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Royal Docks: How The PA Show trains and serves executive support professionals

We catch up with organiser Mash Media to understand the Excel event’s highlights

The PA Show takes place at Excel from March 8-9, 2022
The PA Show takes place at Excel from March 8-9, 2022

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Executive support is what Liz Agostini is here to talk about.

The portfolio director at Mash Media, which is set to host The PA Show at Excel in Royal Docks on March 8 and 9, is quick to point out that the event is a larger umbrella than its name might suggest.

“It’s for personal assistants, executive assistants, virtual assistants and office managers – it has really broad appeal,” she said.

If anything, that’s a bit of an understatement. Spread over the two days, thousands of visitors will be able to attend dozens of seminar sessions, listen to dozens of speakers and interact with more than 100 exhibitors.

In addition to a theatre for keynote speeches the show will feature a Key Skills Theatre, a Personal Development Theatre and a Tech Theatre with a packed programme of trainers and industry experts.

It will also host the Office Management Conference with discussions on topics such as project managing office moves, supporting a positive culture in the workplace and engaging staff in sustainability.

“Whether you’re working as a PA, EA, VA or office manager, or considering a career in an executive support role, this show is definitely the place to be,” said Liz.

“There are several ways to attend, with a free visitor pass granting access to the Keynote Theatre and the exhibition floor.

“As a business, we’re real advocates for live events – with exhibitions, it’s about touching, feeling and experiencing products and meeting people.

“We’ve all attended webinars and virtual events, but there’s nothing like being in the room with others – humans are social beings, that’s how we’re hard-wired.

“Events like The PA Show also allow for those serendipitous conversations with people you bump into – a chance to build and expand your network.

“Those who don’t want to take part in the paid programme are absolutely welcome to come along.”

Mash Media's Liz Agostini
Mash Media’s Liz Agostini – image Matt Grayson

Delegate passes – £149 for one day or £169 for both (get 10% off with code PA2216) – not only include entry to the office management conference and all of the theatres, they also unlock Planet PA post-show video content, access to premium suppliers and the option to use The PA Show networking app.

Liz said: “One of the key things about the event is that the educational aspect is absolutely stand-out.

“The whole programme is CPD accredited and the other thing that makes it outstanding is that, within the paid-for programmes, all the people delivering the training are seriously qualified in the area of executive support.

“To go on a day of training with any of these people would normally cost hundreds of pounds on its own.

“At the show what you get is a substantial taster of what they offer. That means you can attend lots of different sessions, see what they are doing and know what you’re in for if you were to book a course with them.

“We cover all sorts of different areas, so it’s a buffet of education – people can choose what they want to attend at the theatres over the two days.”

The PA Show features a number of expert speakers and trainers
The PA Show features a number of expert speakers and trainers

The roster of speakers and trainers includes Lauren Bradley of The Officials, Shelley Fischel of Tomorrow’s VA, Joanna Gaudoin of Inside Out Image, Paula Harding of The Meee Partnership, Kay Lundy of The Expert Admin Coach, Rosemary Parr of the Global PA Association And Training Academy, Paul Pennant of Today’s PA and Lindsay Taylor of Your Excellency.

Liz said: “We’re working with people who are at the absolute top of their game in terms of the PA world – the cornerstones of the training market.

“Outsiders often greatly underestimate the importance of executive support roles.

“But when you sit down with people working in this field and really take time to understand what their jobs entail, it’s absolutely mind-blowing.

“The roles are so varied and strategic – these people are partners for the executives they support. 

“They often have to participate in all aspects of an organisation whether that’s finance, marketing, employment, corporate governance, human resources and sustainability issues. Their remit is absolutely massive.

“I spoke to one PA who answers 90% of her boss’ email as him. Her understanding of the business has to be as good as his.

“That’s why a lot of EAs and PAs move into critical roles within organisations – because of their knowledge of the business they work for.

“I know PAs who have gone into underwriting, stockbroking and mergers and acquisitions. 

