When: February 13, 2026
Where: 830 Orlando Ave, Los Angeles during All Star Weekend
Growing Audiences Through Sports-Driven Culture
NBA All-Star Weekend is about more than basketball, it’s where culture, commerce, and influence converge.
On February 13, TruNorth, in partnership with Wheelhouse and Brent Montgomery, will host a curated group of senior brand leaders for an invite-only experience to explore the power of sports, culture and influence on modern brand performance.
The Business of Sports: Where Culture Meets the Court
Hosted inside a private West Hollywood mansion on this is not just a conference. This is an intentionally curated experience for the people shaping how sports, media, and brands show up in culture.
If you’re thinking about:
…this is a room (mansion) worth being in.
If you are:
A CMO or senior marketer who believes sports is no longer just a sponsorship line item, it’s identity, credibility, and cultural capital
…this is where you belong.
What to expect:
Former NBA stars who understand how influence extends well beyond the court.
Culture-defining brands sharing how relevance — not reach — drives growth.
Omar Bailey, legendary footwear designer to the stars, featuring his new book and hosting a live sneaker auction rooted in story, craft, and community.
Elevated hospitality and off-stage conversations you can’t find in breakout rooms.
Brent and the Wheelhouse team spend their time at the intersection of talent, media, and ownership. At TruNorth, we focus on creating experiences where that intersection becomes tangible, through conversation, access, and real cultural moments.
Click below to request your invite. Approved attendees will receive a confirmation email with event details.
If you are not a brand-side marketer or do not fall into the approved attendee categories, you may still be able to participate as a sponsor. For sponsorship opportunities, please contact
Jeff Fortmann at jeff@trunorthx.com.
Coming to a city near you in 2026!
When: July 2026
Where: Chicago
When: September 2026
Where: Los Angeles
When: October, 2026
Where: New York City
Coming to a city near you in 2026!
The Business of Experiential
May 7, 2026 | One Times Square, New York City
The Business of Experiential is a premier gathering of senior brandside marketers, select agency leaders, and industry innovators shaping the future of experiential marketing. Hosted at the top of the iconic One Times Square—home of the world-famous New Year’s Eve ball drop—this event brings together decision-makers with real budget authority and a shared commitment to advancing the discipline.
The program explores the full spectrum of modern experiential marketing—beginning with Return on Relationship (ROR) and how meaningful, human connections are driving long-term brand value. From there, sessions will break down the math and science behind measurement and ROI, alongside the rise of the experience economy and why “IRL” engagement has become one of the most powerful forces in marketing today. Attendees will also explore the intersection of sports and entertainment with event marketing, and the growing convergence of AI within experiential, transforming how brands design, scale, and measure live experiences.
The agenda will feature a CMO-only panel focused on the strategic importance of experiential within today’s marketing mix—how budgets are shifting, how experiences are driving business outcomes, and why this discipline continues to move closer to the center of brand strategy.
With expert panels, immersive experiences, exclusive tours, and curated networking alongside cocktails and bites, the event is supported by leading partners and sponsors from across the experiential ecosystem.
Whether you’re a brandside seasoned experiential leader or looking to elevate your strategy, The Business of Experiential offers the insights, connections, and inspiration to help you build smarter, more impactful programs.
Welcome to the Business of Experiential.
When: July, 2026
Where: Chicago
When: September 2026
Where: Los Angeles
If you are not a brand-side marketer or do not fall into the approved attendee categories, you may still be able to participate as a sponsor. For sponsorship opportunities, please contact
Jeff Fortmann at jeff@trunorthx.com.
When: June 4, 2026, during World Cup
Where: New York City
Designed for CMOs, marketing leaders, athletes, and capital partners, this event explores how innovative brands are using sports-centered storytelling to drive cultural relevance and audience growth. In one day, you’ll gain an actionable playbook for tapping into emerging communities and expanding your brand’s reach.
If you are not a brand-side marketer or do not fall into the approved attendee categories, you may still be able to participate as a sponsor. For sponsorship opportunities, please contact
Jeff Fortmann at jeff@trunorthx.com.
Coming to a city near you in 2026!
When: July 2026
Where: New York City
When: October 2026
Where: Los Angeles
More info coming soon!
If you are not a brand-side marketer or do not fall into the approved attendee categories, you may still be able to participate as a sponsor. For sponsorship opportunities, please contact
Jeff Fortmann at jeff@trunorthx.com.
Don't miss the next TruNorth Experience...
We use cookies to analyze website traffic and optimize your website experience. By accepting our use of cookies, your data will be aggregated with all other user data.