Exciting news: our first 2025 Sports and Outdoor event confirmed

Good afternoon all, quickie from the front garden.

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So, 2025, this is the time of year when I always get a bit jittery about who’s going to sponsor which events next year. The first half of the year is always really busy.

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Anyway, the highlight of yesterday was, we secured our first client for a Sports and Outdoor conference in May 2025 in London.

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Now, those of you who know me will know that I’m a cycling obsessive nut. Chubby, but still obsessed. But apparently I’m not allowed to talk about cycling, and it’s [the Sports and Outdoor conference] not going to be about cycling.

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I think this is going to be focused on sports and outdoor apparel specifically. I’ll tell you who the client is in a couple of weeks, but we’re going to start designing the event with this client over the course of the next week or so.

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So anybody who wants to get involved in it, please let me know, and we’ll be back soon to talk a bit more.

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Bye!

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Blog

The peer-led buyer: why trust trumps pitch

Buyers don’t want your pitch—they want proof. Today’s retail tech decision-makers are self-educating, peer-influenced, and allergic to outdated sales tactics. Over 80% of their journey happens before they speak to a vendor. So if you’re not showing up in the places they trust—content, conversations, and events—you’re not in the running. In this article, we explore how B2B buyers research, why peer-led content and events outperform traditional marketing, and what vendors can do to build trust before the sales cycle even starts.