An exhibition established by a Sussex businessman has grown into biggest in its field, attracting exhibitors from across the world.

Ian Allchild is preparing for the next Incentive World, to be held at Earls Court 2, having outgrown previous venues, including the Wembley Exhibition Centre.

The entire operation is run from a small office in Hove.

In 1976, when he was working for Maclaren Publishing, Ian staged the Incentive Marketing exhibition for the company at the Brighton Metropole. The event grew from just 70 stands to a European show with 300 exhibitors.

He then formed his own company in 1983. Its first show was Physical '83 at Hove Town Hall.

The firm staged the Incentive '84 exhibition at the Barbican and by 1988 the show had outgrown the venue and moved to Olympia. The following year, Ian sold the company.

He then spent two years recharging his batteries but keeping in touch with the industry, before launching Incentive World. He had built up such a high reputation in the business that many companies contacted him asking him to return to running exhibitions.

He said: "This year it will be the biggest-ever. We are expecting more than 500 exhibitors and 8,000 visitors, representing sales, marketing and personnel directors, during the exhibition.

"This is a £10billion industry, covering everything from supermarket giveaways to incentive travel. It is an 'ideas' exhibition where people come when they are planning their promotional activities for the coming year."

Offers will range from holidays to fine china and key fobs to T-shirts.

The entire exhibition is organised by Ian, and his staff of four, at his offices in Western Road, Hove.

He said: "I'm very proud of the way the company has grown to become the biggest of its kind in Europe and of the faith the exhibitors have in the company.

"Incentive World 2001 is one of the most important dates on the sales promotion, incentive and marketing calendars. With so many top-name exhibitors, new products and attractions at this year's exhibition, it is an essential event for anyone involved in buying or sourcing motivational products to attend."

Ian, who started his career in advertising, was a pupil at the former Knoll School in Hove.