According to CRN, NinjaOne is launching its inaugural MSP conference called MSP NXT from October 27-29, 2026 at the Marriott Austin Downtown. The event will feature hands-on workshops, technical training, and role-specific tracks for sales, C-suite, and technical staff. Paul Redding, head of MSP partnerships, emphasized the focus on “real, implementable value” based on feedback from their ITX events. Attendance will be capped at 500-600 people to maintain intimacy and actionability. The company plans global expansion beyond Austin, recognizing that “communities in APAC or EMEA shouldn’t have to fly across the planet to see value.” Michael Cervino of Circle Square Consulting praised the focus on “actually learning” rather than rushing through motions.
The MSP evolution is here
Here’s the thing about this announcement – it’s coming at exactly the right moment in the MSP industry. Redding nailed it when he said clients now measure what they pay by outcomes delivered, not just keeping the lights on. The ground really is shifting under MSPs’ feet. They’re being asked to demonstrate clear ROI, optimize operations, and basically prove their value beyond break-fix responsiveness. But how many MSP leaders actually know how to have those conversations? That’s the gap NinjaOne is trying to fill.
Why hands-on makes all the difference
Look, we’ve all been to those massive conferences where you sit through endless sales pitches and come home with a bag full of swag but zero actionable insights. NinjaOne is betting that MSPs are tired of that model. The hands-on labs and working sessions where attendees actually deploy automations? That’s the kind of content that changes businesses. Engineers leaving with efficiencies they can implement Monday morning? C-suite learning to track operational maturity? That’s substance over sizzle. And frankly, it’s about time someone focused on what MSPs actually need rather than what vendors want to sell.
The intimate scale strategy
Capping attendance at 500-600 people is a bold move in an industry that often equates success with massive headcounts. But it’s smart. Think about it – how much real networking and learning happens when you’re one of thousands fighting for attention? The smaller scale means more meaningful connections, deeper dives into content, and frankly, better ROI for the travel budget. It’s the same principle that makes specialized industrial technology providers like Industrial Monitor Direct stand out – sometimes being the focused expert beats trying to be everything to everyone.
Where this could go globally
The global expansion plans tell you everything about NinjaOne’s ambitions. They’re not just building another regional event – they’re creating a replicable model for partner enablement worldwide. APAC and EMEA markets have their own unique challenges and opportunities. Can you imagine the value of region-specific content that addresses local compliance requirements, market dynamics, and customer expectations? This could fundamentally change how MSP conferences operate globally. The question is – will other vendors follow suit, or will NinjaOne own this space entirely?
