CREATING THE EVENT INDUSTRY’S LARGEST MENTORING PROGRAMME

Max co founded Elevate mentoring, the creative industries largest free mentoring and training programme that has now helped over 2,000 professionals and Allpoints consultancy

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How did you get started in the industry / what was your first job in events ? 

Having originally trained in sports management, exercise science, and rehabilitation therapy, my entry into the events industry was, like many others, somewhat accidental. It all started with a chance conversation in the dressing room of my local rugby club. Just a few weeks later, I found myself leading the sales efforts for a small but mighty exhibitions company based in Hertfordshire. Despite our modest size, with only four team members, we quickly made a big impact, securing significant partnerships and projects with major brands like Ericsson, HSBC, and Accenture, among others.

You’ve achieved a lot since that first role , what would you say is your proudest achievement so far? 

Throughout my career, every role has brought its own set of twists, turns, ups, and downs. However, if I were to highlight my proudest achievements, two stand out. First, the inception and subsequent success of Elevate Mentoring has been incredibly rewarding. We’ve positively impacted over 2,000 individuals, with our efforts even being featured in the Financial Times and Forbes. Second, starting my own business during the height of the COVID-19 pandemic is something I’m immensely proud of. Four years on, it has flourished, providing more opportunities for growth and learning than I could have ever imagined.

And what has been your biggest learning? 

I’ve learned many valuable lessons throughout my career, but a few stand out. First, perspective is critical, yet it’s often challenging to maintain when you’re deep in the midst of things. Second, I can’t stress enough how important it is to build and nurture a strong network—this has only become more evident as my career has progressed.

However, the biggest lesson has been about myself. We are all incredibly different, and I am no exception. I have some brilliant strengths, but there are also areas where I will always need to work on. Discovering that I have ADHD, alongside my lifelong struggle with severe dyslexia, has been a significant revelation. It has taught me that there are tasks where I excel and others where I need to think differently, approach things in a new way, or even outsource. When managed correctly, these challenges can become a superpower and your ultimate unique selling point.

What is it about working in the events that you love? And why would you recommend it as a career choice? 

When I explain my career in events to friends, family, and even my gran, they often picture it as party planning or organising festivals—thanks to the stereotypical image that’s out there. While I play along, I can’t emphasize enough how incredible and diverse the creative events industry truly is. I never realised such an astonishing industry even existed, offering a tangible career path with remarkable opportunities and a vast range of roles.

From attending the world’s most iconic events to getting paid to explore new destinations, meeting brilliant creative minds, and working on awe-inspiring event productions—this industry has it all. It’s a field where content, strategy, and insights come to life in the most dynamic ways. There’s truly something for everyone in this industry, but the biggest challenges lie in raising awareness, increasing accessibility, and creating opportunities for all.

And what do you think are the characteristics or qualities you need to succeed in events?  

When it comes to specific characteristics and qualities that are essential across all roles, a few stand out:

– A strong work ethic—events are more than just a job; they’re almost a way of life.

– Excellent problem-solving skills—being able to think on your feet is crucial.

– The ability to stay calm under pressure—events often involve high-stress situations, and maintaining composure is key. 

– Resilience – It is rarely straight forward, and at tomes clients/ projects can be relentless and challenging

– To be able to give AND receive feedback. 

These traits together can significantly contribute to thriving in this dynamic field.

If you are hiring someone is there one thing you look for above anything else?  

It is never just one thing, I always look for three things, curiosity, ambition, and initiative. Two of the three is acceptable but a minimum. All three and you can work for/ with me! 

If you had to pass 3 pieces of advice to our younger self  or someone else trying to get a job and succeed in the industry what would they be?