From Ambitious Sales Executive to Co-Owner of Forum Events
As Forum Events celebrates its 30th anniversary, few people embody the company’s journey more than Sarah Beall. Joining the business in May 1998, shortly after her 19th birthday, Sarah has spent nearly three decades helping shape Forum Events into one of the UK’s leading business networking and events organisations.
Today, as shareholder and co-owner of Forum Events and Media Group, Sarah’s story is one of ambition, resilience and an unwavering belief in people.
The Beginning of a Remarkable Journey
Reflecting on her early days with Forum Events, Sarah remembers being immediately drawn to the energy and entrepreneurial spirit of the business.
“I started in May 1998, just after my 19th birthday. When I came for my interview with Gill and Paul, I was excited by the opportunities they presented and the fact that the business was still relatively new. I had previously worked in the hotel industry, which interested the directors because one of my first responsibilities was helping to launch the Hotel Summit.”
One of Sarah’s earliest memories perfectly captures the personality of Forum Events in its formative years.
“I remember meeting shareholder Gill McCaughay on one of my first days. She was sitting at her desk, cigarette in hand, and I instantly loved the energy that Gill, Paul and Dave brought to the business. I knew straight away these were my kind of people.”
Building a Career and Helping Build a Business
Starting in a sales role, Sarah quickly established herself as a key member of the team, working across several flagship events, including the Hotel Summit, Bar Forum and Care Forum. Her drive and determination saw her take on increasing responsibility as the company expanded.
During this period, she recruited Charlotte Russell as a Delegate Coordinator.
“Charlotte showed great ambition from day one. I was earning quite a bit of commission from the shareholders’ pockets, as Paul would often remind me, and I could see Charlotte had the potential to progress her career. It was important to me that people were given opportunities to develop and succeed.”
After almost five years with the business, Sarah took a sabbatical to travel the world, carefully training her successor before leaving. However, she remained in contact with founder Paul Rowney and was already planning her return.
Upon returning, Sarah was tasked with establishing a New Business Department alongside Gill Woods, researching emerging markets and launching events in entirely new sectors.
“My first event was the HR Summit, and very quickly the portfolio grew into a substantial revenue-generating part of the business. It was an exciting time and reinforced my belief that innovation and opportunity are at the heart of Forum Events.”
Her success led to her appointment as a Director in 2008, alongside becoming a 10% shareholder. A decade later, in 2018, she increased her ownership stake after founder Paul Rowney retired.
“At that point, I really had to put my money where my mouth was. I had remortgaged my house to invest in the business, so I was more motivated than ever. As Gill McCaughay always used to say, ‘We’re going to be rich!'”
Navigating Challenges Together
Over the years, Sarah has helped steer the company through some of the most challenging economic periods in recent history, including three recessions and the global pandemic.
“The business certainly didn’t get an easy ride, but throughout every challenge we remained committed to our employees, clients and attendees. We were determined to come through stronger together.”
One of the most difficult chapters came in 2022, when long-time business partner and close friend Gill McCaughay was diagnosed with cancer. Gill sadly passed away on 18 March 2024.
“Gill was not just my business partner; she was one of my closest friends. Her loss was deeply felt across the entire Forum family.”
Following Gill’s passing, Sarah led a restructuring of the business, welcoming long-serving Sales Director Carly Walker as a shareholder and introducing Charlotte Russell to an EMI share scheme.
“Carly had demonstrated loyalty, commitment and exceptional leadership qualities throughout her career. It felt right to create a structure that recognised the talented people who have helped drive Forum Events forward.”
Memories That Still Make Her Smile
Among Sarah’s many memories, one overseas adventure remains a particular favourite.
“One of the funniest was travelling to New York with Paul Rowney and Gill to support one of Paul’s events. In the UK, exhibition stands are separated by shell scheme panels, but in America Paul decided to divide sponsorship stands using plants.”
“When we arrived, it looked less like an exhibition and more like a rainforest inside the venue! Gill and I also made the most of Paul’s hospitality and somehow ended up returning to the hotel at 4am. I didn’t see much of New York, but I certainly got to know the local Irish bar.”
Proudest Achievements
For Sarah, success has never been measured solely by business growth.
“There are countless milestones I’m proud of, not just personally but because of the opportunities the company has created for so many people. Seeing employees stay with us for 10, 15 or even 20 years, building careers, getting married and raising families while still enjoying what they do, is incredibly rewarding.”
“We’re now starting to see the second generation of the Forum family emerging, which is something very special.”
Looking Ahead to the Future
After 27 years with the company, Sarah remains as passionate as ever about the role Forum Events plays in bringing industries together.
“I still love this business as much as I did on my first day. I have the same drive, hunger and ambition to create opportunities and connect people.”
Looking ahead to the next chapter of Forum Events, her vision remains firmly focused on growth, innovation and people.
“Hopefully in 30 years’ time I’ll be retired, but until then our goal is simple: to bring more people together through our events and media brands, create opportunities for young people to enter the industry, develop rewarding careers and have as much fun as we’ve had along the way.”
As Forum Events marks three decades in business, Sarah Beale’s journey stands as a testament to the entrepreneurial spirit, resilience and people-first culture that continue to define the company today.
Follow us on
Learn more: www.forumevents.co.uk
