From organiser to industry pioneer: 15 years of Oliver Stoldt and Premium Speakers

In 2009, Oliver Stoldt founded the Premium Speakers agency – a bold move that laid the foundation for a success story that continues to characterise the speaker market today.

An unexpected discovery and the challenges of a new type of market gave rise to an agency that caused an international sensation with its innovative ideas and high quality of service. In this interview, the visionary CEO talks about the beginnings of Premium Speakers, the biggest challenges, his most important milestones and the trends that will shape the future of the speaker industry. He gives deep insights into his personal journey as an entrepreneur and the culture that makes his company so unique.

“We have turned the speaker market inside out.”

About the founding story: Oli, can you tell us something about the founding of the Premium Speakers agency? What inspired you to start this company?

Oliver Stoldt: I had no idea that there was such a thing as a ‘speaker market’. It was only when I founded the Alpensymposium and needed speakers and personalities for it that I started talking to agencies and booking speakers there. In 2009, I was given the opportunity to take over Swiss Sales, an agency that books and organises conferences for companies. That’s when it clicked for me, because when we organise conferences, we need speakers and presenters. So it was clear to me that I should set up my own speakers’ agency. And because of the sometimes negative experiences I had over the years when booking speakers for the Alpensymposium, it was also clear to me that we wanted to offer our customers a high standard of service and operate internationally.

What were the biggest challenges in the early years and how did you or your team at the time overcome them?

O.S.: Well, there were already a few agencies on the market and they weren’t happy that one agency was suddenly shaking things up with marketing, communication and new technologies. I was known as the organiser of the Alpensymposium and everyone was nice to me because they wanted to place speakers. Suddenly I was a competitor and turned the market ‘inside out’. I reset the rules of the game and didn’t let up in my endeavours. I got to know some new people and knew who I wanted to play with. And also who I didn’t want to play with.

How did you come up with your first ‘own’ speakers? Who was the first speaker to get a profile on your website back then?

O.S.: ‘If we have 50 personalities on the site, that’s great.’ – I said at the time.

I used my network and my contacts and asked the speakers if I could include them on the website.The first speaker I got the go-ahead from was Joschka Fischer. Since then we have maintained a very close friendship with mutual respect and recognition. And when we are always travelling together at events, we reminisce about the ‘founding story’.

What have been the most significant milestones in the last 15 years?

O.S.: Oooh, there are quite a few milestones: For example, in 2005 the Alpine Symposium with Bill Clinton, we were known in Switzerland in one fell swoop. In 2008, the event with Jack Welch, in 2011 the symposium with Madeleine Albright, in 2013 the admission to the IASB in the USA. The collaboration with great people and the trust that was placed in us.

In your opinion, what factors were decisive for the success of your agency?

O.S.: The international focus, the constantly growing network and our commitment. We get things done and our clients can rely on us. And since we organise conferences for clients ourselves, we know the processes ‘behind the scenes’. Our customers know this and don’t panic when things get bumpy in the organisation or logistics due to flight and train cancellations. We do everything we can to ensure that the booked personality is on stage on time and in good shape.

“We no longer need speakers for frontline customisation – we need real experts.”

On services and the market: How has the market for speaker agencies changed over the last 15 years?

O.S.: The market is constantly changing. There are around 94 speakers’ agencies in German-speaking Europe alone. And it feels like a new agency is added every three weeks. Everyone has the feeling that they can quickly get a slice of the pie and earn money quickly.

Well, on the one hand, more agencies are needed, because the completely useless and pointless training formats ‘Become a speaker in 7 days’ or ‘Become a top speaker in a week’ or ‘We’ll get you on stage for more visibility and success’… These poor devils have to go somewhere. And since we leading agencies won’t take them on, they simply set up their own agencies.

On the other hand, demand has changed, especially in the last two years since the pandemic and the wars in Ukraine and the Middle East. Instead of just booking speakers for ‘frontline coverage’, experts are now being sought for keynote speeches and interactive workshops.

Another point is the increasingly short-term bookings and the decreasing reliability. And thirdly, the booking process is becoming increasingly difficult. This means that the technologies and purchasing programmes used by customers are becoming more and more complicated and therefore an enormous time waster.

How have customers’ expectations and needs evolved over time?

O.S.: As I said, the trend is towards experts for keynote speeches and workshops. At the moment, all companies are undergoing a transformation somewhere. Be it in terms of employees or digital transformation, CSR, new technologies and artificial intelligence. And a very important topic is health in everyday business life. The needs of every customer are different and we have to ask a lot of questions and listen a lot when processing enquiries so that we understand what and who the customer is really looking for.

