In the not so distance past, geeks were marginalised rejects of society for their interests in underground subcultures, aptitude in emerging technologies, or apparent social awkwardness. Now well into the 21st century, former subcultures like comic books and science fiction have since become mainstream pop culture whilst using the latest smart technologies at our literal fingertips is now seen to be cool. Geeks are no longer labels to be ashamed of and many are indeed pinnacles of modern society behind some of today's iconic brands. Many people now outwardly profess themselves a Geek in celebration of their specialised interests or like-minded fandoms with fellow Geeks. We speak to Richard Chua, organizer of the “The Growing Influence of Geek Pop Culture and How to Profit from It”.