CHICAGO — CustomReg, Inc., a registration solutions provider, launched CustomReg FLEX+™, a new registration platform that is designed to seamlessly scale, give real-time updates, make attendee check-in smooth and provide an overall frictionless registration experience.
Trade Show Executive caught up with Ed Bruno, Vice President of Sales at CustomReg, to learn more about the platform and find out how its features are aimed at solving real challenges faced by event organizers.
“FLEX+ was born out of years of direct collaboration with organizers — some of whom we’ve partnered with for decades. The feedback didn’t come from one single survey or moment in time; it came from ongoing conversations, post-show debriefs, late-night phone calls, and real-world problem-solving,” Bruno said. “We’ve always had a philosophy of building around the realities of our clients’ events, not just what looks good on a spec sheet. Our team — many of whom come from event operations themselves — have been in the trenches. That experience, combined with constant dialogue with organizers, is what shaped FLEX+ into the platform it is today.”
5 Features Solving Event Registration Challenges
Bruno shared some common challenges the team heard over the years, and how a feature within the FLEX+ platform eliminates them.
- FLEX+ Adaptability
Organizer Challenge: “What if I need to change something mid-show or two days before launch?”
The Solution: “FLEX+ allows organizers to make real-time updates to forms, workflows, pricing, attendee access and more. Whether it’s tweaking a session option or adding new logic to a form, these changes can happen on the fly — without disruption or dev time,” said Bruno.
- FLEX+ Scale
Organizer Challenge: “We’re growing, but I don’t want to outgrow my registration system — or be limited because I’m still small.”
The Solution: “FLEX+ was built to serve events with hundreds or hundreds of thousands of attendees,” Bruno said. “We’ve removed artificial barriers — so the same intelligence and tools scale up or down, based on your needs. It’s one platform for all event sizes.”
- FLEX+ Workflows
Ed Bruno, Vice President of Sales at CustomReg
Organizer Challenge: “Our event has complex approval paths and different registration logic based on attendee type. Most platforms can’t keep up.”
The Solution: “FLEX+ allows for highly customized, automated workflows — think conditional logic, approvals, and tailored confirmation paths that make even the most complicated journeys seamless for both the organizer and attendee,” said Bruno.
- FLEX+ Pricing
Organizer Challenge: “Budgeting is tight. I need flexible pricing without compromising service.”
The Solution: “We support multiple pricing models — from pay-as-you-go to a zero-fee registration service,” Bruno said. “The idea is to remove pricing as a barrier and align with how our clients operate financially.”
- FLEX+ Registration
Organizer Challenge: “I want the flexibility to manage some shows myself and have full-service for others.”
The Solution: “FLEX+ supports full-service, self-service, or hybrid registration,” Bruno said. “That means one organizer can have different service levels across their portfolio — and use the same tools throughout.”
See It in Action
FLEX+ has already been rolled out at several shows, including Informa Markets’ MAGIC shows, CloserStill Media’s DevLearn and the World Pet Association’s SUPERZOO. It is also powering the 2025 SISO CEO Summit, taking place March 31-April 3 in Austin, Texas.
“What stands out most is how flexible the flexibility actually is. We often say ‘registration without boundaries’ — and we mean it. But what’s remarkable is how deeply that concept runs. It’s not just about customizing a form — it’s about choosing your service model, your pricing structure, your hardware setup and your integration path. Even the support model flexes to the organizer’s needs. It’s the rare platform that truly adapts to how events operate today — and tomorrow,” Bruno said.
The platform is now available to new and existing partners of CustomReg. For more information, click here.
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