ASAE Annual Meeting LA: Innovation, Inspiration and Reflection

Last week, together with Jules Lejeune, I attended the ASAE Conference in Los Angeles – the leading international conference for association management. With more than 5,000 executives from the association world, it was an impressive gathering. For me, it was the first time attending this event, while Jules was already on his seventh edition. It was a special experience to share and to see up close how associations in the United States are working on renewal, resilience, and connection.

The Annual Meeting of the American Society of Association Executives (ASAE: The Centre for Association Leadership) offered an inspiring and, at times, confronting insight into the world of associations. The highlight of the programme was without doubt the keynote by Magic Johnson. The former Lakers basketball star, who built a business empire worth 1.5 billion dollars after his sports career, shared his personal story of leadership and perseverance. He showed how business success can go hand in hand with social responsibility. His message was clear: investing in society and embracing diversity and inclusion not only strengthens communities but also leads to better business outcomes.

Beyond the content, there was ample opportunity to network and to experience Los Angeles. The social activities took place at unique venues, including the Coliseum Olympic Stadium and the Grammy Museum, adding an extra dimension to the conference experience.

Keynote by Magic Johnson. The former Lakers basketball star

What stayed with me most?

What struck me most was how strongly the spirit of the times resonates in ASAE’s programme. While the Annual Meeting has traditionally been a landmark event for associations, the focus is increasingly shifting towards data, digitalisation and hybrid elements. From within the American culture of rapid technology adoption, it was impressive to see how far they have already come in applying AI. Out on the streets this impression was reinforced by the presence of self-driving taxis and pizza-delivery robots – technology that still feels like science fiction in the Netherlands.

Another striking theme was the social context in which American associations are now operating. Speakers cautiously pointed out how current policies, after only seven months, are already having tangible effects on associations. The changing course is creating uncertainty, and a recent survey revealed that many organisations are experiencing declining revenues from sponsorship, conferences and membership fees. The United States’ international reputation as a leading player in the association world is under pressure, while domestically the role of associations as a unifying force in society is being tested more than ever. As a result, many CEOs of trade organisations are becoming more cautious in addressing issues that affect their members collectively.

What will I take back to the Netherlands?

The conference made it clear that the United States holds a leading position in AI and automation. One session, in which 30 AI tools were presented in just thirty minutes, was a true crash course in the possibilities of technology. It demonstrated how professionals can enhance themselves into almost “superhumans” by making smart use of the right digital tools.

Another striking aspect was the strong focus on succession planning, both at board and staff level. This theme, which is crucial for the continuity of associations, was a recurring topic in many sessions.

What I will take back most of all is the willingness to experiment with AI, combined with the American culture of knowledge-sharing and exchanging experiences. Closely linked to this is the conscious safeguarding of continuity in governance, committees, staff and documentation. As the incoming ASAE Chair aptly expressed during the closing session: “I now feel like the chef in the restaurant where only chefs are sitting at the table.”

Luc Lejeune