When you think of a networking event, what comes to mind? Stale conference rooms, business casual attire, canapés, glasses of prosecco, and the inevitable awkward small talk. But what if networking could be different? What if it felt more natural, more energising and actually enjoyable?
Enter ‘Netwalking,’ a new community born out of a conversation that Sarah Jane Benham, CEO of KRU Live, and her friend Karen Swift, events and brand experience specialist at Sky, had whilst on a walk. They covered 13,000 steps while discussing an idea that had been brewing for nearly a year, one which Benham had previously explored with Nick Gray, managing director at, Live & Breathe. As they walked and talked, they realised how much more natural and comfortable it felt to build relationships while moving, compared to traditional networking. Benham says: “It’s amazing how much more quickly relationships, creative sparks and ideas develop when you’re outdoors in the fresh air and moving around.”
A fresh perspective on networking
The first group gathering took place last week, with a group of six industry professionals and three dogs gathering in Bushy Park, to walk, share ideas and discuss business. Speaking on the success of the first gathering, Swift says: “We’re thrilled to see how well our ‘Netwalking’ concept has resonated with local event professionals. Last week’s first-ever group gathering was a fantastic success, bringing together a wonderful group to engage in meaningful conversations amidst the beauty of nature, away from the typical office distractions.”
She continues: “It was incredibly refreshing for everyone involved, and we saw some new connections and collaborations being forged in a relaxed and informal environment. Nature truly provides a unique backdrop for fostering creativity and building relationships.”
With typical networking events taking place in the evening, or not being located close to home, the concept of ‘netwalking’ slots more simply into participants daily lives. The walks are set to take place monthly on a Friday, a day when many people work from home, meaning they can fit it around their daily work schedule and use it as a reason to step away from their desk. Dogs, who are natural networkers themselves, are welcome to join, allowing attendees to combine a walk with their furry companions with networking and making new connections. Nick Gray, an experience and commerce agency says: “We have all heard the expression, ‘if you talk the talk, you better walk the walk’? Well, ‘netwalking’ is the literal manifestation of this. Out in the open, with a diverse but complementary group of people riffing everything from work to kids and of course dogs. Great on so many levels.”
A shift away from alcohol
With many networking and industry events focusing on alcohol, this new type of networking event is refreshing, unique and more inclusive to those who don’t drink or who are cutting down on their alcohol consumption. Trends in alcohol consumption patterns are shifting in the UK, with a survey published in January 2025 finding that 43% of individuals aged 18 to 34 and 32% of those aged 35 to 54 have completely given up alcohol. Around 20% of the overall population don’t drink at all.
In a recent article for The Drum, Max Gethin, brand and marketing lead at Wonder discusses how this decline in alcohol consumption means that it is time for a rethink the way in which people connect. He writes: “Sober situations are here to stay and agencies and new biz folk need to embrace inclusivity, creativity and the growing demand for more thoughtful experiences.” Continuing, he says: “For years, a boozy lunch or cocktail-fuelled evening has been the go-to. It’s easy, fun and effective… for some. But it doesn’t necessarily cater to everyone. If a chunk of your audience isn’t drinking or doesn’t drink, how do you ensure they still feel engaged, included and valued? The answer lies in a more human and considered approach.” ‘Netwalking’ offers the perfect alternative. It’s a healthy and inclusive approach to networking.
Creating community
Following the success of the first event and plans for walks to take place monthly, Benham and Swift hope that ‘Netwalking’ will grow beyond a simple networking event and evolve into a community where event professionals can connect in a more natural and meaningful way. By prioritising movement, fresh air, and genuine conversation, they aim to create an inclusive space that welcomes individuals from all backgrounds, including those who may feel excluded by traditional networking settings.
Whether it’s discussing business, sharing experiences, or simply enjoying a walk in good company, ‘Netwalking’ offers a straightforward way to connect—one step at a time.
Featured image credit: Karen Swift
