If you work in the IT channel across Europe, you already know three things:
- AI is reshaping how ITSPs, vendors and distributors do business.
- Cybersecurity expectations keep rising for every organisation you serve.
- The businesses that grow fastest are the ones that keep learning together.
That’s why ChannelCon EMEA 2026 is the place to be this autumn. On 9–10 November at Park Plaza Westminster Bridge in London, GTIA brings the channel together for two days of vendor-neutral education, peer connection and practical tools you can put to work right away. Here are 10 reasons to attend!
New to ChannelCon EMEA? Start here. Kick off your experience at the First-Time Attendee Mixer on Monday from 11:30 to 12:00. Meet fellow newcomers, participants and global communities from across the region, swap ideas and pick up practical tips for making the most of your two days. GTIA Member of the Year Brook Lee is one of the presenters, so stop by to meet Brook and hear first-hand what GTIA membership is all about.
Two Headline Keynotes: Daniel Priestley and Graham Norton
On Monday at 13:45, award-winning entrepreneur, bestselling author and business strategist Daniel Priestley delivers an energising business keynote. Drawing on more than two decades of starting, scaling and exiting businesses, Daniel will share how channel leaders can attract the right opportunities, stand out in competitive markets and scale with confidence.
He’ll cover what makes a business genuinely valuable, from clear positioning and strong brands to repeatable assets and becoming “oversubscribed”, plus how AI is changing the way companies find prospects and package expertise while keeping the trust and relationships that make the channel work.
On Tuesday at 16:00, Graham Norton closes ChannelCon EMEA. GTIA Board member Andrew Allen sits down with Graham for a fireside chat on his career as a television personality, entrepreneur and author. Meet the speakers.
The Channel Visionaries Power Panel
The EMEA channel is changing fast, shaped by shifting customer demands, new technologies and ongoing economic pressure. This power panel brings senior leaders together to share how their organisations are finding new revenue, building adaptable teams and responding to AI adoption, cybersecurity pressures, changing financial models and evolving partner ecosystems. Whether you run an MSP or ITSP or represent a vendor, you’ll leave with practical takeaways grounded in the realities of the EMEA market.
Panellists include:
- Carolyn April, Vice President, Head of Research & Market Intelligence, GTIA
- Scott Barlow, Chief Evangelist and Global Head of Community, Sophos
- Jo Holliday, General Manager for UK, Ireland & South Africa, Acronis
- Peter Melby, CEO, New Charter Technologies
- Rob Rae, Corporate Vice President of Community and Partner Experience, Pax8
Learn more about the power panel.
Cybersecurity Workshops
Two workshops help you turn cybersecurity intent into everyday action:
- ITSP Cybersecurity Maturity Doesn’t Just Happen: Real progress comes from governance, and the biggest gains happen in everyday moments like tickets, escalations, exceptions and access approvals. Learn what governance looks like at each maturity stage and how to align leadership, strategy and culture so it works as a living decision system. Learn more
- Turning Intelligence into Action: Getting Real Value from the GTIA Cybersecurity Resource Hub and ISAO: Discover how to use the GTIA Cybersecurity Resource Hub and ISAO together to cut through the noise, turn curated threat intelligence and peer insight into prioritised action, and strengthen resilience with no added complexity. Learn more
AI Workshops and Sessions
Move past the hype and into practical application with four AI-focused sessions:
- What Your AI Strategy Is Missing—The View From Across EMEA: Four channel voices from different roles, disciplines and countries share how AI is really showing up across the region, where it helps and why the path to value depends on where you sit. Learn more
- A Practical AI Marketing Primer for MSPs: Learn how AI tools can help you research audiences, plan campaigns, create content, optimise SEO and automate workflows. Attendees receive a downloadable copy of the GTIA Marketing Toolkit for ITSPs, 2nd edition, complete with sample prompts. Learn more
- Consumption Economics: How AI Is Changing the Channel Business Model: As vendors shift towards consumption and outcome-based pricing, explore the emerging commercial models and how partners can protect margins and cash flow and get rewarded for the value they create. Learn more
