“Michael joined us at the BodyPower Expo at a very exciting time. We’d grown significantly over the three-year period before his arrival, mainly through offline, more traditional marketing channels. When Michael joined us, he came with a vision for a more integrated marketing approach. First, he developed new relationships with leading sporting organisations like the RFU, Amateur Boxing Association and publications including WWE and Women’s Fitness, which broadened the scope of the expo’s potential audience. Secondly, where Michael really came into his own, was building our foundations with a clear strategy on social media. Before Michael arrived, we didn’t really understand how and why to use social media effectively (for visitors, exhibitors or media partners), believe it or not. What Michael did was build our presences on the key social media sites, such as Facebook and Twitter, regularly improved our print, website and e-marketing activities. In 2011, we achieved record attendance for the show. Since then, our marketing team has more focus on social media and online marketing and continued to achieve record attendances year on year. Without Michael’s knowledge of the importance of social media in the first instance, I don’t feel as though we’d have continued to grow the expo in the same manner or even (record attendances year-on-year) as quickly as we have."