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Women make up 77% of the global events workforce, yet hold only 16% of leadership roles. The imbalance is well known, but the women driving this industry forward are still too often overlooked.
The 70% is a weekly series dedicated to changing that. Each instalment profiles a woman whose work, insight, and ambition shape the events sector – from emerging talent to established leaders. Through their stories, we explore the pathways, challenges, and perspectives defining what leadership looks like today.
This week, we meet Lauren Mucklow, co-founder of What She Said.
How many years have you been in the events industry?
Over 20 years now. I’ve worked across brand experience and the agency world, starting out in Client Services, then Creative Services, then becoming managing director at Owl Live before founding What She Said where the focus is on supporting female founders from solo to scale up. I’ve seen the industry evolve significantly – from how we deliver experiences to how we support the people creating them.
How do you balance professional growth with personal commitments and do you think the industry is evolving in terms of work-life balance?
When I think back to pre-COVID times – commuting an hour each way, five days a week, with a seven-month-old at home – it literally blows my mind. What was that?! We’ve come an awful long way since then, and there are businesses absolutely nailing flexible working now. But there’s still a lot of archaic thinking out there about what ‘good’ work-life balance actually looks like.
For those of us who work for ourselves, the work-life balance fate lies in our hands. But that doesn’t mean we get it right by default. I think this is about looking out for others – reminding our networks and communities to look after ourselves and each other.
Personally, I love working! Ironically, I have to work really hard at reminding myself to balance. I’ve got a lot better at it since I set up the business a few years ago, but it’s still a conscious effort. The difference now is that I get to design my work around what matters, rather than fitting my life around someone else’s definition of commitment.
How do you see the events industry evolving in terms of diversity, equity and inclusion?
The same challenges still exist. The events industry isn’t short of women. But men still make up the majority of boards and senior leadership teams, and that gap won’t close by itself.
At What She Said, we’re personally on a mission to change that – we exclusively support female-founded, owned and led agencies with their growth.
I’m on the Board for Elevate Mentoring, and aside from the main programme, which is incredible, the most inspiring initiative is NewGen. It nurtures underrepresented talent and encourages young people from lower-socioeconomic backgrounds including care experienced young people, as well as those leaving the youth justice system, to consider a career in events. But even with these initiatives we’re just scratching the surface.
Diverse leadership teams bring broader perspectives, stronger empathy for clients, and ultimately better decisions. If the only voices shaping strategy all sound the same, you’ll keep getting the same results. Far more effort and energy is required by all of us to change this narrative.
What advice would you give to young women looking to enter and succeed in the events industry?
This applies to any industry, but here’s what I’d say:
Get to know your values. Getting in touch with what’s really important to you will absolutely help you make better choices – and most importantly, what to say no to.
Meet and connect with as many people as possible, relationships & networks are just so valuable. You never know who you’ll meet and what opportunities will present themselves.
Don’t be afraid to speak up. You’ve got something worth saying, and don’t let anyone tell you otherwise.
How do you handle setbacks and failures?
I think as I’ve got older, I care far less about what other people think. That’s not to say we don’t take extreme pride in our work – we absolutely do – but if we’re not the right partner for someone, that’s okay. I also don’t care what people think of me personally that much anymore, though I absolutely did in my twenties!
I’ve just become more accepting of myself and can shake off setbacks more easily now. There are no failures, only learnings. When something doesn’t go to plan, I focus on what we can take from it and how we move forward. That mindset shift has been huge.
What changes do you think are still needed to create more opportunities for women in leadership?
How long have I got?!
I’m going to cite The Rise Report here – it’s one I contributed to, and it literally answers this question better than I can.
Here’s what it found:
Childcare. In the UK we spend roughly three times more of our income on childcare than they do in Canada. Prohibitively high childcare costs are preventing women from growing & sustaining businesses as well as stepping into leadership roles.
Real progression pathways. Not just at entry level, but through the middle stages of careers where women too often stall, especially if they start a family. We need genuine sponsorship, not just mentorship. A sponsor advocates for you in the rooms you’re not in yet.
You can’t be what you can’t see. Shining a light on female founded, owned & led businesses shows future generations its the norm not the exception.
