Born from the desire of seeing a world where the events industry is rightfully controlled by the organisers and creators, GUTS was founded in 2016 with the mission of building infrastructure and providing guidance for independent event organisers and creators.

Since then GUTS has become one of the primary ticketing companies in the Netherlands which allows organisers to eliminate scalping entirely, retain their rightful primary and secondary revenue and own the fan relationship.

The It Takes GUTS publication is the educational branch of GUTS, with the goal of providing informative bite-sized content that sets organisers up for event success.