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Behind the Scenes of Lubricant Expo: Building a Global Community Through Events and Collaboration
In the bustling world of industrial innovation, few stories shine as brightly as that of
Anthony Roberts, Co-CEO of Blueprint Event Company and the driving force
behind the Lubricant Expo—the largest global exhibition dedicated to the lubricants
industry. In a candid conversation on Beyond the Blend, Roberts shares his journey
from music gigs in Brighton to leading international trade shows, highlighting themes
of collaboration, resilience, and community-building.
From Guitars to Global Events: A Journey Fuelled by Passion
Anthony Roberts’ story doesn’t begin in a corporate boardroom but on the lively
streets of Brighton, organising school music events and live gigs. “I was heavily
involved in organising and running school music events, and later, gigs in bars and
pubs,” Roberts recalls. His love for events evolved naturally from his passion for
music, which later became the foundation for his expertise in the event management
industry.
His break into trade shows came with Smarter Shows, a Brighton-based company
specialising in manufacturing and engineering events. “That’s where I really sank my teeth into understanding what trade shows do and how they can be successful”, Roberts shares. His work with Foam Expo and the Battery Show quickly propelled
him into the spotlight, setting the stage for his biggest venture yet—Lubricant Expo.
Building a Global Event Empire: The Birth of Lubricant Expo
In a daring move, Roberts and his co-founder Paul launched Lubricant Expo during
the uncertain times of the COVID-19 pandemic. “The events industry was down on
its knees,” Roberts reflects, yet they saw an opportunity to build something meaningful. The result was an international trade show that rapidly became the heart of the lubricants industry, welcoming thousands of professionals from across the
global supply chain.
Their first event in Essen, Germany was an instant success. “It was a huge success
straight off the bat”, says Roberts, highlighting how the show brought together
industry professionals who hadn’t connected in person since the pandemic began. The success didn’t stop there—the team soon expanded into North America, hosting their second major event in Detroit, and announced plans for the Middle
East in Dubai by 2026.
Collaboration at the Core: Building Community Across the Industry
At the heart of Roberts’ philosophy lies a commitment to collaboration and
community-building. “Better together than apart,” he remarks, emphasising that their
mission wasn’t to compete with existing industry events but to complement and
strengthen them through partnerships.
Roberts and his team forged strong ties with leading industry associations,
publications, and other events worldwide. “We’re here to benefit the industry and
help anyone who has another event or initiative that aligns with our mission,” Roberts
states. Their collaborative efforts have led to record-breaking attendance and
growing influence within the lubricants industry.
The team also listens closely to industry feedback, actively seeking suggestions from
participants and their Advisory Board. This feedback led to innovations like the
introduction of an Innovation Stage at the European show—a dedicated space for
exhibitors to showcase groundbreaking products and services.
Navigating the Future of Events: Challenges and Opportunities Ahead
While digital events surged during the pandemic, Roberts remains confident in the
enduring power of face-to-face interactions. “The serendipity of queuing for a coffee
and bumping into someone—those moments are where relationships blossom and
business gets done”, he explains.
The future of events, according to Roberts, lies in balancing technological advancements with genuine human connection. Although AI and digital tools are
evolving, Roberts believes that the core of successful events will always be personal
interactions.
In the lubricants industry specifically, Roberts sees immense growth potential. “The
lubricants industry serves so many different markets. It’s about educating sectors
that might not realise these events are out there for them”, he shares. By expanding
into new regions and sectors, Lubricant Expo is poised to become an even more
influential force.
Balancing Business and Family: The Personal Side of Leadership
Beyond the boardrooms and exhibition halls, Roberts is a family man with four
children, juggling his professional responsibilities with personal commitments. “I
rarely look at anything from work during weekends”, he says, emphasising the
importance of boundaries and quality time with family.
His business partnership with Paul also allows flexibility. “We both have complete
faith and trust in each other,” Roberts notes, highlighting how mutual respect enables
them to support one another during personal or professional challenges.
Roberts is also focusing on personal well-being, recently rejoining the gym and
prioritising health after years of hard work building the business. “This is the year for
health and well-being,” he affirms, marking a new chapter in his personal journey.
Tips for Maximising Trade Show Success
Drawing from his extensive experience, Roberts offers practical advice for both
exhibitors and attendees:
For Exhibitors:
“Preparation is key. The more you engage with the organiser beforehand, the
more value you’ll get”
Leverage marketing opportunities by highlighting specific products or services
in pre-show communications.
Use simple tactics like adding “I’m attending Lubricant Expo” to email signatures to increase visibility.
For Attendees:
Study exhibitor lists in advance and schedule meetings before the event.
Maximise your time by packing your diary full of pre-planned sessions.
Engage with exhibitors and make the most of networking opportunities to build valuable industry connections.
Looking Ahead: The Future of Lubricant Expo
With successful shows in Europe, North America, and soon the Middle East, Roberts and his team are focusing on nurturing these events and ensuring that each show continues to offer value to participants. “We’re really focusing on growth and
nurturing the shows we currently have,” Roberts says.
For those interested in diving into the world of lubricants or experiencing the vibrant
community firsthand, Roberts extends a warm invitation: “If you haven’t attended any of our shows, please do look into it. They’re free to attend, and I’m sure you’ll find immense value”.
As Roberts and his team continue to expand their global footprint, one thing remains
clear: Lubricant Expo isn’t just an event—it’s a movement reshaping the industry
through collaboration, innovation, and community.
Final Thoughts: Be Part of the Movement
Anthony Roberts’ story is a powerful reminder of what can happen when passion,
purpose, and people come together. From Brighton music venues to global industry
platforms, his journey embodies the entrepreneurial spirit and the power of human connection.
If you’re inspired by stories like this, don’t miss future conversations on Beyond The
Blend —subscribe today wherever you get your podcasts.
To dive deeper into the world of industrial sales and events, explore the tools and
insights offered by Plan Grow Do. And for a closer look at upcoming events, speaker sessions, and opportunities to connect with the lubricant community, visit www.lubricantexpo.com.
