My business studies in Belgium were long and painful. Most professors were full-time academics with little to no real-world business experience, and they expected students to regurgitate material by heart. Thankfully, not all of them were like that.

The ones I remember with deep gratitude were those who taught through practical examples, thought-provoking questions and knowledge that could be transformed into real-world skills—skills I would later apply in my own business.

THE REALITY OF EVENT ENTREPRENEURSHIP

Owning a business in the meeting and event industry demands an extraordinary level of resilience. It’s a true rollercoaster, with stress levels that most people wouldn’t be able to handle.

In over 20 years of organizing hundreds of sales meetings, product launches and incentive trips across more than 50 countries, not a single project has ever gone exactly as planned. There’s always something unexpected. Quick thinking, problem solving and adaptability become second nature. For many of us, this unpredictability is an adrenaline rush—something we thrive on.

But here’s the hard truth: constantly jumping from one fire to another prevents you from focusing on what you do best and delegating the rest.

EARLY MISTAKES—AND A TURNING POINT

When I launched my first corporate events agency, I landed several Fortune 100 clients within two years. My mindset was: It’s my business. They’re my clients. It’s my brand. I need to be involved in everything. I couldn’t have been more wrong. And I quickly burned out.

My turning point came when I hired two project managers and shifted my focus from managing every detail to building a real business.

THE MISSING LINK IN INDUSTRY EDUCATION

Owning a small business in this industry often feels lonely and overwhelming. You’re not just running projects—you’re running a business. Yet, when I attended industry conferences and trade shows, I noticed a gap.

Yes, learning how to negotiate with hotels is important. Yes, designing impactful meetings is important. Yes, risk management is important. But where were the sessions on running and growing an event business?

What about defining a long-term vision, core values and a scalable business model? What about tackling imposter syndrome, mindset shifts and resilience? What about positioning your business, developing a sales playbook and tracking key performance indicators (KPIs)? What about time management, delegation, mental health and building company culture? And most importantly: What about accountability?

Recognizing these gaps, I made a conscious decision to invest in my own growth. I attended executive programs at top universities focused on entrepreneurship. I joined masterminds to learn from other successful business owners. I hired coaches—different ones for different aspects of my life and business.

These investments paid off tremendously as I built and exited multiple businesses. And guess what? I’m still doing it.

In our industry, we’ve been spoiled with free perks—fam trips, hosted buyer invitations, VIP access. While great for networking, these perks have trained us to expect free education rather than investing in our own development. That mindset needs to change.

WHEN EVERYTHING CHANGED

Two years ago, after exiting my last business, I did some soul-searching and I worked with a coach.

The questions he posed triggered action mode. I created a curriculum—everything I wish I had known when I started, plus everything I had learned along the way. I tested it with dozens of small business owners and received incredible feedback.

In partnership with MPI, we’re launching the first-ever Certificate in Event Business Management, which includes on-demand learning so you can access the program at your own pace; a live master class, a deep-dive experience offered three times a year; and six-month cohorts so you can work directly with me and a group of peers for real accountability and transformation.

If you want to grow your event business, manage it better, free up time for what truly matters and focus on what you do best—while delegating the rest—this is for you. But know this: It takes effort. It’s not another industry freebie. It’s real work, real results and real accountability.

If you’re ready for that kind of transformation, you know where to go.