💥 Arnaud de Meester - ADM & ultra-triathlete

Arnaud de Meester is an entrepreneur that shifted to ultra-triathlete, known for his odds defying feats and extreme physical undertakings. after kicking off his career in events and communication, namely at the forum du Sablon in Brussels he dives head first into triathlon in 2011.

Since then, he has not stopped looking for endurance challenges like the Enduroman, the 666 Challenge or even conquering the mountains in Ecuador. These performances are a testament to his endurance, descipline and mental strength. Since this year he is also developing coaching activities through his new concept "ADM" and his public speaking in businesses. His next challenge: conquering Corsica in a triathlon!

💥  Pierre Degand - Maison Degand

Founder of Maison Degand, Pierre Degand is known for his passion for fashion and his sharp sense of style. These have inspired him to create a maison that rhymes with luxury and sophistication. Born In Brussels to a family of craftsmen, he develops a profound admiration for savoir-faire and attention to detail from a young age. these values can be found in the focus on the selection and creation of high-end clothing.

In 1983, Pierre opens his first boutique in the Louiza neighbourhood of Brussels quickly becomes a reference in the world of luxury fashion. Today, Maison Degand is a well known luxury store that offers a exlusive selection of designer clothing, accessories and bespoke tailoring services. His high standards, his passion for quality and his commitment to personalised service have made Pierre Degand a leading figure in the world of luxury fashion in Brussels.

💥 Deborah Drion - Cook & Book; Blue Canopy 

Having once dreamt of becoming a journalist, a writer or a lawyer at the International Criminal Court, it was ultimately by chance that Deborah Drion embarked on a career in entrepreneurship. A lawyer by training, having qualified at the Balie van Brussel, she founded and ran the iconic Cook & Book chain for nearly twenty years. Starting from scratch, she built a 1,500 m² cultural hub, generating an annual turnover of 7 million euros across two sites (Woluwé and Uccle) and employing over 100 staff members.

On 1 April 2025, a serious life-changing accident shattered her sense of stability. This physical trauma, coupled with the end of her term of office, marked a complete turning point. To rebuild her foundations and clarify her thoughts, in 2026 she embarked on a project of candid writing and sharing, comprising 20 chapters published publicly on LinkedIn. It was in this silence, and through direct contact with the forests of Famenne, that her new professional vision emerged. Today, Deborah Drion puts her expertise as a builder at the service of the land. Through her Blue Canopy initiative, she is developing an innovative model for conservation finance in Belgium, with the aim of restoring ecosystems and safeguarding water for future generations.

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Three very different worlds, but ultimately the same question at the heart of this Scale-Up Night: how do you continue to grow, reinvent yourself and move forward when the path isn’t entirely clear?