Simon became an ambassador in 2007 after hosting the International Conference for Conceptual Structures (ICCS) and has remained part of the programme ever since. He knows the support is there whenever he needs it and sees his role as an ambassador as a ‘win win’ situation – promoting the ‘friendly, supportive and cheerful’ team while benefiting from the bespoke services they provide. He thinks their ability to ease the burden on conference hosts and provide a distinctive Sheffield flavour is a bonus.