PA Forum was formed all around our core values to deliver Inspirational, Aspirational, Educational and Social events that celebrate and recognise the Business Support community across the West Midlands

Daniel Skermer


The PA Forum was founded by Daniel Skermer on 5th November 2016. Birmingham had been very quiet for a number of years, offering very few events for Executive and Personal Assistants, and it was time for change. Following a very exciting meeting with 15 business support professionals from a wide variety of sectors and experience across the city, it was clear there was a want and need to launch a forum that would bring together Personal, Executive and Virtual Assistants, Office Managers and Admin Support teams to be able to learn from each other’s experiences, share best practice and ideas, and help each other with better ways of working.  The PA Forum was born.

Since then, we have continued to offer a range of events, mainly free of charge, ranging from educational seminars during lunch times and evenings to an array of social events across the city. Each event, on average, has attracted 80-100 guests, who have supported us throughout our journey.  With this support, we were able to launch the inaugural the Birmingham PA Awards, bringing together over 700 admin professionals to celebrate the achievements of 60 finalists and 15 winners over the past two years.

As interest and engagement quickly grew, and with more and more businesses offering their support, it became clear that in the neighbouring regions of Coventry and Warwickshire there was a real desire for similar opportunities and so we launched a forum in this region in January 2019.

We delivered our inaugural Learning and Development Conference in February 2019, joined and supported by national and international organisations such as Executive Secretary Magazine, the Institute of Administrative Management (IAM) and International Management Assistants (IMA).  We have now run two conferences in 2019 for over 300 guests, both CPD certified and packed full of a range of motivational and inspirational speakers, industry expert panel discussions and skill-developing seminars.  We are really looking forward to developing our event offering for our membership for the future.

Central to the Forum’s organisation are the PA Forum committees, comprising of business support professionals from around Birmingham, Coventry and Warwickshire.  The Education, Awards, Regional and Virtual Committees collectively engage with our members at every opportunity and look at creative, engaging and enjoyable ways to share the Forum’s aims.  We were so proud to have won External PA Network of the Year in 2018 at the Manchester PA Awards and we will continue, together to strive to deliver excellence for you, our members cantered around our core values. To deliver inspirational, aspirational, educational and social events that celebrate the business support community across the West Midlands. We are really excited to share this journey with you and can’t wait to see what the future brings.