ICMS Pty Ltd

What ICMS Pty Ltd does

ICMS Pty Ltd is an Australian family-owned Professional Conference Organiser (PCO) headquartered in Cremorne, Melbourne, established in 1971 when Barrie Markey partnered with Lin Knight to deliver conferences on behalf of client associations. The company offers end-to-end conference and event management services, including registration management, venue sourcing, speaker and program coordination, financial management, marketing and promotion, exhibitor and sponsorship procurement, travel and accommodation (via wholly-owned subsidiary ICMS Travel), strategic advisory, and event technology delivery. Its principal client base comprises professional associations, healthcare and medical societies, government bodies, scientific organisations, and educational institutions across Australia, with several multi-decade client relationships including the Community Broadcasting Association of Australia, Australian Society of Antimicrobials, and Australian Central Association of Dentists. ICMS has delivered over 850 events and claims that 100% of conference budgets it manages return a profit to clients.

The company's technology stack centres on EventsAir (and its OnAIR module) as the preferred event management platform, with ICMSconnect — a virtual and hybrid events platform launched in 2020 during the COVID-19 pandemic — built on top of OnAIR to support virtual registration portals, conference websites, mobile apps, virtual exhibition halls, networking sessions, live Q&A, polling, and ePoster presentations. ICMS is accredited by the International Association of Professional Congress Organisers (IAPCO, member since 2003) and holds memberships in the Professional Conference Organisers Association (PCOA, 2025), the Australian Business Events Association (ABEA), and the International Congress and Convention Association (ICCA). CEO Sarah Markey-Hamm, daughter of founder Barrie Markey and a 30+ year events industry veteran, served as IAPCO President (2023-2025) and now sits as Immediate Past President while chairing the IAPCO Committee of Ethics.

ICMS operates as a privately held professional services firm with no disclosed external funding and a small team (1-10 employees). Revenue is generated through custom professional service fees on a quote-based engagement model, with transparent financial management and no hidden commissions or mark-ups. New client acquisition is driven primarily by industry reputation, word-of-mouth referrals, the CEO's international industry leadership positions, and direct outreach anchored by a free consultation offering. Geographic focus is Australia-domiciled with international affiliations, serving clients whose events span Australia, New Zealand, and Asia Pacific.

Name

ICMS Pty Ltd

Legal name

ICMS Pty Ltd

Website

https://icms.com.au

Company type

Private

Founded year

1971

Operating status

Operating

Headcount range

1–10 employees

Short description

ICMS Pty Ltd is a family-owned Australian Professional Conference Organiser founded in 1971, delivering end-to-end conference, exhibition, sponsorship, and financial management services to professional associations, healthcare bodies, and research institutions, with 850+ events delivered under its IAPCO-accredited practice.

Ownership category

akta.pro rank

Headquarters

HQ city

Melbourne (Cremorne)

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Conference & Event Management Services: Full-service professional conference organiser providing end-to-end event management. Services include venue sourcing, registration management, speaker coordination, supplier management, onsite coordination, financial management, marketing, exhibitor/sponsor management, and travel/accommodation services. Revenue is generated through professional service fees for event management.

Go-to-market motion2 records

Distribution channels2 records

Marketing channels8 records

Core offering

ICMS Pty Ltd is a Professional Conference Organiser that delivers end-to-end conference and event management services for associations, healthcare organisations, government bodies, educational institutions, and corporate clients. Its offerings span registration management, venue sourcing, speaker and program coordination, financial management, event marketing, exhibitor and sponsorship sales, and strategic advisory. The company also provides a virtual and hybrid events technology platform called ICMSconnect, built on the EventsAir/OnAIR platform, and operates ICMS Travel for delegate travel and accommodation booking.

Product overview

ICMS Pty Ltd is a professional conference organiser (PCO) offering a comprehensive suite of event management services rather than a single software product. The core offering is Conference & Event Management, supported by specialized services including Venue Sourcing, Financial Management, Marketing & Promotion, Travel & Accommodation (via ICMS Travel), Exhibitor & Sponsorship Management, Strategic Advisory, and Event Technology. The company also offers ICMSconnect, a virtual events platform powered by EventsAir OnAIR technology, which enables in-person, virtual, and hybrid event delivery with integrated registration, networking, and exhibition capabilities.