“At the top level you need to know how the business works and that’s about a million miles away from the stereotype of getting an executive’s clothes dry-cleaned for them.”

The event is now in its 11th year
The event is now in its 11th year

New for its 11th year is the collaboration with the Office Management Group, bringing the conference into the show’s stable.

“That’s an entirely new stream of content that we’re putting out,” said Liz.

“It covers areas such as facilities and office management and, what’s particularly relevant about that right now, is that so many businesses are focused on bringing their staff back into the office, doing that safely and establishing how they create the right office environment in 2022 and beyond.

“Regardless of how many staff they have in the office in person, businesses are conducting both internal and external meetings virtually, so what kind of facilities do you need to have in place? If people are working remotely, how do you keep everyone connected?

“That might cover questions around scheduling if people are working more flexibly – for example, how do you make sure project teams are running efficiently if participants are only in on certain days?

“Because the whole subject of technology in business is so important we’ve introduced the Tech Theatre to The PA Show this year too and that’s focusing on a whole raft of tools that are now available, not just the Microsoft and Google toolkits.”

PAs, EAs, VAs and office managers are welcome to attend for free
PAs, EAs, VAs and office managers are welcome to attend for free

Liz said for businesses wanting to reach the spending power of executive support professionals, exhibiting at the show was a “no-brainer”.

She said: “Nothing beats the personal touch and the budgets people in these roles have access to are significant.

“Our campaign for the show this year focused on PAs and EAs as the power behind the throne – exhibitors need to come along to make sure they are aware of your products, otherwise you’re just leaving them to search the internet, where it’s much harder to stand out.”

Read more: Skyports set to bring electric aviation to the Isle Of Dogs

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Royal Docks: Hyrox debut at Excel will be UK first for the emerging fitness race

Co-created by German Olympian Moritz Fürste, the event will see thousands compete at the venue

Hyrox co-founder Moritz Fürste
Hyrox co-founder Moritz Fürste

It’s fair to say Moritz Fürste has a bit of a soft spot for east London.

The German won the second of his two Olympic Gold medals for hockey at the 2012 Games in Stratford, celebrating victory in Canary Wharf – although he can’t remember exactly where. The party was obviously a good one.  

 But what do you do after you’ve reached the pinnacle of success in your chosen sport? 

In Mo’s case, the answer is to team up with global sports event expert Christian Toetzke and advertising and marketing specialist Michael Trautmann to create something new. Then spread it all over the world.

Hyrox is that thing and it’s set to arrive for the first time in the UK at Excel in Royal Docks on September 25 with sister events in Birmingham on October 30 and in Manchester on January 29 as its fourth season progresses. But what exactly is it?

“Hyrox is a new sport that doesn’t fit into any existing category,” said Mo. “The idea was not just to create an event, it was about founding a complete new sport in the world. We’re pretty convinced that we’ve discovered a field where there is a niche not used before.

“Go back 10 years and people would go to the gym, but they were often basketball players, football players or whatever.

“Nowadays more that 50% of the people that go the gym say that fitness is their sport, so that was the founding idea of our company. We had this thought of a competition, a race for those people.

“People want to show their skills and what they’ve learned. Fitness people are often very competitive, but there’s no obvious way to showcase what you’ve got.

“Of course, there are very cool sports like Crossfit, which is like for the top 0.1% of the fitness world. Then there are obstacle races, which are cool, but they’re not meant to be competitive – they’re more about completion.

“Hyrox is a mass participation event for fitness, just like triathlon is a mass participation event for endurance. Essentially it’s a combination of fitness and running, so that’s why I call it a race.”

Participants complete eight, 1km runs during the race
Participants complete eight, 1km runs during the race

The format is comparatively simple – eight separate exercises separated by eight 1k runs. The aim is to complete the whole course in the fastest time possible.

