Article by: Aspioner
In the world of event management, the last few years have been transformative. What was once a relatively straightforward industry, rooted in traditional gatherings, has exploded into a hybrid model that blends physical and digital experiences. For many companies, keeping up with these changes is no easy feat. But for Ingunn Dahl-Engh, CEO of Tappin AS, this evolution is at the heart of her company’s mission. Since taking the reins at Tappin in 2020, Dahl-Engh has guided the Norwegian software company through rapid growth, aiming to build the ultimate event solution platform for organizations worldwide.
In this interview, Dahl-Engh reflects on her journey—from her competitive roots in Taekwondo to her leadership philosophy— and shares how Tappin is reshaping the future of event management.
Question: Ingunn, Tappin has been making waves in the event tech space. What sets Tappin apart in an increasingly crowded market?
Ingunn Dahl-Engh: Tappin, which began as a small local player in the event tech space, now offers a versatile Software-as-a-Service (SaaS) solution that connects people, ideas, and industries in innovative ways. The key to Tappin’s success lies in its simplicity and flexibility. In the event tech world, companies often struggle to offer an all-in-one solution. You have registration tools, communication platforms, and event apps, but none of them truly integrate seamlessly into one cohesive system. Tappin is different. It’s a unified platform that can handle everything from invitations to registrations, communications, and even QR codes for entrance control. This means no more switching between disparate systems. The beauty of Tappin is that it allows event organizers to have full control, whether the event is physical, hybrid, or online. The hybrid model, especially, has been a huge focus for us. For many of our customers, offering an equal experience for both in-person and virtual participants is paramount. With Tappin, there is no difference in how attendees interact with the event. Everyone is part of the experience, regardless of their location. This commitment to inclusion and efficiency is what truly sets us apart.
Q: Tappin has rapidly expanded internationally since your arrival as CEO. What was your vision for the company when you joined, and how has that shaped your leadership approach?
ID: When I joined Tappin in 2020, my immediate priority was to structure the processes and build a strong, cohesive team. Tappin had enormous potential, but it needed a framework that would allow us to scale, both locally and internationally. My vision was to make Tappin the event solution for companies worldwide. Whether you’re hosting a local seminar or a global conference, Tappin should be the platform of choice. To do this, I focused on three key pillars: professionalism, innovation, and flexibility—what we call the PIF values. We’re not just about delivering a product; we’re about providing a service that helps our customers succeed. That meant getting close to our clients, understanding their pain points, and developing solutions that truly addressed their needs. We also had to ensure that our team was not just skilled but passionate. This level of personal commitment is vital when you’re trying to build something groundbreaking.
Q: It sounds like you’ve built a really strong foundation. In your journey to the top, you’ve had quite a diverse background—from being a top-tier Taekwondo athlete to working in sales and international management. How has that diverse experience shaped your leadership style today?
ID: My experiences in both sports and business have been incredibly formative. In Taekwondo, I learned about discipline, resilience, and the importance of setting clear goals. Competing at a high level taught me how to focus and stay calm under pressure. I’m very goal-oriented, and I use that approach in everything I do, especially when working with my team. Setting clear objectives, breaking them down into smaller, manageable steps, and celebrating the small wins along the way—this is how I lead. As for my sales and international management experience, that taught me how to build relationships and manage teams across different cultures. Being an effective leader isn’t just about making decisions—it’s about understanding people, motivating them, and empowering them to take ownership of their work. I’m a firm believer in delegating responsibility. It’s important to give your team the space to grow, while always being there as a sparring partner when needed.
« With Tappin, there is no difference in how attendees interact with the event. Everyone is part of the experience, regardless of their location. This commitment to inclusion and efficiency is what truly sets us apart.«
Q: You mentioned the importance of delegating responsibility. Can you share an example of a tough decision or conflict you had to handle as a leader, and what it taught you about leadership?
ID: Leadership isn’t always easy, and handling conflicts is part of the job. One of the toughest situations I’ve faced was managing a conflict between two team members with very different working styles. It was a difficult decision to address because I didn’t want to alienate either individual, but I knew that if the issue wasn’t resolved quickly, it could affect the entire team’s morale and productivity. My approach was to bring the issue into the open, allow both parties to express their concerns, and then facilitate a conversation to find a solution. It was a tough moment, but it taught me that conflicts should never be avoided. They need to be addressed directly, with transparency and respect.
I also learned the importance of trusting my team to handle their own responsibilities. One of my biggest leadership lessons has been the value of empowering others. If you try to control everything yourself, you stunt growth—not just for the organization, but for the individuals working with you. Giving people the trust and responsibility they need to succeed is one of the best ways to build a strong, motivated team.
Q: Tappin’s mission is to connect people and knowledge globally. Where do you see the future of the event tech industry heading and what’s next for Tappin?
ID: The future of event technology is incredibly exciting. The demand for hybrid and digital events is only going to grow, and with that comes a huge opportunity for innovation. I see AI playing a major role—whether it’s through real-time translations, sign language interpretation, or personalized attendee experiences. There’s so much potential for AI to enhance inclusivity, especially in hybrid events where equal access to information is crucial. For Tappin, our next big step is international growth. We’ve built a solid customer base in Norway and several international markets, but there’s so much more potential. Over the next few years, we’re focused on expanding into new regions and continuing to innovate. Our goal is to become the go-to event solution for organizations of all sizes, whether they’re hosting a small internal meeting or a global summit. We’re also working on improving our integration capabilities. With an open API, Tappin can integrate seamlessly with CRMs and other tools, and that’s a big selling point for our customers. The goal is to make Tappin the backbone of any organization’s event strategy, whether you’re managing one event or a hundred.
As Tappin continues to scale and innovate, Dahl-Engh’s vision remains clear: to make event management seamless, accessible, and effective for organizations around the world. Dahl-Engh’s relentless drive and commitment to both her team and the future of event technology ensure that the company will be a major player in shaping the future of hybrid and global events.