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Let’s be real, strategy without stories is just a dusty document no one reads. If you want your members to care, connect, and actually show up, you need to tell the right stories. In this episode, we sit down with Brendon Moo, Head of Strategic Engagement and Communications at National Association of Testing Authorities (NATA), to unpack how storytelling can flip your strategy from invisible to impactful. We talk about: Why most association strategies fall flat (and how stories bring them to life).The types of stories that actually move members to act.Real-world examples of storytelling that built visibility and trust.Common mistakes associations make when they “do storytelling.”How to start telling better stories tomorrow — even if you don’t have a big budget or a full marketing team. Brendon’s passion for engagement is contagious, and by the end of this episode you’ll see why the future of strategy isn’t in another plan, it’s in the stories you choose to tell. We love keeping these conversations going beyond the podcast. If this episode resonated, connect with Brendon on LinkedIn and share your thoughts.

In this episode of the Association Hub Podcast, we sit down with Amanda Linton, CEO of the Institute of Certified Bookkeepers (ICB), to explore her remarkable journey from solo bookkeeper to leading a national professional body. With nearly 30 years of industry experience, Amanda brings a fresh and practical perspective on what it takes to lead a modern association. Amanda shares the mindset shift required when moving from a profit-driven business to a purpose-led membership organisation, and opens up about the realities of working with limited resources while serving a diverse member base, from students and solo bookkeepers to large practices. We talk about: 🔹 The difference between strategy on paper and real, tangible member value 🔹 Why listening to members in person is still Amanda’s most valuable channel to gather members’ feedback 🔹 How ICB uses partnerships to extend services without stretching the internal team 🔹 The surprising success of ICB’s two podcasts, and why storytelling matters 🔹 Embracing digital transformation and AI, while staying human-centered 🔹 Designing professional development that fits modern life (think: micro-learning and on-demand content) Whether you’re leading an association, managing membership, or simply passionate about building strong professional communities, this episode is packed with insights, honesty, and inspiration.

In this episode of the Association Hub Podcast, Olena sits down with Susan Foster, Member Services Manager at the Australian College of Rural and Remote Medicine (ACRRM), to unpack what it truly means to connect with members, whether in metropolitan London or remote Australia.   With over 20 years of association experience across healthcare, engineering, and education sectors, Susan shares her fresh observations on the differences between the UK and Australian association landscapes, what makes rural and remote doctors such a unique member base, and the power of human connection in building member value.   You’ll hear about ACRRM’s brand-new member milestone recognition program, including data challenges, cultural shifts, and tips for keeping your community feeling seen and valued. This episode is packed with practical advice, heartfelt stories, and a healthy dose of inspiration for anyone passionate about member engagement.

You can’t miss the orange shirts at a conference and today,you’ll meet the man behind them, Rob Wenger. In this episode, we chat with the Founder and CEO of Higher Logic, someone who’s helped shape the tech landscape for associations and still makes time to get out, meet people, and listen. Based in the US but a regular in Australia, Rob brings an ear for diverse voices and a sharp eye for where our sector is heading. We cover: Why “Google is dead” (and what AEO means for yourassociation).The three big advantages associations have over the rest of the world in theAI era.How to build a team that’s ready for the future, not just hanging on.The smart, budget-friendly way to approach AI without losing your mind.The mindset shifts today’s leaders need to pass on to the next generation. Part strategy, part tech talk, and part pep talk, this one’s for anyone who wants to stay relevant, connected, and confident in a fast-moving world. Connect with Rob on LinkedIn.

In this episode of the Association Hub Podcast, Olenachats with sponsorship expert Bruce Rosenthal about the future of corporate partnerships in the association space. Drawing on decades of experience, including his time leading a successful transformational sponsorship program duringeconomic downturns, Bruce shares what it takes to create high-value, strategic partnerships that deliver true member benefits.  From ditching the tired gold-silver-bronze model to his actionable VALUE framework, this is a must-listen for association professionals ready to rethink sponsorship in a more meaningful way.  Plus, get an inside look at Bruce’s new book Mastering Association Corporate Sponsorships and discover the self-assessment tool that might just change your whole approach. Tune in to learn: Why companies are spending smarter on sponsorshipsWhat the VALUE framework means for your revenue and relevanceThe one mindset shift associations must make to stay competitive Want to dive deeper? Check out Bruce’s book Mastering Association Corporate Sponsorship: How to Create Strategic Partnerships that Add Value and Member Value at https://brucerosenthal.associates/sponsorship-book/

