Joe Pine is a leading author and speaker on the Experience Economy, co-authoring the influential book with James H. Gilmore. He explores
how businesses create value through memorable experiences rather than just
goods or services. A former IBM consultant, he co-founded Strategic Horizons LLP, advising companies on experience-driven growth. His work, including Mass Customization and Authenticity, continues to shape business strategy and
customer engagement worldwide.

Sana has led Fever’s expansion in Northern Europe since 2020 as Regional GM for the UK & Nordics and head of the Secret Media Network. A leader in experiential entertainment, she drives major partnerships and top touring experiences worldwide. Previously at Wayfair and BCG, she co-founded Daraz.pk and holds an MBA from London Business School. In 2023, she was shortlisted for Adweek’s Future is Female Awards for her impact on the industry.

Meritaten is the Founder and Director of Mance Communications, a leading PR agency specializing in lifestyle and immersive experiences. With deep expertise in hospitality, drinks, and luxury brands, she has driven the success of major experiential clients, including Live Nation, Disney100, Swingers, and Crystal Maze Live. Her strategic approach has helped shape the immersive industry, working with top brands like Hot Wheels Monster Trucks, Luna Entertainment, and Peaky Blinders.

Yael began her career in leisure economics in 1996 and is joint founder of LDP. She has a wealth of experience conducting market and economic testing for both new projects and existing operations, providing services to the development, investment and operations communities.

Chris is the founder and creative director at the experiencedesign company Bright White Ltd - A Keywords Studio. Since 2004 Chris has
designed and delivered a wide range of interactive digital experiences in the
cultural sector, and led design and technology teams in applied R&D
projects, partnering with cultural organisations and HEI research teams.

Jo has led the National Science and Media Museum’s transformation since 2013, focusing on STEM learning and community engagement. The next phase will introduce two new galleries, launching for Bradford City of Culture 2025. She is a University of Bradford Council Member, a Board Member for ASDC and the National Coal Mining Museum (ex officio), and an Advisory Board Member for the National Videogame Museum.

Brad Shelton, VP of Creative & Story at BRC Imagination Arts, transforms stories into engaging experiences for top brands, sports teams, and cultural institutions. A strategist, storyteller, and director, he leads projects like The Grand Ole Opry's Circle Room, Allegiant Stadium Tour, and The Soul of Nashville. Recognized as a thought leader in storytelling and experience design, he has spoken at SXSW, The Future of Storytelling, and the National Sports Forum.

Walk into any major city around the world and you are sure to see and buy a brand that Ash has worked on; he’s built brands in six of the seven continents across a range of sectors from retail, FMCG and entertainment.

With 20+ years experience building brands, leading creative and innovation development and driving brand growth, working for a range of brands and businesses from Unilever, LEGOAND, Hasbo, Coca-Cola and Vodafone.

Kitty joined Pradera Lateral in 2023 as an F&B and Leisure specialist, overseeing UK assets like Trafford Centre, Eldon Square, and Lakeside. She is leading the redevelopment of 200,000 sq ft in Newcastle, introducing a live music venue, food hall, and more. Other projects include the world’s longest indoor go-kart track in Glasgow and a food hub in Manchester. Previously, she spent seven years at Landsec. She holds MScs in Real Estate and Theology.

Tommy Lexen, Immersive’s Global MD and ECD, is a strategist and storytelling expert with a passion for innovation. Leading Immersive’s London studio, he specializes in large-scale, multi-stakeholder projects. Over two decades, he has directed major immersive experiences, including Expo 2025 Osaka’s UK Pavilion, Expo 2020 Dubai’s Mobility Pavilion, and projects in NEOM. A fellow of the RSA, he was Senior Creative Advisor to the UN Science-Policy-Business Forum (2022-2023).

Robbie is Insights Director at Katapult. He works onproviding data-driven
audience and market trends, as well as operational insights, to inspire the
design team to create immersive, commercially-successful experiences.
Robbie has over 15 years' experience in the leisure and tourism industry and
has worked with iconic brands, theme parks, family entertainment centres, museums and visitor attractions around the world. He is an insights whizz, finding the gems in the data where no one else can. Robbie is also a dedicated Board Member of
his home city’s arts centre & cinema, Derby QUAD.

