By E.M.M.
In an industry built on connection, collaboration, and adaptability, one initiative is quietly but powerfully shaping the next generation of event leaders: GrowHub, the international training program developed by the Business Event Industry Club (BEIC).
This global platform, bringing together over 30 top independent agencies from more than 40 countries, serves as an innovation incubator in the event industry. In June this year, BEIC organized a new edition of GrowHub in Łódź, Poland. For the 30 gathered professionals from across Europe and beyond, it was a two-day opportunity for hands-on learning, peer exchange, and deep reflection on what it truly means to grow in today’s event landscape.
Not Just Training – A True Community
GrowHub is not a passive experience. It’s a peer-driven format in which emerging talent works shoulder-to-shoulder, challenges one another’s thinking, and forms bonds that often endure far beyond the event itself.
Each edition is co-created with leading BEIC agencies and includes tactical workshops led by experienced industry veterans, honest conversations about burnout, leadership, and purpose, multicultural team tasks and live case studies and perhaps most importantly – a space for trust, vulnerability, and collaboration
In short, GrowHub is where the new generation stops being ‘the future’ and starts shaping the now.
Why is this more important than ever? We asked BEIC founder Mary Kirillova, who explained to Media Marketing that the event world is changing rapidly, driven by technology transforming how we design experiences. At the same time, she adds, the industry must adapt to shrinking budgets and rising client expectations. As added challenges, she cites often-dispersed teams and political and cultural divisions that complicate cross-border collaboration.
‘That’s why programs like GrowHub are no longer a luxury – they’re a necessity. In a world of constant change and increasingly complex geopolitical relations, the ability to communicate clearly, respectfully, and across cultures has never been more important.
At GrowHub, we don’t just teach young professionals how to tackle complex challenges – we teach them how to work together, to co-create and lead joint projects anywhere in the world. The more borders close, the more valuable this mindset becomes,’ says Kirillova.
What’s Next?
The program continues to evolve, says Kirillova, and future editions are already in early planning for 2026.
‘BEIC is actively inviting cities, convention bureaus, and partners to co-host future editions and support the development of urgently needed talent in the industry. If your city believes in cross-border exchange, fresh perspectives, and empowering young leaders – the door is open,’ Kirillova says, adding that Łódź was an excellent choice.
That sentiment is echoed by Edin Bešlić, Creative Director at McCann Sarajevo.
‘Visiting Warsaw was love at first sight – impressive, vibrant, and full of energy. But Łódź… Łódź is a city you fall in love with all over again, every time you look. We spent our days exchanging experiences, learning, and drawing inspiration from remarkable speakers like Jens O. Mayer, CEO of Jack Morton, and Bartel Van Iseghem, Managing Director of Meetmarcel, who opened up new perspectives and generously shared valuable industry knowledge’, Bešlić told Media Marketing.
He emphasized the importance of the hands-on workshops led by Juraj Holub from Speaking Heroes, whose creative and engaging approach activated every Growth Hub participant to get involved and contribute.
Bešlić also highlighted how Jens and Bartel didn’t just share insights from the stage – they connected with everyone on a human level, joining attendees during breaks, lunches, and evenings out.
‘Every moment was filled with meaningful conversations, insightful exchanges, and powerful networking. The entire experience was flawlessly organized – thanks to the incredible Mary Kirillova.
Special credit goes to Tomasz Koralewski, President of the Łódź Tourism Organization, whose warm approach and attention to detail turned us all into devoted fans of the city. I can’t wait to return,’ Bešlić concluded.
The Growth Hub, organized by BEIC, is a fantastic concept – not just another event for the sake of appearance, but a fresh, focused, and truly inspiring gathering of people who can genuinely support and empower one another through a strong, enduring network.