The expectations are very high to always put the right person on the stage so that you don’t ‘miss the point’. These are exciting challenges that we are more than happy to take on. On the one hand, we have a broad portfolio ourselves and many experts on board with both PREMIUM SPEAKERS and LEADING MINDS. On the other hand, we still enjoy researching and discovering new experts. That hasn’t changed since the agency was founded, I love it.

What innovations or new services has your agency introduced over the years? Or discarded them?

O.S.: We’re always trying things out, my IT people are always ‘happy’ when I come up with new ideas. I’ve been thinking about the ‘agency of the future’ since 2017 and had a great project back then. But it failed due to the egos of some other agency owners. Even then, I wanted to build something ‘crazy’ with Starmind and artificial intelligence. I’ve been tinkering with new ideas ever since.

We had introduced the chat bot, but cancelled it again because there was too much spam and rubbish coming in. What works very well is cross-marketing with MICE and our speaker platforms. We have interwoven this technologically and built a unique platform economy.

I rejected the idea of setting up a global ‘franchise system’ in various countries with Premium Speakers. Unfortunately, that didn’t work out and I cancelled the idea. We are currently well positioned and we are working at full capacity, despite all the crises.

The ‘agency of the future’ is still buzzing around in my head and maybe I’ll start a project specifically focussed on AI and Gen AI in the near future.

“I’m always open to new people and ideas.”

About the corporate culture and your team: How would you describe the corporate culture at Premium Speakers? What makes it special?

O.S.: New work par excellence. As we all work in a decentralised way, there is a great deal of trust between us. We are digitally networked and have a team meeting three to four times a year where we all meet, work and celebrate. I don’t control my team members, but can see from the work results if something isn’t going so well. And my employees have a lot of freedom and can organise their working day themselves.

Keyword shortage of skilled labour. How do you manage to attract talented employees and retain them in the long term?

O.S.: I am always open to new people and ideas. As I said, the New Work culture favours this. Plus a good salary, freedom and the ability to organise your own working day.

Where did you get your leadership skills from? Which personalities inspired you, especially in your early days as an entrepreneur?

O.S.: In terms of business management, I have had many ‘bosses’, managers and bosses in my career. But three personalities are still constantly present in my mind today.

Firstly, Horst Schulze, founder of the Ritz Carlton Hotels. Horst comes from Cochem on the Moselle and became one of the most important hoteliers in the world. His claim ‘Ladies and Gentlemen are serving Ladies and Gentlemen’ says everything about how you should treat customers, partners and employees.

Secondly, Jack Welch. I had the honour of working with Jack several times and attending his talks and workshops. And, in 2008, he was a speaker at the Alpine Symposium. The ‘Five Leadership Principles’: Hiring, Firing, Leading, Motivating and Overdelivery. Overdelivery’ is the most important word here. Because customers, employees and partners are only happy if you deliver more than is expected of you.

And thirdly, I have huge respect for Klaus Kobjoll and his life’s work, the Schindlerhof in Nuremberg. Incidentally, this is one of my absolute favourite hotels. Klaus and I are good friends and I hold him in high esteem. In 1995, I was able to take part in one of Klaus’ workshops at the Schindlerhof, and I’ve been there regularly ever since.

“I want to maintain my simplicity.”

How have you personally developed as a CEO over the last 15 years?

O.S.: Of course, I’ve made a lot of mistakes and learnt a lot in the last 15 years of my self-employment. In the beginning, when money was very tight, I was also very dogged. I took over Swiss Sales in 2009, in the middle of the property and financial crisis. It was a very tough time at the beginning and I sometimes slept in the office in Horgen so that I could get straight back to work the next morning. When the situation eased in 2011 and we set the right focus at Swiss Sales and Premium Speakers also developed splendidly, I became a little more relaxed. Then came some really good years and we were also able to build up a good financial cushion. As a result, I was able to partially withdraw from the operational side and work more and more on the company and develop it further. That felt good and it still does today. In mid-2017, we dissolved the office infrastructure in Switzerland and embraced ‘New Work’. And since we were able to sell the Berlin MICE agency in November 2019, three months before the coronavirus pandemic…., I’m pretty relaxed.

Now it’s all about continuing to work professionally on our MICE and speaker topics, looking at and implementing innovations and having a good time in the process. I’m now 55 years young and it’s time to build a lot of fun and life into my remaining life schedule.

