Alan Katz is the founder of Great Officiants, the largest and most celebrated wedding officiant company in Southern California. For 22 years, he has brought laughter, romance, and heart to thousands of ceremonies. Known as the “King of Reviews,” Alan has earned more than 4,000 five-star reviews along with prestigious honors, including Trendsetter of the Year from ABC Orange County, Best Officiant by WIPA, and Best Officiant in Los Angeles and Orange County from California Wedding Day magazine.
Alan’s passion is crafting ceremonies that reflect the unique personalities of each couple. Whether deeply romantic, lighthearted, or filled with fun nods to Marvel, Disney, or Star Wars, he creates experiences that feel authentic and unforgettable. He is also one of the few officiants authorized to issue marriage licenses on the spot, keeping the process simple and joyful.
His expertise and creativity have been featured on The Kelly Clarkson Show, Say Yes to the Dress, 90 Day Fiancé, and The Prank Panel with Johnny Knoxville, and he is often a go-to source for local news stations.
Beyond officiating, Alan is a devoted husband to Al-x (whom he met at a wedding) and proud dog dad to Yuki. With humor, warmth, and a flair for storytelling, he continues to inspire couples to say “I do” in the most memorable way possible.
Company: Great Officiants
We are thrilled to have you join us today, welcome to ValiantCEO Magazine’s exclusive interview! Let’s start off with a little introduction. Tell our readers a bit about yourself and your company.
Alan Katz: I’m Alan Katz, founder of *Great Officiants*, the largest and most recognized wedding officiant company in Southern California. For 22 years, I’ve specialized in crafting ceremonies that are heartfelt, personal, and often infused with humor. My skill lies in storytelling — taking each couple’s journey and turning it into a ceremony that feels authentic, memorable, and uniquely theirs.
Over the years, I’ve officiated thousands of weddings and built a reputation as the “King of Reviews,” with more than 4,000 five-star reviews across multiple platforms. My work has earned numerous industry honors, including Trendsetter of the Year from ABC Orange County, Best Officiant by WIPA, and Best Officiant in Los Angeles and Orange County from *California Wedding Day* magazine.
Beyond writing and performing ceremonies, I’m also one of the few officiants authorized to issue marriage licenses on the spot, streamlining the process for couples. My expertise and creativity have been featured on *The Kelly Clarkson Show*, *Say Yes to the Dress*, *90 Day Fiancé*, and *The Prank Panel with Johnny Knoxville*, along with regular appearances on local news stations as a trusted voice in the wedding industry.
What sets me apart is my ability to blend professionalism with personality, ensuring every ceremony is not only well-crafted but truly unforgettable.
What was the initial spark that motivated you to take on an industry dominated by giants, and how did you identify a viable opportunity to compete?
Alan Katz: When I started 22 years ago, the odds were stacked against me. I performed my very first wedding for a friend, and at the end of the ceremony, everyone told me, “You need to do this for a living.” I looked into the industry and quickly discovered that a handful of long-established companies dominated the wedding officiant space. In fact, when I got married the first time, I even used one of them myself. They were the only game in town, and everyone accepted their model of cookie-cutter, impersonal ceremonies. That is when I made a decision: I would disrupt the old guard, one wedding at a time.
Can you describe the most critical strategy or innovation you implemented to differentiate your business from the industry leaders and gain traction?
Alan Katz: Instead of repeating the same ceremony over and over, I gave couples something new. Ceremonies that told their stories, celebrated their quirks, and reflected their passions. From weaving in pop culture references to creating space for couples to embrace their inner geek, I built a platform where weddings became deeply personal and creative. Early on, there was resistance. Tradition can be stubborn. But I knew in my gut that couples were craving something different, and we were the first company to provide it. We also embraced the LGBTQ+ community at a time when others would not, long before marriage equality was legal. That commitment to inclusion set us apart and created loyalty that the old industry titans never earned. Over time, our approach did not just resonate, it transformed the industry. Today, Great Officiants has more awards than any competitor, over 4,000 five-star online reviews, and a reputation for innovation and excellence. The old players who once owned the market are no longer around. Others have tried to copy our model, but they simply do not understand it. Against all odds, we turned disruption into dominance. By listening to couples, standing firm on inclusion, and reimagining what a wedding ceremony could be, we grew into the industry leader. My story is not about going head-to-head with Fortune 500 giants. It is about showing that even in a niche space, innovation and heart can topple the entrenched players. That is a lesson any entrepreneur can apply.
How did you handle the resource disparities such as funding or market access when going up against much larger competitors?
Alan Katz: The old guard simply did not understand the changing dynamics of the wedding industry. They were comfortable relying on outdated methods, word-of-mouth referrals, and the same traditional marketing they had always used. What they missed was that a new breed of couples was emerging — couples who live online, who research everything on their phones, who value personalization, creativity, and transparency.
I recognized that shift early and had my finger on the pulse of the industry. Instead of waiting for the phone to ring, I invested in building a strong online presence with a user-friendly website, robust SEO, and engaging social media. I created content that spoke directly to couples, showcasing not just what we do but why it matters. By meeting couples where they were searching, I leveled the playing field and often surpassed larger competitors who were slow to adapt.
In addition, I leaned into innovation, offering services like issuing marriage licenses at the ceremony, designing themed and customized ceremonies, and building a large, diverse team of officiants to meet every style and personality. These differentiators allowed me to capture market share despite having fewer resources, because I understood the evolving expectations of couples better than anyone else.
What was the biggest setback or direct confrontation with an industry giant, and how did you turn it into a turning point for your success?
Alan Katz: When same-sex weddings became legally recognized, many in the old guard resisted. Some outright refused to work with these couples, which not only drew condemnation from the industry but also placed them in serious legal jeopardy. At a time when the industry was still adjusting to this new reality, I chose a different path — I embraced these couples wholeheartedly.
By welcoming and celebrating same-sex couples, I quickly stood out as a shining star in the wedding community. What began as a commitment to inclusivity became one of the defining strengths of my business. The very people in the industry who initially shunned me for this decision eventually came back seeking my advice on how to adapt. That moment not only validated my approach but also solidified my reputation as a leader who understood where the future of weddings was headed.
What’s one mindset or principle that kept you grounded while taking on industry titans, and how can other founders adopt it to compete?
Alan Katz: The principle that has always kept me grounded is simple: believe in yourself, believe in what you’re doing, and know that if you’re doing the right thing with faith, courage, and enthusiasm, you’ll always win. That mindset has been my compass for more than two decades.
But belief alone isn’t enough — it has to be paired with innovation. Every day I ask myself, What can I do differently that will make me stand out? That question has driven me to constantly evolve and push past what others were content to repeat.
Two books in particular shaped this outlook. The Purple Cow taught me that in a field of ordinary brown cows, the purple one is the only one that gets noticed. I embraced that lesson by making sure my company wasn’t just another officiant service, but one that felt fresh, innovative, and unforgettable.
The other, The World’s Greatest Salesman, gave me timeless wisdom through its scrolls. By adopting its principles of persistence, service, and mindset, it changed not just my business approach but my life. Those scrolls taught me that success comes from discipline, consistency, and heart — and I carry that into every ceremony and every business decision I make.
By combining faith in myself, the courage to be different, and a commitment to constant growth, I’ve proven year after year that standing out beats blending in. It’s a principle any founder can adopt to compete with industry giants.
