How STORM Events is challenging stereotypes and accelerating gender equality in the AV and events production industries.

Every year on March 8th, the world celebrates International Women’s Day, a global movement dedicated to challenging biases and fighting discrimination. This year’s theme, Accelerate Action, focused on the steps we can all take to create a more equal world for women.

At STORM Events, we proudly represent two dynamic sectors—audio-visual (AV) and events production—industries with very different gender splits. We spoke with STORM Director Clair May about breaking stereotypes, thriving in tech, and why enthusiasm is contagious.

“I Don’t Do Tech” – Breaking the Myth

Clair explains: “From an organisational perspective, the events industry is very female-dominated. But when it comes to the technical side, there are very few women working in AV delivery. I often hear female event organisers say, ‘I don’t do tech,’ and in my head I reply, ‘Nor do I.’ Thinking tech isn’t for women is a perceived notion we need to break.”

Globally, women make up 35% of the tech workforce, a huge leap from just 9% in the early 2000s. In Europe alone, there are 1.7 million women working in tech—proof that progress is happening, but there’s still work to do.

Creative, Dynamic, and Relentlessly Enthusiastic

Event production is fast-paced and demanding. Long hours, physical work, and unpredictable schedules are the norm. Clair shares:
“I believe more women can handle it, so why are there so few in our industry? I’ve worked in AV and events for 30 years, and I’ve never loved a job as much as I love working at STORM. The pace is incredible, and our team is relentless in pursuit of the best possible outcome for clients.”

The Gender Gap: AV vs Events. The numbers tell the story

AV industry: Women make up just 16.6% of the workforce.
Events production: Women lead the way at 76.9% of the workforce.

Clair adds: “AV can be a tough place to be. Women often have to work harder to be heard in a male-dominated environment. If you don’t push, it won’t get done.”

Why Diversity Matters

STORM strives for a balanced team because diversity benefits everyone—clients, colleagues, and the industry. Clair says:
“Women are brilliant at explaining things clearly and without ego. It’s an honour to do what I do.”