Directors

Anette L. Bognø has more than 20 years of experience in tourism, the MICE industry, event management, business development and Norwegian diplomacy. She has a commitment to environmental and societal issues. She has developed the regional event strategy and been part of developing Norway's national event strategy, focusing strongly on impacts in her current leadership role, Anette has changed the regional ambition from just attracting events, to using events as a tool to obtain long-term societal synergies. Anette has a proven track record in various bid processes and bringing relevant stakeholders together to achieve the execution of great events.

Anette was appointed to serve as IAEH director in September 2024.

Anette was appointed to serve as IAEH director in September 2024.

Lorelle has over 20 years of tourism, sports/event management and hosting experience, in Australia, UK and Canada. Her leadership in her current position has been instrumental in driving sustainable economic growth and impact initiatives including the successful hosting of the FIFA Women’s World Cup in 2023 and attracting future global events such as the British & Irish Lions Tour 2025 and UCI BMX World Championships 2026. She has a proven track record of formulating and implementing strategic plans that have resulted in strong growth and success of numerous high-profile events.

Lorelle was appointed to serve as IAEH director in April 2024.

Rebecca Edser is the Head of EventScotland. Part of VisitScotland’s Industry and Events Directorate, Rebecca joined Scotland’s national tourism and event organisation in September 2023. Prior to joining she held the role as Senior Major Events Consultant at UK Sport, Greater London Authority, London 2012 and Scottish Rugby Union.

She has over 20 years of event experience both at national and international level. This includes bidding and supporting the staging of major events, as well as managing strategic partnerships across a range of organisations.

As Head of EventScotland, Rebecca is responsible for leading Scotland’s national major event organisation to attract and secure major sporting and cultural events, while continuing to raise Scotland’s reputation as the perfect stage.

Rebecca was appointed to serve as IAEH director in September 2024.

Terry has over 30 years of sports events and tourism experience, ranging from collegiate athletics, to municipal sports commissions to creating two state-wide sports commissions (Kentucky and Maryland). He served in the NASC, now Sports ETA, as chairman where he helped increase membership and revenues and fostered the development of the Hall of Fame. In Maryland, he serves as Vice President, Maryland Stadium Authority; Executive Director, Maryland Sports Commission; and President, Sport & Entertainment Corporation of Maryland. He has been instrumental is creating significant funding legislation over the past few years of youth and amateur Sports, as well as major events.

Terry was appointed to serve as IAEH director in May 2023.

Maggie is the Director at the Sports Administration, Taiwan, as well as a current Committee Member of International Children's Games (ICG) and Chinese Taipei Olympic Committee (CTOC). Her job is to bring major sporting events to Taiwan, including 2025 World Master Games in Taipei City and New Taipei City, 2026 ICG Hualien County, UCI Tour de Taiwan, WBSC Premier 12, amongst others.

Maggie was appointed to serve as IAEH director in May 2023.

Joel Lavery is Strategic Lead for Major Sporting Events for the West Midlands Growth Company (WMGC). A specialist in strategy, policy and partnerships, Joel previously worked in local government leading Sport and Cultural services and went on to work for British Cycling where he held the role of Head of Partnerships and Major Events leading city partnerships across the UK with Sky and HSBC.

In his current role with WMGC, Joel’s aim is to raise the profile of Birmingham and West Midlands Region nationally and internationally as a world class host city region and attract a pipeline of major events to boost the sports economy and sports tourism.

Following the success of the Commonwealth Games in 2022, leading the Major Events Strategy for the region, Joel helped establish the £6m Commonwealth Games Major Events Fund and secure the rights to host SportAccord World Business and Sports Summit in 2024, Kabaddi World Cup 2025, European Athletics Championships 2026, Invictus Games 2027 alongside various Esports and Action Sports Events. Joel is also a board member for the IWG Women and Sport global conference which is taking place in Birmingham in July 2026.

Joel was appointed to serve as IAEH Finance director in September 2024.

Lars is Vice-Chair of the IAEH. Lars has been the head of Sport Event Denmark from the outset. With enthusiasm and commitment, Lars Lundov has led the way for his team of employees throughout the years. Lars' main focus is on international relations within the international sports world / Olympic Movement and bidding for major international sports events. Through his wide, global network and because of the remarkable Danish results on the market for sports events, Lars is requested as a speaker at international conferences/congresses.

Lars was reappointed to serve as IAEH director in June 2021. Lars is a member of the Executive Committee of the IAEH.

As a strong believer in civic leadership, Sheena has served on several community and professional boards, including; Newfoundland & Labrador Sports Centre, Destination St. John's, Newfoundland & Labrador Credit Union, Newfoundland & Labrador Credit Union Charitable Foundation, Newfoundland & Labrador Housing Corporation and Downtown St. John's. Prior to be appointed CEO of Sport Tourism Canada, she was a Board member of the organization and served as an Officer of the Corporation in the capacities of Treasurer and Vice-Chair.

Sheena was appointed to serve as an IAEH director in April 2024.

Andrew has worked and volunteered in the events industry in New Zealand for over two decades primarily in the arts and culture space. In his early career he participated in the EFA Atelier for Young Festival Managers and he has a CFEE accreditation with the IFEA. He has extensive event delivery experience including; WOMAD; World of WearableArt; Cricket World Cups; Lord of the Rings premier. For the last seven years, he has been involved in major event prospecting; for local government as a small host city (Wellington), and currently working for New Zealand Government as a host nation investment partner.

Andrew was appointed to serve as an IAEH director in June 2022. Andrew is a member of the Executive Committee of the IAEH.

Perttu is Chair of the IAEH. Perttu started his work in the event sector at the end of last century. He produced music festivals, TV-productions and theatre plays, and was also the festival director of Scandinavia’s largest comedy festival. In 2009−2012 he was the Deputy Mayor of Tampere, Finland and in charge of economic development, sports and culture. In 2012 the city decided to open Tampere Major Event Office and Perttu went from politics to life as a civil servant as the director of the new department. In 2017 Tampere Major Event Office joined forces with Tampere Convention Bureau and Visit Tampere, and Perttu was the COO of Visit Tampere Ltd. He continued to develop the event business now as Director of Major Events at the City of Tampere.

Perttu was reappointed to serve as IAEH director in July 2020. Perttu is a member of the Executive Committee of the IAEH.