EP282 - Why Should I Attend the 2026 MSP Show in London with Aaron Fletcher, Alexandra Harris, and Ian Luckett

IAN: In this episode of The IT Experts Podcast, we are going to be sharing with you why you need to be in London on the 13th and 14th of May to attend the MSP show.

INTRO: Welcome to The IT Experts Podcast, the only podcast to help MSPs scale to 1 million, and if already there, get to five and go faster. At the end of the day, isn't it all about building a business that works for you rather than you for it? I hope you enjoy the show.

IAN: So good morning, good afternoon, good evening. Shameless plug time. Sorry no holds bars, my podcast, do what I like. But today we have got some amazing guests coming on today. We've got Aaron and Alex from the MSP Show in London. How you doing today, guys?

ALEXANDRA: Very well.

AARON: Great.

ALEXANDRA: We're in the jungle, so yeah, we're good.

IAN: We're in the jungle. If you're on video, you can see they're in the jungle.

ALEXANDRA: Yeah.

IAN: Somewhere in the south coast. Locked up in an office, I'm sure.

AARON: No, we in the jungle.

IAN: No, no. You really are in the jungle. All right. I'm a celebrity then. Are you? Don't go into that, ended up getting hooked on that stupid program.

AARON: Okay.

IAN: But, anyway, today's show is literally all about the MSP show in London. It's one of the most amazing events. Third year now, isn't it? I think it's the third year we're coming up to?

ALEXANDRA: Yeah.

IAN: Part of the SIT show. But, Aaron and Alex are going to explain what it is, why MSPs need to attend. We're great fans of the show, because it's different, because it's a show that you can bring your team to, you can come and learn about how to grow your business. You can come and learn part of the, you know, the service desk show, which is kind of what it was originally and now it's kind of got this new addition to the MSP space. And our clients love it. They bring their teams along. They have a good couple of days out in London and they really make it a great, engaging event. But yeah, let's before we get, you know further into the detail of the show. Who are you two? What do you do and who'd you help?

ALEXANDRA: I'll start. Yeah.

AARON: Yeah.

ALEXANDRA: Alex, yeah. Been on board since the launch, so we launched it alongside, sits back in 2024. Just a small, rush job. You remember, Ian? It was like we had to...

IAN: Yeah, I do.

ALEXANDRA: To the event and everyone was saying, yeah, we want to come on board. The new that sits obviously pulled in a load of MSPs anyway. But we just saw that market, didn't we, to just make sure there was like specific and tailored, so very niche event. Both of them. You've got your internal service desk on one side. They co-locate beautifully together, an MSP show was born and then just grew and grew and grew, and the demand got higher and higher. And that's purely because of the content and the value that we add into the show, which is continuously changing. We've got lots of new things in for this year.

IAN: And it's different, isn't it? You know, it's, if you always do what you've always done, you're always going to get what you've always got, right. And some of the other events out there, which are incredible events. But, you know, this isn't about the vendors, is it? This isn't about...

ALEXANDRA: Yeah.

IAN: Being sold to, and it's completely neutral, which MSPs love, right? So, but anyway, Aaron.

AARON: Yeah.

IAN: What about yourself? You are new to the team, aren't you, new-ish.

AARON: Yeah. Been on the team about a year and a half. So I was there before last show, got on the ground running...

ALEXANDRA: Flown. Isn't it?

AARON: Flown really? Yeah. So I'm the commercial manager for MSP and sits lovely across both shows. Basic. It's tough helping getting everyone involved and like you say, just looking at the momentum, generating new ideas, keeping it exciting.

ALEXANDRA: Got another creative mind on board, which is brilliant because it just keeps the link fresh and moving forwards all the time.

IAN: Brilliant, that's great stuff. What you know, yes, you can go and check out, we'll put the link in the show notes to the show everything. But what can MSPs expect this year? Why is it different from last year and even more from the first year?

ALEXANDRA: We've got some, so basically we have just enhanced the show. Not only has it grown again...

IAN: Right.

