Incentive Research Foundation Names NXL’s Susan Adams Chair in 2024

Incentive Research Foundation Names NXL’s Susan Adams Chair in 2024

November 28, 2023

Next Level Performance, an industry leader in group travel, meetings and events, is pleased to announce that Susan Adams has been elected Chair of 2024 Board of Trustees of the Incentive Research Foundation (IRF). Susan will serve among other visionary leaders to advance the incentives industry and drive results.

Currently the Vice President of Engagement Strategy & Corporate Services at Next Level Performance, Susan makes an impact daily as a member of the leadership team. She has been in the incentive, recognition, and reward industry since 1993, beginning in the European market with experience in group travel, employee engagement and recognition, customer service, air, and marketing.

Susan has served the IRF since 2016 and has held several positions including multiple roles on the Executive Committee, Chair of the Research Committee, and as a member of the Board of Trustees. Susan has also spoken at IRF events, including the IRF Invitational and Leadership Insight Forum, and has been a subject matter expert on panels to discuss IRF research.

Susan is honored to continue her work advancing the industry and the field of motivation in the workplace, “The Incentive Research Foundation provides unparalleled insight into effective employee, customer, and channel motivation and engagement. I look forward to working with industry colleagues to continue in our mission to create relevant and impactful research, as well as educational and networking opportunities for our constituents. I would like to particularly thank Next Level Performance in supporting this on-going work with the IRF.”

Previously Susan has also served as a Board and Committee Member on industry organizations that include the Incentive Marketing Association (IMA), Incentive and Engagement Service Providers, and the Performance Improvement Council. Susan is a past President of the Recognition Council, a Strategic Industry group of the IMA.

The 2024 IRF Board term begins January 1, 2024. Click here to see the full IRF press release announcing the 2024 IRF Executive Committee and the IRF Board of Trustees.

About the Incentive Research Foundation 
The Incentive Research Foundation ( funds and promotes research to advance the science and enhance the awareness and appropriate application of motivation and incentives in business and industry globally. The goal is to increase the understanding, effective use, and resultant benefits of incentives to businesses that currently use incentives, as well as businesses interested in improved performance.

About Next Level Performance 
Next Level Performance has been an industry leader in the design and implementation of sales incentives, employee recognition, meetings and events since 1976. Our B2B loyalty programs improve the performance of the employee groups, sales teams, channel partners and customers that matter most to your business. Our solutions are grounded in strategic thinking, a full suite of customizable technology solutions, data-driven recommendations, and a passion for Collaboration, Accountability, Respect for others, Ethical behavior, and exceptional Service to our clients, teammates and communities. For more visit

Amy Hickcox
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