Enterprise Summit 2025: The Tech Event Everyone’s Still Talking About

When Exertis Enterprise brought its flagship summit to Barcelona, expectations were high – but what unfolded over those three days exceeded them all.

Set against the backdrop of the W Hotel and the Mediterranean Sea, Enterprise Summit 2025 redefined what a channel event could be. It wasn’t just about products or presentations. It was about connections. About strategy. About people. And it showed what happens when an experience is built around energy, insight, and genuine partnership.

More than 100 enterprise customers and over 30 global vendors came together for what many described as “the best event in years.” And from the opening keynote to the final conversations on the beach, this was a summit designed to be remembered.

Setting the Scene: A Summit That Felt Different from the Start

From the moment guests stepped inside, they knew this was something different. Gone were the usual greys and grids of the typical tech event. Instead, vibrant tie-dye colourways, retro graphics, and bold design touches wrapped the venue in energy. Inspired by the 70s, 80s, and 90s, the branding was both nostalgic and strategic – crafted to evoke emotion, reinforce messaging, and encourage connection.

The moment I realised ‘this is different’ was when I took in the atmosphere. Exertis Enterprise put thought into every detail, creating a space that was both relaxed and purposeful.
Ryan from Utopia Computers

Virtually every moment of this event brought those thoughts. From the venue, to the content, to the quality of guests and the excellent care from Exertis employees – it was outstanding.
Wojciech from Eterio

Everything – from the signage to the session spaces – was curated with care. It wasn’t just about style. It was about creating a setting where people felt welcomed, energised, and open to engage.

Vision First: Jason Chibnall’s Opening Message

The event opened with a keynote from Jason Chibnall, Managing Director at Exertis Enterprise, and it immediately set the tone. He shared a powerful message: that Exertis Enterprise is no longer just “the server and storage people” or “the Hammer team” – it is now a full-stack solutions provider built for the future.

Jason spoke candidly about the evolution of the business – from its heritage in components to its current strength across servers, security, AI, storage, and networking. He outlined a vision grounded in specialism, partnership, and adaptability, supported by dedicated PODs, whitebox solutions, global vendor reach, and hands-on channel support.

“We’re not here to host an event. We’re here to empower a movement,” he told the audience – and over the next three days, that vision came to life.

Keynotes with Substance and Story

Across the main stage, world-class vendors delivered headline sessions that informed, challenged, and sparked real thought.

Rob from Supermicro, alongside NVIDIA, unveiled a future powered by liquid-cooled, AI-ready infrastructure. From the NVIDIA GB200 NVL72 to Supermicro’s next-gen building blocks, they introduced rack-level innovations purpose-built for the demands of high-performance computing.

Andy from Object First followed with a critical take on backup security, asking: “Zero Trust – good, but not good enough?” He outlined a model of Zero Trust Data Resilience (ZTDR), calling out that 96% of ransomware attacks now target backups, and offered a blueprint for truly immutable storage.

Andy from Seagate shared insights into the data explosion, revealing that between now and 2028, the global datasphere will more than double. He presented Seagate’s latest innovations – from HAMR-driven Mozaic HDDs to the autonomous, self-healing CORVAULT storage system – to help enterprise customers stay ahead.

Joe from Context grounded the conversation in market data, revealing a clear channel shift: AI is no longer exploratory – it’s essential. His insights spanned infrastructure investment, cybersecurity trends, and how NVMe and hybrid cloud are transforming enterprise storage strategies across Europe.

Each keynote brought its own dimension, but all pointed to the same theme: the future is already here – and Exertis Enterprise is helping partners embrace it.

Panels That Pushed the Conversation Further

Beyond the keynotes, the afternoon panels gave guests the chance to hear real opinions from industry voices – and participate in the debate.

“Harnessing AI for Next-Gen Growth” explored how customers are starting to adopt AI in practical ways, and the importance of building strategies that go beyond experimentation. Chloe, Simon, Sean, and Rita were among those sharing stories of enablement and early successes.

In “The Data Explosion”, speakers tackled the realities of storing, accessing, and managing the exponential rise of unstructured data. Nick offered insight into infrastructure architecture, while other panellists shared practical methods for making data work smarter.