ALEXANDRA: We have got our marketing outreach. We are pulling people in now, aren't we? From Ireland. We've got an incredible Dutch market since launching in the Netherlands.

AARON: Yeah.

ALEXANDRA: Last September, reaching out to Germany, we've really kind of gone big. go Go hard or go home, isn't it really? And then yeah, we've grown it so we're going to, footfall is going to be higher and reg is going really well, but within that value, it's about taking those two days out. It is about blocking out your diary and coming along, because unlike other shows as well, we don't give speaker slots to exhibitors where they're just pitching their product. You know, they're there to do their job on the show floor, but this two days out is about coming along and educating yourself, your team, to align with your visions. So they're all on board with where you're trying to take business. And then it is only thought leadership content. So you are going to be leaving every single session, every round table, with some actionable takeaways to go and implement in your business straight away, and just hope to scale your business and make it thrive.

IAN: Yeah, because you've actually approached the content and the keynote slightly differently this year, haven't you? Just to make sure that they are absolutely, you know, value based. Everyone's going to get, lots of, lots of detail and lots of tips and tricks out of it. What have you done differently this year to last year, with the speakers?

ALEXANDRA: With the speakers? So we have had a panel of industry experts. So they reviewed every single submission and we had over 120 submissions in the end.

IAN: Wow.

ALEXANDRA: Just to try and compile down to two theaters dedicated in the MSP show. So that was a tough job. But with help of, you know, people in the industry knowing exactly what the challenges MSPs are facing, knowing what key topics need to be approached and discussed in this current market, because it's just always changing. So yeah, we've got some really good, valuable input to make sure that the content is spot on. And the speakers are talking about those all important key topics.

IAN: I think that was something you did really well after the first show actually, was that, you know, you got a group of us together and just said, look, let's have some lunch and just give us what's and all, what's going on.

ALEXANDRA: Yeah. Good.

IAN: And I don't think there's enough of that that goes on in the industry. And I guess a bit of a marketing, not so much hack, but just a reminder to MSPs out there. You know, I sit here all the time and people are coming through on the phone and they're going, how do you know that I've had that problem? How do you know that I'm doing this? Yeah, because I've got one ear listening to my clients moaning about stuff. We are fixing those issues, and I turn it into content like yourselves. You've turned around and you've come up with a, you've gone and asked the industry, what do you want? What do you not want? And then you've delivered it. And guess what happens? People are giving you a great result. So just a reminder there, MSPs, go and talk to your clients. Go and talk to your service desk and go and find out why, what's the problem with your clients? And then turn that into your marketing. It's kind of as simple as that.

ALEXANDRA: Isn't it? Yeah, exactly. It's a win-win, isn't it? Yeah. So, so easy and so quick to do and it just getting that relevant feedback live is just so helpful to keep people forward.

IAN: Yeah. Yeah. So that's all good. What little, is there any secrets you can tell us that you shouldn't really be telling us? Any new things that are exciting, that are coming up?

ALEXANDRA: We have thought something new, so new for this year. Because we know MSPs love a peer group, love to have a discussion.

IAN: They do.

ALEXANDRA: So we've got the new MSP hot topics round table feature.

IAN: Okay.

ALEXANDRA: They are running every hour as well, so as to not conflict with the lovely on the hour, with the seminar sessions, we are going every half pass. So that is something going on all the time. And you can attend a round table about 10 to 12 people with a facilitator, again talking about exactly. What you need to be discussing and again, giving you takeaways to go and using your business. So there's just constant value going on around the show in all areas. So that's really good news to you. So there's going to be online, there's a what's on page and there will be a page to register your interest for the sessions, and then we'll guide you on how you sign up on the day to come along.

AARON: Yeah.

ALEXANDRA: And make sure that you attend that session. So it's really good to hear and we'll be hearing back again from the industry, to know exactly what they want and get their feedback on that as well.

