Interview with Katie Hughes: Behind the Scenes of the London Card Show.
The London Card Show has rapidly become the biggest card show in Europe, bringing together a vibrant community of collectors, traders, and enthusiasts. Whether you’re looking to buy, sell, trade, or simply soak up the energy, the show is a must-visit event for anyone passionate about sports cards, Pokémon, TCGs, and other collectibles.
At the heart of this growing success is Katie Hughes, the Operations Director of the London Card Show. As the sister of founder and CEO Harry Reynolds, Katie plays a key role in organising and expanding the event, ensuring it delivers an unforgettable experience for attendees. But working in an often male-dominated industry comes with its own set of challenges and triumphs.
In this interview, we sit down with Katie to discuss the journey of the London Card Show, her role in its growth, and what it’s like to navigate the collectibles industry as a woman in leadership. Plus, she shares insights into the future of the show and what fans can look forward to next!
Can you tell us about your journey to become Operations Director of the London Card Show?
My career journey started with a strong passion for media studies during school, where I discovered my love for creativity. This passion led me to pursue a degree in Marketing at university. After graduating, I secured an internship at Hard Rock Cafe, which later turned into a full-time role within their Marketing department. Over six years, I gained extensive experience in hospitality, brand management and event coordination. When the opportunity arose to join the London Card Show, I saw enormous potential in the brand and was excited to help shape it into a major event within the card-collecting community. In just a year, we have grown exponentially, nearly doubling our attendance figures from 3,000 attendees in February 2024 to almost 7,000 in February 2025. Our vendor tables also increased from 383 to 810 over the weekend, reflecting the immense demand and popularity of the event. I’m thrilled to be a part of this journey and continue driving our expansion.
What does a typical day look like in your role, and what are the key responsibilities you handle?
No two days are the same in my role, but the core responsibilities revolve around overseeing event logistics, vendor relations, marketing strategies and community engagement. I spend a significant amount of time coordinating with our vendors, ensuring they have everything they need to provide the best experience for attendees. Additionally, I focus on digital and social media marketing, which has been instrumental in our growth. With an impressive 7% engagement rate on social media (well above the 1-3% industry average), we prioritise organic content, influencer collaborations, and user-generated media to connect with our audience. Another key part of my day is strategic planning—looking at ways to enhance attendee experiences, develop partnerships, and expand our reach both in the UK and internationally.
The collectibles and trading card industry has traditionally been male-dominated. What challenges have you faced as a woman in this space?
The statistics speak for themselves—86% of our attendees are male, with 54% of them falling between the ages of 25-34. Being a woman in such a space naturally comes with challenges, particularly in ensuring that my voice is heard in discussions that are often dominated by men. However, I have always focused on demonstrating value through results rather than being deterred by industry norms. Our rapid growth, innovative marketing strategies, and successful events have solidified my role and credibility in the space. Additionally, I strive to create an inclusive environment where all collectors, regardless of gender, feel welcomed and valued.
Have you ever felt the need to prove yourself more due to the industry’s gender dynamics? If so, how did you navigate those situations?
Absolutely. When you’re in an industry where the majority of decision-makers and participants are men, there is often an unspoken expectation to prove your expertise. Rather than seeing this as a setback, I use it as motivation to excel. By taking an analytical approach, leveraging data-driven marketing strategies, and building strong relationships with vendors and attendees, I’ve been able to establish credibility. Our growth figures speak for themselves, with attendance increasing by over 130% in just one year. Staying confident, knowledgeable, and committed to the brand’s success has been key to navigating these challenges.
Do you believe the industry is evolving to become more inclusive, and if so, how?
Yes, I do believe the industry is becoming more inclusive, but there is still work to be done. We’ve seen a steady rise in female collectors, with 13% of our attendees being women. While this number is still small, we are actively working to increase diversity through targeted marketing campaigns and collaborations with female collectors and influencers. By highlighting different voices in the community, creating engaging spaces for all demographics, and offering activities that appeal to broader audiences, we are helping to shape a more inclusive future for the industry.
What is it like working alongside your brother, Harry Reynolds? Do you feel your sibling relationship influences the way you manage the business?
Working with Harry has been one of the most rewarding aspects of my career. While we didn’t always see eye to eye growing up, building the London Card Show together has strengthened our relationship tremendously. We each bring different strengths to the table—Harry focuses on venue logistics and overall event operations, while I specialise in marketing, brand expansion, and attendee engagement. Our mutual passion for the event drives us to constantly innovate and push boundaries. We balance each other out well, and the familial trust ensures that we always have each other’s backs.
Are there any challenges or advantages to being part of a family-led enterprise?
There are both challenges and advantages. The biggest advantage is trust—you know that your business partner will always have the brand’s best interests at heart. Decision-making is often quicker because we understand each other’s thought processes well. However, challenges arise in maintaining a work-life balance. Since we are family, it’s easy for work discussions to spill over into personal time. We have learned to set boundaries and ensure that while we are passionate about the business, we also make time to just be siblings.
What steps is the London Card Show taking to ensure the event is welcoming to a diverse audience, including women and young collectors?
Diversity and inclusion are key focus areas for us. While the majority of our audience is currently male, we are actively working on initiatives to engage more women and young collectors. For example, we collaborate with a variety of influencers who appeal to different demographics, ensuring that our messaging reaches a wider audience. We also plan to introduce educational sessions, kids’ activities, and special incentives to encourage participation from younger collectors and families. By diversifying our offerings and showcasing a broad range of collectors, we aim to make the London Card Show an event for everyone.
Can you share a standout moment from your time with the London Card Show that you feel particularly proud of?
One of my proudest moments was witnessing our February 2025 event reach nearly 7,000 attendees, more than doubling our numbers from the previous year. Seeing the venue packed with enthusiastic collectors, vendors, and industry leaders was a testament to the hard work we’ve put in. The overwhelming support and positive feedback from the community reaffirmed that we are creating something truly special.
What are your goals for the Show in the coming years?
We have ambitious goals, including expanding our event space, hosting international editions of the show, and introducing more immersive experiences. We want to continue innovating, ensuring that each event offers something new and exciting. The goal is to establish the London Card Show as the premier event in the trading card industry.
The industry is evolving rapidly, with new trends like digital collectibles and sports card investment gaining traction. We aim to be at the forefront of this evolution by adapting to emerging trends and ensuring that collectors, both old and new, have a space to connect, trade, and celebrate their passion. We want to remain a central hub for the community, fostering engagement and growth for years to come.
It’s clear that the London Card Show isn’t just an event—it’s a thriving community driven by passion, excitement, and a shared love for collecting. With Katie Hughes at the helm of operations, the show continues to grow, bringing new opportunities and experiences to collectors across Europe. As the industry evolves, it’s inspiring to see leaders like Katie breaking barriers and shaping the future of the hobby. We can’t wait to see what’s next for the London Card Show—so if you haven’t already, make sure to check it out!
Poppy Watt