Educational and Thought Leadership Events
I designed and delivered a portfolio of educational and thought leadership events across Technogym and CMC Markets, using expertise led experiences to drive brand authority, engagement, and measurable commercial outcomes.
Across all educational initiatives, the strategy was consistent:
Deliver genuine value through credible expertise
Position the brand as a trusted authority rather than a seller
Align content with clear objectives across engagement, retention, and acquisition
CMC Markets | Client Engagement and Lead Generation
At CMC Markets, I created and launched Traders’ Night, a recurring educational event format designed to deepen engagement with existing clients while enabling organic lead generation.
Each event featured expert speakers covering different market topics, designed to increase client confidence, trading knowledge, and activity. The format intentionally encouraged a bring a guest mechanic to support warm lead acquisition.
Outcomes (first event):
50 attendees per event across client and guest audiences
Strong client retention and engagement signals post event
Consistent pipeline of high quality referral leads
Increased client confidence and participation in trading activity following events
Technogym Innovation Outlook | Thought Leadership Event Series
As part of a national thought leadership program, I created and led the Technogym Innovation Outlook, a premium event series delivered across multiple Australian states. I acted as both MC and event lead, owning strategy, content flow, speaker coordination, audience mix, and execution.
Each event was intentionally curated with a 40% existing client and 60% prospect audience split, designed to balance upsell opportunities with high quality lead generation. The Innovation Outlook positioned Technogym as the category leader, showcasing the latest innovations, future vision, and ecosystem advancements in an aspirational, education led environment.
The format reinforced Technogym’s leadership credentials while creating a natural progression from inspiration to commercial conversation, without overt selling.
Commercial Impact
Innovation Outlook became one of the highest performing events in terms of ROI and CPA.
Beyond direct revenue, the series delivered strong secondary value through pipeline creation, strengthened client relationships, and elevated brand perception as an innovation leader in the wellness space.
Strategic Value
Innovation Outlook demonstrates how thought leadership, when strategically designed, can function as a scalable commercial lever. By combining premium storytelling, education, and disciplined audience curation, the series delivered measurable growth while reinforcing long term brand equity.
Technogym | Thought Leadership and Brand Authority
At Technogym, I curated intimate, high value workshops featuring recognised experts and elite athletes to reinforce the brand’s leadership in performance, wellness, and longevity. Sessions included Olympic level practitioners such as Cameron Girdlestone, combining inspirational storytelling with practical education, including live rowing technique coaching.
Outcomes:
Average attendance of 40–60 high value guests per session
Strong engagement rates, with 80%+ session completion and extended post event interaction
Reinforced premium brand perception and authority without reliance on sales led messaging
In parallel, I led a series of innovation focused webinars in partnership with respected industry organisations. These partnerships enabled access to new, highly aligned audiences beyond Technogym’s owned database.
Outcomes:
300–500 registrations per webinar, driven largely by partner amplification
30–40% net new leads from partner audiences
Clear call to action driving qualified follow up by the sales team
Showroom Design Event | A&D and Developer Engagement
I curated and delivered a high end showroom design event aimed at architects and designers, as well as premium residential and commercial developers, positioning Technogym at the intersection of wellness, design, and luxury living.
The event focused on presenting the latest trends in wellness and performance led design, reinforcing Technogym’s thought leadership in how wellness spaces are integrated into contemporary residential and commercial environments. The showroom was used as an immersive platform to demonstrate how design, technology, and user experience come together within a premium wellness ecosystem.
The program featured respected industry voices including Steve Cordony, Greg Natale, and Kate Constantine, creating strong credibility and relevance for an A&D audience.
This activation formed part of a broader showroom activation strategy, designed to position the space as a destination for inspiration, education, and partnership rather than a traditional sales environment. Every element of the event reflected premium execution standards, from spatial design and content flow to guest experience and brand storytelling.
The event also generated significant organic amplification. I deliberately designed social first moments within the experience, ensuring speakers, guests, and high profile attendees had compelling content to share. This resulted in extensive social coverage from attendees with large followings, extending reach well beyond the physical event and reinforcing Technogym’s aspirational brand positioning online.
Tradeshows and Conferences
I led the planning and delivery of multiple large scale tradeshows and industry conferences for Technogym, each designed to engage a distinct audience and support specific commercial and brand objectives.
Key events included AusFitness Expo for the fitness and performance sector, NoVacancy for hospitality decision makers, and the Design Show to engage architects and interior designers. Each tradeshow required a tailored stand concept, spatial layout, and visitor journey, aligned to the message, audience, and outcome we were aiming to achieve.
I approached tradeshows as immersive brand experiences rather than static exhibition spaces. This involved designing differentiated layouts and flows, integrating live demonstrations, and ensuring messaging, visuals, and interactions reinforced Technogym’s premium positioning and value proposition.
Delivering these events required strong negotiation skills, including securing speaking opportunities and thought leadership placements to amplify brand authority. It also demanded rigorous operational planning and execution, particularly when managing heavy machinery, complex logistics, and strict venue requirements.
I maintained uncompromising standards across design, branding, and execution, with a deep understanding of bump in and bump out processes, compliance, timelines, and stakeholder coordination. The result was consistently high impact brand presence, strong lead generation, and meaningful engagement with priority audiences.
Technogym Sydney Showroom Opening | Flagship Brand Event
Led the end to end planning and delivery of the Technogym Sydney flagship showroom opening, transforming the launch into a high impact brand moment that reinforced Technogym’s premium positioning in the Australian market.
The event hosted 200 plus invited guests, including key clients, partners, media, and industry leaders. I personally curated the guest list and secured high profile celebrity attendance on a fee free basis, including Pip Edwards, Allegra Spender, Natalie Cook, and Michael Clarke.
The event was designed as an immersive brand experience, showcasing Technogym’s ecosystem through live demonstrations, curated product storytelling, and premium hospitality. Every detail, from spatial layout and guest flow to branding, lighting, and content moments, was aligned to reinforce innovation, performance, and luxury wellness.
The launch generated extensive earned media coverage across top tier business, lifestyle, and mainstream publications including CEO Magazine, Forbes, The Australian, Vogue Living, and The Sunday Telegraph, significantly amplifying reach and brand credibility beyond the event itself.
This flagship opening marked a pivotal moment in Technogym’s Australian growth strategy, establishing a physical brand destination that supported client acquisition, partnerships, media engagement, and long term market leadership.
Social Media Activation
Spin City at Old Clare Hotel
Spin City was a social first brand activation designed to generate organic social media exposure through curated influencer participation and aspirational brand experiences.
The event took place on the rooftop of the Old Clare Hotel and was delivered in partnership with P.E Nation. Lifestyle and fashion key opinion leaders were invited to attend an exclusive spin class, supported by premium gifting and a visually striking environment designed specifically for social sharing.
The experience was intentionally crafted to feel authentic, elevated, and culturally relevant, encouraging attendees to create and share content organically rather than through scripted brand messaging.
Objectives
Drive brand awareness through organic influencer reach
Reinforce premium and aspirational brand positioning
Generate high quality social content and earned amplification
Strategic Impact
This activation demonstrates how small scale, well curated events can deliver outsized social impact when designed with influencers, setting, and content behaviour in mind. By prioritising experience over promotion, the event achieved meaningful reach, strong engagement, and brand alignment with minimal paid media investment.
