This special discussion article examines the roles that academic workshops play in the creation of a space to advance knowledge in marketing whilst also supporting academic career progression and production of impactful research. We draw upon the concept of Communities of Practice to understand the nature and variation of academic workshops and to highlight their role in advancing the discipline. From this, the invited contributions set out the varied forms through which workshops create safe spaces, atmospheres, both divergent and convergent thinking, time for exploration and joint working and support for publications. Our concluding discussion draws together insights regarding the importance of variation between workshops whilst also being attentive to their common goals. This discussion shows that workshops are worthy of support and protection.