Hidden Gems: Meet Gavin Smith of NRG Experiential

Today we’d like to introduce you to Gavin Smith.

Hi Gavin, so excited to have you with us today. What can you tell us about your story?
Originally from Scotland, I moved to the U.S. in 1997—trading grey skies for bluebird days in Vail, Colorado. My background was in marketing back in the UK, but I found my footing in the States working with Eclipse Television & Sports Marketing, where I helped create and distribute over 30 hours of televised action sports content for major networks like ABC, NBC, and CBS. From snowboarding and skiing to mountain biking and, yes, even dog shows—it was a crash course in live storytelling, logistics, and production under pressure.

After five years in the world of televised sports, I made the move to Los Angeles to further my career and founded NRG in 2003. What began as an event production shop quickly evolved into something bigger—an experiential marketing agency built at the intersection of culture, creativity, and connection.

A major turning point came early on when we were tapped by Nike to help activate their local soccer initiatives. That three-year partnership helped put NRG on the map and proved we could hold our own with global brands. From there, the work snowballed—we began partnering with Red Bull, The North Face, Coke, and 2K, using our nimble approach to blend brand storytelling with immersive experience design.

In the two decades since, we’ve grown—but we’ve never lost the agility that got us here. We’ve weathered the 2008 financial crisis, a pandemic, and industry disruption by staying adaptive, inventive, and laser-focused on creating meaningful, purpose-led work.

Today, NRG is proud to have been named one of Event Marketer’s Top 100 agencies and to hold four Ex Awards and two Bizbash Experience Awards but our greatest achievement remains the same: delivering standout work for standout brands, year after year.

We all face challenges, but looking back would you describe it as a relatively smooth road?
Like most entrepreneurial journeys, it’s been anything but smooth—but that’s what’s made it meaningful. The 2008 financial crisis and the pandemic were seismic shocks to the event world. Overnight, everything stopped—budgets disappeared, live experiences were put on pause, and we had to adapt or fade out. We chose to adapt. By staying nimble and evolving from pure event production into full-scale experiential marketing, we kept moving forward, even when the road was uncertain.

Beyond the big disruptions, there are the day-to-day challenges of working in an ever-evolving industry. Convincing brands that experiential isn’t just flash—it’s a strategic, results-driven marketing tool—has been an ongoing effort. And unlike agencies that repeat a model over and over, we pride ourselves on doing 1000 things once, not one thing 1000 times. That’s the magic, but it also means we’re constantly building, testing, iterating, and pushing ourselves to stay sharp.

It’s a road full of pivots, late nights, and hard-won lessons—but it’s made us who we are.

We’ve been impressed with NRG Experiential, but for folks who might not be as familiar, what can you share with them about what you do and what sets you apart from others?
NRG is an experiential marketing agency that specializes in turning brand stories into unforgettable, culture-shaping moments. We’re known for crafting immersive experiences that move people—from massive pop-ups and influencer campaigns to purpose-driven brand activations and content-worthy moments that live far beyond the event itself.

What sets us apart? We don’t believe in rinse-and-repeat. Every project is built from the ground up, designed to solve a challenge, speak to a moment, and connect in a way that feels intentional. We’re not just event producers—we’re cultural translators, experience designers, and storytellers in three dimensions.

Over the last 20 years, we’ve worked with some of the world’s most influential brands—Nike, Apple, Red Bull, 2K, The North Face—and what we’re most proud of is how we’ve helped those brands show up in ways that feel human, honest, and ahead of the curve. Whether it’s helping Nike support grassroots soccer or bringing the WNBA to life through a tech lens with Google Pixel, we’ve stayed focused on work that matters.

We want readers to know this: NRG is built for brands that want to push boundaries, spark emotion, and create something people talk about—not just during the event, but long after it’s over.

Risk taking is a topic that people have widely differing views on – we’d love to hear your thoughts.
“Fortune favors the bold.” Anyone who starts their own business understands that truth deeply. Launching NRG was a leap—one without a safety net of mass product sales or recurring revenue from thousands of customers. We work with a focused roster of brands, which means every project, every relationship, every moment matters.

That said, we’re not reckless. We take calculated risks—especially when it comes to pushing the envelope creatively and operationally. Whether we’re engineering a complex build in an unconventional space or exploring emerging tech to elevate an experience, we’re constantly evolving—but always in a way that keeps our clients in safe, experienced hands.

Risk, to us, means betting on big ideas while staying grounded in precision and trust. That balance is where the magic happens.

Contact Info:

• Website: https://www.madewithnrg.com/
• Instagram: https://www.instagram.com/madewithnrg
• LinkedIn: https://www.linkedin.com/company/nrg-marketing-llc
• Youtube: https://www.youtube.com/@MadeWithNRG