ITA Group Acquires UK-Based C2events to Bolster Global Pharma Event Capabilities
To strengthen its European presence and enhance high-impact event experiences for life science clients worldwide, ITA Group has acquired C2events, a UK-based event management agency specializing in healthcare and pharmaceutical conferences.
ITA Group, a U.S.-headquartered leader in engagement and event solutions, has expanded its global presence with the acquisition of C2events, an award-winning UK-based event management agency recognized for its expertise in healthcare and pharmaceutical conferences (1). The acquisition strengthens ITA Group’s European operations and enhances its ability to deliver high-quality, compliant event experiences for life science clients worldwide.
Founded in 2004 and based in Wakefield, United Kingdom, C2events is known for creating impactful, highly regulated events for some of the pharmaceutical industry’s most prominent global brands — spanning medical congresses, advisory boards, training meetings, and product launches. The deal represents a strategic move for both organizations. For ITA Group, the deal adds a significant in-region presence in Europe and strengthens its event delivery network for global clients, whereas for C2events, joining ITA Group provides access to state-of-the-art event technology, cutting-edge attendee engagement platforms, and a scalable global infrastructure supporting further growth.
“Four of our five largest clients are U.S.-based, and we’ve always aspired to have an operation in the U.S.,” said Mark Saxby, Executive Director of C2events, in a company press release (1). “When ITA approached us, the benefits were clear. This partnership allows us to enhance our services and accelerate growth while maintaining our culture and commitment to clients. Together, with our incredible teams, we can deliver a broader range of services to our healthcare and pharmaceutical clients across Europe and beyond.”
“C2events is an exceptional organization that shares our commitment to service excellence and ownership culture,” added Brent Vander Waal, CEO of ITA Group, in the press release (1). “Together, we’ll provide clients across Europe with direct, in-region support and best-in-class solutions.”
“This acquisition represents a natural evolution in our growth strategy and our commitment to serving clients wherever they do business,” commented Sarah Haines, President — Event Solutions of ITA Group, in the press release (1). “With over 400 team members now dedicated to event solutions across multiple continents, we can inspire and motivate audiences in Europe and around the world through exceptional, locally managed experiences.”
The acquisition builds on ITA Group’s ongoing international expansion strategy, which in recent years has included the acquisitions of NKD in London (2022), HTK in Ipswich (2023), and Performance Incentives in Sydney (2024). The deal coincides with ITA’s purchase of Daymakers, a Netherlands-based live and digital event specialist, further strengthening its presence across Europe.
Founded in 1963 and headquartered in Des Moines, Iowa, ITA Group employs more than 1,200 people worldwide and supports clients in over 120 countries. The company’s services span engagement programs, incentive travel, event marketing, recognition, research, and learning designed to motivate audiences and drive meaningful connection across global organizations.
C2events will continue to operate under its existing leadership and retain its full team, ensuring continuity for clients while integrating with ITA Group’s global network. Staff will also join ITA’s employee-ownership model, reinforcing their role in shaping the company’s future growth trajectory.
Reference
C2Events. ITA Group Acquires UK-Based C2events to Expand Global Engagement Capabilities. Press Release, Dec. 9, 2025.