In this episode, Jeroen van Hooff (CEO Koninklijke Jaarbeurs) and Frank van de Ven (CEO of i-team Global) explore how organizations rethink physical interaction in a digital-first world.

While online tools make information accessible, they argue that real value is created when people meet in person. Not for scale, but for depth. To exchange ideas, learn from each other, and build trust.

They discuss how this shift is changing their industries. Events are becoming smaller but more meaningful. Physical spaces are evolving into hubs for learning and transformation. And organizations are expanding globally through local presence, from international trade shows to regional hubs and pop-ups.

Sustainability also plays a key role. Not only in reducing travel and resource use, but in making conscious decisions about when physical presence truly adds value.