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The first three weeks after Cart Basel was acquired by Ecom North taught me more than I expected.

Ben Hirsch and I went from running our own show to being part of something bigger.

Here is what I learned during this transition.

Not a Founder

I am not a founder anymore.

This is a weird feeling.

Ben and I went from making decisions on our own to being held accountable to a team.

Wild transition!

Team Support

Being supported by team members is amazing.

From the get-go, I have received amazing guidance from Nicasio Co III, James Zhao, and Adi Gullia and incomparable support from Kate Fenton, Coeli Fortun, Miranda Karmis, Kelton Evans, and Pamela Iturricha Artero.

Seeing Differently

I learned to see things differently.

Even though I figured out a successful approach with my prior profitable events, I have been challenged to improve it and try things in different ways.

Moving Slower

Bigger ships move more slowly but can carry a greater load.

The dexterity I had to call shots and stay nimble with decisions in the past was a very freeing feeling.

Now, though, I have more teammates to run ideas by before they get approved, leading to more thoughtful decisions.

Event Pressure

Event pressure never goes away.

I reflect on how every event I ever hosted has always come with stress and pressure.

But then again, is that not what it takes to make a diamond?

Conclusion

Selling Cart Basel to Ecom North has been a learning experience in letting go of solo control and embracing team accountability.

The support, new perspectives, and more thoughtful decision-making have already made me better at what I do.

If you are building in the Ecom space or building in the direct-to-consumer space and just so happen to be in Miami on December 4, come party with us!

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I have built profitable events by ignoring what the industry says you are supposed to do.

The conventional wisdom says that to scale an event profitably, you need more days, bigger venues, luxury perks, and hundreds of attendees paying premium prices.

I have tested the conventional approaches like swag, fancy food, party buses, and yachts but found my success doing the opposite.

My Approach

While others built three-day conferences with thousands of guests at five-star hotels, I kept it focused.

Single-day events.

Founder-driven.

Hundreds of guests and venues chosen for connection over impressions.

Budget Mindset

My budget approach was not about cutting corners.

It was about clarity.

Skip premium catering? Absolutely.

Founders do not remember the custom cocktails. They remember the partnership they closed during the roundtable.

No fancy badges with titles and companies? By design.

Humility and equality drive better conversations than letting egos and hierarchy take over the room.

Smaller, curated audience? Always.

One hundred of the right people beat one thousand disjointed attendees every single time.

The Results

Here is what happened when I optimized for guest value instead of industry expectations.

Sponsors got a better return on investment because they had meaningful conversations, not just booth traffic.

Attendees closed five, six, and seven-figure deals because we engineered real collision opportunities, not just networking time.

What Matters

The event industry loves to overcomplicate things.

More is better. Bigger is better. Fancier is better.

But founders and executives do not care about that.

They care about three things:

• Did I learn something I can use?
• Did I meet someone who can move my business forward?
• Was my time respected?

Moving Forward

That is the approach I am bringing to Ecom North as we expand across the United States.

Profitable events are not about following someone else’s playbook.

They are about obsessing over what actually creates value for the people who show up.

Miami, December 4th. We are doing it our way.

Conclusion

Building profitable events comes down to focusing on what truly matters: real connections, meaningful conversations, and respecting your attendees’ time.

The industry playbook is not the only path to success.

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This moment feels surreal. Today, I am excited to share that Cart Basel has been acquired by Ecom North, and I will be joining as their Chief Events Officer to lead their U.S. expansion.

When I started hosting DTC/Shopify/eCom events, I was just trying to create the kind of events I wished existed. Places where founders could drop the titles, forget the metrics for a minute, and actually connect as humans building hard things.

The Journey

The path here was not clean.

There were moments standing in front of hundreds of people where I questioned everything.

Decisions I got wrong that cost real money.

But each of those moments taught me something about what truly matters in this work.

I learned that intention beats fancy venues.

That vulnerability creates deeper bonds than perfect presentations ever could.

That the right people in a room, given the space to be real with each other, will create magic you cannot manufacture.

The Growth

What started in a garage became something that connected 1000+ founders and drove real business outcomes. Not because I figured it out, but because I cared deeply about getting it right.

This doesn’t happen without:

• Every guest who showed up, shared honestly, and pushed me to improve
• The friends who supported this vision when it was just an idea
• The vision and partnership of Nicasio Co III and Adi Gullia
• Ben Hirsch, who built this entire journey with me

What’s Next

Cart Basel was an incredible chapter of learning what is possible when you focus on people over everything else. Now it is time to take that foundation and build something bigger with Ecom North across the U.S.

Miami, December 4th. Here we go.

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It was June in Miami, and I found myself standing on a crate in a garage with 87% humidity and no air conditioning. This was the humble beginning of what would later become Cart Basel, my first DTC/Shopify event in 2023.

