The Event Academy

What The Event Academy does

The Event Academy (legally Ashdown Academy Ltd) is a UK-based higher education provider founded in 2012 in London, specializing in event management training accredited by the Chartered Institute of Marketing (CIM). It is the only event management course provider in the UK with CIM accreditation, offering a tiered portfolio from Level 3 Foundation (1-week intensive, classroom or online) through Level 7 Postgraduate Diploma (9 months with 3-month work placement) and a comprehensive 12-month Degree Alternative priced at £12,850. Courses are delivered via two primary modalities — in-person at central London venues and online through a self-paced video learning platform (eventacademy-hub.com) — and are supplemented by 12+ masterclass short courses (£45–£99), a Jobs Board with paid opportunities at marquee UK events, and a guaranteed work placement service leveraging a network of 200+ UK companies.

The business operates on a direct-to-consumer education model: students enroll through eventacademy.com, paying tuition either upfront, via in-house payment plans, or through Humm Finance installments (12/24/36 months at 12.9% APR). Go-to-market combines organic content marketing (SEO blog, Instagram, LinkedIn, Facebook, Twitter), monthly open evenings in London, email nurturing, and alumni-driven referrals from a 5,500+ graduate community. Customers fall into four primary personas: career changers, school leavers seeking a university alternative, working professionals seeking formal credentials, and international students (65+ nationalities represented). The company is FCA-regulated (No. 1035954) and led by founder-CEO Rupert FitzMaurice alongside co-founders Claire Derrick and Lorne Armstrong, with no disclosed external funding. The principal revenue mechanic is one-time tuition at course enrollment, with no subscription model.

Name

The Event Academy

Legal name

Ashdown Academy Ltd

Website

https://eventacademy.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

11–50 employees

Short description

The Event Academy is a UK-based higher education provider offering CIM-accredited event management courses (Level 3 through Level 7) delivered in London classrooms and online to career changers, school leavers, working professionals, and international students.

Ownership category

akta.pro rank

Product category

Event Management Education

NAICS

All Other Schools and Instruction (61169), Educational Services (611), Professional and Management Development Training (611430)

SIC

Services-Educational Services (8200)

akta.pro primary industry

Subject-Specific Short Courses & Academies (e.g., STEM, Business, Arts) (EDAIAIAC)

akta.pro secondary industry

Training, Workshops & Certification Events (MPAGAGAJ)

Keywords

• Event management training
• CIM-accredited courses
• Professional event education
• Online learning platform
• Wedding planning courses

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Course Tuition Fees: One-time course fees ranging from £49 for masterclasses to £12,850 for the comprehensive Degree Alternative program. Payment options include full upfront payment, deposit plus balance, or installment plans through Event Academy Payment Plans or Humm Finance.
2. Continuing Education: Masterclass short courses priced from £45-£99, covering specific topics like Virtual Event Management, Fashion, Wedding Planning, Festival Management, and Risk Management for ongoing professional development.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels10 records

Core offering

The Event Academy delivers CIM-accredited event management education through London classroom courses, online self-paced video tutorials, and tutor-led virtual programs spanning Level 3 Foundation to Level 7 Postgraduate (Degree Alternative). The academy bundles classroom instruction with hands-on live client projects, a guaranteed 3-month work placement, and a Jobs Board accessible from day one of enrollment, preparing students for careers across corporate, festival, fashion, wedding, sport, and charity events.

Product overview

The Event Academy offers a portfolio of CIM-accredited event management courses ranging from Level 3 (Foundation Certificate) to Level 7 (Postgraduate Diploma equivalent). Courses are delivered through three main formats: London classroom courses, online self-guided video tutorials, and virtual tutor-led sessions. The core product lineup includes Foundation Certificate (1 week), Intensive Diploma (2 weeks), Postgraduate Diploma (9 months with placement), and Degree Alternative (12 months with placement and mentoring). All courses are available in-person in London or online, providing flexibility for working professionals and international students. Supporting services include a Jobs Board for immediate work access, guaranteed work placements for advanced courses, a dedicated Careers Board for graduate employment, and a Student Hub for learning management. Short masterclass courses (starting from £45) provide targeted skills in areas such as virtual events, fundraising, fashion, wedding planning, and festival management. The company operates under trading name Ashdown Academy Ltd and is authorized/regulated by the FCA.

