It’s been more than a decade since we set out on this journey with you, when we took our first step with PURE Life Experiences back in 2009. Over the years, the industry has evolved, our family of delegates has grown enormously, and we came to the realisation that it was time to begin an exciting new chapter with all of you.
That’s why Beyond Luxury Media Ltd. has been officially rebranded and reborn as This is Beyond Ltd.
But this is much more than just an update to our name. This is a declaration of intent about all of the work we do: our ambition is to always aim for far more than is expected from us; to provide the best return on investment for our customers; and to bring a tremendous sense of value to the experiences we create. So this rebrand is a commitment to all of you that we will constantly strive to go above and beyond in everything we do, and that we will always be held accountable to this standard.
Luxury has changed, and brands must adapt
A name says a lot about who you are as a company. Beyond Luxury Media suited us 10 years ago when people first began rethinking notions of traditional luxury; but the industry has moved on a lot since then – and we wanted to evolve with it.
Nowadays, being ‘high-end’ is about promising a life that is optimised and amplified; it’s about self-discovery, self-fulfilment, and self-actualisation. We all want to be the best possible versions of ourselves, to have the best experiences we can while we’re on the planet, and to ensure each of those precious moments is truly remarkable, memorable, and leaves behind a positive legacy. That’s what our customers provide – and it’s also what our events strive to achieve.
Realising this, we went on our own journey of introspection to better understand our beliefs, our values, and what we stand for. It became clear that growth could only come through transformation, so we began the process of evolving our brand. After a year of soul-searching, we knew wanted to be a force for good; to make sure everything we do is always surprising, inspiring and positive; and to have the capacity to make real changes in the world.
Our purpose: Commerce should be a force for good
In the current global climate, the world is teetering on a cliff-edge – and unless radical action is taken, we’re going over the edge. Traditional politics is failing us, and the planet. As a result, sixty-three per cent of global consumers now prefer to buy from companies that stand for a purpose reflective of their own values and beliefs. So brands have to be the ones leading the way: combining profit and purpose to spread ideas, take action and inspire others to do the same. With its considerable reach and influence, the high-end travel industry in particular has a huge responsibility be a force for good in the world.
That’s why we want to aspire to do great things while making commerce a force for good. The two are not mutually exclusive. We’re extremely proud that this ethos is already embedded in each of our communities; you are all, in your own distinct ways, contributing to fuelling the greater good. By challenging the status quo, you are all disruptors and visionaries – and it’s never been more important for you to come together and continue inspiring each other to push boundaries and solve problems.
Our mission: Reshaping industries into inspired communities
We know there is great power in collective thinking; that more minds are better than one to overcome challenges and achieve the unexpected. There’s a phrase I love, “Alone we go fast, but together we go far”, which really embodies the whole ethos behind what we do. On our own, we would just be an industry of resourceful individuals, but together, we can do so much more.
That’s why This is Beyond creates immersive events, provides insightful content and curates only the most curious and influential people. We want every one of our communities to be a truly inspired space. This is our mission, the goal that will guide all of our endeavours as a brand. This is also a reminder that whichever of our communities you join, you are all part of something bigger: a united global movement dedicated to doing great while making commerce a force for good, driven by personal relationships.
Our vision: Showing the power of humanity in business
In an increasingly digitised age, too many companies are losing sight of the power of real, human connections. Humanity is an asset in the commercial world that should never be underrated – it has the potential to be an incredible driving force.
At This is Beyond, we believe that good business and great relationships go hand in hand, and feel privileged to have the mission of bringing together exceptional people through our events. But we always want that relationship to work both ways. We don’t have a board of advisors because you are all our stakeholders and consultants, and you all have the power to shape the future direction of our communities. Over the last 10 years we’ve listened constantly, and will continue to do so.
Put simply, you push us to be a better company.
With a new name, and a clear mission, we have never felt more inspired to move forward with all of you; to create unique, inspiring communities with humanity at their centre; and to push the boundaries of doing great while being good.
Serge Dive Founder & CEO, This is Beyond Ltd.
Behindevery great business liesanepiphany.
