As 2024 draws to a close, I find myself reflecting on a year of transformation—one filled with growth, challenges, and accomplishments that have shaped both my personal and professional life. It’s been a year of change, new beginnings, and unforgettable moments that have reaffirmed my commitment to both my career and personal development. And lots of airports!

A Year of Transformation

The most significant change this year was the growth and evolution of The Human Network, my global events agency. What began as Identity has now expanded into a collective of remarkable brands, united by a shared belief in the power of human connection. Through strategic acquisitions— such as Smyle Group, Beyond Business Travel, and the launch of Human Travel — we’ve built a network that brings together some of the brightest minds in the industry. The collective now includes Identity, Smyle, Identity Sports, NJ Live, Powered By Humans, Dreamlike State, The Sports Presentation Co. and Beyond Business Travel. These businesses are all operating independently but with the shared vision of creating unparalleled experiences.

Deal day at City Airport for Beyond Business Travel

One of the biggest highlights of the year was our acquisition of Smyle Group. This monumental step brought together two titans of the industry, forming one of the largest and most innovative event agencies in Europe. Smyle’s team, led by Dominic Thomas-Smith, has already begun to integrate seamlessly into The Human Network, enhancing our capabilities and opening up new exciting possibilities for our clients. Their exceptional existing relationships, —such as partnerships with global brands, including TikTok and multi-year deals with companies such as Salesforce—has set an enviable bar for the exciting opportunities we hope to achieve for the future.

With over more than 300 exceptional event professionals across eight countries, The Human Network is now better positioned than ever to deliver global events that thrive to exceed expectations. From hosting groundbreaking projects in the Middle East, such as the  AI-driven solutions for Saudi Tourism, to delivering the European Political Community Summit at Blenheim Palace, the scale of what we’ve achieved this year has been nothing short of extraordinary.

Me with Dom Thomas-Smith, Managing Director of Smyle Group on deal day

Building a Business: Key Strategies and Recommendations

Reflecting on the growth of The Human Network and the lessons learned along the way, I’m reminded that building a successful business is about more than just having a vision—it’s about executing that vision with persistence, adaptability, and the right mindset.

One of the key strategies I’ve implemented in growing the business has been to focus on building strong relationships and partnerships. This is crucial in an industry such as ours, where success is driven by collaboration and trust. Whether it’s through strategic acquisitions like Smyle Group or investing in innovative ventures like Human Travel, the connections we build within our network and with our clients are proudly at the heart of everything that we do.

Another essential element has been embracing innovation and adaptability. In an ever-changing landscape, being able to pivot and adopt new technologies or business models is critical. For example, our work in AI-driven event solutions and virtual experiences has enabled us to stay ahead of industry trends and continue to deliver exceptional value to our clients.

If you’re in the early stages of building a business or looking to grow your existing one, I highly recommend focusing on these areas:

  • Focus on people: Both your internal team and external relationships will drive your success. Invest in your people, nurture their growth, and always foster a culture of collaboration.
  • Adapt to change: Be ready to pivot when necessary. The business landscape is constantly shifting, and those who succeed are those who can evolve with it and embrace the changes.
  • Don’t shy away from calculated risks: Growth often requires stepping outside your comfort zone. Take risks, but make sure they’re calculated and aligned with your long-term vision.

Prioritise customer experience: Delivering exceptional experiences and value will build long-term relationships with your clients. For those looking for some inspiration or practical advice on growing a business, I’d recommend the following books:

  • “Good to Great” by Jim Collins: A classic in understanding what makes companies move from mediocrity to sustained excellence. It’s a must-read for anyone looking to scale a business successfully.
  • “Start with Why” by Simon Sinek: This book helps you uncover the core purpose of your business and how to build a company culture around that mission. It’s a fantastic read for both new and established entrepreneurs.
  • “The Lean Startup” by Eric Ries: For entrepreneurs in the early stages, this book is invaluable. It focuses on how to build a business efficiently, with a focus on continuous innovation and customer feedback.
  • “Atomic Habits” by James Clear: A fantastic guide on how small changes can lead to massive success. This book provides practical insights into building habits that will help you grow both personally and professionally.