IAN: I love that idea because well, we, you know, with, within our community, we have the peer groups anyway, but you know MSPs do love, and I've been to recent events where they've, you know, they do love that sitting around, been a little bit more intimate, opening up, particularly some of the, you know, maybe not so outgoing MSPs, they get energy from talking to some of the other, you know, the bigger guys or more successful or further on in their journey, whatever it might be from others. And then that, and then you're suddenly sitting next to someone who's kind of a bit quiet and then all of a sudden they go, yeah, well I've had that problem as well. And something we hear all the time is, is that, it can be a really lonely place running an MSP. And coming together with that community. So that's a great idea. I did hear someone who's running one of those sessions and it's great to hear a little bit more about what it is and how it's kind of work. I'll dropping myself and cause a problem with the headcount.

AARON: Absolutely. Last, I'll tell you what, which is quite cool about these hot topics, is that you're, so ending up on the day as well and that just gives that buzz to the show floor.

IAN: Yeah.

AARON: You know, it is like, well, everything Alex is saying is spot on and it is next level. I see it as like a. It's like a festival. It is, you know?

IAN: Yeah. Yeah.

AARON: It's not just a conference where it's time to do this now, because that's what we've done for the last 15, 20 years.

IAN: Yeah. Yeah.

AARON: It's live and we know what a festival is, but this is really good energy on that show.

ALEXANDRA: Well we do add the fun, don't we?

AARON: There is a lot of fun that there's Alex and me put our stamp on that with.

ALEXANDRA: We do.

AARON: You going to talk about?

ALEXANDRA: We just were little teasers, things...

IAN: Go on.

ALEXANDRA: Then things relating, I don't know if anyone came last year, but it's obviously about the bringing back all the good things from yonder years, you know, that's all related.

IAN: Oh, yes.

ALEXANDRA: So we might be touching on some very exciting current and past, very current and past TV and film things that excite someone. They, they'll excite one, you know, every single attendee, one of them. So there'll be lots of brilliant photo opportunities. And people to me,

AARON: if they don't excite, what...

ALEXANDRA: Then they...

AARON: Is going on!

ALEXANDRA: Something wrong.

IAN: Yeah. Yeah. Yeah. That's probably the most ambiguous plug I've ever heard in my life. I have no idea apart from thinking that someone from Culmination Street is going to turn up and sign some pen t-shirts or something like that.

ALEXANDRA: Definitely not, not, not, not a, yeah.

IAN: I love that analogy though, because it's like, you can decide what you want to do during the time that you are there, rather than be prescriptive, come on, everybody into this hall, you've got to do this. Come on, everybody over here to do this sort of thing. It's like, well going to go and learn about that..

ALEXANDRA: You are that free to roam. And it also helps people who are more introvert maybe, or they're struggling and they don't, you know, link business much. They can really put themselves in as much as they like. And I think as the day goes on, we had some really great feedback from last year where people said, you know, I'd never ever go to things like this. And it puts people at ease, you know, they can remove them. Sit somewhere quiet in the lovely tiki lounge and go and sit and pretend you're having a cocktail. Have a nice lummi and falafel wrap of the food truck. And then you can just go and immerse yourself in as and when you please. So, yeah, it's, it really is...

IAN: I know you've got no control over the food truck, but can you make sure they've got some decent coffee this year?

ALEXANDRA: We have, we've got a new coffee. Good Cafe. There you go.

IAN: Good answer. That was the best answer.

ALEXANDRA: As well. So you've, you've got it all covered on the floor. You don't have to leave, you can just pick, pitch up if you want.

AARON: MSP has its own coffee stop.

ALEXANDRA: Yeah.

AARON: Fantastic. That's of it.

STUART INTERRUPT: Hey, Stuart here. Got a quick message for everyone that's listening. If you've decided that you want to grow your MSP but you're not sure what support you need, then you must check out our ultimate MSP Growth Guide. It's designed to help you compare all of the support that's out there in the channel for you and help you shortcut your decision making so you get the right support to help you get the right results to grow your MSP. But alternatively, if you'd like to come and see us in action, then why not come to one of our events? Simply click on the link in the show notes and we'll see you very soon. Now back to the show.

IAN: Cheers Stuart.

So it's on, is there particular themes for each day? Are you mixing it all up or is there certain things for each day? What does a program look like?

