A Bold Launch in Uncertain Times Launching a brand-new trade show in the middle of a global pandemic might sound, well... like a brave move! But for Tracey Glover and Lois Swanger, co-founders of Smart Media & Events, it was an opportunity. Together, they established TEAM – the Trophy, Engraving, Awards and Medals Roadshow – a national event dedicated to connecting wholesalers and retailers in this longstanding, proudly independent sector. Best SME Trade Event Organiser 2025 “We officially launched the business and the show in 2021,” explains Tracey. “Lockdown delayed our first event by a year, but instead of pulling back, we doubled down. Together with the support of the industry, they established TEAM – Trophy, Engraving, Awards and Medals Roadshow. That extra time allowed us to build relationships, strengthen our market positioning, and generate real buzz.” And that strategy paid off. When the inaugural TEAM show opened its doors in 2023, it was hailed as a runaway success, with nearly every exhibitor rebooking for the 2024 event. “Launched by the industry, for the industry.” What sets TEAM apart is not just its tight focus, but its origins. The idea didn’t come from a corporate strategy brainstorm – it came from the industry itself. “I was approached by a group of respected wholesalers I’d worked with previously,” continues Tracey. “They asked if I’d consider launching a new event for the sector. With their backing, and after recognising a gap in the market, Smart Media & Events was born.” The TEAM Roadshow was designed from the ground up with the specific needs of this industry in mind. It’s a sector full of legacy businesses – often family-run and deeply rooted in local communities – where change can be slow and relationships are everything. “Our mission was clear: to offer a professional yet personal environment where wholesalers could showcase new product lines, retailers could negotiate faceto-face, and the entire industry could gather under one roof.” Accessible, affordable, authentic From its earliest days, TEAM’s approach has been refreshingly unorthodox. Instead of expensive, anonymous exhibition centres, the organisers chose football stadiums as venues. The first event was held at Walsall FC. Due to overwhelming demand, the 2024 at the significantly larger Aston Villa stadium. “The choice of football clubs was very deliberate,” Lois explains. “Trophies and medals go hand in hand with sport, so it’s a natural fit. Plus, football stadiums offer great accessibility and a sense of occasion. Visitors love the setting – and for many, it’s their first time behind the scenes at a major club.” That visitor experience is further elevated by some unheard-of perks in the world of trade events: free entry, free on-site parking, and even complimentary lunch and refreshments across both days. “We’ve worked hard to remove barriers to participation,” says Lois. “No other UK trade show in this space is offering this level of value.” Supporting a sector in transition The TEAM Roadshow pays homage to tradition, it also encourages progress. One of Smart Media & Events’ guiding principles is helping legacy businesses future-proof themselves. “Many of the companies in our industry have been handed down through generations,” notes Tracey. “They’re brilliant at what they do, but they often haven’t had the support or the resources to embrace newer marketing tools or digital platforms.” That’s why TEAM combines face-to-face networking with advice, inspiration and access to modern marketing and product development strategies. “We’re here to bridge the gap—to help wholesalers innovate while preserving the craftsmanship and customer loyalty that makes this sector special.” The Future – TEAM heads for Europe TEAM’s UK success story now set to expand into Europe. Building on the momentum of the UK shows, TEAM is now set to host a European edition of the TEAM Roadshow. The event will take place at the Johan Cruyff Arena at Ajax Stadium in Amsterdam in October 2026. “We’re excited to take our practical formula for delivering events – focused, friendly, and accessible – into the European market,” says Lois. “And Amsterdam is the perfect place to start.” As the TEAM Roadshow proves, when you listen to your audience, focus on real needs, and add a dash of football stadium flair, even the most traditional industries can embrace change in style. “Our long-term goal is to become the go-to platform for the entire UK recognition and awards industry,” Tracey says. “And we’ll continue to make it accessible, relevant and generate a real buzz throughout the industry.” Contact: Tracey Glover Company: TEAM Roadshows Website: https://www.teamroadshows.com/ Smart Media & Events - TEAM Roadshow
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