day free trial options.
Differentiator
Problem solved
Functional benefit
Brands
- MICE Club-Magazin: The professional magazine for the MICE and event industry, featuring articles on hotels, locations, destinations, agencies, EventTech, mobility, and best practices.
- MICE Club LIVE
- MICE Club-Roadshow
Products and services
- MICE Club Online-Portal Online B2B portal serving as an information channel, advertising platform, networking hub, and idea generator for the German MICE and event industry, combining editorial content with networking tools and a supplier directory for event planners and providers.
- MICE Club-Magazin Specialized trade magazine for the MICE and event industry covering hotels, event locations, destinations, agencies, EventTech, mobility, and best practices with editorial articles and industry news.
- Eventplaner
- Mein MICE Club (Kontaktnetzwerk)
- MICE Club LIVE Annual in-person industry event featuring interactive sessions, product presentations, and knowledge transfer, bringing together MICE suppliers and event planners for networking and industry discussions.
- MICE Club-Roadshow Multi-city roadshow traveling to seven locations in Germany and Switzerland, featuring half-day events with industry sessions, workshops, and networking for event planners and MICE providers.
- Anbieterverzeichnis
Quantifiable outcome
- 20% discount on GEMA rates for members
- +1 more outcomes
Companies that use MICE Club
Customer profileNamed customers8 records
Segments2 records
Ideal customer profiles2 records
MICE Club technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
MICE Club partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered minor.
- pepXpressminorpepXpress provides discounted travel rates for MICE Club member planners, offering reduced prices on worldwide executive travel bookings.
- Deutsche BahnminorDeutsche Bahn offers permanently reduced travel rates for MICE Club members, providing cost-effective rail travel for event planning professionals.
- GEMAminorMICE Club members receive a 20% discount on applicable GEMA (German performing rights society) royalty rates through a collective agreement.
- Convention Experts TirolminorNetwork of six Tirol MICE stakeholders including venues and agencies presenting collectively at MICE Club Roadshow, representing a cooperative model for regional destination marketing.
Scale indicators3 records
Recent moves6 records
Expansion highlights4 records
MICE Club competitors and assessment
Company assessmentBroad incumbents
- Eventbrite: Large global self-service event ticketing and registration platform. While more mass-market than MICE Club, it overlaps in serving event creators and competes for mindshare of DACH event organizers.
- Hopin: Broad virtual and hybrid event platform with registration, networking, and content tools. Comparable as a higher-tech, venture-backed alternative that enterprise planners may choose over a directory-based community.
- Messe Frankfurt: One of the world's largest trade fair operators, headquartered in Germany. Operates major DACH exhibition venues and is a leading supplier-side player in the same MICE ecosystem MICE Club connects planners to.
Direct peers
- Cvent: Global event management platform offering venue sourcing, SMM, and on-site solutions. Cvent is explicitly listed as a MICE Club 'Anbieter' member, indicating it competes with and is a member of the same DACH MICE ecosystem.
- Aventri: Event management platform with registration, venue sourcing, and analytics for corporate meetings and events. Targets the same planner persona in mid-market and enterprise MICE buying decisions.
- EventMobi: Event apps and attendee engagement platform serving corporate events and conferences. EventMobi is also an 'Anbieter' member of MICE Club and is a direct competitor in the event technology layer MICE Club touches.
- Bizzabo: Event experience OS for in-person, hybrid, and virtual events with attendee networking, registration, and analytics. Comparable as an end-to-end event platform targeting the same corporate MICE buyer MICE Club serves.
- Eventsforce: Event management software for corporate events with registration, marketing, and on-site modules. Comparable in serving corporate MICE planners as a SaaS alternative to directory-style platforms.
- Swapcard: AI-powered event platform combining registration, networking, and matchmaking for trade shows and conferences. Overlaps directly with MICE Club's networking and community thesis for the trade-show and conference audience.
Regional players
- Messe- und Veranstaltungsgesellschaft Magdeburg GmbH (MVGM): Leading MICE venue operator in Saxony-Anhalt running 500+ events annually and listed as a MICE Club 'Anbieter' member. Comparable as a regional venue-side supplier MICE Club aggregates for its planner community.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
MICE Club social profiles
Digital presenceMICE Club financial estimates
Financial estimateRevenue estimate
Valuation estimate
MICE Club leadership team
Management profileNumber of profiles
Profiles1 record
MICE Club funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
MICE Club M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about MICE Club
What does MICE Club do?
MICE Club operates a two-sided B2B online portal connecting professional event planners (Planer) with MICE service providers (Anbieter) such as hotels, venues, agencies, and event technology vendors in the German-speaking market. It monetizes this through tiered annual memberships (Planer at EUR 60/year, Anbieter at EUR 500/year) and supplements the portal with editorial content (MICE Club-Magazin), an event venue search tool (Eventplaner), member networking features (Mein MICE Club), and recurring in-person events (MICE Club LIVE and the MICE Club-Roadshow).
Is MICE Club a public or private company?
MICE Club is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was MICE Club founded?
MICE Club was founded in 2013. It employs 1 to 10 people.
Where is MICE Club based?
MICE Club is headquartered in Germany, Germany, in the Europe region.
How does MICE Club make money?
Two revenue lines are on record. Planer Membership Subscription is the primary driver. The others are anbieter Membership Subscription.
Who are MICE Club's main competitors?
Broad incumbents on record are Eventbrite, Hopin and Messe Frankfurt. Direct peers are Cvent, Aventri, EventMobi, Bizzabo, Eventsforce and Swapcard. Messe- und Veranstaltungsgesellschaft Magdeburg GmbH (MVGM) is listed as a regional player.
Does MICE Club have an API?
No public API is recorded for MICE Club.
What industry is MICE Club in?
MICE Club's product category is MICE Industry Online Marketplace. Its primary akta.pro industry code is THAHAGAB, Event Sponsorship Sales & Partnership Brokerage. Its NAICS code is 56192 and its SIC code is 7997.