In this episode, hosts Adam and Daniel are joined by David and Alex to discuss the origins and rapid growth of the MSP Show, an event dedicated to managed service providers (MSPs) set to take place at the London Excel on May 14th and 15th. The conversation covers the transition from the long-established SITS IT support show to the specialised MSP show, noting how it has expanded its focus to include content on sales, marketing, finance, mergers and acquisitions, and more. They highlight the importance of in-person networking, the extensive list of exhibitors, and the diverse sessions expected to attract over 70 vendors and more than 4,000 attendees. Additionally, the speakers introduce new features for the 2025 event, such as a nostalgic ‘Wonder Years’ area, dual-branded keynote theatres, specialised meeting hubs, and dedicated networking drinks. Emphasising the role of face-to-face events in fostering community and business growth, David and Alex encourage MSP owners and leaders to attend and fully engage with the range of learning and networking opportunities available.
00:00 Welcome and Introductions
00:44 Origins of the MSP Show
03:37 Evolution and Growth of the MSP Show
06:20 Exciting Features and Networking Opportunities
08:17 Tips for Maximizing Your Experience
14:17 The Importance of Community and Face-to-Face Events
21:21 Final Thoughts and Event Details
Listen on Spotify or Apple Podcasts
More information and to book for the MSP Show at https://eventdata.uk/VisitorMSP/SITS2025.aspx?TrackingCode=MSP114
Connect with Alex Harris on LinkedIn by clicking here – https://www.linkedin.com/in/alexandra-harris-548843165/
Connect with David Maguire on LinkedIn by clicking here –
https://www.linkedin.com/in/david-maguire-85a81120/
Connect with Daniel Welling on LinkedIn by clicking here – https://www.linkedin.com/in/daniel-welling-54659715/
Connect with Adam Morris on LinkedIn by clicking here – linkedin.com/in/adamcmorris
Visit The MSP Finance Team website, simply click here – https://www.mspfinanceteam.com/
We look forward to catching up with you on the next one. Stay tuned!
Transcript
Daniel: David and Alex, welcome to the show.
Alexandra: Thank you for having us.
David: Thank you.
Daniel: So we first met in real life, November 23 at the MSP Global Show. And, that was,the, the year before the first MSP show, which, was a great success and, and has become. really part of the MSP, event landscape moving forwards. so, we are really interested to, to have you on the podcast today and to learn a little bit more about it.
Alexandra: Thank you.
David: Yeah. Thanks so much for having us. Can’t wait to talk about it.
Daniel: Very good. So, well perhaps,perhaps that’s the place to start then. maybe you’d like to tell us a little bit about how the show came about.
David: Yeah, no, I’m happy to take that. so, so
we have already been running a show called Sits the service desk.
and IT support show. it’s actually been around for,
approximately 30 years. We kind of lost the number of years now with a bit of Covid and before my time and Alex’s time.
But as a company we acquired that around 10.
years ago. it very much deals with more the internal service desk. So it’s a show specifically for IT support the Service desk, IT service management. what we.
were noticing were, was that we were always attracting MSPs to come to the show, but we weren’t quite. Getting the messaging right. People were saying to us, they were registering and then seeing what was on the content program, seeing the suppliers.
And some of it was relevant, but it all wasn’t totally right for the MSP audience.
So we actually went through our own
MSP journey as a business. we, left our existing MSP set up with
Someone. who. Left that MSP and set up on their own, which is very normal within this
space. We, as a Business went with them and it just started us to ask questions about, okay, well actually we can see that there’s a link to the service
desk and IT support show, but what else do you think we should be doing at the show. And they started giving us ideas, around content,
around suppliers. And it naturally felt like actually we’ve got a different.
show that could sit alongside the existing show for the internal service desk. and the MSP show was born, it’s all free to attend, and it was very much
doing targeted content around sales, marketing, finance, mergers, acquisitions,
stuff that we’ve. never covered off before at the sits and service desk and IT support show. And it opened us up to a whole raft of new suppliers, some of which we already had relationships with ConnectWise, Kaseya, Datto we’re already in the room at the service desk and IT support show, but it opened up to whole new raft of suppliers and That’s how the
MSP show was born and we’re now approaching the second year.
