The internationally acclaimed marketing executive, author, and behavioural science expert Rory Sutherland is set to host the evening awards dinner at The Blend 2026, as the independent garage conference continues to strengthen its reputation as the UK and Ireland’s leading business event for workshop owners and managers.
Taking place on Saturday, 10 October 2026, at The Eastside Rooms in Birmingham, the flagship conference will once again bring together more than 500 delegates for a full day of peer-led learning, networking, and industry recognition.
Rory, Vice Chairman of Ogilvy UK and author of the best-selling book Alchemy: The Surprising Power of Ideas That Don’t Make Sense, brings a globally recognised perspective on behavioural science, marketing, and human decision-making.
Known for his unconventional thinking and widely shared insights, he has recently gained renewed attention as a viral voice on TikTok and through his long-running “Wiki Man” column for The Spectator.
His appearance at The Blend 2026 represents a significant addition to the programme, with organisers highlighting the relevance of his work to independent garages operating in an increasingly competitive and price-sensitive market.
“It is no exaggeration to say that we are all absolutely thrilled to welcome Rory Sutherland to The Blend this year,” said Ray Dilsons, Event Director at The Blend. “Independent garages operate in an incredibly competitive landscape where it’s easy to fall into the trap of competing solely on price. Rory’s philosophy of ‘psycho-logic’ challenges traditional thinking.
“He will show our community that value isn’t just a number on an invoice, it’s about customer perception, communication, and eliminating the anxiety often associated with vehicle repairs.”
Following a full daytime programme of peer-led sessions, The Blend’s evening event will once again feature a three-course dinner, The Blend Awards, and a charity auction in support of automotive industry charity Ben. The 2025 event raised more than £44,000, with organisers aiming to build on that total in 2026.
Open to all independent garages, The Blend continues to champion a community-first ethos, welcoming owners and managers regardless of the garage management system they use.
The focus remains firmly on peer-led learning, with real-world insights from garages actively improving efficiency, strengthening customer relationships, and adapting to new technologies.
Tickets for The Blend 2026 are available now, with early-bird rates still available for a very limited time. For more information, to view the full itinerary, or to book tickets, visit www.theblend.events.