What if the only thing standing between you and realinfluence… is that inner voice telling you you’re not ready?   In this episode, we dive into one of the biggest blockersfacing association leaders today: imposter syndrome. You’re leading change, championing a sector, and doing it all on tight budgets and tight timelines, but still questioning whether you’re the right person for the job? You’re notalone.   Enter Cat Matson!   Cat has spent decades mentoring smart, capable leaders from city Mayors to small business owners who’ve felt that same doubt. She knows the pressure of speaking on behalf of an entire industry. She also knows how to quiet that inner critic and lead with confidence, not bravado.   With her signature honesty and straight-talking warmth, Catunpacks: Why imposter syndrome is so common in purpose-driven workHow to spot the difference between self-doubt and an actual skill gapPractical ways to back yourself, without pretending you have it all figured outHow to show up with credibility (even when your brain says otherwise)  Whether you’ve held back from media interviews, board roles or just speaking up in meetings, this chat will give you tools and a bit of a kick to back yourself. Because you don’t have to feel 100% ready to make a meaningful impact.   Oh, and if you’re wondering who Cat really is? Think:corporate hippie, mentor, podcast host, speaker, and strong coffee lover. She's the real deal and after this episode, you’ll understand why people trust her to help them find their voice.   Follow Cat’s work and stay connected:🔗 Connect with Cat on LinkedIn – where she shares leadership insights, impact strategies, and updates on her latest work.📘 Follow on Facebook – for live discussions, community conversations, and event updates.📸 See behind the scenes on Instagram – including personal moments, speaking gigs, and impact in action.🎙️ Listen to Cat’s podcast, Speaking with Confidence – real conversations about making impact, doing good, and building a business that matters.

What do gala dinner punch-ups, blackout moments on Hamilton Island, and dangerous ideas have in common? They’re all part of the wild and wonderful world of association conferences. And nobody tells those stories better than Andrew Klein. In this episode of the Association Hub Podcast, Olena sits down with one of Australia’s most seasoned professional speakers and MCs. With over 30 years behind the mic and hundreds of association conferences under his belt, Andrew shares what works, what doesn’t, what makes a conference truly unforgettable, and how to turn even the driest content into something genuinely engaging (yes, even those “genius-but-dull” academics). You’ll learn: Hilarious real-life event disasters, and how to survive themThe must-have traits of great conference speakersSmart ways to spend your event budget for maximum impactWhy less content and more connection is the future of successful eventsThe magic of risk-taking, authenticity, and ditching the PowerPoint overload. This episode is a must-listen for event planners, association leaders, and anyone who’s ever sat through a painfully long panel discussion. Trust us, you’ll walk away with ideas, laughs, and maybe a newfound respect for your MC. 🎧 Press play, hit follow, and don’t forget to share this one with your events team. They’ll thank you later! 🔗 And if you’re on the hunt for a top-notch MC, you can find Andrew at andrewklein.com.au.

Associations are people-powered, and today we meet a leader proving it. Let us introduce you to Angelina Maallini Pillai, CEO of the Association of Consulting Architects. She didn’t train as an architect, yet she’s built a thriving, values-led community by listening deeply, fostering trust, and putting wellbeing and relevance at the centre of her work. In this episode, we explore what it really means to lead a niche association, one where most members are running micro-businesses, juggling every role from payroll to design. You’ll hear how Angelina and her team use real-time feedback to shape services, create belonging, and challenge outdated norms in the architecture profession.   We talk about:  Using Pulse Check surveys to drive real support and advocacy Building trust as a non-industry CEO in a deeply technical fieldEmbedding mental health, equity, and culture into strategic prioritiesRethinking leadership models and giving permission to innovate If you’re passionate about the future of associations, or leading through change, this one’s for you. Connect with Angelina Maallini Pillai. Learn more about the Association of Consulting Architects at www.aca.org.au.

In this global edition of the Association Hub Podcast, Olena chats with Marcus Leite from WorkerBee.TV, our very first Canadian guest! Marcus brings an international perspective to challenges that are surprisingly universal. From member experience and content strategy to digital engagement and sustainable revenue models, this conversation explores what it takes to stay relevant and how to deliver value year-round.  In this episode, we unpack: Why relying on events and print publications isn’t sustainable anymoreHow to deliver content that’s member-driven, timely and engagingWhat associations can learn from Netflix, not just in delivery, but in customer experienceThe building blocks of a smart content strategy: planning, formats, repurposing, and consistencyPractical ideas for small teams with limited resourcesAnd, yes, how to monetise digital content to boost non-dues revenue  This episode is full of practical takeaways for association professionals who want to do things differently. Tune in now and get inspired to transform your digital game.   If you’re curious about how associations can level up their content, elevate member experience, and create sustainable engagement strategies, WorkerBee.TV is packed with resources, insights, and examples to get you started.

