You can’t think of anything too crazy, and we’ll do it”: Helena Brutsaert leads Get Driven

Since the beginning of this year, Helena Brutsaert has officially taken the helm at Get Driven, the successful chauffeur service founded by Gunther Ghysels in 2016, which he co-led until last year. The ambitions remain high. “This year, we aim for a 40% revenue increase to 7.5 million euros,” says the new CEO, “and by 2029, our revenue should reach 25 million euros.”

Taking over the leadership of a rapidly growing company while its founder remains involved as a shareholder and board member is no easy task. That’s exactly what’s happening now at Get Driven in Kortrijk. Fortunately, Helena Brutsaert is no novice entrepreneur stepping into her first role with shaky knees. She has built an impressive career over the past decades, helping turn CID Lines, a chemical company specializing in disinfectants, into a global leader alongside her father and cousin. We meet at Get Driven’s headquarters on Nijverheidskaai 3 in Kortrijk.

Get Driven provides student chauffeurs who drive clients in their own cars

“It comes down to us offering drivers who chauffeur people in their own vehicles. We do this by employing students, whom we call ‘drivers.’ Anyone who wants to hire a student driver can easily arrange it through our user-friendly app.”

Entrepreneurs make up only 30% of the customer base

“We also handle fleet management for companies, but a large part of our customers are individuals who simply want to enjoy themselves. It’s no coincidence that many of our rides take place on Thursday, Friday, and Saturday nights.”

About 2,500 student drivers work for Get Driven

“There’s still room for growth, especially in Brussels, Limburg, and Wallonia, where we can expand our services significantly. Meanwhile, we are also looking at acquisitions in the Netherlands. Our northern neighbors have had these types of chauffeur services for much longer, but they lack the kind of online platforms we specialize in. Our strong digital presence and seamless service should help us become a key player across Europe. We currently have six IT specialists working full-time on our website and app. This digital expertise should eventually allow us to make an impact in major cities like Paris and London.”

Brutsaert did not originally dream of joining the family business

“After studying business sciences, I first worked for Beaulieu in Chile for six months. I used that time to master Spanish—I find languages very important. Only later did I end up, somewhat indirectly, in my father’s company, where I started as a sales representative traveling the world. In 2011, I moved into management, and after my father retired, I worked with my cousin to turn CID Lines into a global player in the disinfectant industry. We had about 300 employees when we sold the company to a multinational four years ago.”

Hard work became second nature growing up on a farm

“Correction—my father was first a farmer in Alveringem, near Veurne. He only later founded CID Lines. So, I actually grew up as a farmer’s daughter. From a young age, I worked in the fields with my sister, and I even got to drive the tractor. It was tough at times, but it shaped who I am. Hard work became second nature to me. That feeling is so strong that I actually feel guilty if I’m not doing anything. I’ve always found it important to pass that work ethic on to my children as well.”

‘t Wit Kasteel is Helena’s favorite place to eat in Kortrijk

“We often go there for work lunches—not just because it’s conveniently located, but also because the concept is great, with the bar integrated into the space.”