When Gary Fitz-Roy launched Expertise Events in 1990, he wasn’t chasing industry fame or a flashy title—he just wanted to do things differently. Now, 35 years later, the business is one of Australia’s longest-running independent event companies, known for its loyal community of exhibitors and attendees across lifestyle, trade, and consumer shows.

But the path hasn’t always been smooth sailing, and Gary tells Business Builders the sector has changed significantly over the years.

Fed up with the old-school way

Fresh out of his early 20s, Gary had already racked up experience running expos around the country—including delivering the first trade show at Sydney’s brand-new Darling Harbour Centre in 1988. But what he saw behind the scenes didn’t sit right.

“I just didn’t like the way the company dealt with clients and the way business was done with suppliers,” he recalls. “If they didn’t deliver, the senior managers would go to a very boozy lunch—then there was no problem, no accountability, no solution. It just was such a disconnect to my values.”

So, he took a leap and launched Expertise Events, banking on the idea that there was a better way to do business. He started with a mixed bag of shows—from the Surfex trade show to the Manly Warringah Small Business Show, and even the Parenthood expo, which famously hosted one of The Wiggles’ earliest live performances.

Riding out the tough times

Launching in the middle of a recession was a bold move, and not everyone welcomed the competition.

“There were times it would have been easier to walk away rather than fight on,” Gary admits. “But I had a north star… focus on what you’re doing and do the very best you can.”

He also credits some practical money smarts for keeping the doors open.

“I learnt about cash flow—no one has ever gone broke if you have cash,” he says. “I had a number of different bank accounts… I put money away for tax every month and didn’t touch it, I skimmed off future money and pretended it didn’t exist.”

It was this discipline—along with a strong network of supportive early partners—that helped keep the business afloat in its early years.

Building relationships, not just contracts

Over the decades, Expertise Events has become known for its long-term relationships with both exhibitors and attendees. The secret?

“Understanding it’s about having a relationship, not a contract,” says Gary. “God gave you two ears and one mouth—use them in the right order. Listening is a big part of relationships and meeting the needs of people.”

That feedback loop is still part of their DNA. The team regularly runs post-show surveys and Net Promoter Score (NPS) checks to understand what’s working—and what’s not.

“Sometimes customers are right about the problem but wrong about the solution,” Gary notes. “It’s important to put a solution in place that works for each party.”

Evolving with the times

While the core of event management—creating spaces for people to connect—hasn’t changed much, the tools and expectations have.

“Events follow trends and buyer needs and wants—you need to marry up and then add a dimension that inspires and creates a future talking point,” says Gary.

Take the International Jewellery Fair, for example. Gary launched it after exhibitors voiced frustration with the existing event being held at the wrong time of year and not meeting the industry’s needs.

“The jewellery industry is very family-oriented—businesses were passed on to the next generation and relationships were key,” he says. “We’ve ridden the ups and downs and shown the sector we’re prepared to take the hits and ride the highs.”

Technology has added to the experience. Think big screens, immersive pre-promotion and more—but at its heart, Gary believes the magic is still face-to-face.

“Covid redefined things for a short time—everyone thought Teams or Zoom could become virtual expos. But what they underestimated was the power of human behaviour. We love face-to-face interaction… the five senses can be stimulated, speeding up the buying process. Relationships are forged and renewed. It’s very powerful.”

ComicCon attendees (an Expertise Event)

Surviving the shocks

From 9/11 to the GFC and, of course, COVID—Gary’s seen his fair share of industry shakeups. But nothing came close to the disruption of the pandemic.

“Without a doubt, COVID was the toughest,” he says. “We were the first major sector closed… based on SARS, we all expected it would be over in two to three months.”

Instead of shutting down, Gary and the team leaned in, offering resources, advocating for the sector, and becoming a voice to government and media.

“I think standing up and saying what we had built meant something—and we were not going to go down without a fight.”

Passing the baton

As the business marks its 35th year, Gary’s son Zac is stepping into a leadership role. While it wasn’t always the plan, Zac’s decision to join the family business has brought fresh energy – and digital skills.

“He’s far more across technology and social media, so in a lot of scenarios it’s complimentary to what I still deliver,” Gary says. “We have a monthly board meeting with an independent Chair and this has been a great move… the Chair keeps things accountable without the father/son connection.”

And while handing over the reins hasn’t been easy, Gary’s still as passionate about the events space as ever.

“Every day and every event—no matter how many times you’ve run it—is new and different. Seeing smiles on people’s faces… as corny as it sounds, that’s still a buzz.”

Looking back—and forward

If he could give his younger self some advice, it’s this: “You need to have passion and desire to achieve so you don’t get distracted or give up. Doing the right thing will ultimately deliver on everything—from success and financial return to happiness.”

After 35 years of bringing ideas to life in three dimensions, it’s clear Gary Fitz-Roy still believes in the power of good people, hard work, and listening more than you talk.

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