GLOBAL: Adam Hall Group brought together 22 strategic partners from 18 countries at its Global Partner Summit 2026, extending the partner format established in Bali in 2024 to European participants for the first time.

Held from 29 September to 1 October, the three-day summit brought together partners, customers and industry thought leaders from Asia-Pacific and Europe to examine changing market requirements, business opportunities and the challenges of achieving long-term growth in a difficult economic environment.

“The most honest conversations don’t happen in between trade fair appointments,” said Kati Eismann, Co-CRO of the Adam Hall Group, in her opening remarks. “We brought partners from Europe and Asia-Pacific together around one table to talk openly about challenges and opportunities: about investment decisions, new technologies and demand that is noticeably shifting and becoming increasingly hard to predict. None of us has all the answers alone. Together, we see the market far more clearly.”

Under the theme “Shaping the Future”, discussions focused on the factors influencing customers’ investment decisions, more efficient project delivery and where partners require greater support. Eismann said the conversations reinforced the importance of the wider proposition around a product, rather than the product itself. “It’s not the product that makes the difference, but the overall package of service, availability and planning certainty.”

The summit also introduced the “Beyond Partnership” theme, reflecting Adam Hall Group’s intention to involve partners earlier in its product and market development processes rather than limiting engagement to product launches. Discussion sessions and one-to-one meetings provided partners with an opportunity to give direct feedback on upcoming products and the development direction of LD Systems, Cameo, the Integrated Systems portfolio and other Adam Hall Group brands.

For Markus Jahnel, CRO of the Adam Hall Group, the value of the format lies in bringing regional market knowledge directly into the company’s development process. “Anyone can be a partner in the good years. It gets interesting when the market is tough. At the summit, the people around the table knew their markets better than any study. When we bring their experience into our development processes early on, the result is products that genuinely work in practice. That’s exactly what we mean by ‘Beyond Partnership’.”

The expanded summit therefore represents more than an extension of Adam Hall Group’s existing APAC partner programme, creating a forum in which market feedback from different regions can directly inform the company’s commercial and product development priorities.