In the rapidly evolving energy ecosystem of Europe, few voices resonate with the clarity and pragmatism of Kristian Ruby. As Secretary General of Eurelectric, Ruby stands at the intersection of technology, policy, and public interest — a role he describes as an “act of translation between the technical people and the politicians.” His trajectory into the heart of Europe’s energy leadership has been anything but linear, shaped more by values and vision than by any initial plan.
“If you’d asked me at the beginning of my career, would I end up here, I would have no clue,” Ruby admitted in a thorough conversation with Gabriel Avăcăriței, at “WATTs Next”, the new podcast format by Energynomics. “I started out dreaming about becoming a journalist,” he said.
And so he did. In his early years, Ruby found his way into the Danish National Radio, where he learned to frame narratives, seek clarity, and speak plainly — skills that would later prove essential when bridging the communication chasm between grid engineers and lawmakers.
But journalism, while intellectually stimulating, lacked something: long-term impact. A growing concern for the climate led him to public service. He moved into Denmark’s Environment and then Climate Ministry, followed by a position at the European Commission. “By dealing with the climate cause,” he recalls, “I saw — wow — energy is really where you need to solve something.”
That realization marked the pivot from environmental policy to the deeper infrastructure behind it. But his journalist’s mindset never left him.
“When very technically knowledgeable people come to the politicians, they start the conversation somewhere the politician won’t understand,” he explains. “Whether it’s about voltage and frequency or specifics around hedging or market arrangements… they’ll sometimes act almost offended if the politician doesn’t understand where they’re coming from.”
Ruby stepped into this space of disconnect — not as a technician, but as an interpreter with a layman’s curiosity and an executive’s foresight. It’s precisely his lack of formal technical training that gives him an edge in fostering consensus and pushing strategic agendas.
“I always try to pick up more knowledge about the technical stuff because I really think it’s interesting,” he adds, “and at the end of the day, that is what needs to guide the policy.”
Today, as the “Secretary and General” of Eurelectric — as he quips — he leads a powerful coalition of national electricity associations and companies across Europe. “I report to the board of directors, and each of the member organizations has a representative in my board,” he outlines. “I prepare the works for them to set the strategic direction, and then I go and implement together with my people.”
This collaborative model allows Ruby to navigate the nuanced power dynamics of European energy politics, particularly now, as the continent faces what he calls an “immensely complex” moment.
“We were thinking of the green transition in itself as pretty darn challenging,” Ruby says. “And now we’re looking at that same challenge on a completely different backdrop — extreme weather, sabotage on the grid, cyberattacks, a fragile geopolitical situation, and fragmentation of the rule-based global order.”
Despite these pressures, he sees electrification as both the challenge and the solution.
“Whether it’s about cleaning up our energy system, energy independence, or affordability — electrification is the way forward.”
In this turbulent context, Ruby also addresses a cultural and generational issue with long-term implications: attracting new talent to the energy sector.
“Teenagers are not really interested in making their professional background in energy,” podcast host Gabriel Avăcăriței observed. Ruby agreed: “We are facing some very big demographic challenges. There’s going to be fewer of us, and a lot of us are going to get older… so a lot of sectors will struggle with attracting the necessary talent.”
His response is not to overpromise, but to reframe.
“Do I go into tech or do I go into electricity? It doesn’t need to be an either-or anymore. The cutting edge of tech relies directly on electricity. You have an opportunity if you start digging into that space.”
For young professionals, the message is clear: energy is not just infrastructure, but the interface of digital innovation, industrial strategy, and planetary survival.
Ruby’s enthusiasm is grounded in realism, and his tone remains resolutely constructive. “This is the most interesting sector,” he says simply. “It touches everything.”
And so, from an early dream of journalism to shaping Europe’s energy future, Kristian Ruby has become a communicator not just of messages, but of momentum. In doing so, he continues to remind us: the energy transition is not merely about wires and watts — it’s about people, understanding, and the power of shared purpose.
“WATTs Next” is the new podcast by Energynomics dedicated to energy leaders, designed to provide a clear understanding of the people shaping the industry, their visions for the future and emerging challenges. Its main goal is to go beyond standardized answers and delve into the personal and professional perspectives of the interlocutor.
The interviews are structured in three essential directions:
- Shaping a personal and professional profile, providing an authentic picture of the career path and values of the interviewed leader.
- Analysis of the most current topics, to understand what’s next in the industry, what the implications are for companies and consumers, and what we should prepare for.
- Explanation of some essential concepts, by debunking myths and clarifying complex notions for a wider audience.
