Sales Geek Scotland (SGS), the global sales leadership organisation, has announced a new partnership with Scottish start-up Forumm which will become the official event management and booking platform for all SGS events throughout 2026.

Forumm, an emerging player in the ticketing and online event-management sector, will support the expansion of SGS’s rapidly growing events programme which includes regular Sales Club gatherings in Glasgow, Paisley and Edinburgh, B2B Golf Networking events at Mearns Castle Golf, as well as plans for further events across the country.

The partnership will also underpin the delivery of two major follow-up Scottish Growth Seminars at Hampden Park in 2026, building on the success of November’s sold-out gathering of more than 200 business professionals.

Peter Barclay, co-owner of SGS, said: “Collaboration and building communities of like-minded businesspeople is fundamental at SGS, and Forumm understand and believe in that too.

Uncertainties in the economy times are driving businesses to adopt a stronger focus on sales and we have seen the demand for sales training and fractional sales directorship fuelling our expansion across Scotland. Our mission is to drive a change in the perceived stereotype of salespeople being “pushy” and unethical.”

He added: “This perception is damaging growth, and with our Sales Club, which offers free sales training, as well as our Scottish Growth Seminars, we believe we are changing negative perceptions of “sales” across Scotland, helping everyone to understand that the presence or absence of a well-operated, ethical sales function makes all the difference between a successful business and a failing one.

Forumm is going to disrupt the ticketing sector, and we’re delighted that SGS is partnering with them at this early stage. We look forward to seeing them grow in the coming years and to working closely together.”

Originally developed for the education sector by co-founders Dan Marrable and Dr Hilary Young, Forumm has recently opened its platform to businesses, charities and membership-led organisations. Its focus on simplicity, personal connection and transparent pricing has distinguished it from larger, more traditional ticketing providers.

Dan Marrable, CEO and co-founder of Forumm, said: “The online ticketing space has a poor reputation right now; people are frustrated by the user experience, hidden fees, and the feeling that big platforms don’t listen to organisers or attendees.

That’s where Forumm comes in. We value every visit to our site and every single booking made. The customer feedback since September has been fantastic: in the past three months alone, we’ve sold more than 2,000 tickets and seen over 40,000 users engage with the platform.

We’re looking for more partnerships with like-minded organisations in 2026, and our work with SGS will help grow our presence while delivering a better experience for its event attendees.”

The partnership signals a strong year ahead for SGS, which continues to build momentum across Scotland through training, community-building, and large-scale professional events.