Back from a refreshing few days at the OIA Conference, Brandwave Founder, Daniel Macaulay reflects on a rare experience of not speaking or hosting, but simply listening, reconnecting, and rediscovering the value of being present…
Over the past 12 months, I’ve been incredibly fortunate to spend a lot of time on stages around the world delivering keynote talks on AI & Marketing. I genuinely love it – the flow-state energy, the people, the opportunity to share ideas and spark important conversations.
But if I’m honest, those trips can often feel like a whirlwind… fly in, deliver the talk, squeeze in a few meetings, and head straight back out again.
And when I’m not doing that, we’re often busy building our own Brandwave Marketing spaces for thought leadership, networking, and mentoring – whether that’s NetworkB, Coffee Bar or BrandLAB – all of which I’m hugely proud of, but all of which require a lot of mental input.
So, attending the UK Outdoor Industries Association (OIA) Conference over the past few days felt… different. For once, I wasn’t there with a role – not speaking, not organising – just there to listen, learn, and be present.
Set against the backdrop of the stunning Shingly Hall and its surrounding countryside, the whole experience felt like a bit of a reset. From early morning yoga, to running, to getting out on the trails for some mountain biking – it reminded me just how powerful it is to combine our industry with the environments that inspire it.
But what really stood out were the conversations and the outstanding content.
Talks around AI, sustainability, resilience, and the challenge of “stopping the scroll” didn’t just resonate and inform – they genuinely filled my cup to the tippy-top. They gave me space to think, reflect, and reconnect with why we do what we do. And perhaps even more importantly… I had the time to just be with people.
After 24 years in this industry, so many of the faces at this conference feel like family. Usually, those catch-ups are rushed – quick chats between sessions or passing conversations in trade show corridors. This time, I was able to slow down, spend real quality time together, sink a few Guinness, and properly reconnect with so many brilliant people and brands. That, for me, was the best bit.
The entire experience was incredibly positive, deeply inspiring, and a powerful reminder of the importance of stepping out of “doing mode” and into “being mode” every once in a while.
The Outdoor Industry Association Conference is, without doubt, one of the best gatherings in the broader sports industry – huge credit to MCS and everyone involved in bringing it to life.
I left feeling re-energised, grateful, and inspired. More of this, please.
