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Pepe Parra Invests in the Future of Events with gther, the Event Tech Platform
3/23/2026
LONDON, UK - After more than four decades shaping the global experiential industry, Pepe Parra has announced a new chapter following the sale of 2Heads, investing his experience and vision into gther, a modular event technology platform designed for the next generation of events.
Built to support networking-led conferences, experiential formats and community-driven programmes, gther enables event professionals to create, deliver and scale events where relationships are the product.
For Parra, the move reflects a long-held belief that while the experiential sector is thriving, the technology supporting it must evolve.
Industry research from organisations such as the Event Marketing Institute and Allied Market Research highlights continued global growth in experiential marketing, as brands prioritise connection, community and cultural relevance. At the same time, organisers are under increasing pressure to demonstrate measurable business outcomes.
'Experiential is in a very strong place,' said Parra. 'But the future will be defined by technology that enhances creativity while working hard behind the scenes to deliver measurable results.'
gther has been built by event professionals for event professionals, with a team drawn from across the events industry and a platform shaped by real-world delivery experience. Its modular approach allows organisers to use only the tools they need, from registration and ticketing to AI-powered networking, meeting scheduling and community engagement, avoiding the cost and complexity of traditional enterprise systems.
At its core, the platform is designed to convert engagement into outcomes, helping brands, agencies and communities turn connections into pipelines, partnerships and long-term value.
'After 42 years running an events agency, I understand what makes events successful,' Parra added. 'gther is about giving the industry a foundation to deliver those outcomes at scale. Whether online or offline, communities should be co-ordinated on an all-in-one-platform that brings people together.'
Parra has also strengthened gther’s leadership team with key senior hires, bringing together deep expertise from across the events industry. This includes Sara Lilley, who joins from 2Heads as Strategy & Marketing Director with a strong background in agency-side brand and experiential marketing, and Stephen Connor, who joins as Finance Director, bringing extensive experience from Advertising, Media, Charity, Sports and IT professional services, brings a commercially driven and operationally focused approach to support the continued expansion of gther's events software businesses. Having been directly involved in event organisation as part of his varied roles, he is able to uniquely relate to the challenges ahead. Together, the leadership team reflects gther’s commitment to combining real-world event expertise with strategic and commercial rigour as the platform continues to scale.
Event professionals, agencies and suppliers are invited to explore the platform and experience how gther is shaping the future of events.
About gther
gther is a modular event technology platform built to help event professionals design, deliver and scale events where relationships are the product. Created for networking-led conferences, tradeshows, experiential brand experiences and community-driven programmes, gther enables organisers to turn engagement into meaningful connections and measurable commercial outcomes.
Unlike generalist event platforms, gther is purpose-built for the realities of live and hybrid events. Its flexible architecture allows organisers to deploy only the tools they need, including registration, ticketing, AI-enhanced networking, meeting scheduling, hosted buyer workflows, community engagement and on-site event management, creating a seamless experience before, during and after the event. www.gther.com
Contact:
[email protected]
LONDON, UK - After more than four decades shaping the global experiential industry, Pepe Parra has announced a new chapter following the sale of 2Heads, investing his experience and vision into gther, a modular event technology platform designed for the next generation of events.
Built to support networking-led conferences, experiential formats and community-driven programmes, gther enables event professionals to create, deliver and scale events where relationships are the product.
For Parra, the move reflects a long-held belief that while the experiential sector is thriving, the technology supporting it must evolve.
Industry research from organisations such as the Event Marketing Institute and Allied Market Research highlights continued global growth in experiential marketing, as brands prioritise connection, community and cultural relevance. At the same time, organisers are under increasing pressure to demonstrate measurable business outcomes.
'Experiential is in a very strong place,' said Parra. 'But the future will be defined by technology that enhances creativity while working hard behind the scenes to deliver measurable results.'
gther has been built by event professionals for event professionals, with a team drawn from across the events industry and a platform shaped by real-world delivery experience. Its modular approach allows organisers to use only the tools they need, from registration and ticketing to AI-powered networking, meeting scheduling and community engagement, avoiding the cost and complexity of traditional enterprise systems.
At its core, the platform is designed to convert engagement into outcomes, helping brands, agencies and communities turn connections into pipelines, partnerships and long-term value.
'After 42 years running an events agency, I understand what makes events successful,' Parra added. 'gther is about giving the industry a foundation to deliver those outcomes at scale. Whether online or offline, communities should be co-ordinated on an all-in-one-platform that brings people together.'
Parra has also strengthened gther’s leadership team with key senior hires, bringing together deep expertise from across the events industry. This includes Sara Lilley, who joins from 2Heads as Strategy & Marketing Director with a strong background in agency-side brand and experiential marketing, and Stephen Connor, who joins as Finance Director, bringing extensive experience from Advertising, Media, Charity, Sports and IT professional services, brings a commercially driven and operationally focused approach to support the continued expansion of gther's events software businesses. Having been directly involved in event organisation as part of his varied roles, he is able to uniquely relate to the challenges ahead. Together, the leadership team reflects gther’s commitment to combining real-world event expertise with strategic and commercial rigour as the platform continues to scale.
Event professionals, agencies and suppliers are invited to explore the platform and experience how gther is shaping the future of events.
About gther
gther is a modular event technology platform built to help event professionals design, deliver and scale events where relationships are the product. Created for networking-led conferences, tradeshows, experiential brand experiences and community-driven programmes, gther enables organisers to turn engagement into meaningful connections and measurable commercial outcomes.
Unlike generalist event platforms, gther is purpose-built for the realities of live and hybrid events. Its flexible architecture allows organisers to deploy only the tools they need, including registration, ticketing, AI-enhanced networking, meeting scheduling, hosted buyer workflows, community engagement and on-site event management, creating a seamless experience before, during and after the event. www.gther.com
Contact:
[email protected]
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