Ben Herbert, Director
With more than 15 years of experience delivering major sporting and mass participation events across Australia and Internationally, Ben Herbert is a senior event operations and customer experience specialist trusted by some of the country’s largest sporting organisations.

Having led large-scale national and international events for The IRONMAN Group, Melbourne Football Club and elite sporting bodies, Ben brings deep expertise across event strategy, operational delivery, customer journey design, stakeholder engagement, and commercial operations.

His experience spans end-to-end event lifecycles — from registration and last-mile logistics through to on-site delivery, risk management, contractor oversight, and post-event review — underpinned by a strong commercial mindset and a relentless focus on customer experience.

Ben now works with event owners, sporting organisations, venues, and rights holders to help optimise their event operations, improve participant experience, and unlock better commercial and operational outcomes.