ALEXANDRA: Always mixed up, making sure certain topics aren't clashing, and also having that segmented, those tailored sessions for different size MSPs. So it's really key for us this year because we want to make sure that every, wherever anyone is in their business, they've got something tailored for them that's going to give them a lot of value. So while you've got the hot topics and you've got seminar sessions, we are just making sure that, you know, your larger MSP can dip into one isn't missing in something. You know, we've really tried to make sure there's no clashing, so they're not thinking, well, which one do I go to? So they, yeah, two days across the two days, they'll have something to go to pretty much every hour for whatever size MSP, they're fantastic.

IAN: That's great. Who's the who, who's the ideal target for this for this event? Is it MSP owners? Is it senior managers? Is it team members? Is it all of the above. Who's the, you know, who's the best people?

ALEXANDRA: All of the above really, who influence the decisions on you know, partnering and getting those cutting edge solutions basically that they need for their business that they need to be aware of, you know, to keep up the pace. So yeah, so we target everyone. But it is normally the founders, the owners.

AARON: Well, they're yeah, they're the ones...

ALEXANDRA: They're the key. That's the majority of our percentage of attendees definitely, isn't it?

AARON: Yeah, I totally agree with, they're the ones the vendors want to meet, but obviously the old office is invited.

ALEXANDRA: Yeah. And if we haven't got the other people on board, you know, who are working in the other areas then how are you all meant to collaborate? And it is about collaboration, isn't it? At the end of the day, that's what makes success, definitely.

IAN: And if you're wondering how you get the whole of the MSP office out in one go that's going to be a bit of a challenge. But, we can help you with some time management stuff in the meantime. Something we don't talk about I don't talk about at all, but I know that it'll be very valuable for our listeners and the, and the audience here, what's the SIT show part of it? Because I know that was the original part of the event, wasn't it? And then the MSP show got bolted onto that. But are they going to get benefit out of going to the SIT show? Because we only talk about the MSP show because guess what, you know, it's all that thing, but what's happening on the other side of the hall?

AARON: The big news about SIT, so the service desk and IT support desk show, I probably got that wrong, that acronym, but it's 30 years, it's been running this year.

IAN: Wow.

ALEXANDRA: Yeah.

AARON: Which is huge. Yeah. And it's been, it's established. It's a big...

ALEXANDRA: Strong law following.

AARON: Strong thing.

ALEXANDRA: Yeah.

AARON: Very loyal. Slightly bigger brands will be there. They've been there for some time. But we have lots of new brands as well. You know, I'm working across both MSP started off three years ago. It took up about 25% of the show floor. Now it's taken up nearly 40, 45.

IAN: Wow. Wow.

AARON: Yeah. Wow. Exactly. So my role is to make sure both floors are buoyant. MSP so buoyant. It's brilliant. It's really, place, SIT is slightly different beast, you know? But, there's definitely cohesion. That's why it is just a big open floor. There's no, they're not separate shows. This is going to explore, learn about all the different providers solutions is what they want to give.

ALEXANDRA: You've just got the, I mean, the SIT has always been for the IT directors. The internal service desk. Service desk managers.

IAN: Okay. Yeah.

ALEXANDRA: And then this is why we've always had your big guys like your Halo, your super op, your manage engine, your ninja fund, they've always been there because they have the solutions also for MSPs and with so many hybrid workers now coming for both shows. So therefore we have got. I think sitting in the SIT show as well, we've got about 15, 17 dual listed vendors who service both audiences, and likewise, we've got some in the MSP show as well, so it just goes beautifully hand in hand.

IAN: Yeah. The way I explain it to our clients is just walk through the door and then for the business owners, you go kind of left or whichever way round you're doing it this year to the MSP show, and then your service desk people can go to the right and go and talk geeky stuff all day long and work out what they then want to come and ask you to buy once you've grown the business and got more profitability in, which is really great.

AARON: Yeah.

