Behind the polished appearances and famous names associated with the keynote speaking world is a business driven by planning, networking and an almost constant stream of activity. For Champions Speakers Director Jack Hayes, a typical day can involve everything from developing new projects and preparing corporate events to meeting established personalities and identifying the next generation of potential speakers.
The UK’s event and speaker industry is worth £60billion a year, with keynote speakers alone driving billions in revenue.
Champions Speakers operates at the heart of that market, representing prominent names including Sir Richard Branson, Louis Theroux and Katie Piper.
Earlier this year, the agency was recognised as Small and Medium-sized Enterprise (SME) of the Year at the British Business Awards, with the award presented by George Clooney.
The accolade highlighted the company’s continued growth and its unusual family-run structure. Champions Speakers delivers thousands of events each year across 66 countries, with father, mother, two sons and three daughters all working within the business in different areas of expertise.
Director Jack Hayes oversees much of the day-to-day activity and offers an insight into the varied routine involved in running an agency operating at the upper end of the speaker market.
“The day kicks off with a 7:30am phone call with Fred Sirieix regarding a new project we are working on.
“It’s an exciting project that has been many months in the making and will ultimately inspire thousands across the country.
“Once I’m off the call the working day starts with preparations for the Champions Showcase at the InterContinental Park Lane, where invitations are being finalised for guests including Derek Redmond, Anthony Barry and Jo Salter. The event will bring clients and prospective bookers face to face with the calibre of speaker the agency represents, from Olympic and sporting figures to those with military and leadership backgrounds.
“By mid-morning I’ve moved on to a meeting where we’re working out the logistics of a major corporate booking: organising 200 copies of John Amaechi OBE’s book ‘The Promise of Giants’ for BP’s annual conference in London. Amaechi, a psychologist and former NBA player, is among the most in-demand keynote speakers on leadership and behaviour change, and his books are frequently distributed to delegates alongside his talks.
“In between, I’m on the phone to a prospective client who’s heard about us through word of mouth, then checking in with the team on the run-up to next week’s events to make sure nothing’s been left to chance. There’s always an inbox of enquiries from speakers wanting to join the agency too, so I’m scanning through those, and keeping half an eye on what our rivals are up to in the market, because standing still isn’t an option in this industry.
“After that it’s lunch. And today I’m dining with Ant Middleton, the former SAS: Who Dares Wins star, to discuss a new speech he is preparing. Conversations like these sit at the heart of our agency’s work, shaping content with speakers ahead of major bookings to ensure it lands with the right audience.
“Back at the office, a team meeting turns to television, with staff discussing the new line-up of contestants for Celebrity Bake Off and identifying names the agency may look to represent. Spotting rising talent before they become mainstream speaker-circuit fixtures is a core part of how our business stays ahead of demand.
“There’s PR to think about too. Our team has been securing organic, back-linked coverage for the business, and this afternoon I’m sitting down to write an op-ed for a national newspaper who’ve been in touch with our PR department. Market awareness runs through the day as well, with time set aside to read The Times to track trends shaping the wider industry, alongside a shortlisting session for future guests on a new podcast focused on parenting. Both reflect our efforts to diversify beyond traditional corporate keynote bookings and into new formats and audiences.
“The day closes with dinner at the Dorchester, at a client event attended by Jo Malone and Brian Cox, underlining the breadth of our contact book, which spans business, science, fragrance and entertainment. Even then, I try to get home in time to tuck the kids in before the day’s properly done.
“It is this range, and the sheer pace of it, that defines life running the bureau. People often assume this industry is glamorous, and parts of it are, and I’d never want to do anything else.
“But behind every keynote speech is a huge amount of logistics, relationship management and trend-spotting. One day you’re organising books for a boardroom, the next you’re at dinner with a client. It never stands still, but I wouldn’t have it any other way.”