- Hands-on Workshop: The Human Side of AI: Powered by the Global Women in Technology Interest Group, this interactive session with Elke Geraerts turns brain science into tools for focus, calm and teamwork. You’ll explore what to hand over to AI and what to keep, then leave with a personal action plan and a 48-hour challenge. Open to all attendees. Learn more
State of the Channel 2026: EMEA
Get a clear, unbiased read on where the market is heading. GTIA’s Carolyn April presents the latest State of the Channel 2026 – EMEA research, covering:
- The maturity of AI adoption in the channel
- Growth opportunities and challenges facing ITSPs
- Evolving business models and why hybrid approaches continue to lead
- Changes in vendor-partner relationships
- How channel firms compete through execution and complexity management
Podcast Row
Catch your favourite channel podcasters recording live onsite and maybe join the conversation yourself. This year’s line-up includes:
- Paul Croker, Doing IT Differently
- Austen Clark, Network Group Podcast
- Luis Giraldo, MSP Confidential
- Ronan Leonard (the “Tec Dr”), Irish Tech News Podcast
- Sophie Milburn, MSP Channel Insights
- Elliot Mulley-Goodbarne, Cloud Connect
- James Steele, Harvest! The MSP Sales Show
- Chris Tate, Tate Talks
- Daniel Welling, It’s a Numbers Game
- Hendrika Willemse, MSP Business and MSP Late Night
Access to an Industry Genius
GTIA ITSP members can book exclusive 1:1 appointments with industry experts at the Business Genius Café. Bring your specific challenges and leave with tailored advice on:
- AI in your MSP: Use AI to lighten the load, secure your environment as you adopt it and build it into real revenue.
- Leadership: Talk through team building, company culture and navigating change with someone actively leading in the industry.
- Marketing: Get guidance on effective techniques, reaching the right audience and maximising your reach.
- Sales: Sharpen your approach to sales techniques, pipeline management and closing deals.
Slots are first come, first served. Book your appointment or learn more.
The Exhibition Hall
Meet exhibitors on a level playing field and see the latest products, services and solutions for your business. Stop by any time, and add these dedicated hall hours to your schedule:
- Monday: Lunch 12:00–13:00, networking 14:45–15:30, reception 17:15–18:15
- Tuesday: Breakfast 8:00–9:00, lunch 12:00–13:30, networking 15:15–16:00
The Fun! Conference Dinner and Casino Royale After Party
On Monday evening, join fellow attendees for a sit-down dinner from 18:15 to 20:00. Then roll the dice and raise a glass at our James Bond Casino Royale Night, featuring gaming tables, premium cocktails, delicious bites and live music from Apollo Gold. Dress to impress or come as you are. Either way, channel your inner high roller and dance the night away.
Bonus Wednesday Workshops
Plan to stay an extra day! On Wednesday 11 November, three hands-on workshops help you build skills you can use the moment you’re back in the office. Space is limited, so bring your laptop and arrive ready to work:
- Hands-on Workshop: Drive Sales by Building Relationships and Trust (9:00–10:30): Built for ITSP founders and leaders responsible for revenue, this workshop with instructor Dan Scott teaches a structured, repeatable four-step sales framework. Learn how to use trust and relationship building to engage future clients, run initial meetings and ask for the order with confidence. Before attending, log in to my.gtia.org and download the workbook from the Member Learning Platform. Learn more
- CompTIA AI Agent Essentials Workshop (9:00–12:00): Kickstart your journey to a CompTIA AI Agent Essentials competency certificate with CompTIA Chief Technology Evangelist Dr. James Stanger. In three hours, you’ll learn to identify high-value AI agent use cases, build agent-driven workflows, manage what agents access and retain, and monitor performance with human oversight. Complete key modules on-site, then finish online to earn your certificate. Save time by setting up your account in the GTIA Member Learning Platform now. Get setup help or learn more
- CAM 101: Partner Productivity and Ramp Planning (9:00–13:00): Designed for channel managers, this bootcamp builds the mindset and skills of an “evolved channel manager.” Modules cover defining a successful channel account manager, developing a partner value proposition, aligning and prioritising partners, and evaluating and accelerating productivity. You’ll leave with ramp plans and action steps to grow partner performance. Learn more
Let’s make the most of ChannelCon EMEA, together. View the full agenda.
Claim your spot at ChannelCon EMEA 2026! Register today.
