The Adam Hall Group reflected on a successful Global Partner Summit 2026. From 29 September to 1 October, the event technology manufacturer brought together selected partners, customers and thought leaders from the event technology and AV industry from Asia-Pacific and from Europe to discuss the future of the live experience industry.
The focus was on changing market requirements, shared business opportunities and the question of how long-term growth can be achieved in a challenging economic environment. To this end, the Adam Hall Group extended the APAC partner format, established in Bali in 2024, to include European partners for the first time.
22 strategic partners from 18 countries, three days of work on one question: how does the live industry grow when the market isn’t playing along? A question explored jointly across national borders and market segments at the Adam Hall Group’s second Global Partner Summit. “The most honest conversations don’t happen in between trade fair appointments,” said Kati Eismann, Co-CRO of the Adam Hall Group, in her opening remarks at the summit. “We brought partners from Europe and Asia-Pacific together around one table to talk openly about challenges and opportunities: about investment decisions, new technologies and demand that is noticeably shifting and becoming increasingly hard to predict. None of us has all the answers alone. Together, we see the market far more clearly.”
Under the guiding theme Shaping the Future, the focus was on the key questions currently defining partners’ business: What drives customers’ decisions when they invest? How can projects be implemented more efficiently? Where is more support needed? For Eismann, the many conversations made one thing clear: “It’s not the product that makes the difference, but the overall package of service, availability and planning certainty.”
The second guiding theme, Beyond Partnership, focused on the collaboration itself. The Adam Hall Group aims to involve its partners not only when a product is launched, but at an early stage, when it is assessing market requirements and developing solutions. A first step in this direction was taken right at the summit: in discussion rounds and one-to-one meetings with the Adam Hall Group team, partners provided valuable feedback on upcoming products and on the development direction of LD Systems, Cameo, the Integrated Systems portfolio and the company’s other brands.
Markus Jahnel, CRO of the Adam Hall Group, explained exactly why the company is investing in a format like the Global Partner Summit right now: “Anyone can be a partner in the good years. It gets interesting when the market is tough. At the summit, the people around the table knew their markets better than any study. When we bring their experience into our development processes early on, the result is products that genuinely work in practice. That’s exactly what we mean by ‘Beyond Partnership’.”
