Podcast
074 - What Keeps People in the Trade Show Industry for Life with Bobby Diehl

074 - What Keeps People in the Trade Show Industry for Life with Bobby Diehl

There are over 10,000 trade shows a year in the US, and in 2025 alone they sparked $168 billion in business-to-business sales from encounters on the show floor. Yet one in three people working in the industry is new to it in the last five years, and most young people have never heard of it as a viable career.

‍

Chris talks with Bobby Diehl, Director of Operations at Genesis Exhibits and a second-generation industry pro who grew up setting up exhibit units at his own birthday parties. They get into how to break in, what the work actually rewards (curiosity and connections over hard skills), why there's never a dull moment, and the wow moments along the way, from an Andy Warhol at JP Morgan to the first-ever soccer match on the grounds of the United Nations.

‍

The headline Chris didn't expect is that the real value of trade shows is bigger than the numbers. It's the people. The industry supports families, builds lifelong friendships even among competitors, and rallies around its own when someone needs a hand. If you're weighing a career change or just curious what this world is really like, Bobby makes a compelling case for coming in eyes wide open.

‍

Key Topics & Timestamps

  • 01:13 - Meet Bobby Diehl
  • 02:17 - Breaking Into the Industry
  • 06:33 - Mistakes and Problem Solving
  • 10:02 - Why Trade Shows Matter
  • 17:06 - Day to Day and Wow Moments
  • 32:45 - Why This Industry Matters
  • 34:43 - Friendships and Giving Back
  • 42:05 - Hiring and Career Advice
  • 47:14 - Episode Outro

‍

Memorable Quotes

‍

"The beauty of it is there's something for everybody." — Bobby, on how the trade show industry has a role for every kind of person

"It's not what happens, it's when something happens, and how you handle it." — Bobby, on handling the inevitable mistakes and problems on the show floor

"We're not just product sellers. We're story creators." — Bobby

"You realize what we do is we help the world trade." — Chris

"Ask very successful people what makes them happy, it's not money. It's about connection." — Bobby

‍

Key Takeaways

‍

  • The industry has something for everybody. Whether your strength is tech, organization, or people, there's a lane, from AV to project management to sales. As Bobby puts it with his pen analogy, no one makes it alone. You're a puzzle solver working alongside graphics, hardware, flooring, labor, and shipping partners.
  • Come in eyes wide open and never stop asking questions. Bobby prepared by listening, learning by osmosis from his father and industry peers, and connecting with as many people as he could. With one in three pros new in the last five years, curiosity and energy matter more than a perfect résumé.
  • Mistakes are part of the job. What counts is how you respond. "Until you make a half-million-and-one-dollar mistake, I can't be mad." On the show floor in the 11th hour, the skill is solving the problem, not avoiding the position.
  • Soft skills and connections beat hard skills. The people who go far are the creative thinkers, problem solvers, and connection makers. The bigger your Rolodex, the better off you are when you need a favor in a strange city.
  • Trade shows deliver unmatched ROI. Where else can you get in front of 20,000 to 40,000 buyers in three days and fill a year of sales pipeline? It doesn't happen by accident, though. Prior planning prevents poor performance.
  • There's never a dull moment. A typical week spans sales, service, project management, accounting, and client relationships. If your current job has gone stale, this is an industry where you're never going to be bored.
  • The real value is people. Beyond the numbers, the industry supports families, builds lifelong friendships even among competitors, and comes together when someone is in need. As Bobby says, it's not about top-line dollars. It's about connection.
  • Choose an employer who listens. Look for a boss who welcomes questions and treats you like a partner. Company size shapes the role, since smaller shops stretch you across more hats. Understand the culture, the values, and what success looks like before you say yes.

‍

Connect With Us

Ready to future-proof your experiential business? Subscribe to Experience Builders for more strategic insights that help agency owners build bulletproof businesses. Share this episode with fellow industry leaders navigating their busiest season.

‍

Resources

‍

More from Bobby Diehl

‍

More from Chris

‍

More from Khalil

‍