Humble Beginnings

The setting was far from glamorous. I had a $300 budget, bungee cords hanging from the ceiling, and chipped paint above our heads.

But what we lacked in aesthetics, we made up for in spirit.

Twenty-four determined entrepreneurs showed up that day, each seeking something meaningful: community, growth, and opportunity.

The Power of Vision

Looking back at that garage space, I see more than just the imperfections. I see the pure expression of potential.

That basic venue, with its industrial lighting and concrete floors, became the launchpad for something much bigger.

Two years later, I found myself hosting my own conference just a mile away. This time, the audience represented billions in collective value.

Embracing Imperfection

Did everything go perfectly? Absolutely not.

I made countless mistakes along the way.

What I lacked in event planning experience, I made up for with unwavering vision.

The space might have been messy and imperfect, but it was necessary.

The Big Lesson

Here is what I learned: do not get caught up in the imperfections of the present moment.

Keep your eyes fixed firmly on your destination.

You will surprise yourself with what you can achieve when you focus on the bigger picture.

Conclusion

Do not get stuck on the imperfections in the moment. Keep your eyes on where you are going, and you will surprise yourself with what you can pull off.

Stay connected with me for more insights on LinkedIn and X.

As an experienced event MC, I’ve always believed that speaking off the cuff feels more natural than following a script. But recently at Cart Basel, I experienced a moment that taught me an unexpected lesson about presence and perception on stage.

The Freeze

I froze.

Hundreds of eyes were on me as I completely lost my train of thought mid-transition between speakers.

My brain was screaming.

The Reset

I did something unprecedented in my career.

I stopped talking.

I closed my eyes.

I took a deep breath.

What felt like an eternity to me was probably just two seconds.

Then I finished my point, received applause, and the show continued flawlessly.

The Revelation

Later, something unexpected happened.

A guest approached me with an interesting observation.

“Ari, I love that you do breathwork!” they said.

I was confused. “Excuse me?”

“That deep breath on stage—I do breathwork too!”

The Lesson

What I perceived as inner panic wasn’t what the audience saw at all.

They saw intention.

They saw composure.

They saw presence.

The key is not to rush.

Speak with purpose.

When you do this, you’ll never lose control on stage.

Conclusion

Your internal experience often differs dramatically from what your audience perceives. What feels like panic to you can appear as intentional presence to others.

Want more speaking and event hosting insights? Follow me on LinkedIn and Instagram, where I share my experiences and lessons learned from the stage.

Exactly 3 months ago, Cart Basel was underway, and with it came my obsession with keeping my data-driven events running like a scientific machine.

What happened next taught me everything about true leadership and the power of equality in business environments.

The Setup

The stakes were high that day. With just 10 minutes to go before our next VIP keynote session, our speaker—a billionaire brand founder—walked into our venue (The LAB Miami) just in the nick of time to go on stage.

After he was cleared by our armed security and checked in at our front desk, some small talk started with his small entourage in preparation for him to share his immeasurably valuable life story and advice about the world of Ecom/DTC/Shopify with our audience.

However, as he pivoted to head inside, I noticed something was off. That’s when I made what could have been a career-ending decision.

The Confrontation

I casually approached him and said, “Oh! Let me grab you a nametag real quick.”

“That’s ok, I’m not gonna wear one,” he replied.

My business partner, Ben Hirsch, watched on in horror as he shot me a look that clearly said, “What on earth are you doing, Ari?!?”

Despite the tension, I persisted: “We wear nametags at our event.”

“So I have to wear a nametag?” he asked.

“Everyone wears nametags at our event,” I said with a smile that was anything but friendly.

“Alright then,” he conceded.

“Thank you,” I replied.

I quickly darted off into the other room to take care of the unsettled crowd while Ben Hirsch prepared the billionaire’s nametag for him. (Thank you, Ben, for going into damage control mode once I exited the scene and explaining my philosophy to him.)

This exchange might seem like a power struggle, but it represented something much deeper—the enforcement of a principle I hold sacred.

The Philosophy

Here’s the philosophy that drives everything I do: Once you walk through my doors, everyone is equal—EVERYONE is a special guest, both GA and VIP. To create this sentiment, we put everyone on a level playing field.

Whether a founder has done $1B in sales or just made their first $10k, all guests receive a simple, handwritten nametag with JUST their first name.

No last name. No company. No title.

This approach fosters an environment of humility, making sure all guests feel welcomed and accepted regardless of their track record. It creates a space where anyone can step up, share their unique experiences in Ecom, and become a leader.

The psychology behind this system is powerful—when status symbols disappear, authentic connections emerge.

