108 - How Jon Berghoff Fills Events Without Speakers and Still Sells Out
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On this episode of The High Profit Event Show, host Rudy Rodriguez sits down with Jon Berghoff, founder of XCHANGE, a globally recognized facilitation company that has transformed the way organizations and communities gather, discover, and grow together. Jon is one of the most respected voices in the world of experiential design and facilitation, having led transformative sessions for major brands like Facebook, BMW, Google, and Conscious Capitalism. Known for earning up to six figures per facilitation session, Jon brings a wealth of insight into what makes events truly impactful—and profitable.
From the very beginning of the conversation, Jon pulls back the curtain on a major shift happening in the events industry. He explains that traditional “sage on the stage” formats are quickly becoming obsolete. With information so easily accessible online, people are no longer paying just to be informed—they want to be transformed. Jon introduces a new model that puts the audience at the center of the experience. His mantra? “Turn the room into the stage.” This approach challenges event leaders to stop thinking like lecturers and start thinking like facilitators of transformation.
Jon shares his powerful framework of designing events around three core forms of capital: intellectual, social, and communal. Intellectual capital provides attendees with new ideas and learning. Social capital facilitates meaningful connections among participants. But it’s communal capital—creating a deep sense of belonging—that becomes the glue that keeps people coming back. According to Jon, it’s not just what people learn that matters—it’s who they become in the process and how they feel seen and connected in the room.
One of the most valuable parts of the episode is when Jon breaks down his transparent enrollment strategy. Without using scripts or high-pressure tactics, he explains how he builds trust and inspires action using three simple steps: gain permission up front, create real-time proof by facilitating a shared experience, and let current students authentically share their own stories. This heart-centered, service-first approach to enrollment has been the foundation of his business growth over the past five years—and it's a model that any event leader can adopt.
If you’re an event leader ready to ditch outdated models and lead events that convert through connection, this episode is a must-listen. Jon’s wisdom, authenticity, and practical insights will completely reshape how you approach event design, facilitation, and enrollment.
Want to connect with Jon?
Register for the XCHANGE Approach Monthly Workshop: https://www.xchangeapproach.com/xchange-approach-workshop/
Website: https://www.xchangeapproach.com/
Jon’s LinkedIn: https://www.linkedin.com/in/jonberghoff/
XCHANGE LinkedIn: https://www.linkedin.com/company/xchangeapproach
Facebook: https://www.facebook.com/xchangeApproach
Instagram: https://www.instagram.com/xchange.approach/
108 episodes