Innovation, technology & transmedia storytelling
Michael Mack is one of the most influential innovators in the international leisure industry. As CEO of MACK One and Managing Partner of Europa-Park, he combines state-of-the-art technology with emotional storytelling. Among other things, he was the driving force and creative mind behind blue fire Megacoaster - the first MACK Rides rollercoaster with a loop. Further projects followed, including the ARTHUR rollercoaster and its themed area, which was a collaboration between Michael Mack and French film director Luc Besson, based on the film of the same name.
In 2024, Europa-Park opened the world's first Voltron Nevera powered by Rimac. This multi-launch rollercoaster from MACK Rides set groundbreaking records and was awarded the Golden Ticket Award for ‘Best New Rollercoaster in the World’.
Other cutting-edge concepts were developed under his leadership, including virtual reality on rollercoasters (Coastiality), the immersive VR experience YULLBE, and the Adventure Club of Europe – a transmedia universe linking attractions, films, books, and digital media. His focus is on the business development of the MACK Group. He has led Europa-Park into the digital age with strategic vision and established the MACK Group as a leading provider of multimedia-rich attractions, immersive entertainment and interactive experiences.
With strategic foresight, he has led Europa-Park into the digital age and established the MACK Group as a leading provider of multimedia attractions, immersive entertainment and interactive experiences. His extraordinary commitment has been honoured with numerous awards, including inclusion in Blooloop's 'Power 10 Theme Park Influencers' (2024) and 'Innovator of the Year' (2020), awarded by the largest audience award in German business. In 2025, his economic and cultural commitment to Franco-German friendship was honoured with France's highest accolade: President Emmanuel Macron awarded him the 'Chevalier de la Légion d'honneur'.
We want to explore the boundaries of virtual entertainment and, if possible, go beyond them at some point.
From family tradition to technological innovation
Michael Mack was born in Freiburg in 1978 and grew up in the middle of Europa-Park. The values of the entrepreneurial Mack family – innovation, entrepreneurial spirit and attention to detail – shaped him from an early age. His flair for technology and experiences soon became apparent, which was also recognised by his father Roland Mack.
"Michael has storytelling in his blood. Even as a child, he was passionate about inventing and telling stories." – Roland Mack
After graduating from high school, he completed a trinational degree in International Business Management in Lörrach, Basel and Colmar. During this time, he gained valuable experience in theme parks around the world, including Liseberg (Sweden), Busch Gardens Williamsburg (USA), Warner Bros. Movie World (Australia) and PortAventura (Spain).
He founded MACK Media in 2002 to consolidate the company's media expertise. This was followed by the groundbreaking creation of other companies, including VR Coaster, MACK Animation, MACK Music and MACK One, which are driving the digital transformation of the MACK Group.
In his private life, he shares his passion for extraordinary experiences with his wife Miriam. In 2009, he proposed to her in a spectacular way - during a ride on blue fire Megacoaster. They have two sons together. The Mack couple are the only German Honorary Consul couple: Michael Mack is Honorary Consul for the French Republic and Miriam Mack is Honorary Consul for Croatia.
Digital transformation of the MACK Group
In his role as CEO of MACK One, he is responsible for the strategic development of the MACK Group's B2B companies and the expansion of new business areas. As Managing Partner of Europa-Park, he is responsible for security, infrastructure and future strategy.
He also manages several companies within the MACK Group:
- MACK One - innovation, conception, media production and business development
- MACK Animation - animation and CGI production
- VR Coaster - virtual reality experiences
- MACK Rides - rollercoaster production and prototyping in Waldkirch
Innovations that are changing the leisure industry
Michael Mack's mission is to establish Europa-Park as a leading innovator in the leisure industry and beyond. His vision combines cutting-edge technology with emotional storytelling to create experiences that inspire lasting enthusiasm.
