How CM.com expanded from clubs into TV, banks and beyond

From nightclubs to television

Following the success of using SMS to promote nightclubs, Jeroen and Gilbert immediately recognised the potential of SMS. However, using it for TV show voting was a new idea that sparked some doubts. "Would people actually use this?" they wondered. Despite their concerns, the attractive business model convinced them to give it a shot. Their first test came with the MTV Awards. The challenge? Handling a flood of votes without crashing their system. So, Jeroen rigged a second processor into the computer — literally soldering it in. "It was a bit of a makeshift solution, but it worked," he recalls with a smile. Thanks to this ingenuity, millions of viewers could vote live via SMS for shows like Idols, Big Brother, and the Eurovision Song Contest.

Constant challenges: “Never again”

Every stage of growth brought its own set of challenges. As demand increased, so did the need for more robust technology — more computers and more processors. Downtime was inevitable. During one major outage, Jeroen was stuck in a server room for 36 hours as the network went down. “The room had no windows; you lose track of time and place. You just keep working until everything is fixed,” Jeroen remembers. His message to Gilbert was clear: “Never again.” They responded by building the most advanced server room in the Netherlands, complete with redundant systems to ensure reliability.

Taking control with our own NOC

From day one, the team built everything themselves — from software to infrastructure. This hands-on approach gave the company the control and independence needed to ensure top-notch quality and stability. Given the responsibilities to governments, banks and TV networks, the team needed to be on call around the clock. "With night shift staff in short supply, we recruited taxi drivers, bakers and night owls to monitor our systems and hit the emergency button if needed." Inspired by police control rooms filled with screens and real-time data, Jeroen and Gilbert established our Network Operations Center (NOC), a dedicated command centre for managing servers, SMS, voice and payment traffic.

Embracing passion and talent

The growth was driven by a unique leadership style and company culture. Jeroen and Gilbert are not your typical managers; they are hands-on and work closely with their team. "We’ve always been a bit anti-hierarchy," Jeroen says. "We focus more on what needs to be done and how we tackle it."

While most companies build their structures around missions and strategies, creating detailed profiles for roles and responsibilities, Jeroen and Gilbert took a different approach. “When we started, we didn’t know about this model. Instead, we focused on the individual: what can you do?” says Gilbert. “Our motto has always been to do what you love and what you’re good at.” From the start, we aimed to hire people who excelled in their fields.

A new name for a growing company

Then there was the name. ClubMessage worked well for nightclubs, but as they expanded, it was clear they needed something more professional. “Sometimes people read ‘massage’ instead of ‘message,’ and we even had someone show up at our door asking for a massage,” Gilbert laughs. The abbreviation CM was a natural fit, already used informally by a client. Adding .com gave it a polished, professional edge. "It’s simple and reflects what we do: commercial, internet, communication," explains Jeroen.

The world at our feet

Ten years into CM.com’s journey, Jeroen and Gilbert still felt like they were just getting started. Facing competition from international players in the SMS market, they decided to expand globally. “If they can do it, so can we,” Jeroen thought. They set up a global network of operators, starting with a tiny booth at the Mobile World Congress. “We couldn’t afford luxury, so we shared a hotel room and slept on air mattresses,” Jeroen recalls with a laugh. This early global network continues to benefit us today.

CM.com has evolved from a small startup into a global leader in technology and communications through innovation, control, and a unique company culture. The company began with creative solutions for nightclubs and has carried that spirit into everything they do. Do you want to learn more about CM.com's history and future? Follow us for the latest updates.