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The Experience Engineering Studio

We engineer the room your audience buys from.

One studio. Strategy, creative, production, and content, built end-to-end for coaches, creators, and founder-led businesses scaling past $1M.

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4 production slots remaining for Q3–Q4 · Engagements book 4–6 months out

LIVE RUN · PALMS CASINO RESORT · LAS VEGAS · 22:14 LOCAL BizBash Event Marketer Forbes Entrepreneur Palms Casino Resort HMS Belfast T&C Las Vegas LIVE RUN · PALMS CASINO RESORT · LAS VEGAS · 22:14 LOCAL BizBash Event Marketer Forbes Entrepreneur Palms Casino Resort HMS Belfast T&C Las Vegas

The Roster

Founders who stopped planning events and started engineering rooms.

Eight engagements. $11.4M in revenue closed inside rooms we built. These are the operators who decided the room was the lever — and pulled it.

  • Ben Newman $1.8M from 150 seats
    Ben Newman Performance Coach
  • Ali Awad Flagship summit, sold out
    Ali Awad CEO Lawyer
  • Eddie Maalouf $146K sponsorship in 6 days
    Eddie Maalouf Bad After Dark
  • Chase Hughes London warship, full house
    Chase Hughes The Behavior Panel
  • Ravi Abuvala Cinematic summit
    Ravi Abuvala Scaling With Systems
  • Ed Mylett Premium-tier room
    Ed Mylett Founder · Investor

The Iconic Standard

Most events are well-run. None of that matters if the room doesn't convert.

There are two kinds of people who produce live events. One manages the logistics so nothing breaks. The other engineers the environment so everything closes. The distinction sounds subtle. The revenue gap is not.

01

A stage gets you applause. We build the room your audience buys from.

Every physical decision inside a room — lighting temperature, stage height, seat configuration, the moment the music drops — is either working for your offer or against it. Most producers treat these as logistics. We treat them as design inputs.

  • Stage and lighting engineered around your sell-from-stage moment
  • Room flow designed to move your audience from awareness to decision
  • Every scenic element authored to reinforce the offer. Not decorate the space.
02

Other studios send you a vendor list. We send you one point of contact and own everything after that.

When your strategist and your production company are two separate businesses, the brief gets lost. What closes deals on paper never makes it to the room intact. We own strategy, creative, production, and content in-house. Nothing drifts between kickoff and event day.

  • Strategy and execution under one roof. One point of authority.
  • No vendor list. No coordination overhead. No brief that survives three handoffs.
  • One engagement. Vision Brief to event day to content distribution.
03

An event closes on the day. Ours keep closing for the next quarter.

A room that isn't captured happened once. We build the content infrastructure before the doors open — so what closes inside the room keeps working for the next quarter.

  • Multi-cam capture and live content production built into every engagement
  • Social cutdowns, speaker reels, and post-event packages shipped within weeks
  • One room. A quarter of owned content across every channel.

Beyond the front end

Most producers show up on event day. We start months before it and ship content weeks after.

Before the doors open, we've already mapped the offer. Inside the room, we engineer the close. After it ends, the content ships. One engagement. Three phases of return.

The Event Planner The Experience Engineer
Coordinates vendors on your behalf Directs every creative decision in-house
Manages logistics and timelines Designs the room's psychology first
Treats production as a line item Owns production as a conversion tool
Measures success in applause Measures success in revenue
Presents a vendor list Presents a single point of authority
Shows up on event day Owns the brief from strategy to content
Delivers a well-run event Engineers a room that closes

Selected Work

The Work Speaks. The Numbers Close. These are the rooms where the revenue happened. We engineered every one of them.

These aren't estimates. They're what closed. We built the room. The room did the rest.

All case studies →
Ben Newman's Las Vegas Bootcamp $1.8M in membership sales from 150 seats Bad After Dark $146K in sponsorships, designed in 6 days The CEO Lawyer Summit A room engineered for decision-makers Scaling With Systems LIVE Parking garage turned cinematic summit Viral Ecom Adz Turning an audience of buyers into a community Chase Hughes — London Warship When the venue is the message

Services

A proven framework. Built across 40+ rooms. Five phases. Installed into your event from day one.

  1. 01

    Strategy

    We study the room before we design it. Audience psychology, offer economics, revenue architecture — built before a single creative decision is made.