Daniel: Super. and thinking about it. I’d attended the Accountex show and as I’d come out the Accountex show. Maybe it was the year before we, we met actually as I come out, the account X, so I saw sits there and I thought, oh, that’s an it, event. how funny that, that should be on next door.
and, but yes, you know, like, like, like many, I probably didn’t see it as an MSP focused event and therefore wouldn’t have been on my immediate radar. last year, one of the, one of the standout, crossovers for me was, halo. Having, having one, one stand with, an F1 car on, and another stand with a road car on, which I thought was very cool.
being a petrolhead of course. and, but yes, you, the MSPs de definitely a subcategory in its own right within the overall it channel. So, so yeah, very good. And. And, and as you say, you’re heading into the, to the second year now, how’s it changed from the first year?
what would we expect to see, between the first and second year? I.
Alexandra: So, an increase in number of exhibitors, vendors, solutions, services, are plenty. so where we had around 30 exhibitors in our launch year, we are now looking to be over 70 for year two. that said, the actual floor space has tripled. it’s, yeah, people upsizing. Rebooking on site from 2024, just knowing from the quality of people that they were speaking with.
So we’ve had a really great uptake with, some incredible vendors coming on board. and as the awareness has obviously, progressed, then yeah, just getting more and more inquiries through the door. So, so yes, we’ve got lots happening for 20, 25. Lots of new feature areas. Would you like to hear about anything that we might have planned to.
Daniel: Absolutely. In fact, one, one of the, one of the, the layout elements that I liked actually last year, so ho hopefully it won’t be too different, was,that there wasn’t a huge amount of space, in, in, in between. The, the stand rows. So, that, that tended to create quite a natural networking opportunity for MSPs to sort of meet and chat and, and that was,that was a good feature I would say.
Alexandra: It was great. It was really good for networking with that. so yes, no, we’re not differentiating to ing from that at all. We, are keeping it similar, are widths, wouldn’t you say, David? it’s what we have to stick to, so yeah, it worked really well. So
Adam: I didn’t even know that was a thing.
Alexandra: Yeah, it’s now I’m very
David: I can talk a lot about AR width and two meters and three
meters and all
Alexandra: all the difference.
David: Yeah. It really
does.
it’s all thought through.
it’s not just, the there. Yeah.
Adam: Of course where the booth is,is highly strategic, isn’t it? You know, is it near the coffee machine or the.
Alexandra: Luckily with us again, it is, it’s in a top right corner of the show, the MSP side of things. so we’ve now got. Two theatres for 2025, so a whole additional theatre. So a total of 24 speaking sessions going on over the course of two days, along with having a dual branded keynote theatre this year as well.
So, again, there’s content in there for everybody, in the keynote theatre. so we. have a new feature with our lovely partners. So the new GTIA, they are having a one-to-one meeting, hub meeting room within their stand where you can have some pre bookable sessions with some experts covering, you know, your cybersecurity, your marketing, et cetera.
So that’s gonna be promoted very shortly. we also have. A wonderful, fun feature that we’ve got for this year. ’cause you’ve gotta have a bit of fun at every event, haven’t you? Where we get to spend some budget on the things we think people will like. So we’ve got a great feature called the Wonder Years, which is everything nostalgic from the eighties.
It’s gonna bring back so many memories for so many people. great photo opportunities in there. It’s a bit of a breakout relaxation zone to go and take your coffee to, relax, play a game with somebody. So we look forward to that.
David: Alex has put a lot of effort into that
area, and I can’t wait for it to be seen by everyone. So there’s gonna be a few surprises as well.
Adam: So
Alexandra: few surprises.
Adam: us back to the eighties, did you say?
Alexandra: It is Well, to a time. Yeah, the early tech times just to bring back, you know, pre your smartphones, et cetera. It’s just, it’s to remove people from, I suppose, everything that is tech related and just take you back to a simpler time where things were simpler, but things to remind you of some good old days.
yeah, so the, I’m sure there’s gonna be some features in there. Nice nostalgic treats. and on that theme, there’ll be some surprise visits at the show as well. which to add a bit of fun to the event, but still on the kind of tech related side of things,
David: Sounds cryptic, but Think iconic people, films, movies from the era and also. some current programs which are having nostalgia, bringing back the eighties so you can kind of leave people to guess what those things might be.
