2025 and beyond: Easyfairs’ vision for growth and events

An interview with Easyfairs CEOs Matt Benyon and Anne Lafère

We’re kicking off 2025 with an exciting new chapter in Easyfairs’ history.
The recent strategic investment from Cobepa and Inflexion, alongside a significant reinvestment from Easyfairs’ Founder and Group Chairman Eric Everard, sets the stage for ambitious growth and innovation.

In this interview, our two CEOs share their vision for the future, exploring the prospects for the events industry and what lies ahead for Easyfairs.

Let’s start by asking, what’s the outlook for events in the digital age?

Anne Lafère: The more the world becomes digitalised, the greater the demand for face-to-face events. This is especially true of trade fairs, which provide platforms for business and professional communities to meet and connect in person, where innovations can be experienced firsthand, where experts and specialists can debate the issues of the day and where career development can take place. The more we go digital, the more we value – and enjoy – meeting in person to address new challenges.

And what are the current challenges?

Matt Benyon: In recent years we’ve seen massive disruptions to global supply chains, and this has had an impact on all areas of business, not least exhibitions. The pandemic, global trade tensions, extreme weather events and regional conflicts have caused many organisations to restructure their supply chains. This, together with the reduction in international business travel has created a difficult environment for large global trade fairs. Instead, the focus has been on highly targeted events meeting the needs of regional business communities in specific industries – and that is entirely in line with the Easyfairs business model. Many companies are also more cost-conscious than in the past, so once again our time and cost-effective business model is proving resilient as we face economic headwinds.

Anne Lafère: Of course, we have also adapted to the new realities of the digital age. People now expect a personalised experience in all they do, and visiting an event is no exception. That’s why, for example, we’re applying artificial intelligence, such as matchmaking algorithms to facilitate purposeful connections. And since we’re all about communities, Easyfairs is no longer totally focused on physical events – important though these are. We now provide multiple digital touchpoints and community platforms to enable networking opportunities all year round.

What are the growth prospects for Easyfairs, given the economic situation?

Matt Benyon: With the new investment from Cobepa and Inflexion, combined with the reinvestment from our Founder and Group Chairman Eric Everard, prospects for growth are greater than ever. The foundations are already strong. In 2024 we delivered a solid 21 percent increase in sales and a 47 per cent leap in earnings.
The investment will fund both organic growth through new events, product launches and what we call geo-cloning – transplanting proven event concepts in new cities and regions – as well as sizeable acquisitions. All of our investors are committed to our accelerated growth.

What are the opportunities for acquisition?

Matt Benyon: We will expand through two types of acquisition. Firstly, we’re looking for ‘plug and play’ tactical opportunities aimed at strengthening our existing event clusters. A good example is how in 2024 we bought both Southern Manufacturing and UK Metals Expo in the UK to build out our manufacturing cluster. Secondly, we are looking seriously at strategic acquisitions to add new industry verticals or enter new geographies in Europe and beyond. We can also use acquisitions to introduce innovative event formats.

We hear the term ‘must-attend’ lots in relation to events. What will ensure that Easyfairs events are unmissable in 2025 and beyond?

Matt Benyon: Over the past year we have been amazed and delighted at the way we are attracting top brands to our events. We’ve seen lots of deals done on the show floor and of course our exhibitors invest in our events mainly to make sales or generate strong leads. We facilitate this with opportunities for networking in a relaxed atmosphere. That means deals can be done not only on the exhibitor stands but also through serendipitous catch-ups in the VIP lounge or at an after-hours mixer.
Anne Lafère: Yes, and for many visitors it’s our content programmes that make our shows unmissable. We take care to plan our conference stages to include a mix of content from as diverse a range of voices as possible in presentations and panel discussions. This means you might find representatives from the government to talk about legislation and regulations, followed by an inspiring talk from a leading brand, followed by a young CEO of a disruptive startup focused on sustainability.
Our goal is to ensure everyone who attends leaves with something truly memorable, whether that’s a new connection, or spark of inspiration. The breakthroughs and big ideas shaping our target industries will be inspired by the insights and experiences gained at our events. That kind of impact is something you won’t find anywhere else.

You have made some strong commitments to a sustainable future in events. Is that possible, or even realistic?

Anne Lafère: Absolutely possible, but of course it will be challenging. We are members of the Net Zero Carbon Events pledge, aiming to halve our greenhouse gas emissions by 2030 and become net zero by 2050. To achieve this aim, we ensure our event venues produce renewable energy through solar panels and take measures to reduce water waste. Our all-in stand model reduces transport emissions and enables us to reuse stand structures across multiple events. Our existing and unique business model will serve us well in 2025 and beyond in achieving our sustainability goals.
We’re doing this not only because we believe it’s the right thing to do, but also because we understand that many of our attendees and exhibitors feel the same way. Sending employees to visit an event is part of a business’s operations, and like any business function it now has to be viewed through the lens of sustainability.
So in a short sentence or two, can you summarise what will make 2025 an important one in the Easyfairs story?
Matt Benyon: The outlook is incredibly exciting! Our mission and ambitions remain the same, but with the new investments we will have the financial means to more than realise our dreams.
Anne Lafère: It’s going to be rewarding and a lot of fun for everyone at the company!

As Easyfairs embarks on this exciting new chapter, it’s clear that 2025 and beyond will be defined by growth, innovation, and a steadfast commitment to sustainability. With a clear vision, strong investments, and an unwavering dedication to delivering exceptional events, Easyfairs is poised to inspire our target industries and communities. The journey ahead promises to be both transformative and impactful, and we can’t wait to share it with all of you.