In search of an exemplary event intelligently infused with wellness, our sights inevitably set on the IMEX Group. Most recently, October’s IMEX America built wellness into its very core. Long recognized for their forward-thinking appreciation of and approach to wellness, we spoke with IMEX Group CEO Carina Bauer to gain valuable insight and help industry pros evolve their own plans.

CB: As part of our planning process, we thought long and hard about the attendees’ whole experience at the show and decided to blend in elements of wellness throughout. We know from feedback—data and experience—that wellness can no longer be siloed or an add-on. Post-COVID it’s now foundational to the whole show experience for today’s event attendee.

Wellness was integrated every step of the way (literally!) at our show: from using tech to make it easier, quicker and more energy-efficient for people to navigate the show floor (using blue dot navigation on the app) to offering a range of balanced and nutritious food options as well as a dedicated education track.

The team also considered wellness in its broadest form—paying attention to general well-being, physical health and mental health. It’s become such an all-encompassing word and a huge over-simplification of what it means to everyone’s individual event experience. The aim was for people to leave the show energized rather than exhausted.

For example, we designed-in bespoke areas focused on wellness—Google Xi and Hello! DMC brought back the Neu Project Resilience Room, a specially crafted space for those with neurodiverse needs, which served as a calming retreat to help attendees manage overwhelm or simply seek a moment of restorative comfort and calm away from the noise. This was next door to a quiet space, with reduced noise and light levels, sponsored by Lux Lounge.

We know that the to-do list isn’t on hold when people are at a tradeshow, so we dotted dedicated work lounges around the show so they could keep on top of the day job or check in with family. New for 2024 was an additional lounge space, sponsored and furnished by AFR, positioned at a central point on the show floor and designed as a pit stop between meetings. Data from blue dot navigation showed this was used by over 3,250 different individuals, which tells its own success story.

Furthermore, our extensive education track offered over 40 well-being-focused sessions, all taking place at the Inspiration Hub—more than at IMEX Frankfurt earlier in 2024. These were designed to spark ideas among planners for their own events as well as build community and belonging. Also new, we brought together experts and those with lived experience for a series of "Tough Talks," covering challenging topics such as mental health, menopause and anxiety.

It was also encouraging to see our exhibitors and partners embrace wellness into their own activities in really creative ways.

A series of fringe events also bubbled up outside of the show ranging from an impromptu push-up challenge to a sober-curious event (check out #drymex).

CB: We’re still digging through the data and feedback from the show, but one element which I think resonated strongly this year was psychological safety—specifically the demand for curated spaces to meet specific needs.

According to the World Economic Forum, 10% to 20% of the world’s population is estimated to be neurodivergent, and there’s a need for safe and supportive spaces, especially at large events, to help people manage overwhelm.

As part of our partnership with Google Xi, we expanded the neuroinclusive offerings from the Neu Project. Alongside the Neu Project Resilience Room, which around 200 people made use of during the show, there were also team members on hand to guide planners on how to use events to promote belonging for all neuro-diverse types, allowing different perspectives and experiences.

The Neu Project also hosted a neuro-friendly approach to happy hours and networking. Informal and friendly, this new space was designed by—and for—the neurodiverse community, where attendees were invited to come as they were, recharge their social batteries and find their crowd.

CB: I don’t think you can overestimate what we all learned about ourselves and our energy levels during the recent years of the pandemic. And no one can or should ignore the countless industry reports testifying to planner burnout.

Add to that the fact we’re always talking and listening to our stakeholders. If you take the time to listen closely, you’ll hear people telling you what they need and want in order to succeed. For the last three-to-five years, in particular, that message has been, "Please make well-being easy while I’m away from home at your event."

At the same time, we’re a company with a strong purpose, culture and clear values—we know from first-hand experience that good health is foundational to good business performance. For example, one of our values is put people first. This expresses that health and well-being form a core part of our organization and is key to the humanity of all our clients. We also embedded wellness into the design of our new office which opened this year—a space that’s full of natural light, standing desks, breakout spaces, greenery plus a dedicated well-being room.

Finally, I appreciate my own good health and have spoken openly about making it a priority. Although not every CEO needs to love fitness as I do, in the context of the IMEX business and our two shows, I know it has a trickle-down effect.