Bruce Dickinson

Businessman, Pilot and Lead
Singer of Iron Maiden


''Business is just about enabling human beings, nothing more, nothing less.''

About Bruce Dickinson

Bruce Dickinson is a charismatic and unique keynote speaker at any business event. As an entrepreneur, creative business thinker, commercial pilot and brewmaster, in addition, of course, to being the lead singer of Iron Maiden, he is a true renaissance man. Bruce is chairman of a company called GoldiLOx Space, a commercial astronaut training company. He is also involved in an air ship venture to manufacture lighter than air hybrid transport aircraft and Pouncer, the incredible edible drone developed by Windhorse Aerospace that will safely fly humanitarian aid into hard to access disaster areas.

Additionally he is the man behind Caerdav (formerly Cardiff Aviation), which specialises in heavy maintenance of Airbus and Boeing commercial aircraft and the training of pilots. Bruce’s passion for aviation keeps him flying a variety of aircraft, amongst his other ventures.

Bruce delivers world class speeches to corporations around the globe. He compares the challenges of operating in the world of rock music and commercial aviation with those in the business world; from teamwork, forward planning and the ability to learn from setbacks and move on successfully. He focuses on turning customers into fans – with information going viral all the time, which speaks volumes for business, with customers being loyal to a brand. Bruce enjoys the thrill of creativity and refreshes this spark in audiences across a range of business topics.

  • From Rock Star to Businessman
  • Turning Your Customers into Fans
  • Entrepreneurship
  • Corporate Culture
  • Business Start-Ups
  • Business Turnaround
  • Risk Management
  • The Travel & Aviation Industry
  • Team Building
  • The Life and Times of Bruce
  • Motivation & Inspiration
  • Business Creativity

In a generally risk averse environment, it was inspiring to hear Bruce talking about risk and almost embracing it as a strategy for managing it and maximising on the opportunities it can bring.

Travel Industry Forum

There are diligent diverse and creative enthusiastic entrepreneurs. And then there's Bruce Dickinson, who plays in his own league… the energy, the charm and the sensory are known.

Media Group

Our Board members and staff alike were wowed by Bruce’s message, powerfully delivered. They went away looking forward to creating a fresh approach to client relationships.

European Insurance Services
‘What Does This Button Do?’ is the long-awaited memoir from the larger-than-life, multifaceted lead vocalist of Iron Maiden, one of the most successful, influential and enduring rock bands ever.

Pioneers of Britain’s nascent Rock & Metal scene back in the late 1970s, Iron Maiden smashed its way to the top, thanks in no small part to the high-octane performances, operatic singing style, and stage presence of its second, but twice-longest-serving, lead singer, Bruce Dickinson.

Dickinson turns his unbridled creativity, passion, and anarchic humour to reveal some fascinating stories from his life, including his thirty years with Maiden, his solo career, his childhood within the eccentric British school system, his early bands, fatherhood and family, and his recent battle with cancer.

Bold, honest, intelligent and very funny, his memoir is an up-close look inside the life, heart, and mind of one of the most unique and interesting men in the world; a true icon of rock.

This book reached No. 1 on The Sunday Times Bestselling Autobiography list.

Bruce Dickinson is a superstar… When you dig deeper, you find that his tremendous sense of humour facilitates the telling of an epic story. This man has an enormous heart and fighting spirit.

Online News Organisation

Armed only with his humor, charm and a simple slide show, Bruce Dickinson offers an intimate idea of his dazzling life.

Media Group

Bruce wakes up, shakes up and gives you a good laugh as well as making you ask new and important questions of your business thinking.

Business Event Organiser

Interview with Bruce Dickinson

What made you diversify into the world of business from the very different lifestyle of a global rock star?

I enjoy the challenge of creativity, and I enjoy working with talented individuals and building a team. In many ways the world of rock and roll is not so very different from business. There are plenty of examples of CEO prima donnas who have made the headlines for all the wrong reasons that would put most rockstars to shame. Whilst personal morality has always been a moveable feast amongst artists, artistic integrity is often non-negotiable. Would that our banking and business leaders upheld the same work life balance in this regard – we would not be in the mess that we are in now.

