New Capital, Big Moves: Easyfairs Plots U.S. Growth with Backing from Cuil Bay Capital

April 16, 2025

After leading Tarsus Group through multiple decades of global growth and eventually a $940 million acquisition by Informa in 2023, industry heavyweight Doug Emslie is back with a bold new move: investing in Belgium-based trade show organizer Easyfairs through his investment firm Cuil Bay Capital.

In an exclusive interview with TSNN, Emslie shares why Easyfairs’ tech-forward, exhibitor-friendly approach and niche market strategy are uniquely positioned to disrupt the U.S. events landscape—and why now is the time to double down on events.

From launching industrial shows in Detroit to targeting high-growth verticals and frictionless exhibitor experiences, Easyfairs is making its mark—and Emslie, now a board member, is helping steer the ship.

Here are 5 highlights from our interview. Listen to the full conversation here.

1. Easyfairs: A Global Player with U.S. Ambitions

Emslie’s Cuil Bay Capital has made a significant investment in Easyfairs, a Belgium-based trade show organizer that’s “likely to enter the top 10 global organizers soon.”

“Easyfairs is entrepreneurial at its core but operates at global scale with 120 shows. It’s a business I’ve admired for years,” Emslie said.

doug emslie — *Cuil Bay Capital Chairman Doug Emslie*

The company plans to bring its model—focused on ease of exhibiting and niche community engagement—to the U.S. market, starting with Coiltech USA, launching in June 11-12 in Novi, Mich., a suburb of Detroit.

2. U.S. Expansion Kicks Off with Niche Industrial Events

Easyfairs has had success growing industrial shows in Europe and is replicating that model stateside.

“They bought a small coil winding event in Italy, expanded it into Germany, and are now bringing it to Detroit. That’s their playbook—scale up niche sectors that others overlook,” Emslie shared.

With backing from Emslie and support from industry veteran Rachel Wimberly, the company is actively looking to acquire and launch more events in the U.S.

3. Technology as a Differentiator

Emslie praised Easyfairs' leadership in applying event tech to streamline exhibitor and attendee experiences.

“They’re one of the best in our industry at using technology to remove friction and deliver ROI—not just cost efficiency, but return on time,” Emslie said.

This tech-forward approach, combined with deep community engagement, is a cornerstone of their event strategy, he added.

easyfairs ceos — *Easyfairs CEOs Matt Benyon and Anne Lafère*

4. Cuil Bay Capital’s Investment Strategy: People First

Emslie emphasized that Cuil Bay Capital focuses on backing entrepreneurs, not just sectors.

“We invest in people—entrepreneurs with vision. Whether it’s small startups or large-scale players like Easyfairs, we help them grow with strategy, network, and capital,” Emslie explained.

Cuil Bay has made nine investments since launching in late 2023, including Raccoon Media Group and Jacobs Media, and supports both early stage launches and mature businesses scaling globally.

5. Industry Outlook: Tariffs, Tech & Advocacy

When asked about potential industry threats, Emslie expressed concern over tariffs, international travel restrictions, and broader economic uncertainty.

“Any point of friction—whether it’s tariffs or travel bans—is bad for our industry. We thrive on the free flow of goods and people,” Emslie emphasized.

He urged industry professionals to engage with advocacy groups like the ECA, calling their role essential in helping navigate external challenges.

Main image: Coiltech Germany 2025 Photo: Coiltech

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