A conversation with Jim Russell, 2026 chair of the MPI International Board of Directors and executive vice president of sales for Freeman.

You’ve had a long tenure as an MPI volunteer leader, including two terms as chair of the MPI Foundation’s Global Board of Trustees. As you begin a two-year term as International Board of Directors (IBOD) chair, what drives your continuing passion and involvement?

I see the impact MPI makes and I’m way in on that because we have to continue to train and equip our industry. At Freeman, of course we benefit from an educated customer set that understands what’s going on in the marketplace and how to best impact events and meet the needs of attendees. This education also provides a pathway for those coming into the industry as well as those established professionals who want to elevate their game or mentor younger individuals. It’s important to continue to provide a great networking, mentoring, community and educational platform for everyone to connect and advance their careers.

And as I step into the role of IBOD chair, I want to extend my heartfelt thanks to Rob Adams for his exceptional leadership and unwavering dedication to our association. Over the past year as chair—and through his many years of board service—Rob has made a lasting impact on MPI and the global meeting and event community. His thoughtful guidance, steady leadership and commitment have strengthened our organization and inspired those around him. Rob’s contributions have created a powerful foundation for the work ahead, and I am both honored and energized to continue building upon the vision and momentum he has set in motion as we lead MPI into the future.

Tell us a bit about Freeman’s recent Trends Report findings and how they intersect with your role as MPI IBOD chair.

As we gather intelligence from both attendees and show organizers on what attendees are looking for from events, we’ve identified some clear disconnects. So how do we bridge the gap through events and in our communities? In part, it’s through the ongoing growth of the MPI Academy and addressing the specific needs of different levels of experience, from students and emerging planners to mid-level and senior-level planners. And also onsite at events through putting together intentional networking opportunities so that people walk away from our conferences and chapter meetings knowing their participation was worthwhile because they developed a new relationship or learned a key insight and have a clear desire to come back and tell others to attend as well.

Many of Freeman’s customers are now creating intentional networking opportunities where tenured attendees and those less experienced in the industry have a chance to interact directly instead of just hoping they’ll meet walking down the hallway or at a cocktail reception. Meeting professionals have to really set the table and be willing to be mindful and change what we’re serving in order to better meet our attendees’ needs. We sometimes think we already know what they want, but that’s not true anymore. We must create and curate peak moments that turn into memorable experiences.

Why do you believe that while it’s critical that in-person events benefit people on a professional level, they also need to have a personal benefit, something that builds them up?

Traveling isn’t as glamorous as it used to be. It can be a beatdown. It’s expensive and it’s time away from your family, and there are a lot of reasons to not go. Our events must be compelling; they must be “worth it.” Our research has found that whereas we once thought younger professionals might not want to attend in-person meetings as much, the manipulation of online information has pushed them in the other direction. I’ll trust you if it’s a face-to-face conversation making eye contact because that’s clearly not AI manipulation.

If you can give one piece of advice to the younger generations just getting into the meeting and event industry, what would that advice be?

Be curious and stay connected. This industry rewards creativity, resilience and relationships. Say yes to opportunities that stretch you, even if you’re not sure you’re ready. Learn from everyone—the planner next to you, the AV tech behind the curtain, the supplier who’s been through every kind of event imaginable. The more you give to this industry, the more it gives back.  And, importantly, join and remain a member of MPI!   

Outside of your career, what are your greatest passions?

I’m passionate about storytelling, mentorship, community, my family and my faith. I love any opportunity to bring people together in ways that inspire. And when I’m not doing that, you’ll probably find me on a golf course, at a great cigar lounge or exploring new places with family and friends. Balance and connection fuel everything I do.