Scaling events on a global scale


Raccoon Media Group, formerly Raccoon Events, launched in a garden shed and delivered the award-winning National Running Show, at Birmingham NEC, less than two years later.

In this episode, CEO Mike Seaman talks host James Dickson through Raccoon’s growth, how it currently runs 10 shows, eight of them homegrown, two acquired.

Mike discusses rebranding during Covid, delivering for the 500,000 people on the Raccoon database, turning ideas into realities, the resurgence of events post-pandemic, the future of Raccoon as a blended events and digital business, and the vetting process among target communities.

The podcast also touches on engagement and galvanising groups of people, similarities between running and equine events, sustainability, and the metrics of taking shows across the Pond.   

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This episode of the Event Industry News Podcast is sponsored by Evolution dome, award-winning temporary event structures. Take a look at their structures at

Adam Parry
Author: Adam Parry

Adam is the co-founder and editor of Adam, a technology evangelist also organises Event Tech Live, Europe’s only show dedicated to event technology and the Event Technology Awards. Both events take place in November, London.

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