F2F Media

We grow businesses by creating powerful connections

We’re award winning experts in connecting brands with their target B2B and B2C customers, via world-class live events and revolutionary digital services.


F2F Events: a busy scene from the Allergy and Free From Show

We create, deliver and own market-leading exhibitions, conferences and awards, operating in multiple B2B and B2C sectors, both in the UK and internationally.

Discover F2F Events

Digital solutions for business

A revolutionary digital service, connecting brands at scale with targeted fresh engaged data that’s uniquely fed and constantly replenished by our live events.

Discover F2F Digital

Al Murray at the APEA Live Awards

Creating true event partnerships; a unique, proven and comprehensive A-Z management service that will fast-track your event’s sales, marketing and operational success.

Discover F2F Event Management


We create, deliver and own market-leading exhibitions, conferences and awards, operating in multiple B2B and B2C sectors, both in the UK and internationally. People buy from people. Now, more than ever, brands must get face-to-face with their customers to beat the competition and amplify their digital strategies.

We’re born showmen and passionately believe in the unique sales and marketing power that only live events can deliver your brand.

We conceive, produce and progress world-class events in a wide variety of markets; from food & drink to fertility, petroleum to pain-management, mental health to the events sector.


Our revolutionary digital service connects brands at scale with targeted, engaged data that’s uniquely fed and constantly replenished by our live events.

Includes: the UK’s largest community of affluent free-from, plant-based, health and sustainability-conscious consumers. Extends to: additional B2C interests and B2B sectors.

Our communities trust us; they’re fans, not figures. Let us vouch for your brand via our suite of respected digital assets with limitless applications; direct sales, product launches, campaign boosts, offers, competitions and market research.

F2Fs revolutionary digital service connects brands with engaged data

Event Management

Large photo of Al Murray entertaining guests at the APEA Live awards dinner in 2021

We create true event partnerships; our unique, proven and comprehensive A-Z management service will fast-track your event’s sales, marketing and operational success.

We’re not interested in ‘collecting’ clients, our passion is the event itself. We’ll only partner on concepts that excite us and where we can make an immediate impact.

Meet the Team

The F2F Media Team is small but perfectly formed. Have a browse below and you'll see the breadth of experience we carry. Feel free to reach out to any of us about any project you'd like to discuss, new or existing and they'll be happy to assist you or introduce you to the person who can.


Austen Hawkins
Managing Director

Austen founded F2F Media 18 years ago with a fresh new concept of launching consumer health shows (“It’ll never work”, he was told… more than once). Almost two decades later, with consumer health shows now mainstream globally, Austen continues to lead a talented team that launches first-to-market concepts around the world.

His career started in media auditing at The Audit Bureau of Circulations (ABC), where he launched exhibition attendance auditing, before eventually becoming Group Sales and Marketing Director. Following stints at the leading UK events industry trade associations, as Chief Executive of AEO and Launch Director of both ESSA and AEV, Austen formed his own business. He remains on the Board of AEO and various working groups, and was elected Association Chairman in 2018.

Away from the office he’s raised two children, played football, murdered the saxophone and lost lots and lots of golf balls.

A rather younger Austen Hawkins


Tom Treverton
Commercial Director

Tom’s been with F2F Media for 12 years and focuses on launching brand new event concepts, developing new company partnerships and the progression of F2F’s digital strategy. Previously our UK Portfolio Director, Tom launched and oversaw the growth of our Allergy & Free From Show and Just V Show portfolio, which now runs in three locations. He also leads on our event management of APEA Live.

A career-long experienced events professional. From 2004, Tom held marketing roles at leading event trade associations AEO and EIA, then went on to become Director of another, AEV, before joining us. Tom currently sits on the AEO’s Development Board, its Events Working Group and is a judge for the AEO Excellence Awards. He’s also a judge for the Free From Food Awards and the Quality Food Awards.

Away from the office he’s the proudest possible dad of two, will entertain absolutely any sport-related conversation, and will happily bore you with the notion that There Will Be Blood is the greatest film of our time.

A rather younger Tom Treverton


Ben Corbett
Event Director

Ben started at F2F in marketing but has quickly risen to the role of Event Director. He is responsible for The Allergy & Free From Show and Just V Show portfolios, which run across three UK locations.

Before events, Ben was a teacher for 7 years, leading Film and Media Studies at a secondary school. He left that career behind to study for his Master’s Degree and undertook research on Chinese Cinema for the University of Kent. This included some time in Shanghai. He has also worked as a freelance writer and videographer.

Film and music are Ben’s biggest passions. He’s a singer songwriter in his regularly gigging band and has been known to talk on experimental and the avant garde at UK film festivals. For his pains, he’s also a lifelong Norwich City fan.

A rather younger Ben Corbett


Raj Jadeja
Head of Sales

An experienced sales specialist and a huge part of the F2F family for over 10 years, Raj has led on sales for our Just V Show portfolio since its 2013 launch and has played a significant role in the business development of The Allergy & Free From Show. Raj also assumes sole sales responsibility for APEA Live.