  2. 02

    Creative

    The story, the room, the rhythm. Stage design, lighting psychology, scenic fabrication, show flow — every element authored to move your audience toward a decision.

  3. 03

    Production

    Technical direction, audio, live video, projection mapping. Owned in-house. No vendor seams. No compromises on the day.

  4. 04

    Content

    The room is captured before it opens. Multi-cam reels, social cutdowns, speaker packages — shipped within weeks. One event becomes a quarter of distribution.

  5. 05

    Revenue

    Sell-from-stage coaching, offer suite design, sponsorship architecture. The conversion environment engineered from the inside out.

Proud to have partnered with

Scope of service

We Work With a Specific Kind of Founder.

If the room has to generate revenue, we're built for it. If it doesn't, we're not the right studio.

01

The coach

Bootcamps · Memberships · Live rooms

You sell from the stage. Your event is not a brand play — it's a revenue moment. You need a room engineered around the close, not the experience.

In the room Ben Newman $1.8M from 150 seats
02

The creator

Summits · Communities · Flagship events

You have an audience. Now you need to convert them into buyers, sponsors, or a community with a price tag. The room is the activation.

In the room Eddie Maalouf $146K in sponsorships in 6 days
03

The founder

Masterminds · Multi-city tours · Annual flagships

You're scaling past $1M. Your event needs to close masterminds, move sponsorship inventory, and operate like a business — not a calendar item.

In the room Ali Awad Flagship summit, sold out

What we do

I

Before the room

The room is engineered before anyone walks in. Strategy and architecture come first — everything else follows from them.

01

Insight

Audience psychology, offer economics, room physics. We study before we design. Nothing is assumed; everything is interrogated.

02

Strategy

A revenue-first blueprint. Every ticket tier, every touchpoint, every sell-from-stage moment — mapped before a single creative decision is made.

II

Inside the room

Every physical element is a design input. Stage height, lighting temperature, show flow — each one is either working for your offer or against it.

03

Creative

The story, the room, the rhythm. Stage design, lighting psychology, scenic fabrication, show flow — authored to move your audience toward a decision.

04

Production

Technical direction, audio, live video, projection mapping — owned in-house. No vendor seams. No compromises on the day.

III

After the room

A room that isn't captured happened once. We build the content infrastructure before the doors open so the room keeps working long after they close.

05

Amplification

Multi-cam capture, social cutdowns, speaker reels, post-event packages — shipped within weeks. One room becomes a quarter of owned content across every channel.

What we
don't do

weddings galas social events trade show booths expo activations corporate town halls banquets webinars chats single panels attendees sell stage fundraisers moment white label mixers other agencies coordination ownership

The Methodology

This is the Iconic Standard

Most events are well-run. None of that matters if the room doesn't convert.

$1.8M in membership sales from a 150-seat room
$146K in sponsorship secured in six design days
40+ rooms engineered for founder-led brands
100% of 2024 events sold out at premium tiers

In their words

Don't take our word for it. Every number below closed inside a room we engineered.

“Iconic made my event look like a Tony Robbins production — at a fraction of the cost.”
Ben Newman Performance Coach · Bootcamp 2023
Watch the full story →
“They didn't run my event. They engineered the room my audience bought from.”
Ali Awad CEO Lawyer · Flagship Summit
Watch the full story →
“We sold $146K in sponsorships in six days. The room sold itself.”
Eddie Maalouf Bad After Dark · Host
Watch the full story →

Engagement

Three ways in. One studio.
Pick your entry point
and we'll engineer the rest.

Stated, not hidden. Investment figures are being confirmed for launch.

Vision Brief

The strategic blueprint. Lowest commitment, highest clarity.

Investment on request
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Flagship

Authored Room

The flagship engagement. End-to-end, engineered to convert.

Investment on request
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Narrow by design

Built for founders. Not for brands.

The big agencies chase Fortune 500 budgets. We chase the room that has to close. Same industry. Completely different business.

Find Out If We're the Right Fit

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Three questions. If the room is right for us, we’ll know — and so will you.

01 Your business stage
Please make a selection.
02 When is the room?
Please make a selection.
03 What outcome are you engineering? Please make a selection.

4 production slots remaining for Q3–Q4

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