What do you think businesses can learn from rock and roll?

I think there’s a lot to be learnt from both rock music and aviation. The degree of risk management and planning is surprisingly common to both. What you see on stage looks anarchic and out of control, but somehow the wheels stay on the bus every night! The key is having a great team so that the talent can play in their own sandbox onstage unaware but grateful for the show that exists around them. In all endeavours, from Flying to performing, one must be professional without being cynical, and approach with innocence which is childlike rather than childish. The tactical planning involved in aviation is very powerful, especially in a crisis. Businesses that don’t handle crises well very often don’t survive. In all cases the adage “hope for the best, plan for the worst….and always have a plan B….” works for me!

Being so successful for so long, what still drives you?

You are only as good as your last performance, whether in music, business or as a speaker. From a speaking perspective, I love sharing my knowledge. I get amazing reactions from audiences when I talk about motivation and creativity. They seem to love my energy and their enthusiasm feeds back to me and there is a synergy. I believe we are all inspired to reach greater heights when we jointly partake in experiences.

What advice would you give to up and coming entrepreneurs?

Understand how hard this is going to be, and if the project fails, accept it as part of your learning curve. There’s a reason why it didn’t work, and whilst luck may play a part, it’s usually failing businesses that have the worst luck.
Funny that.

Conversely, when things go well, know your weaknesses and don’t be afraid to bring in resources to cover them- either personally eg education or training, or simply employing someone to help. There’s a fine line between letting costs spiral out of control, and cutting off your nose to spite your face.

What still drives you after being at the top in the music world for 30 years?

Well, you are only as good as your last note, and whilst that may sound harsh, that’s the way it is for me. Audiences are not warm and cuddly, they will eat you alive if you don’t deliver. I don’t believe in resting on one’s laurels. You may as well pack up and go home if that’s the case and let someone else do the karaoke for you.

What’s next – 5/10 year plan?

Well the Beatles already wrote that song, but when I’m 64 I hope I shall be planning the next 10 years. I’m a bit spoilt for choice and I love the things I do, but getting older has its own set of opportunities.

How’s that for vague?

Or maybe….yes I have a 1..2…3…5 and 10 year plan…but if I told you…I’d have to kill you.

To book Bruce Dickinson

Bruce is very keen to speak on his projects tying it in with business start-up, entrepreneurship and business creativity. In addition he is willing to talk about the parallels between his music and business careers. He is also able to deliver team building experiences focused around his flight simulator.

Bruce’s speeches are a whirlwind of ideas and inspiration that will energise and intellectually refresh listeners with a world-class delivery of the spoken word.

To find out more about how Bruce can motivate and inspire your audience or to book him please contact Helen Sahib.

+44 1628 601 423

Bruce in the News


An Evening With Bruce Dickinson

Iron Maiden Lead Singer Bruce Dickinson Made A Tour Stop In Toronto To Promote His New Autobiography: “What Does This Button Do?” Bruce Gives A Very Candid, and Rousingly Comedic Look Into His Life Story And How He Came To Be The Singer Of One Of The Greatest Metal Bands. We count ourselves fortunate that we were able to attend An Evening With Bruce Dickinson the other night at the…
Bruce Dickinson flying Boeing

Why Stars Belong In The Sky

Some people are born to be famous and some people are born to fly. But a disproportionate number seems to do both. Have you ever wondered why so many high-profile celebrities and businesspeople take to the skies and learn how to fly a plane? Famous flyers Angelina Jolie, Harrison Ford, Clint Eastwood, Kurt Russel, Morgan Freeman, John Travolta, Gisele Bundchen… the list of famous flyers goes on and on. So…
An evening with bruce dickinson

Bruce Dickinson Back On The Road With His One Man Show

Bruce Dickinson has recently announced that he’ll be getting back on the road with his popular spoken word show based on his best-selling autobiography ‘What does this button do?’. Just days after fronting Iron Maiden on their Legacy of the Beast Tour, covering 44 shows in six countries across North, South and Central America, he’ll be starting his one man tour in Lisinski in Zagreb, Croatia on Saturday 26 October.…