From stage to strategy: How speakers build real businesses

In this edition of the Serenichron Business Insights Series, I sat down with Elliot Kay, founder and CEO of Speaker Express and The Speaker Awards, a global initiative that celebrates professional speakers and the power of spoken influence. From starting an idea in the wake of the pandemic to building a respected industry platform, Elliot’s journey is a testament to clarity, persistence, and the business of communication.

We talked about what it means to be a professional speaker in 2025, how the awards have evolved from humble beginnings to a thriving international platform, and what it takes to stand out in a competitive, often misunderstood field. Elliot didn’t hold back, and the insights are gold for anyone trying to turn a skill into a serious business.

Let’s dig in.

Professional speaking is not just speaking

Elliot made one thing clear from the get-go: professional speaking is not about showing up and winging it. It’s a business. And like any business, it needs structure, clarity, and consistent effort. There’s planning, branding, pitching, delivery, and, perhaps most importantly, positioning.

“What makes a great speaking professional? Great positioning, great content, solving an important problem, good marketing. There’s no way around it.”

This means speakers must go beyond storytelling, they must position themselves as problem-solvers who deliver value. They’re not just telling tales. They’re offering transformation. Whether it’s corporate clients, conference organisers, or online audiences, the successful speaker knows how to market, deliver, and evolve.

There’s no freelancing your way to consistency. There’s no hoping to get found. Elliot stressed this again:

“The professional speakers, especially the people that hit the big brackets, treat it like a business, period.”

And that business involves real clarity. As a speaker, your message is your product, but your ability to package, promote, and perfect it? That’s your strategy.

It’s a lesson that applies far beyond the stage. Many business owners, coaches, and consultants talk. But only those who treat their voice as a product, with a clear offer, a defined audience, and a system for delivery, really break through. As I shared in the conversation, “It is considered as a product that is delivered through the act of speaking.” That framing really helps connect the dots for those looking to grow their influence strategically.

So if you’re treating speaking like a side hustle or a hobby, you’re already behind. Start thinking like a business, and build from there.

The real work is off stage

We often imagine speakers thriving in front of bright lights, captivating an audience with ease and charisma. But the truth? Most of the heavy lifting happens far from the spotlight. Before the applause comes the admin, the outreach, and the grind.

From pitching events to perfecting their footage, pro speakers have to be as much in their inbox as on the mic. They are strategists, marketers, negotiators, and operators all rolled into one.

“A typical professional speaker would spend probably 30 minutes to an hour a day on outreach. It is a lot about relationships.”

That outreach isn’t just firing off emails. It’s identifying events, understanding the organisers, crafting relevant messages, building rapport, and following up, often more than once. Then there’s the call scheduling, proposal writing, and content fine-tuning. It’s a sales funnel with a personal touch.

“I know a speaker who sends specialty tea bags as an icebreaker. It’s clever. It gets them booked.”

I love that. It’s business development with personality. A small, thoughtful gesture that builds emotional connection. And it works.

But let’s not forget the systems underneath it all. This isn’t sustainable without tools to help. If you don’t track your pipeline, leads, content assets, and follow-ups, the whole thing can quickly collapse into chaos. Like any solopreneur or founder, speakers need CRM tools, automated email flows, proposal templates, and a well-oiled outreach process. A professional speaker’s backend must run like any smart business operation.

And even with all of that in place, it’s tough. Elliot didn’t sugar-coat it:

“It’s a path riddled with rejection… which is why the person that really wants to do it has to dedicate the time to it.”

You’ll send 20 emails and get two replies. You’ll chase warm leads that go cold. You’ll face ghosting, vague maybes, and sometimes flat-out no’s. That’s the emotional tax. But those who last? They’re not the smoothest talkers, they’re the most consistent executors. The ones who keep at it.

That emotional resilience? It’s what separates dabblers from professionals. And it’s something every founder, freelancer, and changemaker can relate to.

The Speaker Awards: recognition with impact

Launched in 2022, The Speaker Awards have gone from a small initiative to a recognised international platform. What started as a response to the lack of recognition for speakers’ pandemic efforts is now something much bigger, a cornerstone for elevating the speaking profession.

“The first year we lost money. Second year we broke even. Third year we made a bit. This is our fourth year, and every year it’s grown in stature.”

This kind of year-on-year growth isn’t just about numbers but about reputation, reach, and relevance. The Speaker Awards have become a beacon for those who take their speaking careers seriously. And that growth has been backed by actions, not just ambitions.