“The exercises are always the same,” said Mo. “The eight workouts after each run are always in the same order and they are doing 1km on a SkiErg, which is like a vertical rowing machine, then a sled push, where you have to push it over 50 metres of carpet.

Next you have to pull the sled back, then there are some burpee broad jumps for 80 metres in total and 1km on a rowing machine followed by a farmers carry with kettlebells.

“Then there are the sandbag lunges, with the weight on your back for 100 metres. The whole thing finishes with 75 or 100 wall balls.

“It’s always the same workout, because we are convinced that successful sports all over the world don’t change their logic every year. I think that people want to get better at what they do.

“The first question people ask when you finish a Marathon is what time did you finish in? Everybody can compare it, and then the next time you start you can compare it to your own time.”

Burpees are also part of the challenge
Burpees are also part of the challenge

Mo himself completed the course in an hour and 20 minutes – about 15 minutes quicker than the average men’s open race time – and holds the current Hyrox office record. 

With events held across Europe and the USA, the current world record stands at 55 minutes while Mo said the slowest recorded time was “by a really nice guy in Chicago” who did it in three hours and 25 minutes. 

With around 3,000 competitors at each event, a battalion of judges keeps watch over each event to ensure nobody is cheating. Those flouting the rules get a warning, a second warning and are then disqualified. 

The UK represents a significant expansion for Hyrox, which will hold 35 events worldwide this season. Competitors compete for a place at the World Championships, where those with the very best times vie for the title.

“We’re excited to be in the UK, because the UK is a massive fitness market,” said Mo.

“The percentage of people signed up to gyms there is so much higher than the rest of Europe, except for Scandinavia for some reason.

“It’s very interesting to see the amount of money that’s spent in that area. People who do stuff like that buy the best shoes they can possibly get, because even the worst runner doesn’t want their shoes to be any worse than they already are.

“London is the biggest city in Europe, so we’re more than excited to get over to Excel. 

“The biggest difficulty for us, regarding the UK events and introducing Hyrox to a new market is that people think it’s not accessible from a strength and performance perspective – that’s so far from the truth.

“We have a 99% finish rate – 99 out of 100 who start, finish the course. It is tough, really tough, but it is accessible – everybody can do it.

“There’s not a workout where people keep telling me that they couldn’t move the sled – we haven’t seen that, ever. It’s on a carpet, it’s tough, but you will finish it. That’s really important for us to explain from the beginning.

“Also, if they don’t want to do it by themselves then they can do it in the doubles competition, because there’s the mixed option where you share the workload.”

The sled push is followed by the sled pull
The sled push is followed by the sled pull

Prospective individual participants can register for the standard men’s and women’s races or the pro men’s or pro women’s competitions for £74 per person.

Single sex or mixed doubles registration costs £129, with spectator tickets available for £10, including a £5 gift voucher for use at Hyroxworld.

“Training for Hyrox is very tough and you have to run, so endurance is very important but, at the same time, you have to be a complete athlete and training for that is healthy,” said Mo. “It’s not like doing a marathon which is very hard on your feet and calves.

“Not a single muscle gets bigger than it should be – you don’t have to run 42k – it’s eight times one and that’s a big difference.

“Running 8km is one thing, but running eight singles is a completely different ballgame.

“I really think Hyrox has the potential to be an Olympic sport one day. It’s the perfect competition missing from the fitness world.

“Many people have been waiting for this kind of race to show up. Will we be at the Olympics in five years? Probably not. In 10? I don’t know, but I think that’s the path we should aim for.

“If not in the Olympics, at least making it that big and, if that doesn’t work out, we’d like to grow it to something like the Triathlon World Series or the Marathon World Series and have it known as this huge world fitness event or race that people like to attend.

“In Germany we have about 450 gym partnerships – places that pay a small licence fee for a year to use the name and the workouts, which is a very cool offline marketing tool for us and allows people to train.

“I know that we have 18 partnerships in the UK so far and counting. That’s something we’d like to expand as Hyrox continues to grow.”

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