In this episode of The Hydrogen Leader podcast, we speak with Mike Robinson, CEO of Trans-Global Events, to uncover the leadership principles and strategic thinking behind Europe’s largest hydrogen-focused trade event, the Hydrogen Technology Expo. Drawing from a unique career that spans high-performance motorsports and international event management, Robinson offers a compelling look at what it takes to build a thriving platform for the hydrogen economy.
He shares lessons in resilience, teamwork, and customer focus, revealing how his background as a professional racing driver and his family’s legacy in the event business shaped his leadership philosophy. From navigating COVID-19 to orchestrating a major location shift, Mike brings unmatched insight into how to lead with both vision and practicality in a fast-changing industry.
From the Race Track to the Hydrogen Expo
Robinson’s unconventional path from racing circuits to conference halls, has given him a unique edge. He sees clear parallels between motorsport and business: the need for adaptability, constant self-progression, and decisive leadership under pressure.
Raised in a family deeply involved in the event industry, he combines inherited know-how with firsthand experience. His transition from racing to event management wasn’t just career evolution, it was a strategic leap that gave him the tools to scale the Hydrogen Technology Expo into a central hub for hydrogen innovation.
Leadership Under Pressure: Lessons from COVID-19 and Beyond
A significant portion of the conversation centers on how Trans-Global Events weathered the pandemic. When the event industry came to a standstill, Robinson and his team had to quickly pivot, embracing digital formats while planning for a strategic return to in-person shows.
He emphasizes how customer value guided every decision. Rather than just going virtual for the sake of survival, they sought to replicate the engagement, visibility, and connection that in-person events uniquely provide. This customer-first mindset continues to inform the Expo’s growth trajectory.
Why Hamburg? Strategic Shifts in the Hydrogen Community
One of the biggest updates shared in the episode is the Hydrogen Technology Expo’s move from Bremen to Hamburg. For Robinson, the shift is more than logistical, it’s strategic. As hydrogen adoption accelerates, Hamburg’s infrastructure and international reach better align with the Expo’s mission to be the heartbeat of Europe’s hydrogen community.
This change reflects Robinson’s forward-looking leadership: adapting location, format, and experience to meet the evolving needs of the clean energy transition.
Tips for Exhibitors: Standing Out in a Crowded Field
Robinson offers hands-on advice for businesses participating in hydrogen events. Key takeaways include:
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Plan early to secure prime booth locations
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Design visually engaging, interactive exhibits
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Focus messaging on real customer needs
He underscores that successful events aren’t just about scale, they’re about meaningful connection and clear value for both exhibitors and attendees.
Balancing Innovation with Realism
As discussions turn to technology and future trends, Robinson shares his cautious optimism around the use of AI in events. He believes digital tools can enhance the attendee experience, but stresses the importance of not losing sight of practical realities in the hydrogen sector. Innovation should always be grounded in delivering real-world value.
Final Thoughts: Leading with Resilience and Vision
Mike Robinson closes the episode with a message of resilience to fellow entrepreneurs and leaders: embrace change, focus on your audience, and never underestimate the power of persistence.
His story is a testament to how personal drive, strategic thinking, and ethical business practices can transform a niche idea into a global platform for progress.
To hear the full story, watch the complete podcast episode here.
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