BtoB Events

What BtoB Events does

BtoB Events Limited is a privately held UK exhibitions and trade events organiser headquartered at Coventry University Technology Park, founded in 2018 by Jamie Hill (Co-Owner/CEO, formerly Director of the Life Sciences Africa Group at one of the world's largest trade show organisers) and Daniela Page (Co-Owner/COO, formerly Director of Marketing Communications at GE Healthcare and Head of Communications for Siemens Healthineers EMEA). The company operates a portfolio of six branded industry-specific trade shows spanning two continents: Food and Beverage West Africa (FAB West Africa), Beauty West Africa, Pharma West Africa, and the West Africa Automotive Show in Nigeria, alongside the EBME Expo (the largest independent healthcare technology show in the UK) and Tones of Beauty in the UK.

Revenue is generated primarily through exhibitor fees for stand build and design, sponsorship packages at events, conference fees for CPD-accredited delegate content, and partnership services co-locating exhibitions with established conferences. Go-to-market is event-driven and direct, using the company's own sales team supplemented by regional sales agents in target geographies, with marketing supported through LinkedIn, website content and downloadable exhibitor guides. The company employs between 11 and 50 staff, is growing headcount at over 100% annually, and operates with a flat management structure funded entirely by operating cash flow (no external investors or parent company are disclosed).

BtoB Events monetises its events through a mix of one-time exhibitor licences, sponsorship advertising, transaction-based conference fees and partnership services, with all pricing quote-based and not publicly disclosed. Strategic positioning emphasises the founders' FTSE 100 heritage, hosted-buyer programs, country pavilions and full-service trade show support (global logistics, visa assistance, hotel and transport arrangements, stand design, and 360-degree marketing). The company is registered in England and Wales (company number 11086026), holds an ICO registration under the Data Protection Act 2018, and is a member of the Association of Event Organisers (AEO); it won the 2024 Indy Awards 'Best Indy Operations Team' recognition.

Name

BtoB Events

Legal name

BtoB Events Ltd

Website

https://btob-events.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

11–50 employees

Short description

BtoB Events is a UK-based privately held exhibition and trade events organiser operating six branded trade shows across West Africa and the UK, including the three largest African events in beauty, food and automotive and the UK's largest independent healthcare technology show (EBME Expo).

Ownership category

akta.pro rank

Product category

Trade Show and Exhibition Services

NAICS

Convention and Trade Show Organizers (56192)

akta.pro primary industry

Industry-Specific B2B Trade Show Organizers (THAHABAB)

Keywords

• Trade show organization
• Exhibition management services
• B2B event management
• Industry conferences
• International trade expos

Headquarters

HQ city

Coventry

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Supply Chain, Others

Revenue model

1. Trade Show Exhibitor Fees: Revenue generated from companies exhibiting at trade shows, providing direct and face-to-face interaction with importers, wholesalers, distributors, and purchasers. First-time exhibitors and returning clients are supported throughout the process.
2. Conference Fees: Revenue from conferences featuring speakers, attendees, and CPD content. Conferences showcase industry trends and facilitate discussions on key topics with recognized experts.
3. Sponsorship Opportunities: Sponsorship opportunities available for exhibitors and partners looking to maximize visibility and direct engagement with potential clients at trade events.
4. Partnership Services: Partnerships with established conferences to grow exhibitions alongside them, adding exhibition to conference boosts revenue through exhibition sales and sponsorships.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

BtoB Events organizes and operates a portfolio of branded B2B trade shows and conferences across Africa and the UK, including Food and Beverage West Africa, EBME Expo, Tones of Beauty, Beauty West Africa, Pharma West Africa, and West Africa Automotive Show. The company sells exhibition space, sponsorships, and conference access to businesses, and provides supporting services such as stand design and build, logistics, visa and travel support, and marketing assistance.