IAN: Well, that's the plan. And we've had some amazing conversations there, and I think it's always different. So, just, from a point of view, so we, we know who the target market is. We know kind of like what the structure is and everything like that. How do you suggest that? So you could just rock up and come to the show and go home again with a load of merch and I go, it wasn't that great. But, you know, you've been in the event space for a long time now. What's the best way for someone to approach, because this is, this isn't cheap, right? I know the hotels aren't cheap. That's for certain but it's not cheap. Taking two days out, if you're going to go and bring some of your team with you, that's even more, and costs and entertainment and all that kind of stuff. How does an MSP turn this into like a project so that they can get an ROI out coming to the event?

ALEXANDRA: Yeah, good question. So not only that, you can work on site as well. So if you are still having to sit down, go into our flexible working zone, we've got you covered. So you can still dibble and dabble in and out of work, but also gain that value from making those connections. Can't really quite price on, that's your future of your business, isn't it, by making those connections. And again, you know, the time saved as well by meeting people face to face and everyone networking together where they all help one another out. It's not just about the vendors, selling to their solutions. It's all about the partners that they can make. It's all about the long term longevity for their business. The value to that as opposed to being in the office and just bringing a couple of team members with you, is like investing basically in the future.

IAN: Yeah. Yeah. And having that strategic time, I know that our team are already going, right? Who's exhibiting there, who do we need to go and see who can help our clients planning to achieve more in what they need to do, planning, making sure you kind of, treat it as a strategic. Why do we need to go and talk to these people? Let's go and introduce and then kind of have follow ups, you know, have the day and the evenings and stuff, which are great fun. But then it's kind of also, it's, you know, all the money's in the follow up, whatever it is, you know, whether it's be, whether it's be cost value or anything, everything's all in. If you're going to go to an event. Make sure that you are, you, you treat it as a project, there, there's preparation, you know, then there's the event, and then there's the, the follow up. And you can turn it into a really long.

ALEXANDRA: And you, you're in the right space as well to host some of your meetings, that you could be having on a Zoom call. So why not meet there? Go and have a meet, meet face to face, grab a coffee together, stay for the networking drinks or not.

AARON: There's a networking and I mean, even with, obviously we have a real fun networking on the first night.

IAN: Yes.

AARON: On the floor. But there's just the spontaneity of new meetings, new faces that you're not going to get everyone's coming to in a huddle. You know, this is what trade shows are about, ours is really good trade show, and you're going to get that spontaneity, those meetings. You never thought all those ones that you wished you had. And then, oh my god, you're from where?

ALEXANDRA: Yeah. Yeah.

AARON: Oh, I've been meaning to catch up with you.

IAN: Yeah.

ALEXANDRA: Introductions...

AARON: And you're going to chat.

ALEXANDRA: Introductions. Oh, hang on a minute. Yeah. Actually, now I know what you do. I've got a perfect person to introduce you to, you can't get that anywhere else. And I've still made connections on the train journey homes, from most events often.

IAN: Yeah.

ALEXANDRA: Because you're hearing them talking, you're, oh, excuse me, that was literally another few weeks ago, isn't it?

AARON: Yeah, I know you know, impossible. Can't take you anywhere, gets lead up anything going to meet you and you're going to be there pointing them around. You go talk.

IAN: Nothing wrong with that. Yeah. We'll be, we'll have my little sandwich board left a bit, right. A bit. Come over here for the, for the food and getting all of that kind of stuff together, which is good. And yeah, I suppose as well, very kindness, gave us a couple of slots this year, and we've got, we're going to do something different this year. We've got a couple of keynotes, but I think it's some of the first days that we're doing how to stop working for your MSP make it work for you.

ALEXANDRA: Absolutely. 11 o'clock. Theater 4 MSP.

IAN: That is on the first day, isn't it? Just make sure I've...

ALEXANDRA: It's on first day.

IAN: Thank you.

ALEXANDRA: A lineup you've got as well for that.

