How Nineteen Group’s culture adds rocket fuel to growth

“We believe that when you prioritize culture, numbers and profit look after themselves”. 

Those are the words of Peter Jones, CEO of Nineteen, about how his company has gone from strength to strength since emerging from lockdown.

This culture-first approach has allowed his team to “blow up rockets”, meaning they applaud failing forwards as long as it’s done with the right values – and it appears to have paid off.

Fresh from transitioning into a new private equity fund in September, the company is now gearing up for its next phase of expansion.

It has its headquarters in Wimbledon, a new APAC office in Singapore and now has plans for a North American HQ having recently appointed Mary Larkin to lead its growth in the region – Nineteen is capitalizing on momentum.

Peter said: “The biggest challenge for the Nineteen Group – and what keeps me awake at night – is just maintaining our culture as the business grows.”

The group has achieved a 25% annual organic growth rate since the pandemic exit in 2022.

Organic expansion, acquisitions and new show launches are on the horizon – reinforcing Nineteen’s aggressive push into new markets. 

But for Peter, the numbers are not the primary focus – they are a by-product of a deeply embedded company culture.

Nineteen has established four “core values” which everyone is expected to work by as the company steams towards growth: be kind, agile, driven and inclusive.

Part of this success comes with oversight from Ruth Creely, head of culture, who ensures these characteristics remain embedded in daily decision-making.

Peter said:  “As long as you make decisions based on one or more of those four values, when it goes right, we celebrate your success. 

“When it goes wrong and you fail, we celebrate it even harder – because we learn our best when we’re failing.”

He added:  “That’s how most pioneers innovate. You blow rockets up on the launch pad before you actually break it into near space – and that’s what we do here.

“We blow rockets up. It’s good fun and that’s how we learn.”

Meanwhile, Nineteen’s financial stability is bolstered by its proactive approach to rebooking. 

Peter highlighted how approximately 80% of all shows are forward-booked by the time the previous edition concludes. 

He added: “That underpins great stability for the year ahead and enables us to focus on adding new business to the shows.

This strategy also allows the company to concentrate on audience delivery – expanding and diversifying its visitor base through content, features, marketing initiatives as well as and social media outreach.

Nineteen Group now looks forward to its next phase of global expansion plans, with a commitment to culture that remains unwavering. 

Peter said: “As long as those values stay really alive in every person in the group, we should be okay.”

Peter founded Nineteen Group in 2002, launching trade shows across a variety of industries – from security to food. 

He saw the potential for growth through private equity and attracted investment interest from Phoenix Equity Partners, which first engaged with the company in 2017 and officially partnered in November 2018.

The company expanded significantly in 2023 with the acquisition of Oliver Kinross – a Wolverhampton-based B2B exhibition firm that organizes events in Sydney, New York, Chicago, and London.

In 2024, Nineteen entered a new phase as Phoenix transitioned into a newly formed growth partnership fund, positioning the company for its next stage of development.

Today, the company operates events across multiple sectors, including security, fire, emergency services, cybersecurity, health and safety, workplace management, manufacturing, engineering and maintenance, building services, energy and retail technology.

Looking ahead, he acknowledged the growing role of technology in the events industry but maintains that human connection will always be at the heart of business.

He set out how AI and digital tools are advancing exhibitor and attendee engagement – but only as far as enhancements rather than replacements for in-person interaction.

Peter said: “Machines can’t do everything.”

Technology instead is to serve as a tool to accelerate and refine event experiences, particularly in facilitating business matchmaking. 

He added: “Do I see technology and AI playing an increasing role in bringing people together? Yes. 

“I see technology probably playing an increasing role, accelerating, matching the right people, the right buyers and sellers together, suggesting meetings.

“But I think it will always be down to human intervention.”

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