Differentiator

Problem solved

Functional benefit

Products and services

• Foundation Certificate A one-week intensive CIM Level 3 accredited classroom course held in London covering core event management and wedding planning skills. Includes 8 lectures, 1 site visit, 1 real-life client project, and downloadable resources for career changers and entry-level students.
• Intensive Diploma A two-week intensive CIM Level 4 accredited classroom course teaching event management, marketing, commercial skills, pitching, and presentation. Includes 13 lectures and access to the Careers Board.
• Postgraduate Diploma A 9-month CIM Level 7 accredited course (6 months part-time study followed by 3 months full-time work placement). Includes 26 lectures, 5 site visits, 3 real-life client projects, 1 live event, and tutorials.
• Degree Alternative A 12-month CIM Level 7 accredited course combining Foundation, Intensive Diploma, and Postgraduate levels with additional mentoring. Includes 3-month industry work placement, 50 topics covered, 4 real-life client projects, 1 Pecha Kucha project, 140 downloadable resources, and mentoring. Total fee £12,850.
• Online Foundation Certificate Self-guided, video tutorial-based online course accredited by CIM. Can be completed in 1-6 months. Includes on-demand video lectures, 1 client project, 1 video pitch, and student support.
• Online Diploma Self-guided online CIM Level 4 course with video tutorials. Can be completed in 1-12 months at the student's own pace.
• Online Postgraduate Diploma Tutor-led online CIM Level 7 course with 12 months study, virtual tutorials, 1:1 tutor support, 1 solo client project, 1 group client project, 1 final live event, 2 video pitches, optional 1 London lecture, and optional 4 virtual lectures.
• Masterclass Short Courses A collection of topic-specific short courses covering specialized areas including Virtual Event Management (£49), Fundraising Events (£45), Corporate Events and Conferences (£45), Risk Management (£45), Fashion (£45), Financial Management & Budgeting (£75), Wedding Planning (£99), Venue and Supplier Management (£75), Creativity In Events (£75), Festival Event Management (£75), Setting Up An Event Business (£99), and Technical Production, Print and Design (£75). Starting from £49.
• Jobs Board A career service providing access to hundreds of paid roles across the UK in festivals, fashion, corporate, sport, charity, exhibitions, and private events. Available immediately upon enrollment. Includes work with 8 partner organizations offering competitive hourly rates.
• Work Placement Service Guaranteed 3-month work placement within events agencies, venues, or companies for Postgraduate and Degree Alternative students. Includes CV preparation, interview coaching, and matching to suitable opportunities. Network of over 200 UK placement companies.
• Careers Board Full job listing service for graduates with permanent job opportunities across different industry sectors. Curated by Head of Career Services Nicky Seevaraj with application support.
• Money Back Guarantee Full refund guarantee on CIM-accredited courses. Live courses require attending Day 1 or Days 1&2; Online courses require completing no more than 20% within 14 days. Refund requests within 48 hours of trial period completion.

Quantifiable outcome

• Over 90% of advanced-stage learning students are in employment within a year of graduating
• +4 more outcomes

Named customers11 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

Feature4 records

Partnerships

Ten partnerships are on record, tiered core and supporting.

