Rufus Wiena (full)

Rufus is a world-class magician who has fascinated people all over the world with his incredible psychological skills that many like to call "mind reading" or "a sixth sense".

His unique concept of Neuromagic is an art of psychological manipulation and persuasion which blurs the fine line between what is real and what is magic.

Rufus uses his abilities to inspire people and deliver unforgettable experiences.


Why magic?

Around 10 years ago, I was an elite cross country runner in Sweden but unfortunately I had to stop because of induced exercise asthma. I had a lot of pent up energy, so I was looking for hobbies - and by coincidence, I came across magic! After almost a year of study, that hobby became a profession.


You coined the term ‘Neuromagic’, which you describe as a form of psychological manipulation. How did you discover Neuromagic?

The field of magic is very wide. There are many different sub-categories, such as illusionism or micro-magic – the kind of tricks you could buy in a box. But what really interested me was using our senses to create magic. Think memory or physiological movements – I wanted to angle my magic to the human mind. I think that takes some real skill. So Neuromagic is exactly that – using the hidden ability inside of yourself to make great things happen.


You offer coaching services etc - when/how did you realise that you could help others with your abilities?

When I started out professionally, it was primarily in the entertainment business: corporate events, weddings. But I found that these settings weren’t the best place to show the full potential of how the brain works – it is a complex area after all. So I started offering courses and training and that’s how the concept of Brain Hacking came about; how we can use neurolinguistics programming and the power of suggestions to take control of our minds. You can use this skill in many ways such as working towards a better communication and rapport with people.


What do you enjoy most about your line of work?

I love doing the research. I’m always looking to learn and try to draw inspiration from a variety of places.


Do you have any simple brain-hacking tricks our readers could try to increase their productivity?

When it comes to productivity, one thing I realised people do not often raise is the power of memory. Just imagine how much time and money you would save if you could retain more information, and learn how to recall it clearer and faster. Our minds are capable of doing so much more than we think, but as we rely more and more on technology, we are becoming lazy.


Have you ever faced a particularly big challenge in your professional life? If so, what did you learn?

Of course! I'm currently working on a project in the category of card magic which probably is the most difficult card trick in history (soon to be revealed to the public) and it has taken real work. The concept of trying to create something new in the world of card magic is difficult, but trying to invent the most difficult is of course another layer of challenge! There have been some bumps in the road, with many saying it is impossible, but the mentality that I developed as an athlete has been a great help. There will may be failures and challenges along the way, but if you have the right attitude to stress, it’s just a part of the journey.


It’s interesting that you raise the point of stress - wellbeing is a huge topic in the events industry right now. What do you do to keep yourself healthy, both mentally and physically?

Yes, wellbeing and particularly stress are hot topics right now – but what people often don’t realise is that stress itself has no harmful biological impact – it’s how we deal with stress that is often the thing that causes negative symptoms. So to me, the best thing you can do is confront negative thoughts or feelins head-on. Catch yourself thinking them and plant positive thoughts into your brain. This is a principle of Neuro Linguistic Programming that I mentioned earlier.

And of course physical exercise is vital to the mix.


If you were to write a book about your life, what would it be called?

It would probably be called ‘Love To Learn’.


Rufus will be presenting a keynote session at IBTM Americas which will take place from 29th – 30th May in Mexico City. You can attend for free by registering via the event website:

If like us, you find the concept of Neuromagic absolutely fascinating, you can learn more by visiting Rufus’ website: