Be prepared to be stunned; by the time you read this I will have turned fifty. Yes, all of me. Oh, and I’m still accepting cards and presents.
Now, I was convinced that, despite the advancing years I was in reasonably good shape, thanks to a reasonably healthy diet and regular sessions on the rowing machine. Sadly this self-delusion came to a crashing end when I met Cain Leatham at the recent European Cities Marketing conference In Krakow. He’s been a fixture for 5 years, sponsored by IMEX Exhibitions. Cain’s job is to ensure the delegates – the majority in their mid twenties, and therefore prone to enjoying the evening activities – are both physically and mentally alert and can actually enjoy what is a pretty packed 3 days.
His background is impressive. Joining the RAF as a slim 10 stone he rebuilt himself into an 18 stone ironman. But with a background that includes a Masters in nutrition and an NLP qualification, his conference presentations are genuinely different. Throughout ECM Cain was on hand to provide advice, guidance, motivation and the odd stern word to encourage a new generation of event marketers to deal with some of the excesses the world of meetings can provide.
After meeting Cain in Poland, I was impressed enough after to meet up and find out more. Unfortunately, what I hoped we would be a chat over a beer and pizza turned out to be another enthusiastic workout. Having convinced myself I was in reasonable shape for a demi-centenarian, being stripped off next to Cain made me feel like a crushed beanbag. Yet it wasn’t all bleak; aside from the gym session, Cain also provides guidance on nutrition, and uses the latest technology to check out his victims – sorry, clients. A £1500 black box connected to my ankle revealed I was the perfect weight, made up of the right materials, with the potential to keep on trucking for a few more years.
Cain’s participation at conferences extends beyond the traditional keynote, although as a member of the PSA he works the stage well. Off stage he works with the delegates to take the audience through a workout designed to leave them energised but not sweaty. At ECM he also worked with the hotel to ensure lunch was nutritious and healthy – and no, we didn’t all share a bean sprout and fava bean salad; it was excellent, filling fare.
And the payback can be dramatic. The attention span of ECM delegates is far greater after Cain had been involved. And fun but intense sessions just before the traditional graveyard shift worked wonders for attention and participation.
Oh, and you probably want to know about my incredible physique. Well, Cain was actually quite polite about me, reckoning I could pass (albeit only in some departments) for a man 10 years younger. But I’ve taken many of his hints to heart, and the results have been great. Aside from more energy – necessary with the number of hats I wear – I’ve added a couple of pounds – but it’s all muscle. I promise you, my faithful reader, that there’ll be no gratuitous nudity in these columns, but by next year when I’m on the beach I don’t have to worry that all those women staring my way are actually mentally dressing me.
Cain Leatham: www.gbfitness.co.uk