Following customer service and HR roles for tech, health, banking and audio equipment brands, Raj - much to his own surprise - found his true professional calling in sales. A natural talent for engaging people saw Raj quickly progress to a senior team leader role at a telemarketing company. Then, at an event conference business, he rose from delegate to sponsorship sales. When Raj became a proud father, he gained a beautiful baby girl and F2F gained Raj, via his desire to work closer to home.

Raj is a family man, who plays a mean game of Mario Cart with his daughter. An avid movie fan and connoisseur of 90s/00s hip hop, rap music and UK garage, he’s also a passionate follower of Liverpool FC (this makes Raj sad sometimes).

A rather younger Raj Jadeja


Lee Wyatt
Head of Sales

Lee is a natural-born relationship builder, whose clients love him almost as much as we do. Over the years, his passion and dedication has seen him work his way up to Head of Sales, with a lead focus on The Allergy & Free From show portfolio.

Prior to F2F, Lee spent 16 years in the Leisure industry, initially as a lifeguard. Some people stand in the darkness, afraid to step into the light… not Lee, who progressed up the ranks to Assistant Manager level. During this time he honed his phenomenal people skills and ability to talk to and engage with literally anyone (with ease). Aged 34, Lee recognised his potential in sales and made the bold decision to pursue a brand new career path, from the ground up… this was to F2F’s significant benefit. He has never looked back.

Away from work Lee is the proud father of two children, football mad, lover of EDM (electronic dance music). Also, he always smells nice (fragrance head!).

A rather younger Lee Wyatt


Christine Schmidt
Event Manager

Christine oversees every aspect of our German Fertility Shows. From sales to marketing, operations to audits, nothing ‘F2F’ happens in Germany without her knowing about it. A meticulous planner and champion of diversity, Christine launched our award-nominated ‘Rainbow Theatre’ at the 2022 Berlin edition of Kinderwunsch Tage.

After growing up in Radis, Germany, Christine’s first professional role was with City Post, before moving to England and using her excellent linguistic skills in translation roles and as a tutor for students studying GCSE German. This work led her to F2F, initially in a sales role before moving into her management position.

Christine is never happier than with a book in her hand and a cat on her lap. Setting an ambitious target of reading one hundred books this year leaves her little time for anything else, but like all Germans, she can be easily distracted with coffee and cake.

A rather younger Christine Schmidt


Anne-Laure Guichard
Event Manager

Anne-Laure joined the business in 2019 to lead the successful launch of our Fertility Show in Paris; a show she has both established and progressed. Over and above her talent, unwavering drive and significant events experience, Anne-Laure also adds some French flair to the F2F office. Accomplished in sales and event management, Anne-Laure has subsequently widened her focus to include our forthcoming Fertility launch in Amsterdam.

Raised in Angers in France’s Loire Valley, Anne-Laure has worked on a great variety of international events, from music festivals to congresses. She gained experience at events trade associations AEO, AEV, ESSA and IELA, before working at Upper Street Events on their Cycle Show and Café Culture.

Out of the office, Anne-Laure somehow finds the time to tutor French to UK school students, as well as volunteer at a local Oxfam book shop. She’s also a passionate foodie, who enjoys cooking for anyone that loves eating; please form an orderly queue.

A rather younger Anne-Laure Guichard


Adam Prowse
Head of Accounts

A childhood friend of our esteemed MD, Adam answered an SOS call in May 2013 to provide a short-term F2F accounts support. We’re delighted to report that he never left. If there’s a number in it, it’s Adam’s; he expertly oversees accounts for the entire business.

He’ll regularly tell you he’s the oldest in the business, so brings the most experience; we’re all just catching up. His professional start saw him work in consumer goods exports to the Middle-East and West Africa, before making a move into the music industry. Adam’s been a live / studio sound engineer and sold studio equipment and musical instruments. But it’s the music business that steered him towards accounts, to our ongoing benefit. Whilst at F2F, he instigated the creation of the AEO (events industry) Finance Group.

Adam’s our resident petrol-head. His “overriding obsession” is Australian Touring Car Racing and MotoGP. If we hadn’t made him put a shirt on for the photo he’d be wearing the merch, and his perfect day would be sipping a “glass of lunch” in the Australian coastal sunshine watching a race.

A rather younger Adam Prowse


Jack Hawkins
Credit Controller

Jack ensures our ship sails smoothly forward with his comprehensive credit control across our UK and International portfolios. In his two years at F2F, Jack’s talent has seen him ‘own’ and restructure this part of our business, plus his versatility has shown he’s more-than-capable of sales support when called upon.

Jack is our youngest team member; a fact he’s often ‘reminded’ about, yet one he effortlessly endures given he’s smart enough to know we’re all just jealous. Stints as Head Chef in a Japanese restaurant and an Interactor at Warner Bros Studio’s The Making of Harry Potter preceded his start at F2F.

Chelsea FC, Marvel, comedy (especially Daniel Sloss), all movies (except horror), gaming… these are a few of Jack’s favourite things. But, most of all, Jack loves spending time with friends and family; whether it on a road trip, sitting in the pub, or throwing shapes on the dance floor.

A rather younger Jack Hawkins

Contact Us

We'd love to hear from you. There's nothing that excites our innovative team more than new projects or new ideas to enhance existing ones. Reach out and let's talk.