In this edition of the Managerial Excellence Masterclasses, we had the honor of welcoming Jérôme Giacomoni, co-founder and president of Aerophile, who made history at the Paris 2024 Olympic Games with the iconic cauldron which captivated over 5 billion viewers. A graduate of École Polytechnique and the Ponts business school, this visionary entrepreneur transformed his passion for aerostation into a global empire. For 32 years, Aerophile has sold more than 120 balloons in 40 countries, revolutionizing air tourism and democratizing access to flight.
Entrepreneurship Born of Boldness and Innovation
The story begins in 1993, “at a time when the word start-up didn’t even exist”. Jérôme and Mathieu Gobbey, still students, revolutionized the concept of hot-air balloon flight. Their innovation: the helium-filled tethered balloon, held to the ground by a cable, allowing 10-minute flights for €20 compared to €200 for a traditional hot-air balloon.
“We took advantage of this small 6-month window to test an idea”, explains Jérôme. In just one year, they developed the concept, manufactured it, and carried out the first flight in Chantilly in April 1994. This speed of execution, “completely crazy” in his own words, illustrates the entrepreneurial agility of the pre-digital era.
The immediate success in Chantilly opened international doors: Cheverny in 1995, then exports to China, Germany, Australia. The global adventure had begun.
Historical Heritage at the Heart of Innovation
Aerophile’s historical roots lie in the first human flights of 1783. Jérôme perfectly masters this genealogy: Pilâtre de Rosier and the Marquis d’Arlande on November 21, Jacques Charles and Marie-Noël Robert nine days later. “The physicist Charles invented everything in an incredible way”: net, valve, gondola, gas lighter than air.
The Olympic cauldron, installed in the exact basin of Charles’s historic takeoff, “is not a coincidence” but a conscious tribute. This historical lineage legitimizes Aerophile’s expertise and anchors innovation in the French tradition of aerostation.
At that very first launch, Benjamin Franklin was among the crowd. When a skeptic asked him, “What’s the use of this?” he reportedly replied, “What is the use of a newborn?” His visionary response reminds us that revolutionary innovations may not have obvious utility at first—but they hold limitless potential. This mindset continues to shape Jérôme’s innovation philosophy and Aerophile’s mission today.
Operational Excellence and Absolute Confidentiality
The management of the Olympic project reveals exceptional operational mastery. For four years, hundreds of people worked in absolute secrecy. “No one said anything, and that’s extraordinary”, emphasizes Jérôme, comparing this discipline to military service.
The method: minimal information at the last moment. “Rule number 1: you only give the information you need to know. Rule number 2: you give it at the last moment.” This information management allows for 24/7 mobilization while preserving confidentiality.
The Aerophile team operated the cauldron daily, demonstrating their irreplaceable technical expertise. This versatility – manufacturer, operator, innovator – constitutes the company’s lasting competitive advantage.
Diversification and Environmental Impact
Beyond the spectacle, Aerophile develops innovative environmental solutions. Since 2008, their balloons have been measuring Parisian air quality, contributing to the improvement of public policies. “It’s thanks to us that you have the Crit’Air sticker”, Jérôme legitimately claims.
(In France, the Crit’Air sticker is a mandatory sticker (also called “Air Quality Certificate” which classifies vehicles according to their polluting emissions).
Atmospheric electricity, initially a constraint (the balloon would get dirty), became an opportunity. The balloons naturally depollute the air through electrostatic attraction, “as much as a surface of 100 hectares”. This scientific discovery led to the aerofilters of the Olympic village.
This ability to transform constraints into innovations illustrates entrepreneurial agility: scientific curiosity, academic partnerships (CNRS, laboratories), and commercial application converge towards sustainable solutions.
In a nutshell…
- Democratizing innovation: Making what was once reserved for an elite accessible (flight at €20 vs €200) opens new markets and creates a positive societal impact.
- Anchoring entrepreneurship in heritage: Building on a strong historical tradition legitimizes innovation and inspires future developments while creating lasting differentiation.
- Transforming constraints into opportunities: Scientific curiosity and strategic partnerships make it possible to convert technical problems into competitive advantages and environmental solutions.
Aerophile’s adventure demonstrates that a visionary entrepreneurship, combining technical innovation, operational excellence, and societal impact, can conquer the world from France.
Don’t miss the next Masterclass!