Meet Nikki Sanz | Founder & CEO of Giggs

We had the good fortune of connecting with Nikki Sanz and we’ve shared our conversation below.

Hi Nikki, what was your thought process behind starting your own business?
My thought process behind starting Giggs stemmed from the inefficiencies I observed in the live event and touring industry. I never wanted a typical 9 to 5 job and thrived in the dynamic, demanding environment of live events. I worked on the road, with artists like Eric Church, and various gigs across TV and film, corporate events, sporting events, trade shows, and theater. As a tour manager and production coordinator, my main job was to solve problems. I constantly sought ways to make processes more efficient, which became a significant part of my work ethic.

While staffing tours and events, I noticed our industry’s inefficiency in finding and filling jobs. Traditional methods like word-of-mouth, Facebook groups, and group chats were inadequate. Platforms like LinkedIn or Indeed didn’t cater to our unique needs. After stepping away from touring, I was exploring my next move when it struck me that the industry needed a private, vetted community to post and find jobs securely. This realization led me to start Giggs in 2022.

I had no prior business experience, so I first sought mentorship, coaching, and read extensively to understand the entrepreneurial landscape. Despite many mistakes, I learned and built a strong team of advisors, investors, and colleagues. With their support, we’ve achieved significant growth in just two years. My journey was driven by the desire to solve a critical problem in the industry I love, requiring me to step out of my comfort zone, continuously learn, and build a robust support system.

Alright, so for those in our community who might not be familiar with your business, can you tell us more?
Giggs is a tech platform dedicated to transforming how the live event and touring industry connects, hires, and finds jobs. What sets us apart is our focus on creating a private, vetted community where professionals and employers can securely post and find jobs. Unlike traditional job sites, we cater specifically to the unique needs of our industry, ensuring that only qualified and experienced candidates are matched with the right opportunities.

I’m most proud of the strong, supportive community we’ve built and the incredible new gigs our users have landed through the platform. Our approach to personal relationships and understanding our users’ needs has fostered a culture of trust and efficiency. We’ve seen remarkable growth and success in a short time, thanks to our dedication to this vision.

Reaching our current success has been anything but easy. The journey has been riddled with challenges, from building the right team, to securing funding, and navigating the complexities of the tech and entertainment industries. I bootstrapped this company, investing about $200k of my own money, much of which unfortunately went to the wrong tech agencies that promised to build the right MVP. These hard lessons taught me that the moments you feel like quitting are the most crucial times to push through, as you emerge stronger on the other side of a tough week, month, or even year.

The best remedy for handling the difficult challenges of running a startup has been the support from my bible study group, mentorship from advisors, and surrounding myself with experienced, smart people and a dedicated team.

You don’t go on a hike to get to the top of the mountain. You pack a bag, lace up your hiking boots, and embrace every view, every blister, and every bruise, knowing they make reaching the summit all the more rewarding.

The importance of building strong relationships cannot be overstated. Everyone can be a mentor if you ask the right questions.

Additionally, perseverance and adaptability are key. There have been many moments of doubt and difficulty. Many deals haven’t gone through, team members haven’t worked out, tech glitches have hurt our reputation, and we’ve struggled to pay bills at times. However, staying focused on our mission and being willing to pivot when necessary has kept us moving forward.

I want the world to know that Giggs is more than just a platform; it’s a community built on trust, dedication, and the desire to make the live event and touring industry more efficient and connected. Our story is one of passion and perseverance, and we are committed to continuing to support and grow our community, providing the best possible tools and opportunities for our users.

If you had a friend visiting you, what are some of the local spots you’d want to take them around to?
I recommend seeing a show at the Listening Room for writers’ rounds with some of the best writers in town who have written all the hits. For rock, go to Bourbon Street Blues on Printers Alley, just off Broadway. For country, you can go to any of the Broadway bars and have a great time. My favorites are Robert’s Western World, Tootsies, Whiskey Row, Acme’s, and Eric Church’s new bar, Chiefs. If there’s a show at the Ryman or Ascend Amphitheater, you must see it!

Eat at 5th & Broad food court—all of Nashville’s food in one beautiful place, and of course, live music. I recommend taking a hike at Percy Warner or Radnor Lake, visiting Arrington Vineyards, and trying hot chicken.

It’s hard to find bad music in this town, except maybe at Santa’s Pub karaoke dive bar – but even that is Nashville staple I always recommend.

Shoutout is all about shouting out others who you feel deserve additional recognition and exposure. Who would you like to shoutout?
I have a few people to shout out. First, my parents for supporting and encouraging me on this crazy endeavor. My dad has been an incredible advisor throughout this process. With his experience in finance, he has helped me build the financial model, set up the business properly, and has always been there whenever I need to talk something out. His support and knowledge have made this much less lonely, and he has been a constant source of help through both tough times and great moments.

I want to give a special shoutout to my close advisor, Scott Welch. Scott is an incredibly accomplished individual who has tour managed major artists, signed and managed Alanis Morissette and other big names, and later transitioned to investing in and advising tech companies. He constantly encourages and challenges me, ensuring I never feel alone in this solopreneur journey. Whether it’s a meeting, a call to bounce ideas off of, playing tennis, or attending concerts, Scott supports me during tough times and celebrates our successes. I admire Scott’s emphasis on building relationships in business. Before hiring anyone, I made it a point to know them as individuals first. This approach has greatly influenced our company culture, fostering a strong, supportive environment. Scott’s philosophy that relationships are paramount has helped us build a cohesive team and remain resilient through challenges. Scott is an integral part of Giggs, and I’m incredibly grateful for his contributions to our growth.

I also recognize my incredible team, Taylor Preston, Annabelle Wiedower, and Enoch Yang. We are small but mighty; their hard work, dedication, and belief in our vision have been fundamental to our success. My board of advisors and investors have been pillars of support, providing not just financial backing but also crucial insights and advice. Lastly, a huge shoutout to my whole family and friends for their unwavering support and encouragement. Their belief in me and the company, especially during tough times, has been a source of strength, joy, and motivation.

Website: https://www.giggs.live/

Instagram: https://www.instagram.com/nikkisanzz/

Linkedin: https://www.linkedin.com/in/nikki-sanz/

Twitter: https://www.tiktok.com/@giggs.live?lang=en

Youtube: https://www.youtube.com/@GIGGS-live

Image Credits
Headshot – Lindsey Grace
Road Case Headshot – Sarah Culver