Product overview

BtoB Events operates a portfolio of branded trade shows and conferences across Africa and the UK, organized around industry-specific verticals. The core offering consists of six major trade shows: Food and Beverage West Africa, EBME Expo, Tones of Beauty, Beauty West Africa, Pharma West Africa, and West Africa Automotive Show. Supporting services include trade show management (logistics, stand design, marketing, sponsorship), conference organization, and partnership programs that combine exhibitions with conferences. The company positions itself as an exhibitions and trade events organizer rather than a technology platform.

Differentiator

Problem solved

Functional benefit

Products and services

• Food and Beverage West Africa (FAB West Africa) West Africa's leading food and beverage industry trade show, connecting manufacturers, suppliers, and buyers across the sector.
• EBME Expo The largest independent healthcare technology show in the UK, serving the medical equipment and biomedical engineering sector.
• Tones of Beauty
• Beauty West Africa
• Pharma West Africa
• West Africa Automotive Show
• Trade Show Services
• Conference Services
• Partnership Program

Named customers5 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Four partnerships are on record, tiered minor and core.

• Hotel PartnersminorOthersVarious hotel partners providing discounted accommodation rates for exhibitors and attendees at events.
• Media PartnersminorGTM or Marketing PartnerMedia partners supporting event promotion and marketing efforts.
• Industry Association PartnerscoreStrategic or Co-development PartnerPartnerships with industry associations including SWAA (Society of Women Artists), ABHI (Association of British HealthTech Industries), NASN (National Association of Specialty Nurses), and NACCIMA (Nigerian Association of Chambers of Commerce, Industry, Mines and Agriculture). These partnerships help grow successful exhibitions and broaden event appeal.
• AEO MembercoreOthersAssociation of Event Organisers (AEO) member, indicating commitment to industry standards and best practices in the exhibitions sector.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Informa (Informa Markets): Global trade show and B2B events giant operating thousands of branded events across multiple verticals, including beauty, food, and healthcare technology — the same verticals as BtoB Events. It is the dominant scale incumbent whose prior employer of BtoB's CEO it represents.
• Reed Exhibitions (RELX): One of the world's largest exhibition organizers, operating B2B trade shows across beauty, pharma, food, and technology globally. Directly comparable as a full-stack competitor in B2B trade show organization, but at vastly greater scale and geographic breadth.
• dmg events: Major international exhibition organizer active across the Middle East, Africa, and Asia, with significant presence in Africa across construction, energy, and consumer-facing verticals. Comparable as a B2B trade show organizer with strong emerging-market footprint.
• Messe Frankfurt: Global trade fair organizer running industry-leading events across beauty, automotive, food, and healthcare technology. Directly comparable as a B2B exhibition organizer competing in the same verticals as BtoB Events, though primarily headquartered in Germany with global reach.

Direct peers

• Hyve Group: UK-headquartered international exhibition organizer running portfolio of B2B trade shows across multiple industries, comparable in scale and structure to BtoB Events. It is among the closest independent comparables in size and operating model.
• Clarion Events: Independent UK-based organizer of B2B trade shows and conferences across multiple verticals, including beauty, healthcare, and technology. Closely comparable to BtoB Events as an independent B2B exhibition organizer headquartered in the UK.
• GL Events: French-headquartered global exhibition organizer providing venue management, event services, and trade show organization across multiple sectors. Comparable as a B2B trade show and exhibition services provider operating in Europe and Africa.
• Terrapinn: Independent B2B media and events company organizing specialist trade shows and conferences across technology, healthcare, and emerging markets including Africa. Directly comparable in business model as a specialist B2B exhibition organizer.

Others

• Eventbrite: Online ticketing and event technology platform serving event organizers of all sizes. Comparable as an enabling technology layer for events, though it focuses on ticketing and SMB events rather than the large-scale industry-specific trade shows that are BtoB Events' core.

Regional players

• Africa Business Media Group (Africa Exhibitions): Africa-focused B2B exhibition and conference organizer active across the continent. Comparable as a regional peer competing in the same geographic market for African trade show exhibitor budgets.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/b-to-b-events-ltd

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about BtoB Events