The Business of Meetings – Episode 261 – Building Club Ichi: The Journey, The Growth & The Partnership with Liz Lathan & Nicole Osibodu
Today, we are excited to welcome two of the most influential and high-energy leaders in the meetings and events industry. The dynamic duo, Liz Lathan and Nicole Osibodu are founders of Club Ichi. Individually, they are powerful, and together, they are dominating the market!
Stay tuned as we explore their journey, the vision behind Club Ichi, and the incredible work they are doing to shape the future of our industry!
Reinventing the Event Industry
Liz and Nicole built their careers in experiential marketing, but they were not satisfied with how the industry operated. They saw a need for more community, innovation, and fresh ideas, and instead of waiting for change, they created it themselves. Through bold projects like Secret Family Reunion and Club Ichi, they are reshaping how event professionals connect, learn, and grow.
The Journey to Club Ichi
Their journey started with Secret Family Reunion in 2019, an experimental networking event where attendees signed up without knowing the destination. The inaugural trip to Tuscany was successful, proving that people craved immersive, meaningful connections beyond standard industry gatherings. By 2026, they plan to host one final edition to push the concept further.
Realizing that the industry needed more than just one-off events, they launched Club Ichi in 2023. The goal was to create a thriving, engaged community of B2B event marketers. It began with a 12-hour digital marathon featuring 75 rapid-fire speakers designed to be high-energy and engaging. The event resonated, and Club Ichi quickly grew into a membership-based platform with thousands of subscribers.
Building a Sustainable Business
Initially, Liz and Nicole worked as consultants, taking on projects and advising clients. But they knew they needed a more structured, scalable business model. So, with the help of a business coach and tax strategist, they refined their focus, making Club Ichi their primary offering. Instead of chasing one-off projects, they built a long-term vision that serves their members and the broader industry.
Evolving Club Ichi
Club Ichi is evolving into a media-meets-community platform. Liz and Nicole have big plans, including an industry magazine and a reality show that provides a behind-the-scenes look at global events. They aim to create a sustainable, self-funded business that keeps the event industry fresh, innovative, and connected.
Innovating and Supporting the Event Industry
Liz and Nicole are actively pushing the boundaries of what is possible within the event industry. Through Club Ichi, they have created a dynamic space where B2B event marketers can connect, collaborate, and learn from each other. Their approach is not just about creating events but fostering an ongoing community of professionals who can rely on each other year-round. Beyond that, they aim to provide deeper insights into the industry with plans for a magazine specifically for insiders, featuring in-depth reports and analysis similar to Fast Company or Wired. They are also working on a reality show that will give event professionals a unique lens to see destinations and events, combining the fun of a travel show with event industry insights.
The Future of Club Ichi
Next year, they hope to grow Club Ichi to 1,000 premium members, expand their team, and build a profitable, long-term business. Their vision is clear: they want to make the event industry even smarter, more creative, and more connected. Liz and Nicole are not just building a business- they are reshaping the industry!
Bio: Liz Lathan
Liz Lathan, CMP, is a Co-Founder of Club Ichi, a private membership community for B2B event marketers. She brings over two decades of rich experience in corporate event marketing, having spearheaded global event teams for tech giants like Dell, where she pioneered Dell World in 2011, and IBM’s Analytics & Hybrid Cloud division. A trailblazer in the experiential marketing arena. Beyond her executive roles, Liz thrives as a writer, investor, speaker, and avid traveler, continuously shaping the future of event marketing and community engagement through her innovative and strategic approach – all built around having FUN!
Bio: Nicole Osibodu
Hug-addicted visionary and human catalyst with a flair for the unconventional! I thrive on helping companies build deep connections with event attendees at events that drive revenue. Obsessed with growing all things women’s sports. As the co-mastermind behind the world’s first secret business trip, I get to travel the world creating community with the places, spaces, and faces that make life freaking awesome!
Connect with Eric Rozenberg
On LinkedIn
Connect with Liz Lathan and Nicole Osibodu
