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  • Writer's pictureAssociate Events

Un-baa-lievable hobby helps events MD switch off

Market-leading agency Associate Events (AE) offers ‘concept to delivery’ services in Events, Production, Brand Management and PR. Sustainability, emerging tech solutions, the defence sector and high-profile events formed much of AE’s 2022 portfolio. But the team also supports its local business community through the coordination of events such as the Leicester Business Festival, Team Leicester’s attendance at the MIPIM property conference in Cannes, and marketing for local hospitality venues.


With hundreds of emails each day, video calls, physical event building to curating clients' event ambitions, how does a MD of a growing events and PR agency switch off?


With pet sheep. That is just one of the hobbies of Alister de Ternant. As Managing Director (MD) of Associate Events, Alister is involved with extraordinary global events, creative campaigns, and the development of a thriving business.


Some of Associate Events' highlights of late include being part of COP27 in Egypt, supporting the launch of the Manchester United Football kit with DXC Technology and working tirelessly with other high-profile tech companies to tactically fulfil and promote their sustainability goals.


Alister was asked to share his hobby (by his team!) to coincide with Mental Health Awareness week, recognising there are lots of things which we can do to help manage feelings of anxiety, stress and pressure noting, "what works will be different for everyone, and it will change daily too."


Alister, explains: "I work in extraordinarily fast-paced and multi-faceted environments, with changing locations, tasks and a variation of pressures on myself, my business and my team - and that's before I get to my home life. I live in rural Leicestershire and through a path I never really pursued, I now have 16 sheep at home. I get asked a lot, what do you do with them (and no, we don't eat them) and my answer is always, it's more what they do for us. As well as being excellent grazers, sheep are gentle, friendly and make excellent pets for the whole family but more critically, they lead us to a lifestyle which forces many things we have forgotten in this rapidly progressive world."


“The sheep encourage my entire family (Cassie 8, Zoe 6, and my wife 'undisclosed age') and I to get outdoors whatever the weather. Together we feed, clean and care for the sheep and the land in which they reside. It's a complete temporary cut off from everything, and those are the moments, that ironically recharge me more than anything for the pressures of work. It reminds us of all taking the time out to be ourselves, reflecting, gathering our thoughts, and giving ourselves the time to do just that - and be 'us' for a moment a day. It's teaching me, not least our children to be respectful and take responsibility in the growth of something amazing, with a little encouragement - which is on a par with the commitment shown by the whole team as we continue to grow Associate Events.


“I never thought I would say this but our 'Sheep' have likely given us more than we have given them - and our mental health is all the better for it. I hope this is then reflected on our team and the way in which we all strive to note the importance of giving ourselves time and supporting those who are struggling, without question, judgement or prejudice."




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