“Sustainability in Modern Tech”, led by Steve and Tom, explored how supply chains, product design, and even data centre energy use need to be reimagined to meet environmental targets without sacrificing performance.

And in “Cyber Resilience in a Rapidly Evolving Landscape”, the conversation focused on layered defence, threat prevention, and how AI itself is becoming both a tool and a target in the security space.

The panels culminated in “Question Time: LIVE” – a raw and unscripted Q&A with Steve, Tom, Nick, Adam, and Dominic. From challenging vendor roadmaps to debating the real state of channel partnerships, it was a standout session that drew wide praise for its honesty and energy.

Want access to the keynote and panel recordings?

Watch the highlights video below

A snapshot of the conversations, energy, and moments that made the summit unmissable.

The Vendor Village: Innovation Across Every Business Unit

At the heart of the summit sat the Vendor Village – a vibrant showcase segmented by business unit, where customers could explore the latest solutions across:

Compute – Featuring AMD, Fsas Technologies (Fujitsu), Dell OEM, Mitac, Intel, Giga Computing, Ampere, NVIDIA and Supermicro, with a focus on AI infrastructure, HPC clusters, and scalable, liquid-cooled server designs.
Storage – With Micron, Solidigm, Seagate, Kioxia, Western Digital, Sandisk, Quantum, Toshiba, Penguin Solutions, Stortrec and Kingston highlighting everything from SSD innovation and high-capacity HDDs to cost-efficient enterprise deployments.
Networking – A10, Cambium, Alcatel-Lucent, and H3C explored performance optimisation, security-first networking, and scalable connectivity for modern data environments.
Cybersecurity – With Object First, SonicWall, Avast, Seceon, and Esentire offering layered protection, real-time analytics, and ransomware-proof backup architecture.
Power & Infrastructure – Schneider Electric and APC showcased UPS innovations, lithium-ion battery tech, and energy-efficient infrastructure for hybrid deployments.

Rather than surface-level booth traffic, we had in-depth discussions with qualified decision-makers. The quality of conversations justified our attendance.
Jonnie from Supermicro

We met customers from new areas we wouldn’t normally interact with. This event helped uncover opportunities beyond our usual scope.
Paul from micron

Tech Meets Play: Entertainment and Engagement Everywhere

Enterprise Summit wasn’t just about business. It was built to be enjoyed – and the entertainment played a key role in breaking the ice.

Between sessions, guests took on mini golf, VR racing, interactive darts, and shuffleboard. A caricature artist roamed the venue sketching visitors, while a talking AI-powered robot surprised and delighted. The custom photo cube became a hotspot, and even the coffee lounges turned into mini networking hubs.

The entertainment makes it easier for people to connect, It turned networking into something personal.
Ronald from Variety

It reminded me of the good old Hammer days – skiing trips, safari dinners, Roll on more of this!
Phil from World of Computers

Evenings delivered standout moments too. The welcome party on the Altitude Terrace included cocktails, city views, and a live DJ. On Day 2, SALT Beach Club hosted a Mediterranean soirée complete with a live funk band, tapas, and networking that lasted long into the night.

More Than Leads. Real Impact.

There were no gimmicks – just genuine engagement. This wasn’t about leads. It was about momentum.

The structure encouraged meaningful conversations far beyond what we get at traditional events. We walked away with insights and relationships.
Kelly from Penguin Solutions

As someone relatively new to selling enterprise, it was genuinely inspiring. It wasn’t just about learning – it was about becoming part of something.
Ryan from Utopia Computers

Whether through scheduled 1:1s or spontaneous chats over lunch, conversations were strategic, honest, and forward-looking. Several vendors reported opportunities already in progress – and early returns that made attendance more than worthwhile.

Feedback in Full Colour

The early feedback has been overwhelmingly positive – not just for the organisation, but for the experience.

The presentations were concise and to the point – not a lot of fluff. We made great use of the networking opportunity and look forward to building on what we started here.
Vincent from Nexsan

The people at Exertis have proven that they know what they’re doing. Adding value isn’t just talk – they live it. This wasn’t just a business obligation. It was a pleasure.
Wojciech from Eterio

Staff also shared a deep sense of pride in the event. For many, it was the most collaborative, successful experience they’d been part of.

Of course, there were areas flagged for improvement – catering variety, further app enhancements – but the event’s foundation was universally praised.