Alexandra: Yeah. And within that area we are pleased ’cause the MSP show has grown. We are very pleased to be hosting our own networking drinks on day one from within that area. So drinks on us from four 30, day one on the 14th. for all attendees, all exhibitors, come on over and have a nice, relaxed, you know, hour or two of networking drinks.
Daniel: You, you had me. Hello? Actually, when there’s a free drink, involved, I’m normally there so.
Adam: So, that, that sounds, really amazing actually. I, of course, who knew? There’s so much going on with the, with all these things, and so much to pull together. so what are your tips then for visitors? it’s a two day show. how do they go about working out how to get the most from this?
Do they get there early? Do they go first day, second? You know, what, how do they go about navigating, how do they go about. I, I guess getting the most from their day away from the office. ’cause they’re all busy owners. They’ve all got, you know, masses of priorities to work on. And yet, you know, what we are saying here is no take a day out, and go and speak to, people in the community, vendors, other MSP owners, et cetera.
Alexandra: I’ll let you speak about this ’cause I know we are trying to, we now, this year being a bigger event, et cetera, we have so much content going on within the two seminar theatres that we’re, we are wanting the [00:09:00] MSPs to plan ahead, have a look at the key sessions that of interest to them, and to come along for the two days.
’cause there’s so much to see and so much on the education program that it is worth to actually come for the. The full two days. So book a hotel, I think is what we’d say.
David: I know we were talking about it this week. ’cause when we
launched We were okay, people came, and sussed it out Probably came for a day But because everything’s grown in size, that is Definitely a first tip. head to our website all the content. is listed on there so you can Plan ahead. and see what sessions you want to go to.
The sessions aren’t repeated, so each day has different content. so with the keynote program, theatre one and Theatre two, there’s a whole raft of different things that you can attend. So I would Suggest first and foremost, check out
our website, check out the content, head to other website as well.
To register. is all free, so you just need to go in there, register and get your free ticket, to help you plan as well. Once you.
have registered a couple of weeks out from the show, we have a show app. so you can download this, and start saving Sessions. that you really want to attend and build a schedule that’s right for you. Same with the. vendors and suppliers that are gonna be there. This is an opportunity to meet the teams behind the brands. So a lot of stuff obviously is happening online now. Being able to see everyone under one roof is huge.
So if there’s people, that you want to meet, make sure that you’ve kind of seen our floor plan and mapped out your time with that as well. and factoring in the networking,
opportunities. Like Alex said, for the first time this year, we’ve got these drinks on the show floor that are open to all visitors, so it is gonna be a packed.
couple of days. So I think planning is key. Look at the website, The exhibitors. And, content and map that all out.
And I think you’ll have a really busy two days. so some comfy shoes as well. And
over to Alex. She’s got more, I’m sure.
Alexandra: And day two, not only networking drinks on day one, day two is obviously a key day to attend. We have obviously your lovely selves, in the main theater one, at. 12 o’clock, with m and a masterclass. So you are the experts presenting this. So they have to come on day two as well. so yeah, the m and A
Adam: Is an absolute must.
Alexandra: Yeah.
David: is an absolute must. Yeah.
Alexandra: Positioning for the perfect deal. So, you know, if that doesn’t make everyone come back on day two, then I dunno what will
Daniel: and we are intending to have a lot of fun with that session as well. So, Adam and I will be role playing, an m and a process. So, you’ll have to, you’ll have to attend to find out who’s the buyer and who’s the seller, maybe the, or maybe there’s a twist.
David: Wow, I can’t wait.
Daniel: Wow.
Alexandra: Brilliant.
Daniel: and, you mentioned some of the other topics, in terms of, speakers that you’ve cur curated over the two days. So, what are some of the other topics that you’ve got, got lined up?
Alexandra: Some key topics. Obviously you can imagine AI and automation being quite hot up there, along with your cybersecurity, selling cybersecurity. So we have got some interesting panel discussions [00:12:00] going on. We have got vendors up there talking about how to work with MSPs. so it’s the how vendors should be serving MSPs.
so, we have wellbeing and work. Balance sessions. We have, a fantastic community session. The importance of communities and, how it can obviously, help your business thrive by having those connections. we have many sort of growth sessions with your sales and marketing as you can imagine.
and data recovery. key topics on. Pricing, getting your pricing right, getting your contracts right at the correct recruitment for your business. I don’t think there’s anything we are not covering actually. and even marketing with regards to content coaching yourself, putting yourself out there.