• International Live Events Association (ILEA)coreStrategic or Co-development PartnerILEA is the leading global association for creative events professionals with 6,000+ members across UK, US, Canada, Australia, Middle East, Europe, Turkey, India, Hong Kong, and Singapore. The Event Academy is the preferred training supplier for ILEA, providing privileged access to networking events, industry insights, and exclusive learning experiences. Two Event Academy students are offered positions on the ILEA Mistletoe Committee annually, and all students are eligible for ILEA student membership at £35/year.
• CPD StandardscoreOthersCPD (Continuing Professional Development) certification body that recognizes the Event Academy's structured, practical approach to professional development training.
• National Union of Students (NUS) / TOTUMsupportingOthersNUS is a voluntary membership organization representing 600 students' unions and over 7 million students in UK higher and further education. Event Academy students can obtain Totum discount cards offering hundreds of retail and service discounts.
• Chartered Institute of Marketing (CIM)coreStrategic or Co-development PartnerThe CIM is a professional association with 40,000 members worldwide and over 100 years of history. Event Academy courses are built in partnership with CIM and are the only event management courses in the UK with full CIM accreditation. CIM monitors course content and quality to ensure industry best practices.
• WRGcoreOthersLondon's largest live communications agency. Part of the 200+ UK companies that host Event Academy students for work placements.
• The DepartmentcoreOthersThe world's premiere immersive experience agency. Hosted students including graduate Charlie Marshall who went on to work at Realmless.
• Clarion EventscoreOthersNo. 1 for international conferences and exhibitions globally. Provides placement opportunities for Event Academy students.
• WondercoreOthersGlobal creative experience agency and event production specialists. Part of placement network.
• SEEN GroupsupportingOthersIndustry-leading agency of beauty experts. Clients include Rihanna's Fenty Beauty and Clinique.
• Secret CinemasupportingOthersImmersive cinema experiences provider. One of the major event brands that students volunteer with during their studies.

Scale indicators10 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• BIMM University: BIMM University is a UK-based creative industries higher education provider specializing in music, performing arts, and creative technologies. Comparable as a specialized, accredited education provider targeting career-focused students outside traditional university routes.
• SAE Institute: SAE Institute is a global creative media education provider offering courses across audio, film, animation, and game development. Operates in an adjacent creative education space with similar direct-to-consumer enrollment models and online + in-person delivery.
• Confetti Media Group / Nottingham Trent University (Confetti): Confetti Media Group (now part of Nottingham Trent University) provides specialist creative media and event technology education in the UK. Comparable as a niche, accredited, industry-connected education provider serving similar creative-industries student segments.
• University of Westminster - Event Management Programs: University of Westminster offers undergraduate and postgraduate degrees in event management and related fields within a broader academic portfolio. Competes with The Event Academy for UK school leavers and career changers seeking accredited event qualifications.
• Sheffield Hallam University - Events Management: Sheffield Hallam University offers a well-established events management degree program as part of a broader academic portfolio. Targets similar student segments but with the advantage of UK student loan eligibility.
• Northumbria University - Events Management: Northumbria University offers events and hospitality management programs with a strong industry reputation. A broader incumbent with a full university offering competing for the same career changer and school leaver segments.

Direct peers

• Backstage Academy: Backstage Academy is a UK-based live events production training provider offering accredited courses in stage management, live events, and production. Targets similar school leavers and career changers seeking practical event industry qualifications.
• Wedding Academy: Wedding Academy is a UK-based specialist training provider offering wedding planning courses. Operates in an adjacent niche of the event management education market with similar direct-to-consumer course offerings.
• UK Centre for Events Management (Leeds Beckett University): Leeds Beckett University's UK Centre for Events Management is one of the most established academic programs in event management in the UK, offering undergraduate and postgraduate degrees. Directly competes with The Event Academy for career changers and school leavers seeking event management qualifications.
• Academy of Live Technology: Academy of Live Technology (formerly ALD) is a UK training provider specializing in live events production, technical theatre, and event technology courses. Comparable in providing UK-based, vocational event industry training.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xtwitter.com/eventacademy1
• Facebookfacebook.com/theeventacademy
• LinkedInlinkedin.com/company/the-event-academy
• Instagraminstagram.com/theeventacademy

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 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 The Event Academy