Even though I’m now an entrepreneur and no longer the youngest person under the sun, I’m still Oli to most people. And I want to maintain this simplicity. I don’t need status and my ego isn’t particularly pronounced either. I love being who I am without having to pretend. That’s how customers and personalities appreciate me.

Oli in jeans, a hoodie and the office in a rucksack on his back. It fits. That’s all it takes. Because it’s not about me, it’s about using our expertise and service to help customers organise the best event for their employees, customers and partners.

Is there a special moment or experience that has shaped you as a CEO?

O.S.: Well, when you are an entrepreneur, there are not only the nice things in everyday life. It’s fun to hire people, develop companies, build teams and see how they develop. But every now and then you make a mistake and have to let people go or they move on of their own accord. The end is not always nice and always made me very sad. Even today, after so many years as an entrepreneur. But it has to be done. ‘Hire slowly – fire quickly’ Even today, I sometimes think about what I did wrong in certain situations. But unfortunately I can no longer change things. Learn from it and look to the future.

Another thing that comes to mind…

In the past, I literally had to go out of my way to get speakers on our website. Today it’s the complete opposite. We get applications every day from people who want to become a premium speaker.

And then there are the moments that are a magic moment every time. My mobile phone rings, a number appears on the display but doesn’t tell me anything. I answer it and am speechless for a moment. It rarely happens… and after the call I have to swallow twice. A well-known personality has contacted me on recommendation and would like to work with Premium Speakers. Wow. These are experiences and moments that you never forget.

“The speaker industry must change towards more quality.”

Keyword future prospects: What is your vision for the next 15 years of the agency? What specific goals and plans do you have for the near future?

O.S.: I’m happy with how things are going. There are no specific goals or plans. I always say to my team that there are no more new projects. They don’t believe me anyway (smile), because I have too many ideas. Let’s see how we can further strengthen Premium Speakers as a brand and how we can future-proof the company. Unfortunately, my children are still not interested in taking over the company. Hopefully that will change, otherwise there could be an MBO with the employees, or I could sell the agencies.

What trends and developments do you see for the speaker industry in the future?

O.S.: The speaker industry needs to change towards more quality. When I started Premium Speakers in 2009, it was something special for companies to invite a speaker. It was something special to present a special personality to your employees or customers.

Today, it feels like everyone who has ever given a company presentation without an accident is a keynote speaker, a top 100 speaker or a top speaker. Take a look around LinkedIn, every second profile says Speaker or Keynote Speaker or Book Author or Bestselling Author. What’s the difference? How can you tell the difference? How can the customer still be sure whether a speaker really has quality and offers quality in their presentations when nowadays speaker agencies even sell titles and use them for marketing?

We receive between 10 and 15 enquiries a day from speakers who want to be part of Premium Speakers. On the one hand, we no longer have time to answer all the enquiries. And if one does make it to my desk, it goes into the ‘scouting pool’.

And to be honest, I can’t even hear the word ‘speaker’ anymore…. We urgently need something new in the industry so that the quality is recognisable again.

“Personal support is the be-all and end-all in the class of speakers we work with.”

A few words about your clients and speakers: How do you cultivate relationships with your clients? What is particularly important to you?

O.S.: My team and I are in constant dialogue with our clients. And we are on site at many events. I personally have around 150 travel days a year and can therefore attend many conferences and meetings live and talk to the organisers. I am therefore also happy to be the contact person for customers when it comes to new conference formats.

The same applies to speakers and personalities. Personal support is the be-all and end-all in the class of speakers we are travelling with. A lot has to be organised, from transfers and the right technology on stage to private jets. This is part of our daily routine and we have it under control, especially for ‘behind closed doors events’. Discretion is everything and our clients and personalities know that.

How are you celebrating the agency’s 15th anniversary? Are there any special events or activities?

O.S.: 1 September 2024 is a Sunday, so we won’t be doing much. There will be some communication activities. Otherwise, not much will happen. And there won’t be any special events either.

The plan is to spend three days in Ulm with my whole team at the end of September. We want to go to ratiopharm Ulm for basketball and then use the Orange Campus the next day to organise a team day with the basketball players from Ulm’s Bundesliga team. Sport vs. business – fun and games of basketball.

Finally, would you like to say a few words of thanks to your customers and partners?

O.S.: 15 years of the Premium Speakers agency and 15 years of MICE and therefore 15 years of self-employment. Self-employed and constantly. Turning my passion into a profession – organising conferences at the highest level. I would like to continue doing this with my team and I am really looking forward to it.

I would like to thank everyone from the bottom of my heart for their cooperation over the past few years and look forward to the future, which we will shape ourselves!