With 23 years of experience, Keith Bates, Founder and Group Managing Director of AJ Events and Productions, combines meticulous event delivery with international ambition. In this Global CEO Magazine interview, he discusses trusted partnerships, expansion and connecting local expertise with global opportunities.
Q: What inspired you to establish AJ, and which key milestones have shaped its journey and your vision for the company?
The inspiration behind AJ was to build a business that could go beyond a single market and create opportunities across borders. My vision was to combine local expertise with an international outlook, helping clients access the right services, networks, and opportunities.
A key milestone has been establishing a registered presence across four countries. Our long-term collaboration with a leading company in Dubai has further expanded our network to eight additional countries across Europe and Asia.
Today, we are focused on strengthening our leadership, expanding partnerships, and building an international group of companies that delivers lasting value. Our goal is to create a sustainable business with long-term global potential.
Q: What distinguishes AJ from a traditional professional services company, and how does this translate into value for your clients and partners?
What distinguishes AJ is our focus on connecting services, markets, and opportunities through an international network. Rather than treating each engagement as a separate transaction, we look at the client’s broader needs and how we can support their growth over time.
For example, a client who starts with us in Sri Lanka may later need support or connections in another country. We aim to make those connections possible through our wider network.
This creates a more relationship-driven approach for clients and new collaboration opportunities for our partners. Ultimately, we want AJ to be known not just for the services we provide, but for the opportunities we help create.
Q: With registered offices across four countries, how has international expansion contributed to AJ’s growth, and which markets are your strategic priorities?
Our international presence across four countries has helped us strengthen relationships, build credibility, and establish a broader foundation for growth.
Our strategic priorities include Sri Lanka, the UK, Canada, the US, India, Dubai, and the wider Middle East, alongside opportunities across Europe and Asia through our international network.
Our approach is to expand strategically by building trusted partnerships, understanding local markets, and investing in the right people. We want to grow internationally while maintaining the local knowledge and relationships that make sustainable growth possible.
Q: How does your recent long-term collaboration with a leading company in Dubai strengthen AJ’s international reach and create new opportunities?
Our long-term collaboration with a leading company in Dubai is an important milestone for AJ. It has expanded our network to eight additional countries across Europe and Asia, creating new opportunities for international collaboration.
Working with an established partner gives us access to valuable local knowledge, relationships, and business opportunities that would take time to develop independently.
This strengthens our ability to connect clients and businesses across markets. Our priority now is to turn this expanded reach into meaningful partnerships and sustainable growth.
Q: As you bring senior managers and experienced consultants into the group, what capabilities are you seeking, and how will this leadership structure support AJ’s future growth?
As AJ expands, strengthening our leadership team is essential. We are looking for experienced professionals in international business development, corporate leadership, travel and tourism, strategic partnerships, and market expansion.
Beyond expertise, we value people who can identify opportunities, build strong relationships, and turn strategy into results.
The goal is to develop a leadership structure that supports better decision-making, stronger international partnerships, and sustainable growth. Ultimately, bringing together the right people and complementary skills will help us build an organisation ready for its next stage of development.
Q: How do you see Sri Lanka’s role within AJ’s international business model, and what opportunities could this create for local professionals and businesses?
Sri Lanka is an important part of AJ’s international business model. We see an opportunity to connect local businesses and professionals with international markets, networks, and partnerships.
For businesses, this can mean access to new markets and collaboration opportunities. For professionals, it can create greater exposure to international clients, business environments, and expertise.
We believe Sri Lanka has considerable potential. As AJ grows, our ambition is to connect that potential with global opportunities while remaining closely connected to our local foundations.
Q: What are your key goals for AJ over the next few years, and what message would you share with clients and partners joining you on this journey?
Over the next few years, our goal is to develop AJ into a trusted international group of companies. We plan to strengthen our leadership, expand partnerships, and build a more connected portfolio of professional services across key markets.
Our focus is not simply on entering more countries, but on developing our people, strengthening our processes, and building the relationships needed to support sustainable growth.
To our clients and partners, the message is simple: we believe in trust, collaboration, and shared ambition. We are building AJ for the long term and welcome those who share our vision and wish to grow with us.