Some of the most significant innovations include:
- Founding of MACK Solutions (2007) - innovative concepts for rides and themed worlds for Europa-Park and other theme parks
- blue fire Megacoaster (2009) - the first looping rollercoaster from MACK Rides
- ARTHUR (2014) - innovative ride system, winner of the TEA Award
- Coastiality (2015) - the world's first virtual reality rollercoaster
- Adventure Club of Europe (2017) - the transmedia meta-level connecting attractions and media at the Europa-Park Resort through immersive storytelling
- Traumatica - Festival of Fear (2017) - an immersive horror event based on the legendary 'Horror Nights' with Marc Terenzi
- YULLBE (2019) - a completely new format of virtual reality entertainment
- MACK One (from 2019) - headquarters in Rust and international branches for important markets in the UK (2023), France (2022), Italy and Switzerland (2023)
- VEEJOY (2022) - exclusive streaming platform for the MACK Group's content
- Eden Manor (2023) - avant-garde theatre between mystery and sensuality
- Voltron Nevera powered by Rimac (2024) - the latest multi-award-winning rollercoaster innovation with revolutionary ride technology
- GRAND PRIX OF EUROPE (2025) - the first animated feature film with Ed & Edda from the MACK Group
With these projects, Michael Mack has not only further developed Europa-Park but has also left a lasting mark on the entire leisure industry.
Franco-German friendship
In 2025, his commitment to European values and cross-border co-operation was recognised with France's highest award: President Emmanuel Macron awarded him the 'Chevalier de la Légion d'honneur' distinction.
GRAND PRIX OF EUROPE
AUREA Award
"The nominees for the AUREA Award are an impressive demonstration of how bold visions and cutting-edge technologies can permanently change our reality."
Michael Mack
Podcast
The World Beyond – Michael Mack and his Emotioneers of Tomorrow
Grand Prix of Europe
Adventure Club of Europe – a transmedia world of adventure
Selected awards and honours
His extraordinary commitment has been recognised through the receipt of numerous awards, including the following:
- 2016 Campden FB Award 'Top Next-Generation Entrepreneur'
- 2018 appointed Honorary Consul of France for Freiburg & Tübingen
- 2020 Awarded 'Hotelier of the Year' by the Allgemeine Hotel- und Gastronomie-Zeitung ahgz
- 2020 German Business Audience Award for 'Innovator of the Year'
- 2024 Industry magazine Blooloop names Michael Mack one of 'The Power 10' theme park influencers.
- 2025 Chevalier de la Légion d’honneur (Knight of the Legion of Honour)
- 2025 Europa-Park was recognized with The Pioneer Award in the category 'Shaper of the Future'
Michael Mack
Shaping the future
His relentless drive for innovation, his passion for transmedia storytelling and his strategic vision makes him one of the most influential entrepreneurs in the leisure industry. As head of business development for the MACK Group, he applies his innovative drive to the entire group, opening up new markets and business opportunities.
His commitment not only ensures the long-term success of Europa-Park, but also actively shapes the future of entertainment.
More about Michael Mack's projects and innovations
Latest press releases about Michael Mack
Roland Mack and Michael Mack accorded with the highest honours
On 28. January 2025 at the Élysée Palace, French President Emmanuel Macron named Europa-Park founder Roland Mack ‘Officer de la Légion d’Honneur’ and Michael Mack, Managing Partner of Europa-Park and CEO of MACK One, ‘Knight de la Légion d’Honneur’. Only very few Germans have achieved this honour as yet. The Legion of Honour is the highest French honour.
January 29, 2025
Alpine Express ‘Enzian’ and ‘Tirol Log Flume’ return, while the ‘Yomi Adventure Trail’ awaits explorers
With the Alpine Express ‘Enzian’ and the ‘Tirol Log Flume’, two traditional classics return to the Austrian themed area with a brand new splendour. The charming family rollercoaster and the refreshing log boat ride wind through the impressive ‘Magical Valley of Diamonds’ and bring fun for all ages. The ‘Yomi Adventure Trail’ is completely new, an adventurous high-altitude trail with suspension bridges, plenty of climbing elements and two slides that take guests up the rocks that reach up to twelve metres in height to the ‘Gemstone Grotto’. ‘Alpenexpress Coastiality’ also has a new VR adventure waiting for you.
May 14, 2024
Dr. Auma Obama as a podcast guest on ‘The World Beyond – Michael Mack and his Emotioneers of Tomorrow’ from MACK One
On the English-language podcast ‘The World Beyond – Michael Mack and his Emotioneers of Tomorrow’, Managing Director of MACK One and Managing Partner of Europa-Park, Michael Mack looks at our world of the future every Friday alongside his Emotioneers. In the latest episode, Emotioneer Christina Rees, storyteller at MACK Magic, speaks with two high-profile guests: Dr. Auma Obama, sociologist and keynote speaker, and Roland Mack, owner of Europa-Park.
April 2, 2024