Nick Rosier is the Managing Director of gther, a company redefining the way businesses manage events in a post-pandemic world. Recognizing the outdated and inefficient nature of traditional event technology, Nick has taken the helm to lead a team of event professionals who are creating software tailored for better events.
Nick Rosier | Managing Director | gther
Unlike many companies in the space that approach the market from a purely software perspective, gther’s team brings firsthand experience in events, allowing them to design tools that genuinely address the industry’s needs. At EliteX, we are proud to have Nick Rosier as part of the edition: Prominent Tech Leaders in UK, 2024.
Nick’s professional journey spans industries like broadcast, film, and advertising, with a strong emphasis on technology throughout. His career has taken him across the globe, from Australia and the US to Japan, working with some of the world’s leading brands. These diverse experiences have shaped his understanding of technology, storytelling, and customer engagement. Returning to the UK, Nick saw an opportunity to integrate his varied expertise into building a pure tech business, which has culminated in gther’s mission to transform event technology. The UK’s tech landscape is vibrant and full of promise, and Nick is optimistic about its future. He identifies fintech, AI research, cryptocurrency, e-commerce, and event technology as areas where the UK excels on a global stage. However, he notes that only the most innovative and adaptable companies will thrive in today’s challenging market. The high-interest, post-Brexit, post-COVID reality has created a more Darwinian environment for startups, where only businesses with proven profitability and market demand can secure investments.
“The team is the business. Building a strong culture and unified goals drives success.”
Nick highlights the transformative role of AI in the tech industry, particularly in software development. At gther, AI-powered tools have revolutionized the development process, significantly reducing feature development time by up to 95%. This shift from manual coding to curating AI-driven solutions marks a turning point akin to the transition from assembly language to high-level programming languages. The introduction and commercialization of AI agents will further accelerate this trend, reshaping software development teams into curators of AI-powered solutions. Despite the rapid pace of technological advancement, resources for innovation are often limited. This paradox, Nick explains, has led companies to find creative ways to do more with less. By balancing innovation with fiscal responsibility, businesses are developing sustainable models that deliver real value to customers. Gther exemplifies this approach, focusing on practical applications of cutting-edge technology to meet the specific needs of event managers, who often work under tight budgets and demanding schedules.
Reflecting on the UK’s tech evolution, Nick underscores the country’s natural advantages, including world-class R&D, top-tier universities, and a prime geographical location. The UK’s ability to create almost 50 tech unicorns and its ranking as the third-largest startup hub globally are testaments to its innovation prowess. However, challenges remain. The UK faces issues with its global perception, a brain drain to Silicon Valley, and difficulties in scaling startups. While the country excels at fostering innovative businesses, many companies struggle to grow due to limited local resources and competition from the US market. Gther’s core focus is on saving clients time. Event managers, often overworked and managing complex projects, face challenges such as rising costs and inefficiencies in a post-COVID landscape. Gther’s technology addresses these issues by streamlining processes, integrating seamlessly into event management pipelines, and leveraging AI to deliver meaningful time savings. The company’s tools are designed by event professionals who understand the importance of building connections, storytelling, and emotional engagement in B2B events. This emphasis on creating emotional connections drives gther’s approach to product development.
Innovation is a cornerstone of gther’s success. As a disruptor in the event tech industry, the company is addressing inefficiencies that have plagued the sector for years. Pre-pandemic, over three-quarters of event planners relied on multiple tools to manage their work, resulting in significant manual effort and fragmented processes. Gther’s integrated solutions unlock untapped value by simplifying these processes and helping clients achieve more with fewer resources. The company’s agility is a key competitive advantage. While larger players in the industry may struggle to adapt quickly, gther’s nimbleness allows it to stay ahead of the curve. The company dedicates 15% of its development resources to exploring emerging technologies and testing new ideas. This commitment to innovation has enabled gther to be a first mover in areas such as AI-powered registration processes and other groundbreaking features currently in closed beta. By shaping the future rather than following it, gther ensures its clients have access to the latest and most effective tools.
“The winners in this environment will be those who balance innovation with fiscal responsibility while delivering real value.”
Staying updated with industry changes is essential to Nick and his team. Substack, with its wealth of insights from industry leaders and top engineers, is a valuable resource for staying informed. Additionally, gther’s diverse hiring practices bring fresh perspectives to the company. By recruiting emerging talent from universities and professionals from various industries, gther continuously learns from different approaches to solving problems and applies these insights to event technology.
Nick offers valuable advice to young people aspiring to work in tech. He emphasizes the learning opportunities available in startups compared to large corporations. While corporate roles often involve specialization, startups expose individuals to a wide range of business functions, enabling them to develop a comprehensive understanding of how businesses operate. This exposure, he notes, is particularly valuable in the early stages of a career, when risk tolerance is higher and responsibilities are fewer. Working in startups can provide accelerated learning and a deeper appreciation of the bigger picture, making individuals more effective in their roles. Teamwork is central to gther’s success. Nick believes that the team is the heart of the business and plays a critical role in achieving the company’s goals. Building a strong culture and fostering a sense of unity among team members are priorities for Nick. By focusing everyone on a common goal and identifying external competitors as the ‘enemy,’ gther’s team remains motivated and cohesive. This collaborative spirit ensures that the company operates efficiently and avoids the pitfalls of silos or groupthink.
Looking ahead, Nick is excited about several key projects and goals for 2025. Gther plans to enhance its tradeshow and conference offerings, launch AI-driven data and analytics tools, and introduce a free lead capture app for independent contractors, disrupting the traditional lead capture market. With revenues doubling over the past financial year and on track to double again, gther is poised for significant growth and increased visibility in the industry. Nick’s vision for his legacy extends beyond gther’s impact on the events industry. While he hopes the company will continue to thrive and influence the sector, he values the relationships and mentorships he has built throughout his career. By fostering a culture of learning and growth within his team, Nick aims to empower individuals to carry forward the lessons they’ve learned, creating a lasting impact on the tech industry and beyond.
“We are a team of event professionals building software to help build better events.”