So,
Adam: that sounds really good. good depth and, and breadth ultimately. and, yeah, I mean, what are, why wouldn’t you come to this? Because you, all the vendors are there, there’s load of content, different speakers. Why wouldn’t you come to this? It’s free. Sounds
Alexandra: Exactly. Experts in the theatres, experts on the stands. This is who you need to be meeting with.
Daniel: And how many, delegate attendees are you expecting to have at this event
David: Do you know? We are hoping. So last year, we went over 4,000 between the two shows. it’s really tricky to be honest, to know exactly who’s gonna come with a free event. but We’re tracking ahead of last year. I’d hate to ever put a number on it. But we’re hoping to do better than last year. with the show increasing in size,
there’s a bigger machine behind it now that people know the MSP show.
so, yeah. So we, let’s hope for.
Smashing through last year’s numbers of just over 4,000. But also we wanna maintain the quality for everyone. So we want the visitors to have a great time networking with other quality visitors and other MSP business owners.
So that’s still key. for us as well. So Yeah. I. A bit of a cry answer,
But it’s, it’s very hard to gauge and people register.
late now. it’s kind of the nature of things in this space. People are registering later, but we take that as a good sign that we’re ahead at the moment because it’s firmly in people’s diary within a short space of time.
The show has become really established, I think. and we love the MSP community. It’s
So supportive. so, so yeah,
Adam: sort of connected, but maybe slightly separate. is what? Where, what’s the events industry like in general? So just taking a step back if you like.
you know, we had covid four years ago that presumably had some kind of impact to this industry. where is it heading as an industry, you know, does it fit some sector as well and others not so well.
What sort of trends are you seeing? just be really interesting to know because, I kind of go back to what I said earlier about busy Ms p owners and you know, looking at their diaries and just thinking, do you know what? I just don’t think it’s a good use of my time to go away for the day.
So I guess I’m trying to just sort of understand a, in a more of a broader sense where, vendors are going with this, where, buyers, are going in general and the industry is going.
David: Yeah. I think, do you know what events. It was incredibly challenging through Covid. I’ve worked at, the company that organises the MSP shows called Diversified.
I’ve worked here for. 14, 15 years. and Covid was the most challenging time ever because you were trying to sell the concepts of a mass gathering face to face, which you weren’t allowed to do. but what I saw
was there was a, period where people thought, oh, you could do this all virtually. You can go to a virtual event. and it quickly became
apparent that you just can’t get that connection. People need the human
Connection they need face-to-face. So for those shows. That were strong and that were really delivering pre covid, they really weathered the storm and came out the other side even stronger. our first shows out of Covid as a business.
We run 18 trade shows. across a range of different Industries They’re all B2B events. we don’t do consumer,
but every industry has a face-to-face event, if not multiple face-to-face events. and. if
they’re positioned correctly, they’re doing incredibly well, and you can do.
more now, virtually you can meet up at people. If they
can meet everyone, under one roof, that can save hours of time,
of separate meetings and people don’t wanna travel around as.
much Now, for a meeting, I remember back in the day and I’d travel three hours for a one hour meeting and three hours home. I think that’s changed. So going to a trade show, you can do all those meetings. You can catch up with those people, you can build those connections over one day rather than it taking weeks across a whole year.
So, yeah.
we’re seeing the events industry has bounced back like no other. I think it’s, it was incredible to see and experience ’cause there was definitely some scary times, in the middle of it.
Daniel: But, Yeah,
David: proof with the MSP show of how much it’s grown if, but we only do.
what’s right for the communities that we serve. and yeah, we are here to make it work for those who want to attend and come together. And so, yeah, that’s where we’re at with events I think.
Alexandra: And, myself from speaking with the speakers, you know, that we’ve had come on board for this year just learning about what a kind of lonely environment it can be for MSPs. running an SP and finding out how vital it is actually to remove yourself and get yourself, amongst other people.
So I, I see it as a complete, a very vital event to
Adam: Indeed. And it’s nice having independent events as well, where, so they’re just not completely sponsored by a single vendor. and their mates, something that’s independent, gives it a bit of a fresher look. so I think there’s room for lots of different types of styles. I, you know, and it’s having, it’s great having the vendor sponsored based events, but it’s good having independent ones as well.
larger ones, smaller ones. there’s the opportunity I think, just to mix with different communities within the MSP, community itself and meet different faces as well.