Jessie manages relationships with Electrosonic’s strategic partners, providing technical expertise and collaboration throughout projects. She adds value by connecting disciplines and guiding technology choices. Her background as an Electrosonic Project Manager gives her a deep understanding of the project lifecycle, benefiting partners. Jessie’s strong relationships across the partner ecosystem build trust in Electrosonic’s expertise.

Nicholas Szczepaniak is the founding director of Szczepaniak Teh, a multidisciplinary architecture and design studio in Soho, London. Specializing in wellness, hospitality, and lifestyle, the studio blends architecture, interiors, and branding to create immersive environments. Their global projects include barbershops, wellness clinics, dental practices, and a wellness hotel and members' club. A recipient of the RIBA Silver Medal and other prestigious awards, Nicholas’ work has been widely published, exhibited, and lectured on internationally, with showcases at The Royal Academy, The Barbican Centre, the Guggenheim Museum, and The Bin Matar House.

An award-winning writer as well as a creative leader of design &production teams. Having been at the vanguard of playable & immersive theatre since 2007, Neil had a career defining opportunity in 2019 when he
devised, wrote & directed an immersive experience for HRH Elizabeth Regina as part of Sainsbury's 150th birthday celebrations, making him the only immersive theatre & game maker in the world to have the Queen attend one of their experiences. In a distinguished career spanning 20 years, Neil has brought that passion to every facet of themed entertainment in the creative direction and production of attractions such as; Snowman & The Snowdog, Peppa Pig
Surprise Party, Traitors Live, The Crystal Maze Live, Tomb Raider Live.

Vadim is responsible for overseeing the creative vision of projects at Squint/Opera to ensure they convey complex information in a compelling way.

Vadim is constantly pushing the creative and technological boundaries in digital and experiential installations – with key projects including: Jodrell Bank, Manchester; Empire State Experience, NYC, and the Imperial War Museum, London. He studied design in London and Paris.

Louie is a serial entrepreneur & angel investor in thewellness & hospitality space. He is currently developing a 55 acre estate in West Sussex into Long Lane, a wellness-focused hotel and members club.

Louie’s work in wellness hospitality has previously been featured by the likes of CNN and BBC, and he has spoken at London school of economics, University college London & United Nations COP28.

Olivia Coxhead is a Head of Creative Services at the UK Department for Business and Trade, with a focus on international trade and economic policy. A graduate of the University of Oxford, Olivia has held various roles in both government and consulting, bringing a strategic approach to complex policy challenges. Olivia is passionate about shaping effective trade frameworks and supporting sustainable economic growth. She regularly engages in high-level policy discussions and cross-sector collaboration.

With 35 years in themed entertainment, manufacturing, and construction, Richard has led projects for major brands like Disney and Universal. He played key roles in building parks such as Euro Disney, Motiongate, and Universal Epic Universe. A former small business owner and business development leader, he has grown businesses across the USA, Middle East, Europe, and Japan. As an Export Champion for the Department for Business and Trade, he helps UK firms expand internationally and has served six years on the Themed Entertainment Industry board.

With 35 years in themed Alan Lowry is the CEO of Environmental Street Furniture (ESF), a family-owned business established in 1998 and under his leadership since 2012. ESF specializes in designing and supplying innovative outdoor furniture, integrating technology and modern materials, and exports to over 27 countries worldwide. Alan's commitment to sustainability has led to multiple accolades, including the Sustainability Award from the Federation of Small Businesses UK. His leadership has also earned him recognition as a finalist in the Institute of Directors awards.

Deborah Lynch-Doyle is an International Trade Adviser for Southern England at the Department for Business and Trade. With extensive experience supporting UK businesses to grow through exporting, she provides strategic guidance on international markets, trade regulations, and overseas expansion. Deborah works closely with a diverse range of sectors, helping companies navigate global opportunities and build resilience through trade. Passionate about empowering SMEs, she plays a key role in fostering economic growth across the Southern region.

​Richard Elliott is the Head of Creative Services at the Department for Business and Trade (DBT) in Northern Ireland, a role he has held since the establishment of the DBT NI Hub in 2022. With over 20 years of experience spanning both private and public sectors, Richard is an experienced company director and business development professional, specializing in online services, marketing, and export growth strategies. In his current position, he collaborates with the DBT network to provide support solutions, commercial advice, and guidance, assisting companies in expanding their export sales beyond Northern Ireland. Richard is actively involved in initiatives aimed at accelerating company growth within the creative industries, reflecting his commitment to fostering economic development in the region.