Today, the awards feature six top-tier speaker bureaus as judges, hundreds of applications, and a growing reputation worldwide. Elliot shared that “people fly from all over the world. This year we had over 200 applications.”

It’s not just a UK event anymore. It’s become a globally recognised credential, helping speakers stand out in a crowded and often unregulated market. What gives these awards credibility is their insider judging panel, comprised of agents, bureaus, and top-tier peers who understand what great speaking looks like in practice.

“There was no public body that recognised speakers’ achievements or their contribution. That’s where it came from.”

The origin story is rooted in something many of us felt during and after COVID: a longing for meaningful appreciation. While many speakers stepped up to support communities in crisis, few received recognition for their generosity, professionalism, or expertise.

What struck me most was the core principle behind it all. “Even if it’s a no, that’s precious. So I took that to heart and it really helped clarify my emotions a bit.” That came from a past mentor of mine, and it stuck with me. Elliot clearly resonated with this ethos: response matters, not just results.

This approach is part of what’s made the Speaker Awards thrive. It’s not about who’s the loudest or flashiest, it’s about honouring excellence, persistence, and contribution.

That need for professional validation mirrors what many business owners feel. Recognition matters, not for ego, but for momentum. It builds trust, opens doors, and, most importantly, affirms the journey.

From local to global: scaling with purpose

While The Speaker Awards are rooted in the UK, Elliot and his team are eyeing international expansion. Spain, Dubai, and more are on the radar. What’s driving this? The demand from other regions who see the impact of the awards and want to replicate the momentum in their own markets.

“We’re looking at how we can maintain the momentum of the community. People want to license the awards for their regions.”

This kind of international interest is a strong signal that the model has tapped into something universal: the need for meaningful recognition and industry credibility. But Elliot’s careful not to rush. He’s not chasing scale for scale’s sake. The goal is to create a structure that can be replicated without losing the soul of what makes it work.

That’s why building a repeatable model that respects local culture and industry norms is key. It’s not just about translating content, it’s about translating community. Who the judges are, how credibility is built, what standards apply, all these things must adapt with intention.

As someone who helps businesses scale, I saw echoes of Serenichron’s own strategy principles here: start with clarity, refine your systems, then grow intentionally. And that includes knowing when to pause or prune.

“We’re continuously talking about how we can do better, to improve, and to cut back on things too.”

That willingness to refine, not just expand, is a sign of maturity in any growing venture. I also appreciated his honest take on strategy development:

“There’s always room for strategy. What we’re now locking down is really what our repeatable business model is.” That’s the mindset of a builder, someone who knows that big ideas only scale when they’re backed by clear systems and thoughtful leadership.

It’s refreshing to hear a founder speak not just of growth, but of restraint, focus, and quality. And in an age obsessed with speed, that’s a voice worth listening to.

How to get speaking gigs in 2025

One of the most valuable parts of our conversation was practical advice. If you’re wondering how people get booked to speak at paid events, here’s the real talk:

• Start outreach for next year’s events, not this year.
• Reach out via multiple channels: email, LinkedIn, phone.
• Follow up consistently. Most people ghost or delay.
• Build relationships with organisers, don’t just pitch.

“The best-paid gigs are booked a year in advance. You’ve got to get on their radar early.”

I asked Elliot how someone finds these gigs, and he was straight-up:

“Pick up the phone. Ask who books speakers. Ask what the process is. Ask how to apply.”

Not glamorous, but very doable. It’s about effort, not magic.

And a point I couldn’t help but underline during our talk: “Speech covers that entire spectrum… from the smallest possible venue to influence at an international scale.” That’s the range and the opportunity.

Build your voice like a business

Whether you’re an aspiring speaker or a business owner with something to say, the lesson is clear: don’t just speak, build.

Build your reputation with intention. Build your outreach process like a pipeline. Build your message like a product that solves a real-world problem. And build your daily routines around what matters most: consistency, refinement, and resilience.

Treat your communication as a product. Understand your audience. Refine your delivery. Build systems. And show up consistently. Because people don’t just buy what you say, they buy how seriously you take saying it.

Elliot’s story reminds us that passion is a start, but professionalism is what carries you through. This applies whether you’re on stage, behind a laptop, or pitching your next big idea.

“You’re the product. You’re the brand.”

And just like any great product, your growth needs design, strategy, and support. If you’re looking to find your voice, scale your impact, or clarify your path to success, let’s talk.