For the fourteenth edition of our 70% series here on Exhibition News, we are reminded of the vital role women play in this sector and of the importance of strong female role models who inspire us to apply for the job, put our names forward, and continue striving for our goals and dreams.

Lucy Nicholls, founder of The PS Events Group has been in the events industry for 20 years, and this is her story for the 70%:

How do you balance professional growth with personal commitments, and do you think the industry is evolving in terms of work-life balance?

The industry’s understanding is evolving on a surface level. It’s down to the individual to manage expectations and their boundaries. Three hours after my youngest was born, I was sending emails – that’s not good. I didn’t want becoming a mum to be seen as a weakness. We have all got to be better at saying, ‘My working hours are going to be XYZ..’. I am also conscious of setting a precedent for my team, which is primarily female.

It’s easier now I’ve got a bigger team, but as the owner I will always pick up the slack. Women can’t have it all – something always needs to give. I don’t know the last time I went to the gym or for a walk. If I have a moment, I will be working on the business or with my kids. Every day the balance is different, and I’m ok with that. My husband is a director of a company, so we have structured our days where he will pick up more of the slack at home. In terms of society’s “traditional” expectations, we’re back to front. I don’t care about societal expectations, but I have placed an expectation on myself. There is guilt. I don’t ever switch off but I’m not complaining – I love what I do and thrive off it.

How do you see the events industry evolving in terms of diversity, equity and inclusion?

Neurodiversity is still massively under catered for. When we talk about accessibility, many people think we’re only referring to people in wheelchairs. I have two neurodiverse children, and seeing a lot through their eyes has been incredible. It’s a massive gift because I now appreciate it and will always put a neurodiverse provision in place for any event, regardless of the size.

It’s not just a tick-box exercise – the provision must be communicated to people before they go to an event, so they can make an informed decision to go. We conducted research with a Christmas family event for a global car brand and there was a much bigger uptake of people who came because they’d been told beforehand what was happening and what provisions would be in place if they needed extra support or a quiet space. The industry is becoming more aware of people’s faith and dietary requirements, too, with a wider choice of low and no-alcohol options. There has been a real push towards acceptance and the understanding that there needs to be a thought for inclusivity.

What advice would you give to young women looking to enter and succeed in the events industry?

Do it! Be prepared to do it properly because only then will you reap the rewards. The industry isn’t a nine-to-five one. It’s not just a job but a lifestyle. You’ll have incredible experiences, travel opportunities, meet fantastic people and different cultures, and there’s so much creativity. There are also so many areas you can go into to suit your interests and skill sets. There isn’t a better industry to be a part of.

How do you handle setbacks and failures?

Just know you’re only ever one job away from changing your life. We don’t often get a no, but the industry was slow as we were coming out of Covid. I’d quit my TV job to run The PS Events Group full-time and I’d taken a massive risk. Then, within a few weeks, we won a contract for the FIFA World Cup in Qatar. Never get complacent because you’re only as good as your last job and I’ve built a successful agency out of word of mouth.

What changes do you think are still needed to create more opportunities for women in leadership?

Education and strong role models. And confidence from women – sometimes self-perceptions can be a barrier. I have grown up with an ethos that nothing will stop me. I have not been intimidated because I know my worth. I act from a complete place of integrity and get a true thrill from pushing the boundaries of what is the “norm”. I get the buzz from creating ‘wow’! Ladies… know your worth, go for it, and create something amazing in the process!

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