For Serge Dive and Sarah Ball, partners in business and in life, their lightbulb moment happened on a journey in the African bush.
They watched as Serge’s father, who was recovering from poor health, rediscovered his lust for life in this new place, fuelled by a newfound curiosity for the world and his place within it.
An idea began to form in their minds...
Imagine if you could inspire this curiosity in others, harnessing its potential to power personal and business growth, while having a positive impact on the world?
They decided to find out, founding This is Beyond on a shoestring budget and launching their first event in 2009. Every decision they made was a rebellion against the boring, corporate functions they were so tired of – instead, they set out to create transformative experiences that would help people and businesses become the best they could be, while making commerce a force for good.
Since then, This is Beyond has created a growing portfolio of immersive events that reshape industries into inspired communities and show the power of humanity in business. Together, we are shaping a more exciting and promising future.
Serge and Sarah have their lightbulb moment on a trip to Africa
The pair begins building the This is Beyond network, starting work around their kitchen table
We relocate from Serge and Sarah’s kitchen table to our first office
Our first show, PURE Life Experiences, launches in Marrakech
As the company grows to 15 employees, we move to a new office in Chiswick
L.E/Miami & Ministry of Ideas launch together on South Beach
The Cape Town office opens to manage our new venture in South Africa
Our third show, We Are Africa, launches in Cape Town Stadium
MATTER, the un-conference for PURE, launches
PURE Pursuits launches, with the first pursuit heading to Iceland
Conservation Lab launches in Stellenbosch, South Africa
Our first company retreat, Assemble, takes the team glamping and rafting
FUSE, the We Are Africa un-conference, launches
Our second Assemble sees over 30 Beyonders go on a team bonding adventure
The first edition of We Are Africa North America takes our tribe stateside
Our fourth show, Further East, and its un-conference AWAKEN launch on the shores of Bali’s Seminyak Beach
The company retreat gets sophisticated in a rustic, rural Italian village
We rebrand as This is Beyond – a new name that champions our ideals
We explore a luxurious slice of wilderness at the fourth edition of Assemble
Everyone here at This is Beyond has a role to play in our journey (while having plenty of fun at the same time). These are some of the people leading the way…
Founder & CEO,
This is Beyond
This is Beyond
We Are Africa
CO-Founder & Director, SET
Director, L.E/Miami | The House of Beyond
Head of PURE
Executive Assistant to CEO,
This is Beyond
How We Do Business
We aspire to be the change
we want to see in the world. Our code
of conduct helps keep us on track.
We are committed to a sustainable future.
So we pledge to minimise our environmental impact across all our events.
We are committed to going beyond ethics.
So we pledge never to put human or animal rights in jeopardy.
We are committed to building diverse communities.
So we pledge to make inclusion a prized necessity – never a nice-to-have.
We are committed to cultural awareness.
So we pledge to protect – not disrupt – communities and cultures.
How We Give Back
We don’t just talk the talk; we walk the walk, too – and each of our events plays a part.
This is Beyond
Giving Back Locally
This is Beyond volunteers 560 hours every year to local community action, including activities like support for the homeless and sustainability projects.
PURE Life Experiences
Developing Rural Communities
PURE Life Experiences supports Morocco-based charity Education For All, who enable girls from rural communities to get an education by providing safe lodging near schools, and the Make it MATTER initiative takes volunteers from the show to work on community projects in the foothills of the Atlas Mountains.
Donating to Local Organisations
L.E/Miami donates 1% of its profits to local non-profit organisations or charitable foundations who align with our brand values and beliefs.
We Are Africa
Supporting Community Projects
We Are Africa works with a community development partner, Uthando, to donate a portion of its profits to worthy projects every year, as well as offering free exhibition stands for promising companies who might not otherwise afford one.
Further East organises a beach clean-up at the event that helps tackle the ever-growing issue of plastic waste in our oceans.
Reinvesting in Conservation
Conservation Lab is organised on a non-commercial, pro-bono basis and all income from attendees is reinvested into the event in order to help make the travel industry a stronger force for conservation in Africa.