We’re excited to welcome Robin Mills as Head of Growth UK/Europe/MENA at VenueSumo.
Robin joins us after more than six years with Rugged Interactive, where he served as Global Sales Manager, working closely with attractions and leisure operators across international markets. During that time, he visited more than 1,000 venues and attended over 50 exhibitions across the UK, Europe, the US, and the Middle East.
He brings a deep understanding of the attractions industry, built from years spent working directly with operators and experiencing venues firsthand.
That kind of operator-first experience is exactly what VenueSumo is built on. And it is what sets us apart.
Real Experience, Real Impact
Robin’s background means he has worked closely with the exact challenges venue operators face every day. This includes managing demand across peak periods, improving operational efficiency, and delivering great guest experiences at scale.
Alongside his commercial experience, he is also widely recognised across the industry for his on-the-ground social media content inside venues, as well as his role as an Executive Committee Member of the Association of Indoor Play.
“Robin brings deep industry knowledge, strong relationships across the attractions sector, and a genuine understanding of what operators need from their technology.” – Alex White, Founder & Director at VenueSumo.
Leading VenueSumo’s EMEA Expansion
As Head of Sales EMEA, Robin will lead our expansion across the UK and European markets end to end.
He will work closely with operators to help simplify operations, unlock new revenue streams, and support venues as they transition away from fragmented systems towards more integrated, all-in-one platforms.
His appointment reflects our continued investment in building local expertise within key global markets, ensuring our customers are supported by people who truly understand the industry.
An Efficient and Intuitive Platform
“I’m incredibly excited to be joining VenueSumo. Their platform is exactly the kind of smart, customer-focused solution I’ve been championing for years. It gives venue teams an intuitive, efficient system that genuinely makes day-to-day operations easier and the evidence showing its impact on revenue speaks for itself.”- Robin Mills, Head of Growth UK/Europe/MENA at VenueSumo
Robin’s appointment comes during a period of strong global growth for VenueSumo, as we continue to support operators across Australia, the United States, Europe, and South Africa.
Operators choose VenueSumo because we are more than software. We are a technology partner built by people who understand how venues actually run.
What’s Next?
This is an exciting milestone for VenueSumo and for the operators we serve. With Robin leading our EMEA expansion, we are doubling down on our commitment to building a platform that solves the problems that actually matter, guided by people who have experienced those challenges firsthand.