Partnerships aren’t just a revenue stream, they’re a critical part of how we deliver impact across an organisation. But too often, we reduce them to packages, logos, and vague promises of “exposure.” This episode is your chance to rethink that. Mike Barouche challenges the traditional approach and shares a more strategic, human-centred model for partnership success.   You’ll learn: Why onboarding is make-or-break.How to design events that serve both members and sponsors.What happens when we stop chasing generic ROI and start owning real outcomes. If you're ready to stop pitching and start partnering,this is the conversation you didn’t know you needed. Want to know more? Connect with Mike Barouche. Find out more about his partnership insights at www.revenuethroughrelationships.com.au

In this episode of the Association Hub Podcast, Olena sits down with one of the most respected voices in the Australian association sector, John Peacock AM. With a career spanning decades and a legacy that includes founding Associations Forum and later launching Governology, John’s passion for associations was formally recognised when he was awarded an AM (Member of the Order of Australia) for his standout contribution to the sector.  In this episode, John shares personal stories, practical insights, and governance tips for association leaders.  We explore: How John’s family roots and teenage volunteering sparked a lifelong commitment to associations The most common governance pitfalls What makes a truly effective association board, and how to tell if yours needs a revamp The role of associations in a fast-changing world and why staying relevant means staying innovative  John also reflects on the evolving landscape of member engagement, the rise of new communities, and how associations can continue to be the trusted voice in their sector.  This episode is a must-listen for CEOs, board members, and emerging leaders looking to sharpen their governance skills and stay ahead of the curve in a fast-changing sector.  Check out John’s work and dive into one of the many brilliant sector events hosted by Associations Forum (in Australia) or Governology (in the UK), there’s always something valuable on offer.

We welcome back Luke Daly, now one year into his role as CEO of the Australian Swim Schools Association for a candid conversation about what it truly takes to step into the top job. Forget the highlight reel. Luke shares the unfiltered version: navigating change, managing limited resources, facing imposter syndrome, and learning to lead while still finding your feet. It's honest, practical, and sometimes unexpectedly funny (yes, even job interviews with two dislocated knees). Whether you're leading for the first time, mentoring future leaders, or just curious about what modern association leadership actually looks like, this episode is for you.   Highlights from this episode: What no one tells you about becoming CEOEarly priorities that help create momentumGrassroots member engagement that makes a differenceBalancing passion with practicalityHow small wins can lead to lasting changeThe role of mentors and mindset A grounded, refreshing take on leadership from someone living it day to day. If you want to know more, reach out and connect with Luke Daly on LinkedIn. e5tdlqYE5vt9FPD1To3i

In today’s episode of the Association Hub Podcast, we’re joined by the unstoppable Annie Gibbins. CEO, strategist, speaker, publisher, mentor, and yes, mum of five. With decades in association leadership and a growing reputation as an AI advocate, Annie brings a unique blend of C-suite wisdom, digital savvy, and grounded advice for association professionals navigating rapid change. Olena and Annie chat about the evolving role of association leaders, the shift from managing to reimagining, and why embracing AI is not a tech move, but a leadership imperative. We unpack the myths, explore practical use cases for AI in member engagement, and talk about Annie’s new book, AI for Association Leaders, which outlines how to scale smarter, serve better, and lead with confidence into the future. If you’re facing pressure to do more with less, trying to bring your board on the AI journey, or just wondering where to begin, this episode is your practical, empowering guide. Tune in, and don’t forget to follow, subscribe and share the pod. And if you would like to learn more about Annie, connect, order her book or schedule a session, head to her website anniegibbins.com.

What does it really mean to put community first in an association? In this episode, Olena chats with Marty Thomas, CEO of the Dental Assistance Professional Association (DAPA), about reimagining membership through a community-first lens. With a background in commercial enterprise and a passion for volunteer-led organisations, Marty brings a fresh perspective to association leadership. During this conversation, we discussed DAPA’s transformation journey from a traditional transactional model to one grounded in engagement, advocacy, and accessibility. We unpack how DAPA is balancing financial sustainability with inclusivity, why Marty believes connection matters more than membership numbers, and what this shift means for the future of associations across Australia. If you’re curious about innovative membership strategies or grappling with how to make your organisation more relevant and representative, this episode is a must-listen. P.S. To download the Purpose Under Pressure: Global Association Trends in 2025 report we mentioned at the beginning of the episode, click here.

Let us introduce you to Scott Millar, a generational consultant dedicated to building meaningful pathways between emerging talent and organisations ready to evolve. In this honest conversation, we explore what Gen Z and Gen Alpha truly value — and how Baby Boomers and others can connect with them through learning, leadership, communication, and co-creation. In this episode, you'll hear about: The power of reverse mentoring to foster mutual respect and learning The rise of micro-credentials as a flexible, skills-based learning pathway Shifting social norms and the decline of traditional engagement models Why co-creating with young professionals (not just designing for them) is key to staying relevant Small but meaningful changes in communication and connection that leave a lasting impact This conversation is a must-listen for professionals navigating generational change, offering a strategic lens on how to engage the next generation meaningfully, sustainably, and with impact. Connect with Scott Millar. Learn more about BOP Industries — inspiring our next generation of young innovators. Love this podcast chat? We’d love to hear from you!Visit www.associationhubpodcast.com to get in touch.