Luke McElroy - From Fear to Opportunity: Surviving and Growing During Industry Disruption

Luke McElroy is the Founder and President of Orange Thread, an Inc. 5000 fastest-growing media and event production company. Under his leadership, Orange Thread has partnered with some of the world's most recognized celebrities and businesses, including Chick-fil-A, American Idol, and Blake Shelton. Luke is also the Founder of SALT Conferences, a creative leadership event company that helps churches leverage technology and storytelling. With over two decades of experience in live event production, AV systems, stage design, and creative direction, he is the author of The Wide Guide: Blueprint for the Multiscreen Movement.

In this episode…

When an unexpected disruption shuts down an entire industry overnight, how can you decide whether to fight for your company or walk away? The live events world faced a shutdown when gatherings came to a sudden halt during the pandemic. What mindset separates those who crumble from those who turn chaos into opportunity?

An accomplished live event production expert, Luke McElroy faced a pivotal moment when the pandemic wiped out every booking on his calendar. Newly married and facing a company suddenly worth nothing, he resisted fear and chose to pivot instead. Luke refunded deposits, refused to lay off staff, and created memorable virtual experiences. By focusing on hope for the future rather than fear of the present, he found unexpected opportunities and rebuilt stronger. Luke advises making decisions that lead to future opportunities.

In this episode of The Decision, Robert Hartline and Eric Jackson sit down with Luke McElroy, Founder and President of Orange Thread, to discuss navigating uncertainty in the live events industry. Luke shares how he transformed crisis into growth, why creating memorable moments drives lasting impact, and how joining EO reshaped his leadership to build a company that scales beyond its founder.