EPC at Blenheim Palace, first event for our new Prime Minister

Career Highlights

The expansion of our network has been nothing short of transformational. This year, we’ve hosted events in more countries than ever before, from Paris Olympics and YPO in Dubai to King Charles III Birthday Parade and GPCA in Oman, and we’ve brought people together in meaningful ways that exceeded all expectations.

Our team’s ability to innovate and adapt has been inspiring. A personal milestone for me was receiving the EY Entrepreneur of the Year™ award for London & South East, an honour I’m extremely  proud of. It’s been a hugely rewarding journey, and I’m grateful for the support I’ve received from EY and Julius Baer.

Kings Charles III Birthday Parade

Me alongside other winners of the EY EOY

In addition to our business growth, we launched our Human Travel division, integrating Beyond Business Travel, which offers event and travel solutions in Ireland. This acquisition marked the culmination of a two-year passion project, and I’m excited to see how this new division will enhance our client offerings and how we disrupt the corporate travel sector.

From left to right: Me with Shauna Burns, MD of Beyond Business Travel, Edel Doherty, CEO of Beyond Business Travel

Personal Achievements and Milestones

On a personal level, 2024 was a year of reflection, growth, and new beginnings. We moved into a new home in Eastbourne, and I spent time with family and friends, enjoying the simple things that truly matter. In early spring, I travelled to Baku, Azerbaijan, where I spent several weeks in a new country to me and sampled the amazing culture and sites. We also secured the logo contract for United Nations COP29, Baku—a highlight in our mission to make an impact at the global level. I also had the honour of speaking at the prestigious AGEs event, alongside organisations such as the Rugby World Cup, LA28 Olympics, and Cricket World Cup. Being followed by Lord Sebastian Coe, President of World Athletics, was a career moment I will always cherish. Congratulations to Jean-Charles Durand on being elected AGES Chairman – wishing you great success in your new role!

This year was also about celebrating milestones. I had the privilege of attending and playing in the Dubai Desert Classic Pro Am (coming 3rd) and at the same time celebrating the 45th anniversary of my good friend Ian Fairservice’s Motivate Media Group – congratulations with your own milestone and thank you for the hangover! Talking of milestones, at the tail end of the year we also celebrated the 40th Birthday of our Group COO, Paul Fitzpatrick, and marking our 27 year friendship. These personal moments, including my children’s new found love for cricket (Joey: I don’t like cricket, I love it). We also had the chance to be a part of The Lashings World XI charity cricket match at my old school, Eastbourne College, reminding me of the importance of connecting with those around us. It’s these simple joys and moments that keep us grounded.

Me with Ian Fairservice

Joey (my son) with Sir Gordon Greenidge

I also took my first steps into the restaurant industry by co-investing in an exciting new restaurant in Hove, called El Bolillo. Our Executive Head Chef, Greg Clarke, our own master of the Michelin dark arts. It is a playful rendition of Mexico City’s provoking & vibrant street food scene, brought home to the coast. Fingers crossed for the Michelin inspectors soon. And what better way to kick off its celebratory launch by visiting Le Manoir aux Quat’Saisons, celebrating their 40 years in business with a night of pure culinary magic. A glimpse into the unforgettable 8 Hands Dinner with Alain Roux, Raymond Blanc, Luke Selby and Benoit Blin – a night reflecting the passion, dedication and signature talents of all four remarkable chefs.

Me with more Michelin stars that I can count – can you spot them?

The Importance of Taking Time Out

One of the most important lessons I learned this year is the value of taking time out to recharge, especially when you think you are too busy. Amid a hectic year, I made time to visit my dear friends Darryl and Les in Piedmonte, Italy. The trip was an opportunity to disconnect from the business world and truly focus on family and friendships. Nothing compares to the peacefulness of Piedmonte—filled with great food, fantastic wine, and endless hours of board games with loved ones. It was a reminder that, while our work is important, it’s equally vital to take a step back and nurture personal connections.