Alexandra: And you can immerse yourself. Sorry, as much as you like as well. You know, some might just choose to be there, be present. others may wanna be taking part in things like the hot topics, round table discussions, et cetera. You can choose how involved you wish to be, but you’ll always gonna get so much out of it.
Sorry, David.
David: no. I was, I agree. sorry I lost my train of thought on that one, but,
But no, it’s, it all makes sense and I’ll throw it down for the next question.
Sorry.
Daniel: Well, maybe more an observation than a question, but certainly Adam and I are both advocates of MSPs get getting out into the community. the community was a trans transformational part of, well, it’s the reason I’m still involved in the marketplace to be honest.
and, and, you know, I can’t recommend enough that,that MSPs, O owners, senior leaders, and those coming up through the ranks, partake in community, getting to know others. And, you know, it is transformational, opens your eyes, provides access to people that you wouldn’t ordinarily have access to.
In an easy, efficient way. So, so yeah, it, yeah, def definitely it’s worth, at least one day attending if you can’t, if you can’t do two. and, and being totally selfish. if it’s only one day you can attend, it’s the second one around. Around lunchtime. Around lunchtime.
Alexandra: Yeah.
Daniel: shameless plug over with. we are nearly at time, but I’m interested just to hear a little bit more about, well, in fact, you mentioned earlier about the hub meeting area with, GTIA, which some of our listeners may have missed the story, but that is what was CompTIA, A and so, so it’s good.
Good to see. good to see that the, that the rebranded, organisation, , out in the community. so, so just tell us a little bit about the format for that. did you say there’s gonna be meeting spaces that you can book.
Alexandra: Absolutely. And there’s two I should have mentioned, Tech Tribe as well. So for GTIA, we have sessions that they’ll be running in their own private room, so you can, it’ll be a pre bookable link where you can pre begin with an expert. To come and talk to them about whatever issue you want to discuss.
and you can book in with the correct expert for that topic. so that will be running throughout the two days. So we will be promoting that, very shortly actually. The other meeting hub that we have as well is with Tech Tribe very close by to the GTIA, in between two theatres. So, they also having a meeting hub as well and bringing all of their members, down.
So I’m sure again, some of your listeners will know of the tech tribe.
Daniel: Well, and our, and ourselves included as well. So, so yes, and, yeah, both, both great, two great organisations that have really been catalysts for, for this sort of community, feel in the, in the industry. So, so no, that’s, that’s that’s very good to hear.
so, and it sounds like you’ve. Had some intentional design there, putting it between the theatres, so that will create this sort of hub of flow of people. Right,
Alexandra: Absolutely. Absolutely. Yeah. it’s keeping it busy in every part of the show.
David: We always like to say it’s like, yeah, 360 degrees shows there’s something in every corner to get everyone moving around. and seeing every corner of the show.
Daniel: right.
David: It’s hopefully all planned.
Daniel: not just near the toilets and the coffee stand, then
David: No. Wow. Yeah. Everyone needs to go to the loo, so it’s a great spot to be if you’re a stand.
Daniel: A absolutely. Brilliant. Good. well, I can’t thank you enough for, for coming along on the podcast. And, normally at this time, we offer people, our guests a shameless plug. But, really, that the. The plug is, you’ve gotta get yourself booked.
and, and even more important do, do, come along, enjoy and engage in the, in the event, and everything that it has to offer. And, well, we look forward to seeing everybody there.
Adam: And one more time. The dates
Alexandra: 14th and 15th of May.
Adam: open. The doors open at 10:00 AM.
Alexandra: Doors open at nine
David: 9.30. it’s a, and It’s a, London Excel, so head to msp show.co.uk. You can register for free and double check.
the start time. We think it’s 9.30.
Daniel: There’ll be some very aggrieved people waiting outside at nine o’clock saying, come on.
Alexandra: builds the excitement.
David: Come and find
David and Alex and tell. them we’ll buy you a coffee if we’ve got the time wrong.
Alexandra: Okay,
David: Pretty sure it’s 9.30.
Adam: Fantastic. Nice to meet you guys and we look forward to attending the show.
David: Thank you so much for having us. Thank you.
Alexandra: Take care. Thanks.