Differentiator

Problem solved

Functional benefit

Brands

• ICMSconnect: Virtual events management platform supported by OnAIR technology, enabling delivery of virtual and hybrid events

Products and services

• Conference & Event Management End-to-end conference and event management service for associations, healthcare organisations, government, education, and corporate clients. Covers registration management, venue expertise, program and speaker management, supplier management, and onsite coordination.
• ICMSconnect Virtual Events Platform Virtual and hybrid events platform built on EventsAir OnAIR technology, supporting networking sessions, breakout rooms, virtual exhibition halls, Q&A panels, ePoster presentations, integrated registration portals, conference websites, mobile apps, and a real-time virtual support desk.
• Venue Sourcing Venue sourcing and selection service that leverages ICMS industry relationships to connect clients with distinctive spaces at preferred rates and with value-added opportunities.
• Financial Management Transparent financial management through audited systems for budget planning and tracking, with 100% of managed conference budgets providing a profit return to clients. No hidden commissions or mark-ups.
• Marketing & Promotion Event marketing service including end-to-end strategy and execution, targeted social and digital campaigns, and integrated approaches working alongside clients or external agencies.
• Travel & Accommodation (ICMS Travel) End-to-end travel and accommodation solutions delivered through ICMS Travel, a wholly-owned subsidiary — includes an integrated booking portal, room block management, and group travel arrangements for conference delegates.
• Exhibitor & Sponsorship Management Sponsorship and exhibition procurement service that leverages an extensive database and industry relationships to source, sell, and deliver sponsorship packages for client events.
• Strategic Advisory Strategic event advisory service backed by nearly six decades of experience, providing guidance on emerging trends and future-focused event solutions for association and client leadership.
• Event Technology Services Event technology services using EventsAir as the preferred platform, providing integrated registration portals, conference websites, apps, and event technology requirements for all session types and social functions.

Quantifiable outcome

• 100% profit return on all conference budgets managed
• +2 more outcomes

Named customers14 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature3 records

Partnerships

Two partnerships are on record, tiered core.

• EventsAir/OnAIRcoreTechnology or IntegrationPreferred technology platform providing event management software for registration, conference websites, mobile apps, and virtual/hybrid event delivery. ICMS has worked with developers over the years to customise workflows in response to client needs.
• IAPCO (International Association of Professional Congress Organisers)coreOthersICMS is an accredited member of IAPCO since 2003, meeting rigorous international standards. CEO Sarah Markey-Hamm served as President (2023-2025) and currently as Immediate Past President. ICMS provides representation for IAPCO in the Asia Pacific region.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Kenes Group: One of the world's largest PCOs headquartered in Geneva with strong medical/scientific association focus. Competes with ICMS for healthcare and scientific association clients in the Asia-Pacific region, but operates at materially larger scale globally.
• MCI Group: Global association management and PCO with offices across Asia-Pacific including Australia. Competes with ICMS for association clients but offers much broader portfolio (association management, consulting, events) at significantly larger scale.

Direct peers

• Arinex Pty Ltd: One of Australia's largest PCOs, headquartered in Sydney. Directly competes with ICMS for association and healthcare conference mandates across Australia with similar end-to-end PCO service offerings.
• All Occasions Group: Adelaide-based PCO offering full-service conference and event management to associations and corporates across Australia, directly competing with ICMS in the domestic PCO market.
• Conference Associates International (CAI): Australia-based PCO with similar end-to-end conference management services targeting associations and professional bodies in Australia and the Asia-Pacific region.
• ASN Events: Australian PCO with similar association and healthcare conference focus, comparable size and service portfolio to ICMS, competing head-to-head for Australian association event mandates.

Regional players

• International Conference Services (ICS): Canada-headquartered PCO with growing Asia-Pacific presence, competing for international association mandates that may otherwise flow to Australian PCOs like ICMS.

Others

• ICCA (International Congress and Convention Association): Global industry association of which ICMS is a member. While not a direct competitor, ICCA's member network and standards shape the competitive environment ICMS operates in.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/icmsevents
• Facebookfacebook.com/ICMS-Pty-Ltd
• LinkedInlinkedin.com/company/icms-pty-ltd
• Instagraminstagram.com/icmsptyltd

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 records

Subsidiaries1 record

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 ICMS Pty Ltd