As part of the International Women’s Day coverage, PA Life talks to Sarah Beall, Managing Director of Forum Events & Media Group, a company led by women. Sarah and her managing team lead by example, inspiring their teams with a ‘can-do’ attitude. Sarah has been pivotal to the growth of Forum, having led the company for the past 11 years into its 30th anniversary to be celebrated this summer…
What does the International Women’s Day mean to you personally and professionally as a leader a female-heavy industry?
“For me, International Women’s Day is both a celebration and a reminder. Personally, it’s a moment to recognise the women who shaped who I am — my late business partner, Gill McCaughay, my fellow colleagues who lead with strength and resilience. It reinforces the responsibility I have as a leader in a female‑heavy industry to make sure our environment genuinely supports women and create a culture where women feel valued, and able to build long‑term, fulfilling careers before, after and during family life.”
Within your organisation, how will you be marking International Women’s Day this year?
Are there specific initiatives, conversations or commitments you’re putting in place to support and elevate women in your teams?
“We’re marking IWD by celebrating our team and reinforcing our commitment to female development—through open conversations, clearer progression paths and meaningful opportunities for women to grow.”
The 2026 theme from internationalwomensday.com is #GiveToGain
How do you interpret the IWD theme in the context of events, and what does “giving” look like in order to create meaningful, lasting progress for women in our industry?
“#GiveToGain is perfectly aligned with the meetings and events industry. Our business is built on creating relationships and building communities, sharing knowledge and creating spaces where people can grow — and none of that happens without giving first.
When we give women clearer pathways, confidence-building support, and real chances to lead, the whole industry gains. Creativity strengthens, decision‑making improves, teams thrive, and the next generation sees a future for themselves.”
You lead a business where most senior roles are performed by women. Has that shaped the way the business operates?
“Definitely. The women leading our teams set the tone — strong, collaborative, commercially sharp and grounded. It’s built a culture where people feel supported to grow, but also challenged to deliver.”
The UK events and hospitality industry is female-dominated at the entry level, but less than 30% of the top roles are held by women. Why do you think this is?
“And a few years ago, that would have been over 50%, from what I’ve seen over the years, it’s rarely about capability, we can do it all!!! What holds women back from senior roles is that it is still being shaped around ‘always-on’ availability. I’ve worked with so many brilliant women who are more than ready for leadership but haven’t been given the space and flexibility to step into it.”
What advice would you give to women wishing to climb to the top within the industry?
“Back yourself. Be brave, be fierce and say yes to opportunities before you feel 100% ready, because no one at the top felt ready when they started. That’s what gets you to the top in our industry.”
You can also read our Female Leaders interview with Carly Walker, Commercial Director, and one of Sarah’s leadership team at Forum Events & Media Group.
