MCH Group: Strategic Efficiency Gains and Expansion Position It for Sustained Profitability

MCH Group, a global leader in event and experience marketing, has demonstrated a compelling trajectory of operational efficiency and strategic expansion, positioning itself for sustained profitability in a dynamic industry. The company's first-half 2025 results underscore its ability to balance cost discipline with growth, achieving a net profit of CHF 5.3 million—a 39.5% increase from CHF 3.8 million in 2024—and an EBITDA of CHF 18.9 million, up from CHF 15.3 million in the prior-year periodMCH Group Increases Half-Year Profit and Strengthens Profitability^[1]. These gains reflect a combination of process optimization, technology adoption, and strategic partnerships, all of which align with broader industry trends toward digital transformation and sustainability.

Operational Efficiency: The Foundation of Profitability

MCH Group's return to profitability, marked by a CHF 3 million net profit in 2024—the first since 2016—was driven by disciplined cost management and targeted efficiency measuresAnnual Report 2024^[2]. The Live Marketing Solutions (LMS) division, a cornerstone of the company's event marketing strategy, exemplifies this approach. By streamlining operations and leveraging advanced ERP solutions such as SAP's HR and finance systems, the division executed over 800 projects globally in H1 2025, expanding its footprint in the USA and the Middle EastAnnual Report 2024^[2]. This operational agility not only reduced overhead but also enhanced project delivery speed, a critical factor in an industry where timing and execution define success.

Technology adoption has further amplified MCH Group's efficiency. As noted in SAP's Q2 2025 earnings call, the company joined a cohort of firms leveraging AI-driven automation to reduce costs and improve resilienceSAP SE (SAPGF) Q2 FY2025 Earnings Call Transcript^[3]. These tools enable real-time data analytics for event planning, optimizing resource allocation and minimizing waste—a particularly valuable capability in an industry grappling with supply chain disruptions and geopolitical uncertaintiesSAP SE (SAPGF) Q2 FY2025 Earnings Call Transcript^[3].

Strategic Expansion: Leveraging Market Trends

MCH Group's growth is not solely a function of cost-cutting; it is also rooted in its ability to capitalize on macroeconomic and technological trends. The global events industry, projected to reach $1911.9 billion by 2029 at a 9.3% CAGREvents Industry Market Report 2025 - Size and Outlook to 2029^[4], is witnessing a surge in demand for hybrid and virtual events, personalized attendee experiences, and sustainable practices. MCH Group's recent initiatives, such as the Art Basel events in Hong Kong and Basel, highlight its capacity to deliver high-impact, large-scale experiences while adhering to eco-friendly standardsMCH Group Increases Half-Year Profit and Strengthens Profitability^[1].

Strategic partnerships are another catalyst. The collaboration with Qatar Sport Investments, for instance, opens new revenue streams in the Middle East, a region expected to see significant growth in corporate and sporting eventsMCH Group Increases Half-Year Profit and Strengthens Profitability^[1]. Additionally, the planned sale of the Expomobilia building—a one-time boost to EBITDA and cash flow—demonstrates the company's willingness to restructure assets for long-term value creationMCH Group Increases Half-Year Profit and Strengthens Profitability^[1].

Market Resilience and Future Outlook

Despite challenges such as tariff uncertainties and inflationary pressures, MCH Group's diversified portfolio and adaptive strategies position it to outperform industry peers. The company's focus on B2B exhibitions, which are projected to grow due to rising corporate spending on conferences and trade showsEvent and Exhibition Market Report 2025^[5], further insulates it from consumer market volatility. Moreover, its integration of AI and hybrid event platforms aligns with the industry's shift toward tech-driven engagement, ensuring relevance in an increasingly digital landscapeEvent and Exhibition Market Report 2025^[5].

Looking ahead, MCH Group's full-year 2025 outlook is optimistic. With the exhibition season ramping up and strategic partnerships in place, the company is well-positioned to exceed its H1 performance. Analysts project EBITDA could reach CHF 22M–25M for the year, supported by continued efficiency gains and market expansionMCH Group Increases Half-Year Profit and Strengthens Profitability^[1].

Conclusion

MCH Group's strategic efficiency gains—rooted in cost management, technology adoption, and agile operations—have not only restored profitability but also laid the groundwork for sustainable growth. By aligning with industry trends and leveraging its expertise in high-impact events, the company is poised to capitalize on the expanding event and experience marketing sector. For investors, MCH Group represents a compelling case study in operational transformation and strategic foresight, offering long-term value in a sector primed for innovation.