Last week in Miami Beach, we announced the expansion of POSSIBLE into Europe, with Lisbon confirmed as the host city for October 2027.
This expansion builds on the continued growth of the event since joining Hyve and reflects the opportunity to scale a proven format into new markets, supported by strong demand from the marketing community. It also aligns with Hyve’s broader strategy of geo-cloning high-performing event brands into new regions, including the recent expansion of Fintech Meetup into Europe.
We’re excited to be expanding POSSIBLE into Europe. Since we acquired POSSIBLE in July 2024, we’ve worked closely with Christian and the founding team to support its continued evolution while staying true to what makes it special. POSSIBLE has quickly established itself within the global marketing community, and expanding it into Europe is a natural next step as we continue to grow the brand and build on its success in a new market.The European edition will sit within Hyve’s Global Ventures division, enabling a focused and agile approach to launching and scaling the event in a new market, before transitioning back to the POSSIBLE team for sustained growth.
POSSIBLE has grown quickly, which is a real credit to Christian and the team, and we’re seeing strong demand to bring it to new markets. Through Global Ventures, we’re able to support that expansion as a launch at scale, bringing the focus and pace needed to build successfully in Europe.Powered by MMA Global — the only marketing trade association that brings together the full ecosystem of brand marketers and industry solution providers — POSSIBLE will continue to shape the future of marketing in Europe through collaboration and innovation.
“POSSIBLE has become an incredibly important platform for the global marketing community, and we’re excited to support its expansion into Europe. Through our continued partnership with Hyve, this next step allows us to bring the MMA community together in a new market, sharing insights and helping marketers navigate the future of marketing on a broader global stage.”
— Greg Stuart, CEO, MMA Global
“Following the enormous success and continued growth of POSSIBLE Miami, we’re thrilled to share that POSSIBLE is coming to Europe in October 2027. While we are still in the early stages of planning, we were focused on delivering an incredible POSSIBLE Miami experience. We look forward to sharing more in the months ahead as we bring the spirit, energy, and impact of POSSIBLE to a global audience.” Christian Muche, Global President and Co-Founder, POSSIBLE.
That momentum was clearly visible. This year, POSSIBLE expanded its footprint with a dual campus across Fontainebleau and Eden Roc, an expansion of possibilities that reflects both growing demand and a commitment to creating space for deeper connection.
More than 6,000 double opt-in hosted meetings took place on the beach through POSSIBLE Connect, building on the introduction of the hosted meetings programme in 2025 and its expansion this year to support greater scale and connection. Alongside this, the introduction of the CMO Lab — an invitation-only space for senior brand marketers, developed with partners including Google and BCG — and the debut of AI Verse, a dedicated stage exploring the strategies, use cases and technologies shaping the future of marketing, reflect a continued focus on delivering meaningful outcomes for the community.
As Christian Muche, Co-Founder and President, shared in his opening remarks: “the question is no longer what POSSIBLE is, but what is possible.”
The expansion into Europe is a direct answer to that. It carries the energy of the community onto a broader global platform, connecting markets, perspectives and opportunities in a way that remains true to what makes POSSIBLE special.
Lisbon will host the first European edition in October 2027.