GG: Instinct3 Parent Company is now "Gute Gesellschaft"
– 2 min read
I3 Holding, the parent company behind Instinct3 and Eintracht Spandau, has a new name. The holding organisation of the Spandau-based group of companies is sharpening its own brand essence and purpose as "Gute Gesellschaft", which translates as "Good Company".
Gute Gesellschaft (GG in short) is the new name of I3 Holding. The GG Group comprises a portfolio of five companies that position themselves at the interface between the creative industry and influencer as well as games marketing. The brands of these subsidiaries remain unaffected:
- Instinct3 GmbH, influencer marketing agency, founded in 2018
- Eintracht Spandau GmbH, a new sports club brand, founded in 2021
- Brav3 GmbH, a merchandising joint venture with Universal Music, founded in 2023
- Z1MT GmbH, an esports creative studio, founded in 2023
- Bright Up GmbH, an entertainment marketing agency, founded in 2024
Acting as both a holding company for the group and a platform for personal fulfilment for all employees, Gute Gesellschaft sees itself as an enabler for start-ups and social engagement. The company aims to create positive social change and connect talented, like-minded people through entrepreneurship. The holding company was founded by Twitch and YouTube influencer Maximilian "HandOfBlood" Knabe together with Henning Semrau, Hendrik Ruhe and Johannes Gorzel. The parent company of the GG Group is currently led by Hendrik Ruhe and Johannes Gorzel as CEOs and Marcus Grühser as CFO.
"We see Gute Gesellschaft as a family office for our shareholders, with whom we all want to achieve long-term personal fulfilment," says Hendrik Ruhe. "It is the company with which we want to be primarily associated with our shareholders over the coming decades, and we wanted to carefully sharpen the company's identity accordingly. In doing so, the company will continue to be more than just a holding company, but will also have the qualities of a business incubator that aims to empower various new start-ups."
"The name Gute Gesellschaft seemed appropriate to us for three reasons," says Johannes Gorzel. "Firstly, we want to offer the founders with whom we launch new companies a good environment - a good society - that promises them support and synergies. Secondly, we have found that the issue of purpose is very important to each of our founders, and we are all motivated to engage in responsible and value-driven entrepreneurship that seeks to promote the positive development of society. Thirdly, we thought the idea of a company name as a pun was funny and that we might have to add an 'mbH' to our name - we'll see if the trade register agrees."
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