The Result

The billionaire showed exactly what it meant to be a humble leader. By accepting the nametag rule without further resistance, he demonstrated that true leadership isn’t about asserting status—it’s about adapting to environments that foster collective success.

When you create true equality in your business environment, magic happens. Status disappears, egos shrink, and authentic connections flourish. That simple nametag rule has generated over $1B in combined value through the relationships and partnerships formed at our events

Conclusion

The lesson here extends far beyond event management. In any business setting, the moment you strip away artificial hierarchies and create genuine equality, you unlock the potential for unprecedented collaboration and growth.

Here are the key takeaways that can transform how you approach business relationships.

• Equality breeds authenticity – When status symbols disappear, real connections emerge
• Consistency matters – Apply your principles universally, regardless of who’s involved
• Humility is leadership – True leaders adapt to environments that foster collective success
• Simple systems create profound impact – A nametag policy generated over $1B in combined value
• Level playing fields unlock potential – Remove artificial hierarchies to enable unprecedented collaboration

Follow me on LinkedIn for more insights on building authentic business communities and creating environments where everyone can thrive.

As the CEO of Cart Basel, I’ve experimented with countless formats to facilitate meaningful growth and connection at my events.

Here are intentional collision points formats that lead to better business outcomes for your guests and sponsor.

Unstructured Networking During Meal Time

This free-flowing time allows us to nourish the body and soul—increasing your guests’ blood sugar.

Fueling their conversations with food naturally allows your guests to physically be their best and create low-pressure uniformity through action among the guests.

Additionally, it eliminates the possibility of having guests stand around awkwardly by simply giving them something to do! Similar to the relaxing comfort of having a drink in your hand, holding a plate of food while networking brings out our vulnerable humanness.

Don’t feel self-conscious about how you look when you chew—we’re all doing it!

Unstructured Networking Without Food

In between mealtimes, you can allow guests to focus on the goals/topics at hand without any distractions.

Your guests are more likely to be locked-in to their thoughts as nobody is worried about refilling their plates.

Make sure non-alcoholic drinks are available to keep hydration levels up, but sometimes a 30-minute foodless general networking session will stimulate intensely productive conversations.

Keynote Speakers

Create segments in your event agenda to have specific topic-driven conversations presented by a keynote speaker—an industry expert or thought leader.

For example, an audience-wide 40-minute crash course on implementation of AI tools, leadership training, or running high ROI ad campaigns etc. will jam more knowledge into your guests than watching videos about the topic on YouTube ever could.

Make sure your speaker makes the segment engaging and leaves time at the end for practical Q&A.

Collaborative Discussions

To build on top of the “1-to-many” approach of a keynote speaker (like mentioned above), break your audience into smaller groups, and give them 15 minutes to discuss a specific topic between themselves.

Ideally, keep these groups under 15 people to allow maximum engagement between the participants. Your guests are intelligent, capable and experienced — let them share wisdom with one another; the results are astounding!

Conclusion

The magic happens when you stop trying to control every interaction and start creating the right conditions for authentic connections to flourish.

Key Takeaways:

• Unstructured networking with meals creates natural, low-pressure interactions while fueling productive conversations through shared action and increased energy levels
• Unstructured networking without food allows for focused, distraction-free discussions that can lead to intensely productive conversations in shorter timeframes
• Keynote speakers deliver concentrated knowledge transfer through expert-led sessions that engage audiences more effectively than passive content consumption
• Collaborative discussions in small groups (under 15 people) leverage your guests’ collective intelligence and experience to create peer-to-peer learning opportunities
• Strategic restraint works better than micromanagement—success comes from designing the right environmental conditions rather than controlling every interaction

Trust in your guests’ ability to create value for one another, and watch as your events transform from networking obligations into catalysts for genuine business growth.

What’s the difference between a good event and a great one?

In my experience hosting Cart Basel and interviewing event leaders on my podcast Heartfelt Event Show, it comes down to one thing: intentional experience design.

Here’s my blueprint for creating moments that attendees still talk about months later.

Guests Before Sponsors

Sponsors sponsor events with one goal: Return on Investement.

While hosts need to make money, putting the spotlight on your guests will take you much further than focusing on sponsors.

Guests are to be championed, charmed and cherished at all costs.

Prioritize your guests’ desired event outcome, and your sponsors will thank you for having appreciative guests.

When attendees feel valued and engaged, they become the best advertisement for your sponsors’ brands.

Educate Your Audience

I’ve seen too many professional events fall into 1 of 2 categories: party or panel.

While that may be preferred by some, the 2 extremes don’t drive business forward.

When hosting events for leaders, founders and executives, recognize that these high-achievers want to accomplish MORE. They are thirsty for practical wisdom and implementable strategies.

Find the right speakers who can teach your audience about the right tools, and those discussions will be talked about and remembered long after the event ends.