IAN: Just ring me in the morning and let me know. Yeah, we've got, Mit Patel, Darren Strong and Paul Green. So Mit Patel from Assurix, you know, Darren from Scalable and Paul Green from MSP Marketing Edge. We've already done a podcast, so go and listen to that. It was an absolute hoot. I've really put myself in a bit of a position because I thought, let's promote the show with the podcast, then let's have a crack. Then we're going to have a bit of a panel at the end as well, which, which reminds me I need to put that together. So that's going to be really good fun on the first day. And then the second day, we're going to be talking about your team, how to build a high performing technical team. And we've got Julie Hutchison, who's one of our incredible coaches at the MSP Growth Hub, Zoe Chatley from the channel recruiter and Phil Morgan. Again, we did a podcast with those guys and that could have gone for hours. Again, that was great fun. So, yeah, we're going to mix it up a little bit there.

ALEXANDRA: Well...

IAN: As I say.

ALEXANDRA: They can continue with you in the pub, can't they? For the remainder.

IAN: That's right. Yeah. We'll work out, yeah, something I think at the end of it. So we'll work it all out. Guys, I think we've really, we've kind of covered top to bottom on what it's all about. Why it's needs to be, what's the, kind of the final tempter to help people hit the link in the show notes and sign up and come to the show.

ALEXANDRA: I am just going to tell people to head to the website and get on that what's on page so you can just start getting excited. Block out your calendar because you can see there's like competitions going on, there's giveaways, there's networking drinks. We're going to be promoting certain parties that are going on as well, that people are hosting.

IAN: Great.

ALEXANDRA: You've got GTIA there again with their one-to-one private meetings as well.

IAN: Brilliant. Good.

ALEXANDRA: So you can have that private space as well as having round tables discussions, but any challenges you're facing, get on there and book your slot now. And then you're locked in with your experts. And then we've obviously got Tech Tribe there as well with their meeting space. Bringing their members down. It's just a time to connect with all of the right industry experts and who can help you.

IAN: And it's free to attend, isn't it? Just to get that clear.

ALEXANDRA: Free to attend all IT professionals. Yeah, absolutely. You'll be qualified, obviously, but yeah, it's free to attend, to register now.

IAN: Brilliant stuff. That's great. Anything else, Aaron, for you?

AARON: It's essential. If you're in the MSP space, it's essential. You've got to be there.

IAN: You need to be there.

AARON: Honestly, it, for your growth, for your business, for your harmonic experience of life, come and try it out.

IAN: Absolute stuff. Lovely. I love that. Your harmonic experience of life. You must be at the MSP show, 13th and 14th of May at the Excel in London. I look really look forward to seeing you guys there. It's going to be a great time.

ALEXANDRA: Doors open 9:30 So yeah, get in that queue at 9.

IAN: Be there, be there or be square.

ALEXANDRA: Yeah.

IAN: So great stuff guys. Thanks again. As I say, we'll drop the link in the show notes so people can check it out and we look forward to seeing you there. If you are there, come and say hello. Come and say hi and say you heard us on the podcast. Even better.

ALEXANDRA: Excellent.

AARON: Great.

IAN: Great stuff. See you later guys. Take care. Bye now.

ALEXANDRA: Bye.

NEXT WEEK TEASER: And in next week's show, I'm going to be sharing with you one of the MSP channel roundtables that I hosted in March. This year is absolutely brilliant. You're going to love it. The insights in this session are incredible, all around cybersecurity, compliance, and resilience. It's a new playbook for MSPs. You don't want to miss this. It's a great episode. It's got some brilliant panelists on it. Just check it out next week when it comes out.

OUTRO: Hang on a minute. Just before you go, and if you're curious about how this episode links with the ability to scale your MSP to a million or, or if you are already there, accelerate to five, then we want to invite you to come and take the MSP Mastery quiz. And in just three minutes, you're going to get a 360 degrees scan of your business where you can identify the one or two tactics that can help you find more time, engage in, align your people and help generate more leads in your MSP. It's really simple. Just click on the link in the show notes and if you have enjoyed this episode, we'd love to get some feedback from you by means of a rating review on Spotify or iTunes, or your podcast platform of choice. We really appreciate every single one of them. Now, you can go and enjoy the rest of your day and we look forward to catching up and connecting with you soon. All the best day.