The Brief
Huntress approached us with a clear mission: to create a roadshow that would not only showcase their cybersecurity expertise but also build a sense of community among partners and customers. They needed a trusted partner to deliver impactful, well-executed experiences that reflected the bold personality of their brand and delivered real educational value.
About Huntress
Huntress is a cybersecurity company on a mission to protect small and mid-sized businesses from today’s ever-evolving cyber threats. Founded by former NSA operators and security experts, Huntress delivers powerful, affordable, and easy-to-manage solutions that help IT professionals and MSPs stay one step ahead of malicious threats.
Despite having a strong customer base across the UK, Ireland, and mainland Europe, Huntress lacked an EMEA events team to support the execution of regional marketing and events. That’s where Fresh came in.
With the brief in place and a clear understanding of Huntress’s goals, we got to work.
Strategic Planning and Roadshow Execution
We’ve had the privilege of supporting Huntress across their 2024, 2025, and soon-to-be 2026 roadshows, providing end-to-end event and marketing support. From the outset, our team worked closely with theirs to bring the roadshow vision to life, helping them connect face-to-face with partners and customers and share valuable cybersecurity insights in a way that’s both engaging and practical.
With that vision in mind, we knew the Huntress Roadshow had to be more than just a series of events; it needed to feel like a community. Every stop on the tour was designed to reflect the bold personality of the Huntress brand while delivering real educational value to attendees.
With multiple cities, tight timelines, and high expectations, getting the logistics right was critical. From day one, our focus was on making every event feel seamless for both the Huntress team and their guests.
We began by building a detailed tour schedule aligned with Huntress’s key regions. From tech hotspots to partner-dense cities, every location was carefully selected to maximise impact.
Once the roadmap was set, we sourced and secured venues that matched the identity of the Huntress brand. These included a mixture of iconic buildings, modern spaces, and themed venues, all capable of supporting dynamic content.
Each stop on the tour brought its own challenges, from varying layouts to venue regulations. We managed it all, coordinating suppliers, overseeing AV and production, and ensuring brand consistency across every location.
We also built in contingency plans and a central command structure to keep things running smoothly. This included weekly client check-ins and “Know Before You Go” sponsor meetings.
Creative Concept and Production
Fresh Production’s Technical Manager, Tomos Jones, played a key role in the design and production of the 2024 Huntress Roadshow. For the 2025 events, he set out to elevate the experience even further. He introduced a more immersive and visually striking concept that would deepen audience engagement and reinforce the Huntress brand.
Responding to the brief for a community-driven event with impactful engagement, Tom designed a bold new format featuring a curved video wall and a diamond-shaped stage. This setup not only created a dynamic focal point for presentations and discussions. It also wowed attendees, who shared photos and videos across LinkedIn, generating organic buzz and extending the roadshow’s reach far beyond the room.
Beyond aesthetics, the design had to be highly functional. It needed to be self-contained, easy to transport, and adaptable to a wide range of venues. Each venue had its own layout, theme, and logistical constraints. The result was a modular, scalable solution that enabled Huntress to maintain consistency in brand experience without compromising creativity.
Looking ahead, we’re excited to be partnering with Huntress once again for their 2026 EMEA Roadshow, and the momentum is only growing.
While the full programme is still in development, we’re already working closely with the Huntress team to shape a new series of community-building, engaging, and educational events that continue to push boundaries and bring cybersecurity to life.
If you’re looking to kick off 2026 with your own set of roadshows, get in touch! We’d love to show you how we keep our events Fresh!
