CHICAGO — Hyve Group acquired POSSIBLE, a premier event for the marketing industry, from Beyond Ordinary Events, Inc., marking Hyve’s first acquisition after it was acquired by Providence Equity Partners and Searchlight Capital Partners in 2023.
The acquisition of POSSIBLE also represents the UK-based Hyve’s growing presence in the U.S., adding the show to its U.S. portfolio which includes Shoptalk and Fintech Meetup.
“The American audience is a really receptive market for the kinds of events we do,’ said Nikki Griffiths, Group Communications and ESG Director at Hyve. “The audience that attends the U.S. events are really engaged and committed.”
Griffiths also shared that the acquisition is exciting for Hyve, as POSSIBLE serves a market that is going through a transformation with technological disruptions and has a larger global reach than some of the more industry-vertical focused events in its portfolio.
POSSIBLE has experienced high growth in its two-year history, which saw the show bring in 49% more attendees in 2024 than it did in its inaugural year in 2023.
“I am in awe of what the team has achieved in just two years, and I am encouraged by the incredible advocacy for POSSIBLE from the marketing community. All of us at Hyve can’t wait to be a part of their future success,” said Hyve CEO Mark Shashoua in a statement.
The show is also powered by MMA Global, a marketing trade association, and with the organization as a strategic partner, POSSIBLE can access a global member database that includes more than 800 member companies.
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At the show’s most recent edition, POSSIBLE implemented a meetings program into the event, and it was well-received by attendees. The meetings program is where Hyve sees a strong opportunity to add more value to the show because of its existing blueprint for running successful programs. At the last Shoptalk, Hyve’s program facilitated 75,000 meetings over the course of three days, according to Griffiths.
“It’s most exciting to have found an event that shares so many of the same values,” Griffiths said. “At Hyve we talk about creating game-changing impact for our customers … and POSSIBLE has a very similar draw to their event.”
Griffiths also said there are opportunities to expand POSSIBLE internationally, and that in the first 100 days or so, the team will explore that potential.
“POSSIBLE has found a unique home and amazing partner in Hyve. Hyve and POSSIBLE share common values and a deep desire to reimagine the event space by creating experiences that deliver business value and inspiring outcomes for our customers. We’re very excited for what’s to come and the opportunity to expand upon all our success,” stated Christian Muche, Global President, POSSIBLE.
The third annual POSSIBLE will be held April 28-30, 2025, at the Fontainebleau in Miami Beach.
Reach Nikki Griffiths at nikki.griffiths@hyve.group
Photo Courtesy of Shutterstock
