Fuelling the Future of Major Events: A Q&A with Ben Mannion, CEO of Events Management Queensland
At Fixx Nutrition, our connection to the Gold Coast Marathon and the broader sporting community is deeply personal. As a homegrown Gold Coast brand, we’ve seen firsthand how sport transforms our city. Recently, I had the pleasure of sitting down with Ben Mannion, the CEO of Events Management Queensland (EMQ).
Ben is a lifelong Gold Coaster whose career has spanned the heights of the Brisbane Roar’s golden era to the command centers of the Commonwealth Games. Today, he’s the man steering the ship for the Gold Coast Marathon, the Pan Pacific Masters Games, and a rapidly expanding portfolio of world-class events. We discussed his journey, the "running boom," and what the 2032 Olympics really means for Queensland’s local brands.
The Road to CEO
Michelle Buchegger: Ben, you’ve spent nearly your entire life on the Gold Coast and your career is essentially a roadmap of Australian sport; from finance to the Brisbane Roar, the Asian Cup, and the Commonwealth Games. How did you end up leading Events Management Queensland?
Ben Mannion: It’s been a journey of passion, really. I spent 45 of my 50 years on the Gold Coast. I grew up in the community clubs here - soccer and surf life saving. I actually started in finance and banking, but around 2011, I decided to pivot toward what I loved.
I landed a role as Commercial Manager at the Brisbane Roar during those incredible Grand Final years under Ange Postecoglou. From there, I moved through Football Queensland, ran the Asian Cup in 2015, and led the Sport Command Center for the Commonwealth Games. After stints with Queensland Touch Football and running Nissan Arena during COVID, I stepped into EMQ in May 2023. My focus has always been: What more can we do with these iconic events?
The EMQ Portfolio: From 2 Events to 5
Michelle: You’ve overseen a massive expansion recently. Can you walk us through the current roster of events under your watch?
Ben: It’s a big year. We’ve gone from doing two events a year to five. We started with the inaugural T100 Gold Coast in March, which is part of the Triathlon World Tour. Then we have the Toowoomba Running Festival, which we’ve pivoted to a half-marathon focus.
The "jewel in the crown" is, of course, the Gold Coast Marathon. This year we’re looking at over 41,000 registrations. It had a $67 million economic impact last year, making it the biggest annual sporting event in Queensland. We’ve also recently purchased the Bridge to Brisbane, with a vision for it to be the mass participation event of the 2032 Olympics. Finally, we round out the year with the Pan Pacific Masters Games - 40 sports over 10 days. It’s essentially "adult Schoolies," (said with tongue firmly in cheek) and the economic benefit to our local cafes and hotels is massive.
The "Secret Sauce" of the Gold Coast Marathon
Michelle: The Gold Coast Marathon is a favorite globally. People don’t just run it; they love it. What is the "secret sauce" that makes it so special?
Ben: The course definitely helps - it’s flat, fast, and beautiful - but it’s the whole destination experience. 55% of our runners come from outside Queensland. We work hard with partners like the Gold Coast Airport so that the second you land, you feel welcomed.
Our Strategic Plan is built on one phrase: Delivering exceptional experiences. When we’re stuck on a decision, we ask, "Will this provide an exceptional experience for the participant, the volunteer, or the partner?" That’s our true north. Whether it's the world-class Expo or the feeling of wearing your medal proudly at breakfast on Monday morning, every touchpoint matters.
Fixx Nutrition and the Power of Local Partnerships
Michelle: We’ve been on this journey together for a few years now. What’s it been like for EMQ to work with a homegrown brand like Fixx Nutrition?
Ben: When we first sat down with you and Jan, it was vital that we understood where you were going as a business. As we’ve grown, Fixx has come right along with us. You’ve gone above and beyond what we originally anticipated. We’ve never had a single piece of negative feedback about the product on course. Having a long-term, three-year agreement allowed us to grow together, and it’s heartening to see a local brand become such an integral part of an international event.
The 2032 Legacy: Beyond Infrastructure
Michelle: 2032 is the big conversation in Queensland. What does "Legacy" look like to you, and how can local brands like ours play a part?
Ben: For me, the legacy isn't just about buildings; it’s about people. In Paris 2024, they used "Event Delivery Entities" - local organisations that actually ran the events. I’m pitching the government to do the same here. We want to build the capability of our local workforce so we don't have to fly people in from overseas to run world-class events.
For brands like Fixx, the opportunity is huge. There is a massive push from the government to "Buy Local." While the International Olympic Committee has its own massive sponsors, local brands should be looking at the National Olympic Committees or the "Meet the Buyer" sessions currently being held. Athletes bring their own nutrition; they have their own plans. There is a significant role for high-quality, local endurance nutrition in that ecosystem.
Staying Active: The CEO’s Routine
Michelle: Between five major events and 26 staff, how do you stay active? Are you still running?
Ben: (Laughs) I’m coaching 40 under-10s at Nippers every Sunday, and I’m coaching my son’s soccer team, the Robina Wallabies, two nights a week. That keeps me young! I’m not running much at the moment - mostly golf and chasing kids around a pitch - but that’s about all the time I’m allowed right now!
Michelle’s Closing Thought: It’s clear that under Ben’s leadership, EMQ is doing more than just putting on races; they are building a professionalised "event delivery" industry that will sustain Queensland long after the 2032 flame goes out. At Fixx Nutrition, we are incredibly proud to provide the hydration and nutrition that helps those 41,000 runners cross the finish line.
Click here to view the full list of events under the Events Management Queensland events roster.