Sheer Edge Training Academy was established to share industry knowledge, skills and offer a variety of training options to suit your skill level.

Developed by active events professionals, the aim is to share usable relevant and up to date knowledge that otherwise may not be accessible.

Each course, module and lesson has been tailored to deliver nothing but essential working knowledge. Active usable documents will be provided with each course that can help you with planning your event such as templates, draft documents and planning structures.

Our mission is to offer educational and insightful courses, masterclasses and webinars to help you at any stage of your events career.

Lets Get Started

Create your account today, its totally free! From there you have access to your own personal Dashboard, browse and sign up for as many courses as you like!

Meet The Team

Academy Directors

Academy Director

Jo Ferreday

Jo Ferreday is a hospitality and events professional with over 17 years experience in both industries.

Working at venues such as International Convention Centre Birmingham, Silverstone Circuits, West Bromwich Albion FC and Birmingham City FC.

Jo is an experienced leader, managing sales teams driving revenue and delivering corporate hospitality across stadiums, alongside promoting the venues and event space. Jo prides herself in her experience of venue sourcing and supporting clients to achieve their vision of their event.

Jo is Founder and Managing Director of Sheer Edge, an award-winning multi-service agency, that provides venue finding, event support services, corporate hospitality booking service and are CPD Accredited providers for Event Management Training courses both on and offline.

Some of the clients Jo has gad the pleasure of working with;
Specsavers, Honda, B&H Worldwide, Select Science, Maverrk, Microsoft, Network Rail.

Academy Director

Karen Edwards

I am a passionate, energised and committed individual with an infectious 'can do' attitude.

A senior events professional with extensive experience encompassing every aspect of event planning and delivery. Having worked at the sharp end of the industry for over 15 years from major event venues to owning events as a client and now offering event management services through my own company, I have a fully rounded appreciation and hands on knowledge of what it takes to plan and deliver standout customer experience. I am adept at building effective relationships with internal and external stakeholders and delivery teams rising to the challenges every event offers and ensuring events deliver against their objectives.

I am decisive, tenacious and creative with a strong commercial acumen.

Events Logistics – Event Management – Operational Delivery – Health & Safety (NEBOSH) – First Aider - Managing Stakeholder Relationships – Strong Admin Skills – Website Management & Development – Delegate Management – Accommodation Liaison – National & International Events -Indoor & Outdoor Events



Gino Spolverino

Freelance production manager working in Corporate Events, Exhibitions and Live Entertainment..

Skilled in all aspects of event production from concept to completion. After 10 years in Live Theatre and entertainment I moved to B2B and B2C corporate events. I have been working as a production manager for 10 years from a venue perspective and for Creative Agencies. Experience in event design, CAD, specification and delivery. Additional Skills in 2D graphic design, video production and digital communications systems. Passionate about all things creative and interests in music, interior design and Architecture.

BA(Hons) Performance Design and Production - University of Leeds.

Clients – Sainsburys, Nationwide Bank, Lloyds Bank, Hyster-Yale-Briggs, Mercedes Benz, Rolls-Royce, Alfa Romeo, Premier Paper, EE/BT group, Mazda, DPD and many more!


Ian Hateley

Ian is an experienced Senior Event Manager with a demonstrated history of working in the event services industry. With over 20 years of experience of planning, organising and managing large scale conferences, exhibitions and banquets. Skilled in on site logistics and operations, venue management, client liaison, Event Management training and live events. Ian is a strong event operations professional specialising in excellent customer service.

Some of the clients Ian has worked with and managed events for include the Conservatives, Labour and Liberal Democrats Party Conferences, British Small Animal Veterinary Association, Association of Colleges, Superdrug, Specsavers, X-Factor and BGT auditions.

Ian is NEBOSH General and NEBOSH Fire certified.


Melanie Deakin

Melanie has worked in the events industry since 2012 after completing her degree in Events Management at Coventry University, and has worked across a range of sectors including; Grandstand Media (Horse of the Year Show and NAEC Venue) and NEC Group.

Melanie founded Mowgli Events in August 2019, a creative event management company offering full-service event management and has had a great start to the business, winning fantastic clients including the brand and franchise launch events for Avanti West Coast for FirstGroup. .

Melanie is also passionate about helping event industry colleagues to continue their learning, networking and reaching their personal goals and is very excited to team up with Sheer Edge Training to help deliver some fantastic content and courses.
  • Flexible Learning

    Bitesize lessons that breakdown topics to learn at your own pace

  • Downloadable Content

    Additional learning material and templates included with each course to help you plan your events.

  • Flexible Payments

    Coming soon.
    Flexible payment options to help spread the cost of your courses and bundles.

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