What We Do

About Massimo Grisafi

At seventeen years old, Massimo Grisafi had a vision to redefine Toronto’s nightlife and live entertainment scene. He launched Lyme Productions, a concert and nightlife brand that quickly gained recognition through large-scale events and iconic shows featuring global talent. From there, Massimo’s career evolved to span festivals, experiential marketing, luxury hospitality, and private healthcare — establishing him as a multidisciplinary leader with a talent for building experiences and brands that stand out.

Lyme Productions – Large-Scale Concerts & Nightlife

As the CEO of Lyme Productions, Massimo curated some of Toronto’s most talked-about concert and nightlife experiences, producing events for up to 5,000 attendees. Highlights include:

• Zedd – True Colors Tour (Toronto show)

• Together NYE and Monster Mash at Liberty Grand

• Dada Land Compound at the Metro Toronto Convention Centre

• Disclosure at the Direct Energy Centre

These events positioned Lyme Productions as a dominant force in the city’s entertainment scene and laid the foundation for Massimo’s future ventures in production and brand development.

Toltec Music Festival – International Festival in Cancun

Massimo’s entrepreneurial spirit reached international heights with Toltec Music Festival, a spring break festival in Cancun, Mexico, attracting thousands of Canadian and U.S. students annually. The event featured top-tier electronic artists like Tiësto and Calvin Harris, showcasing Massimo’s ability to manage global talent, logistics, and international marketing on a large scale.

Apres Noir – Luxury Event Series at Chateau Le Jardin

Before entering mainstream hospitality, Massimo created and produced Apres Noir, a luxury event series hosted at Chateau Le Jardin. These exclusive experiences fused fine dining with immersive entertainment and celebrity performances.

Massimo led the full execution of the series, including:

• Booking world-renowned talent such as Drake, Jennifer Hudson, David Blaine, and Bob Saget

• Managing all event production, marketing, and sponsorship

• Designing a high-touch guest experience with luxury brand partnerships and curated programming

Apres Noir became one of Canada’s most exclusive luxury nightlife experiences and showcased Massimo’s unique ability to fuse entertainment with premium hospitality.

Capture Group – Hospitality & Venue Development

At Capture Group, Massimo helped shape the marketing and operations for several of Toronto’s most well-known venues, including:

• Maison Mercer

• Portland Variety

• Century Room

He also played a strategic role in the launch of Digital Dreams Festival, one of Canada’s largest electronic music festivals.

INK Entertainment – Growth in Nightlife & Hospitality

Massimo later joined INK Entertainment, where he played a key role in its hospitality division. Over his tenure, he supported the launch and development of ten new venues, contributing to a massive growth in the company’s hospitality footprint.

His work included:

• Launch strategy and operations for restaurants, lounges, and entertainment venues

• Creating marketing campaigns and digital strategies to drive traffic and brand equity

• Assisting in business development across nightlife and hospitality portfolios

Insert Marketing – Strategy, Campaigns & Brand Development

In 2016, Massimo founded Insert Marketing, a full-service creative agency focused on brand growth, marketing, and experiential campaigns across hospitality, events, and retail.

Notable projects and clients include:

• Caribana (Toronto Carnival) – Full marketing campaigns and event strategy

• Liberty Entertainment Group – Event promotion and seasonal campaigns

• The Doctors House & XXI Chophouse – Brand repositioning, CRM setup, and campaign management

• 44 Toronto – Ongoing marketing and business development

• Tavora Foods – Consumer campaign strategy and digital growth

• Multiple experiential events and local campaigns across Toronto and the GTA

Nightlife Leadership – 44 Toronto

In 2023, Massimo partnered with new ownership to help launch 44 Toronto, a state-of-the-art nightclub in the downtown core. His goal was to position 44 as the leading nightlife destination in the city — and he delivered.

His contributions included:

• Booking top-tier talent such as 50 Cent, Chris Brown, and Central Cee

• Structuring all event programming and weekly formats

• Cutting key sponsorship deals to support programming and enhance brand presence

• Implementing a KPI tracking system for promoter and contractor performance to increase efficiency and accountability

• Designing and executing venue-wide marketing strategies, content campaigns, and influencer partnerships

• Developing internal systems to streamline floor operations, guest flow, and table service logistics

Under Massimo’s direction, 44 quickly became one of the most in-demand venues in the city, combining world-class talent with strategic business operations.

Private Healthcare & Longevity – Peak Human

Massimo brought his business and operations expertise into the private healthcare space by partnering with Peak Human, a next-generation longevity and performance clinic.

Key achievements included:

• Restructuring pricing and membership models for growth

• Automating client intake and CRM workflows for scale

• Optimizing cost structures while maintaining high-quality service delivery

• Launching a new digital storefront, wellness products, and immersive in-person experiences

• Increasing revenue and retention through strategic service packaging and upselling models

Through Massimo’s guidance, Peak Human positioned itself as a leader in private health optimization and longevity medicine.

Recent Ventures & Expansion (2023–2025)

Massimo continues to drive impact across industries through new brand launches and consulting initiatives:

• The Doctors House & XXI Chophouse – Revitalized both brands with new event campaigns, CRM systems, and creative experiences like the Secret City Escape Room Dinner Series

• Club Waterloo (Nassau, Bahamas) – Rebranded the legendary venue with a new Italian-Bahamian fusion concept, implemented nightlife programming, and trained local operators for long-term success

• Era Event Space (2025 Launch) – Leading the development and launch of a brand-new premium event venue in Oakville, focusing on operations, marketing, and client acquisition

• San Vito’s Bakery (2025 Launch) – Launching a new Italian hot table and bakery concept in Etobicoke, with a focus on community connection and traditional culinary excellence

From launching concerts and festivals to building hospitality businesses, luxury experiences, and health brands, Massimo Grisafi brings a proven track record of creating growth, engagement, and impact. His unique blend of creative vision and operational precision continues to push industries forward — whether it’s nightlife, dining, wellness, or experiential marketing.