Setting the Scene
In September, the ‘You. Smart. Thing.’ (YST) team gathered at the Edinburgh International Conference Centre (EICC) for our 4th Company Assembly. Over two days, colleagues travelled in from across the UK, Spain, Italy, Turkey and beyond, guided by the EICC Travel Assistant powered by YST.
The Assembly provided space to reflect on progress, share knowledge across teams, and set priorities for the year ahead. Sessions ranged from value proposition and commercial strategy to technology and client development, all framed by an opening keynote on sustainability and sport ecology from Dr. Walker Ross (University of Edinburgh). Alongside the programme, the team had time to connect in person, strengthen collaboration, and experience the city together – even trying our hand at the bagpipes! What follows is a closer look at how we travelled, what we discussed, and the perspective we gained.
Purpose and Perspective
The Assembly opened with a keynote from Dr. Walker Ross (University of Edinburgh), whose research in sport ecology and sustainability explores the impact of the Triple Planetary Crisis on sport, governance, and stakeholders. His reflections also considered the wider role of major events in shaping sustainable behaviours, setting the tone for the sessions that followed.
The Assembly also marked a period of progression, with new colleagues joining in commercial and marketing, and Alex Townshend appointed Head of Environmental & Socio-Economic Impact. For many, it was the first opportunity to meet in person, strengthening relationships and reinforcing the collaborative approach that defines YST.
Strategic Discussion
Across the two days, the team reviewed developments since the last Assembly, reflected on progress, and set priorities for the year ahead. Sessions covered YST’s value proposition and brand positioning, operational structure, and commercial model. The programme also looked ahead to the future of technology and product architecture, alongside client development, engagement strategies, and long-term partnerships.
These discussions provided space to recognise achievements, share expertise across teams, and agree clear actions for the next stage of YST’s growth.
How We Travelled
As with all major YST occasions, the Assembly began with the planning our respective trips using the travel assistant, delivered for the EICC to support journeys to the venue and the events it hosts. Each colleague received a personalised low-carbon travel plan, showing how the service simplifies multi-modal travel while reducing the impact of journeys.
The data captured revealed the full picture: mode share, distances, and emissions. Here are examples of the journeys generated and the options chosen by team members.
Gwen’s Public Transport Journey
Gwen, Sustainable Travel Consultant who recently joined the commercial team, travelled by rail and underground connections between London and Edinburgh. Her journey took just under 6 hours, with a carbon impact of 24kg CO₂e.
The travel assistant combined local services, national rail, and final connections in Edinburgh into one clear plan. Real-time updates kept everything on track, while integrated mapping simplified the longer trip. It was also a fitting introduction for Gwen, experiencing the same tools she will now help share with clients and partners.
All Routes Aligned
Emma (Head of Client Development), Antonis (Head of Product and Systems Integration), Andrew (Chief Operating Officer), and Chris (CEO) each began their journeys in different Midlands towns.
Guided by the travel assistant, they were offered routes that not only simplified the connections but also brought them onto the same train north.
What started as four separate plans became one shared journey, showing how the travel assistant reduces complexity, cuts emissions, and creates opportunities for connection along the way.
Simon’s Rail Journey
Simon, Channel Partnerships Director, travelled by rail between Banbury and Edinburgh. His plan combined local and long-distance services with walking connections, with a total travel time of just over 5 hours.
The travel assistant calculated a carbon impact of 20kg CO₂e, a fraction of the footprint of driving the same distance. Live updates on platforms and connections helped make the trip smooth and stress-free.
Beyond the Sessions
The Assembly was also about connection. Away from the meeting room, the team had the chance to share meals, conversations, and time together in the city. A walk around Edinburgh offered a moment to pause and reflect, while a bagpipe lesson with ‘Roddy the Pipper’ delivered a lively (and slightly noisy) introduction to Scottish culture – an experience not soon forgotten.
Closing Reflections
The 2025 Company Assembly closed with renewed focus and energy. With a growing team and an expanding international presence, YST is ready to continue delivering smarter, more sustainable travel solutions that reduce emissions and enhance the visitor experience.
As Will Phillipson, Chair of the Board at YST, noted:
“It’s a rare opportunity to see the perfect trifecta: an engaged team that truly enjoys working together, a company that is delivering positive impact for the communities it serves and the environment, and a viable business model. At the YST Assembly, I witnessed a highly capable and motivated team passionately building what I believe to be the next generation of travel demand management solutions. ‘You. Smart. Thing.’ delivers a brilliant customer experience while also driving operational efficiencies for events, venues, communities, and authorities – lowering costs and lowering emissions. I’m proud and inspired to witness the team in action, and I’m truly excited to see what the next year will bring!”
To learn more about how we work with local authorities, education, health and social care, major events, and more, explore our sectors area.
