London, 24th February 2026
Intent in a (bigger) tent
Note - this event has happened. This page is just here for the memories. Go to madewithintent.ai/tent or click the button to sign up for the next one.
A free event designed to help brand-side eCommerce leaders find growth through new perspectives. All in a biggest tent we could find in London. (Yes, it's the O2).
A free event designed to help brand-side eCommerce leaders find growth through new perspectives. All in a biggest tent we could find in London. (Yes, it's the O2).
What it’s all about
350 eCommerce people sharing ideas in a tent
We're throwing a second, completely unique summit talking about eCommerce Intent. And insights. And impact. And it’s all in a tent. (Seriously).
But intent isn't just about getting a new perspective. It's about appropriateness and relationships. And we approach everything about our event with this in mind.
The whole thing is free, and tickets are by application for people working at ecommerce brands only. This means you'll spend the day at tables with people who share your challenges and interests. What better way to solve your problems than together, inspired by unexpected speakers and expert moderators?
But intent isn't just about getting a new perspective. It's about appropriateness and relationships. And we approach everything about our event with this in mind.
The whole thing is free, and tickets are by application for people working at ecommerce brands only. This means you'll spend the day at tables with people who share your challenges and interests. What better way to solve your problems than together, inspired by unexpected speakers and expert moderators?
01
Like a wedding,
not a work thing
not a work thing
We're bringing together our people for a celebration of something we all love: finding a new edge. Note: If you're open to thinking (and doing things) differently, then you are "our people". Come meet others like you. You'll fit right in.
02
It‘s all about the
people in the tent
people in the tent
You know how we go on about stages? Well, the stage isn't what matters here. The talks will be excellent, but just wait for the conversations. We'll curate your table to make sure you meet people with the same goals.
03
For eCommerce
operators only
operators only
The only way this works is if we get enough of the right people together. So you need to be experienced and at a brand to get one of the 350 tickets. But while you will need to contribute to the conversation, it is totally free.
04
Critical thinking, friendly space
We want you to think differently about your eCommerce strategy. So you can do more with less. So you can find value that others overlook. You’ll learn how to do just that, by seeing how others are taking a new approach.
Sound good? Then you should join us on 24/02/2026
Keynote speakers
Speakers to get you thinking different
Ian Graham, ex-Research, Liverpool FC
Colette Laxton, Founder, The Inkey List
Aron Gelbard, Founder, Bloom & Wild
Mark Rushmore, Founder, SURI
Final speaker, to be announced soon
Ian Graham, ex-Research Director, LFC
Colette Laxton, Founder, The Inkey List
Aron Gelbard, Founder, Bloom & Wild
Mark Rushmore, Founder, SURI
Final speaker, to be announced soon
Our speakers will be sharing how they found value others overlooked. From brand founders to pioneers who have absolutely nothing to do with selling stuff online, they are here to inspire. To help you find new ways to grow.
Timings
The agenda on the day
10:00am
Doors, tea & coffee ☕️
Say hello to your friends, then find your table to make some new ones.
11:00am
Welcome to the era of intent-based eCommerce (and the tent)
A warm hello, plus an insight into how the Made With Intent team see the future of our industry and our product.
11:15am
Ian Graham's opening keynote + Q&A
Skill, luck & strategy: How analytics won the Premier League
Football, like sport in general, is a combination of skill and luck. Failure to understand the difference between them is lethal to a team’s long-term health. I think the same is true in digital business. To succeed, and to make your skill matter more than your luck, you have to ask: “where can we make the greatest impact?" Even if answering that question may mean doing things differently to how they've been done before. I’ll show you how we did this with data in football and how you might think about answering it in eCommerce.
Football, like sport in general, is a combination of skill and luck. Failure to understand the difference between them is lethal to a team’s long-term health. I think the same is true in digital business. To succeed, and to make your skill matter more than your luck, you have to ask: “where can we make the greatest impact?" Even if answering that question may mean doing things differently to how they've been done before. I’ll show you how we did this with data in football and how you might think about answering it in eCommerce.
12:00pm
Made With Intent: What we’re designing for
An update on our product, some announcements and a peak at our roadmap, from Ryan Jordan, Chief Product Officer.
12:15pm
Beyond RFM: Where Intent Shapes the Journey at MandM
A story from Jackie Barnett, Head of Customer at MandM, about using Made With Intent and Bloomreach to find new growth in email (and beyond).
12:30pm
Lunch is served 🍱
And it’ll be delicious. We'll also be running a live demo if you're hungry (I'm so sorry) to know more about our product.
1:20pm
Aron Gelbard's founder talk + roundtable #1
Our first founder, Aron, will step up to share their story, then you'll discuss it with your table mates.
His topic? Caring Wildly. How Bloom & Wild turned care into a competitive advantage, by measuring the long-term impact of empathy and generosity in a market that often forgets both.
His topic? Caring Wildly. How Bloom & Wild turned care into a competitive advantage, by measuring the long-term impact of empathy and generosity in a market that often forgets both.
2pm
Take a break and find your next table
2:20pm
Colette Laxton's founder talk + roundtable #2
After swapping tables and meeting new people, Colette, our second founder will take the stage.
Her topic? What happens when you stop following and start listening? How while others in the space pushed hype, The INKEY List was built by focusing on help.
Her topic? What happens when you stop following and start listening? How while others in the space pushed hype, The INKEY List was built by focusing on help.
3pm
Take a break and find your next table
3:20pm
Mark Rushmore's founder talk + roundtable #3
Mark, our third and final founder will take the stage, giving you one final chance to discuss the details with your peers.
His topic? The Art of Incremental Innovation. Or, how SURI has scaled by embracing incremental improvement, showing how marginal gains compound into transformational growth.
His topic? The Art of Incremental Innovation. Or, how SURI has scaled by embracing incremental improvement, showing how marginal gains compound into transformational growth.
4pm
One last break
Just 10 minutes this time. We'll have all earned it. Just get back to your table in time for the big finale.
4.10pm
Ruth Buscombe's closing keynote + Q&A
When strategy meets reality: Lessons in adaptability from the F1 Pit Wall
Formula 1 races are won or lost in moments. While teams have strategies, the reality is anything can happen on race day. The key to getting the best possible outcome lies not just in finding an edge in the data, but in how you react to these moments. Having the courage to adapt based on what real-time insight and your gut is telling you. I’ll share examples from my time in F1 of how the speed of action can be pivotal to success.
Formula 1 races are won or lost in moments. While teams have strategies, the reality is anything can happen on race day. The key to getting the best possible outcome lies not just in finding an edge in the data, but in how you react to these moments. Having the courage to adapt based on what real-time insight and your gut is telling you. I’ll share examples from my time in F1 of how the speed of action can be pivotal to success.
5pm
- 10pm
- 10pm
Close, dinner & more drinks 🍹
We'll have a lovely food from The Clink. And while we've got to be out by 10pm, we may well head out to somewhere else before. Whether that's your bed or a bar is up to you.
Venue
The O2. In London.
(It‘s the biggest tent we could find)
Indigo Room,
O2, London
24th February, 2026
eCommerce brands only. Limited availability.
Our lovely sponsors
What people said about Intent in a tent, 2025
“A great event, full of insights, different perspectives and best of all, a group of smart people looking to make meaningful progress.”
Intent in a Tent. Phwoar, what an event 👌. I knew they were on to something, but it completely surpassed my expectations.
“Some might call me a fan...some might even say super-fan...but let’s be honest, who wouldn’t be after an event like that?””
“Ecommerce events...too many sales pitches, death by slides and limited time for networking. Today, however, Intent in a Tent really changed that view for me.”