Elevate Their Daily Life

Having hosted events in abandoned garages to multi-million dollar venues, I’ve learned that regardless of what the 4 walls look like, it’s important to make your space feel like a “level-up” from their day-to-day.

Easy level-ups include food and drink, venue decorations, and swag bag giveaways, but having a room full of accomplished, driven, intelligent self-starters will refresh your guests and make them feel surrounded by individuals who bring the best out of them.

The environment should inspire and energize, not just accommodate.

Hype

Sponsors, speakers and stakeholders deserve attention, but you would be remiss for only focusing cameras on the stage.

Direct your photography and videography teams to capture your guests having a blast, accentuate their “best side” and make them feel like a VIP.

As a host, speak to every guest possible and THANK THEM for bringing their good vibes and positive energy. If you’re excited about your guests, they will be excited about your event.

This energy becomes contagious and elevates the entire experience.

Public Recognition

Once the dust settles and everybody goes home, post a group picture the following day on your socials and tag AS MANY guests as you can.

Give shoutouts to your sponsors, venue hosts and guests you can spot.

This creates unity, community and includes your attendees in what was a positive, memorable experience. It extends the event’s impact beyond the physical gathering and builds anticipation for future events.

Conclusion

These principles have transformed every event I’ve hosted, turning ordinary gatherings into extraordinary experiences that attendees remember and talk about for months.

Here’s your quick recap for creating unforgettable events:

• Put Guests Before Sponsors – Champion, charm and cherish your attendees at all costs
• Educate Your Audience – Provide practical wisdom and implementable strategies, not just parties or panels
• Elevate Their Daily Life – Make your space feel like a “level-up” from their day-to-day experience
• Include Your Guests in the Hype – Capture them on camera and make them feel like VIPs
• Follow Up with Public Recognition – Post group pictures and tag attendees to create lasting community

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As a CEO (Chief Events Officer), I often find myself stuck focusing on the logistics and forget about the emotional architecture of my events.

At Cart Basel, I’ve developed a deliberate emotional journey for attendees that maps specific feelings to specific moments.

Here’s how I do it and why it matters for retention.

Build Anticipation

Building anticipation builds value perception.

I create a sense of the unknown around our “VIP” keynote speakers and suggest exclusive opportunities to interact with them.

Granted, I have to put my money where my mouth is. But when I follow through with the co-founders of Boxycharm (now IPSY) and hims & hers, your guests will learn not to doubt your ability to deliver.

Encourage Vulnerability

Here’s one thing you need to know: vulnerability creates authentic connection.

When I get on stage as the master of ceremonies, I challenge the audience to forget their AOV, GMV, and title. This is why we don’t have company names or titles on our name tags. I remind them that their identity is so much more than their brand—yes, even at a DTC/e-commerce/Shopify event!

My opening remarks challenge them to share what they feel along their journey and the relatable obstacles all founders experience while building.

Giving the audience permission to be vulnerable and bring their walls down changes the entire dynamic of the event.

Foster Exploration

Intimate exploration generates lasting impressions.

We design short “round-robin sessions” with subject matter experts to give guests the opportunity to ask questions in real time.

They can interact with vendors, agencies, and SaaS leaders who are committed to solving the toughest problems brand founders experience.

These sessions create opportunities for guests to celebrate each other’s wins while forming a preliminary connection with individuals who would normally charge thousands of dollars for their time to troubleshoot a client’s problems.

Provide Relief

Relief transforms stress into gratitude.

We intentionally invite keynote speakers that shake up the audience in the best way possible.

Whether it’s getting the crowd to stretch, laugh, move their bodies, or shout something silly at the top of their lungs, it cuts any built-up tension from an all-day event.

This creates a further appreciation for the experience.

Build Community

Community belonging drives long-term connection. Our closing happy hour focuses on tying the day up with a bow.

After a day of education and connection, the free-flowing networking transforms our venue into a self-driven community generator.

Yes, guests are now part of the “Cart Basel family,” but connections, bonds, and deals are formed outside the four walls of Cart Basel.

Educating, including, and providing a watering hole of opportunity for your guests is what creates a welcomed stickiness. It’s what drives guests to return with excitement.

Conclusion

Here is a quick rundown of everything I’ve just discussed above.

• Anticipation: Build value by teasing exclusive opportunities that you can deliver on.
• Vulnerability: Give attendees permission to lower their walls and connect authentically.
• Exploration: Create intimate sessions for real connection and problem-solving.
• Relief: Cut tension with activities that get people laughing, moving, and re-energized.
• Community: Foster a sense of belonging that extends beyond the event itself.

When emotions are mapped intentionally, events transform from information dumps into transformational experiences that people can’t wait to attend again.

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