In this episode of What One Thing?, host Devon Montgomery Pasha speaks with Liz Lathan, CMP, co-founder of Club Ichi, about the power of community, curiosity and human connection in the meetings industry.

With a career that spans global event marketing roles at companies like Dell and IBM, Lathan has long believed that the most meaningful business outcomes come from environments where people feel comfortable connecting authentically. Through Club Ichi, she has created a community where experiential learning, collaboration and creativity take center stage, often through unconventional formats that encourage participation and shared discovery.

During the conversation, Lathan reflects on how her engineering-style curiosity and willingness to ask questions helped her rethink traditional event structures and focus on designing moments that bring people together. Whether it’s reimagining networking or creating spaces where attendees can contribute ideas and solve problems collectively, her approach centers on one simple truth: relationships drive results.

Devon Montgomery Pasha
Hi everyone and welcome to another episode of What One Thing?, a Smart Meetings podcast where we ask successful people what made all the difference in their life and career so you can learn from their journeys and spark your own growth.

Today’s guest has helped shape the future of event marketing, proving that strategy and fun do not have to compete. If you have ever wondered what real community looks like in our industry, you are going to love this conversation.

Please help me welcome Liz Lathan, CMP, co-founder of Club Ichi. She has more than two decades of experience leading global event marketing teams for brands like Dell and IBM and has become a trailblazer in experiential marketing and community engagement.

Welcome to the show, Liz Lathan. We are delighted to have you.

Liz Lathan
I am thrilled to be here. Thank you so much.

DMP
We know we have a lot of Club Ichi fans listening. You have worked with major global brands and now you are building this joyful community space. What was the origin story? When did you feel the pull toward events?

LL
It is funny because I would not say I got a clear calling. I had just been around events my whole life without realizing it.

My mom sold gift items and worked trade show booths. She would take me with her to the Atlanta Gift Mart and let me help set up displays and even write down orders.

My dad worked in the copper industry and traveled to trade shows all over the world. When he came home, he would bring bags of conference swag. As a kid I thought it was amazing.

I originally thought I would follow his career path and become a metallurgist, but calculus hit me back pretty hard. I switched to journalism because I loved writing.

When I discovered public relations, I realized events were part of that world. I interned with the Army Corps of Engineers doing public affairs work and helping run community events. That is when I started seeing how storytelling and events connected.

But at the time, events were not really considered a career path.

DMP
Fast forward to now and people are getting degrees in exactly what you do.

LL
Exactly. My real entry into events happened at my first job out of college. I worked in media relations for a tech company.

During their annual user conference, the person running registration had an accident right before the event. My manager looked at me and said, “You know what she was doing. You should take over.”

So suddenly I was 22 years old running registration for a 1,500-person conference.

On the first morning of the event the buses arrived and everyone was walking toward the registration desk. We were ready.

Then the power went out.

Everyone looked at me.

So I said, “Pen and paper. We are checking people in manually.”

We wrote down names, handed out badges and kept everything moving. It was chaotic but magical. That was the moment I was hooked.

DMP
You tell that story with excitement instead of panic.

LL
I love solving problems. That curiosity has always driven me.

Later when I worked at Dell’s Executive Briefing Center, I started analyzing the presentations we were giving customers. I noticed none of them aligned with the company priorities leadership had announced.

I asked my boss if that mattered.

That moment taught me something important. Events are directly connected to business outcomes.

From there I moved into event operations and reporting, learning how experiences influence relationships, pipeline and revenue.

That connection between business strategy and human relationships has shaped everything I do.

DMP
You clearly love the human side of this work. Where did the idea of building community around joy come from?

LL
It started from frustration.

I was attending a lot of industry conferences. They were great events, but most of the time you were sitting in a ballroom listening to speakers.

The only time you could actually talk to people was during coffee breaks.

Nicole Osibodu and I joked that the best part of conferences was the coffee break. So we asked a simple question.

What if we built an event that was basically one long coffee break?

We hosted our first unconference in Austin at a children’s museum. About 87 people flew in and spent the day having conversations and solving problems together.

At the end we asked participants what we should change.

The only feedback was that next time we should have adult sized furniture.

So we did it again. The events kept growing and eventually became the foundation for what is now Club Ichi.

DMP
Club Ichi has become an incredibly engaged community. What do you think makes it work?

LL
It is based on a simple philosophy. Give first, get later.

Members share job opportunities, speaking calls, ideas and support. Everyone contributes.

Our name comes from a Japanese phrase meaning “one moment, one time.” It reflects the idea that events create moments that cannot be replicated.

Another cultural influence came from something my father told me after a trip to Japan. He explained that in many cultures you build relationships before discussing business.

That philosophy shapes everything we do.

We focus on human connection first. Business follows naturally.

DMP
You also talk about something interesting in events. Everyone has a role, but no one is responsible for hosting.

LL
Exactly.

The event team manages logistics. Marketing manages messaging. Sales manages customers. But who is responsible for welcoming people and making sure they feel comfortable?

Often that role does not exist. At our events, Nicole and I greet everyone personally. We hug people at the door and make sure they feel welcome from the moment they arrive.

That sense of belonging changes the entire experience.

DMP
Club Ichi is also known for creative events. Things like thrift store fashion shows and unconventional gatherings.

LL
Yes. We believe creativity breaks down barriers.

At one event we bought a thousand dollars of thrift store clothes and hosted a fashion show where attendees became models and stylists.

At another we hosted a pickle themed party with pickleball and pickle flavored snacks.

The point is not the activity itself. The point is giving people something to do together so conversations happen naturally.

DMP
You have also seen measurable business impact from those connections.

LL
Absolutely.

For example, we hosted an experience called Secret Family Reunion where attendees met at the airport without knowing the destination. We chartered a plane and took them to Tuscany.

Since that trip, participants have done tens of millions of dollars in business with each other.

It proved something important. Meaningful business relationships can form outside the traditional ballroom environment.

DMP
That brings us to our big question.

What is the one thing that made the biggest difference in your life and career?

LL
Talking to people.

My mom would start conversations with strangers everywhere. As a kid I was embarrassed.

Now I do the same thing.

Conversations create opportunities. They reveal shared challenges and new ideas.

Entrepreneurs often solve problems they personally experience. But you only discover those shared problems by talking to people.

So my advice is simple.

Talk to more people.

DMP
That is a beautiful takeaway. Joy, curiosity and connection really can drive meaningful outcomes.

Liz, thank you for sharing your story and reminding us that strategy and fun can exist together.

LL
Thank you for having me. This was so much fun.

DMP
Thank you for joining us for this episode of What One Thing, a Smart Meetings podcast where every story sparks inspiration for your own journey.

Until next time, keep creating, keep connecting and keep sparking change.