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Peter Jones on growth, culture and the future of live events
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From humble beginnings to global success
On 4 September 2025, during the session “Transformation from within” at the AEO Conference, Peter Jones, CEO of Nineteen Group, sat down with Ruth Carter, CEO of CIBSE, to explore what it truly takes to grow a business while transforming its culture. In a candid conversation, Peter shared his 25-year journey in the trade show industry, charting the rise of Nineteen Group from a single event in 2002 to a global business delivering 21 major shows with nearly 200 employees across offices in London, Hong Kong, Singapore and soon Boston. His reflections offered an intimate examination of leadership in transition, from hands-on direction to learning to let go, and will resonate with anyone navigating the challenges of scale, legacy and internal change.
The company’s culture-first approach has been central to its growth. Peter explained that getting the culture right leads to strong business results, and he highlighted the key role of his team, especially Alison Jackson, in shaping the company’s success.
Balancing control and vulnerability
Reflecting on his leadership style, Peter admitted to being a natural salesman who manages insecurities with humour and humility. He spoke about the need to control the narrative to feel secure, while also recognising the importance of taking time out when needed. His ability to rely on his team, particularly Alison Jackson, helps balance his maverick tendencies with stability.
Private equity and the power of trust
Insights were shared from his experiences with private equity, emphasising that strong partnerships require honesty, transparency and trust. He likened the relationship with investors to a marriage, requiring ongoing commitment and balance. His candid reflections revealed how vital it is to blend entrepreneurial energy with steady leadership.
The evolution of Nineteen Group
Scaling from a small start-up to an international organisation has not been without its challenges. Peter reflected on the shift from founder to CEO and the discipline needed to manage growth responsibly. Anecdotes, such as his wife jokingly asking for a refund from Phoenix Equity Partners, illustrated his light-hearted approach to serious lessons about financial responsibility.
The role of luck, intuition and failure
The role of luck and intuition in business decisions was acknowledged, while being equally open about failure. From the collapse of Airport Security Expo in 2002 to the misstep of International Disaster Response, he underlined the importance of learning from mistakes and the value of agility in responding to challenges.
Live events in the age of AI
Looking ahead, Peter expressed optimism about the future of live events, even in a world increasingly influenced by artificial intelligence. While acknowledging the benefits of digital tools, he stressed the irreplaceable value of face-to-face connections and the trust built through in-person experiences.
Advice for entrepreneurs
The session concluded with encouragement for aspiring entrepreneurs. He urged them to take risks, seize opportunities and not allow fear to prevent action. His closing message reinforced the importance of resilience, courage and a supportive network in building a successful career.
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