Sarah Fleming is the Founder and Director of SFA Connect, bringing over 30 years of experience in the global meetings and events industry. Formerly a board director of a leading Professional Conference Organiser in London, she managed major international events for high-profile clients including multinational corporations, financial institutions, and trade associations across the UK, Europe, the United States, and Asia. This background gave her strong expertise in event sales, marketing, finance, and logistics. Since 2004, Sarah has specialised in consultancy for venues, agencies, and convention bureaux, with a focus on sales research and lead generation within the international association market. She established SFA Connect in 2010, which is now supported by a dedicated research team serving more than 30 global clients. Sarah is an industry mentor, frequent speaker, Iceberg Project Ambassador, and a member of its inaugural Board of Trustees.