Thank you, Darryl and Les, for your continued support and kindness. Your hospitality made this retreat a special time, and I look forward to more visits in the future. I cannot recommend Piedmonte enough to anyone in need of an escape. Sometimes, the best thing you can do for your well-being and success is to take time out with the people who matter most.

The family

The summer brought both excitement and heartbreak as England made it to the finals of Euro 2024, only to lose to Spain. Mikel Oyarzabal’s late winner crushed England’s hopes of ending their 58-year wait for a major championship win. Despite the result, the journey united fans across the nation.

My family with my eldest brother James’ family in Turkey before the game!

Creative Excellence and Industry Recognition

Across our network, we’ve achieved exceptional creative results. Dreamlike State created stunning campaigns for brands like Salesforce and Samsung, while Powered by Humans delivered innovative campaigns, including an award-winning project for BT Group. The Sports Presentation Co. made waves with the Women’s Rugby World Cup contract, and the global footprint of The Human Network continued to expand, with Smyle and Identity Middle East playing key roles in projects across Saudi Arabia and the UAE.

This year, our work was recognised with multiple industry awards, including accolades at the C&IT Awards, The Drum Awards, and the EVCOM Film Awards. These honours are a testament to the hard work and dedication of our talented teams. I am proud of what we’ve accomplished, and these awards inspire us to continue pushing the boundaries of creativity.

Moments That Mattered

Beyond the business accomplishments, 2024 was also about making a difference. Our charity cycle ride from Eastbourne to Amsterdam raised over £23,500 for St. Wilfrid’s Hospice and St. Michael’s Hospice, a cause that is very close to my heart. This trip has certainly sparked something within me and I look forward to planning our next adventure in 2025 that pushes and rewards me in equal measures again. Additionally, The Human Experience Event Series gained momentum, our groups offering of a thought leadership platform that shares insights, data and behavioural science from within our industry from international experts and professors. We also saw  growth in our social responsibility initiatives with planting mangroves in Dubai, trees in the UK, donating laptops to schools and working with long term unemployed individuals.

Sean Morris from SIS planting mangroves in Dubai

A key milestone for us this year was the Sport Impact Summit, our first owned event which I proudly launched in Dubai in December alongside Mike Ford and Sean Morris. Held under the patronage of His Excellency Sheikh Suhail Bin Butti Suhail Al Maktoum, the summit brought together over 300 global leaders, dignitaries, and changemakers to discuss the transformative power of sport in addressing global challenges. Climate action, sustainability, and human health were at the forefront of discussions, making it a landmark event in our calendar.

Me at Sport Impact Summit

Looking Ahead to 2025

As we look to 2025, I am filled with excitement for what the future holds. January alone will see us debut at CES for Arm in Vegas and launch our largest-ever presence at Davos, working with a number of clients. We’re also set to work on exciting projects for Flutter, Salesforce, and major gaming title launches, through NJ Live for EAFC, Doom (a childhood favourite of mine), and Assassin’s Creed.

This is only the beginning. In the coming months, we will open our new global head office in Eastbourne, marking another significant milestone in our growth. Our ambitious 5-Year Plan leading to 2030 will drive us forward, focusing on innovation, sustainability, and delivering unparalleled experiences for our clients.

A Spirit of Gratitude

As we close the year, I want to express my gratitude to everyone who has been part of this journey. To our new colleagues from Smyle Group and Beyond Business Travel—thank you for enriching our network. To our long-standing team members, your commitment and passion continue to inspire me every day.

And to everyone, and in particular our clients, who supported us this year, your trust and collaboration have made all the difference. Here’s to an even brighter 2025.

Wishing you all a Merry Christmas, Happy Holidays, and a healthy, joyful New Year.

Family Picture at Christmas

PS

A final (grudging) thank you must go to my relentless PT Ollie from Made2Fit. Part man, part Duracell Bunny, he never lets me slack off and has been a hugely positive influence on me in 2024. But maybe lay off the squats in 2025?

My morning run with Ollie in Eastbourne, the day I wrote this 20th December 24