Crossroads Live
Crossroads Live is a global theatrical producer that produces, co-produces, and tours Broadway and West End musicals, pantomimes, and immersive productions across the UK, North America, Australia, and Asia, serving theatre audiences, venues, rights-holders, and co-production investors.
- Company typePrivate
- Founded2019
- HeadquartersLos Angeles, United States
- Headcount101–250
- GTM typeB2B and B2C
- OfferingServices
What Crossroads Live does
Crossroads Live (CXL) is a privately held global theatrical production company founded in 2019 and headquartered in London, with regional production offices in New York and Sydney and corporate offices in Rockville, Maryland and Los Angeles. Under Group CEO David Ian, Australia CEO John Frost, and North America CEO Angela Rowles, the company produces, co-produces, and tours a catalog of more than 25 marquee Broadway and West End titles — including Hamilton, Wicked, Chicago, Annie, Beetlejuice, Cats, TINA – The Tina Turner Musical, Dear Evan Hansen, Jesus Christ Superstar, My Fair Lady, and Phantom of the Opera — across 40+ countries spanning the UK, North America, Australia, Asia, the Middle East, and Europe. The corporate structure comprises a Delaware parent (Crossroads Live, Inc.), UK operating entities (Crossroads Live UK Ltd and Crossroads Live Holdings UK Ltd), and an Australian subsidiary (Crossroads Live Australia Pty Ltd).
The company's core product is large-scale touring musical theatre, augmented by three sub-brands that monetize adjacent value pools. Crossroads Pantomimes, led by Michael Harrison, is described as the world's largest producer of pantomime, staging over 20 productions annually across the UK and entertaining more than 2 million people each festive season, anchored by the London Palladium pantomime. NA Hires is a production-asset rental business that leases touring sets, scenery, and wardrobe (e.g., Dear Evan Hansen, TINA) to other producers, converting sunk production assets into recurring revenue. The CXL Talent Portal is a self-serve Australian audition and casting platform for productions including Elf, Waitress, CATS, Anastasia, Back to the Future, Annie, Chicago, and Grease. Technology infrastructure is conventional web (Squarespace CMS, Squarespace-CDN assets) with no proprietary AI, ML, or data platform disclosed.
The business model rests on three revenue streams: licensing/royalty income from producing and touring Broadway and West End titles under co-production and presenting arrangements with regional partners; rental and professional-services fees from leasing production sets and wardrobe to other touring productions; and channel-driven demand acquisition through venue box offices, dedicated production websites, social media, email newsletters, and earned media in outlets such as Variety, The New York Times, and Entertainment Weekly. Customer segments are horizontal: end-consumer theatregoers, theatres and venues, performing talent, and rights-holders/investors. Capital structure is private, with a $43 million SEC Form D exempt offering filed in December 2022 and investor access brokered through the Yieldstreet alternative-investment platform.
Crossroads Live firmographics
Firmographics- Name
- Crossroads Live
- Legal name
- Crossroads Live, Inc.
- Website
- https://www.xroadslive.com
- Company type
- Private
- Founded year
- 2019
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Crossroads Live is a global theatrical producer that produces, co-produces, and tours Broadway and West End musicals, pantomimes, and immersive productions across the UK, North America, Australia, and Asia, serving theatre audiences, venues, rights-holders, and co-production investors.
- Ownership category
- akta.pro rank
Crossroads Live industry classification
Industry- Product category
- Live Theatrical Production
- NAICS
- Theater Companies and Dinner Theaters (71111), Other Performing Arts Companies (711190)
- SIC
- Services-Allied To Motion Picture Production (7819)
- akta.pro primary industry
- Touring Theatre Productions (MPAGABAC)
- akta.pro secondary industries
- Regional & Repertory Theatre Companies (MPAGABAB), Performing Arts Centers & Presenters (Programming/Booking) (MPAGABAM)
Keywords
Where Crossroads Live is headquartered
LocationHeadquarters
- HQ city
- Los Angeles
- HQ country
- United States
- HQ region
- North America
Offices6 records
Markets served
Crossroads Live business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Supply Chain, Infrastructure
Revenue model
- Live Theatrical Production and Touring: Revenue generated from producing and touring Broadway and West End musical productions across global territories including UK, North America, Australia, Asia, Middle East, and Europe. Includes co-production arrangements and touring royalties.
- Production Presentations and Licensing: Presenting international tours of major productions like Jesus Christ Superstar, with local partners such as GMG Productions handling regional presentations.
- Set and Production Rentals: Rental of scenery, wardrobe, and production assets for productions like Dear Evan Hansen and TINA - The Tina Turner Musical to other touring productions.
Go-to-market motion3 records
Distribution channels4 records
Marketing channels4 records
Crossroads Live product offering
Product offeringCore offering
Crossroads Live (CXL) produces, co-produces, and tours major Broadway and West End musical theatre productions across the UK, North America, Australia, Asia, the Middle East, and Europe. Through production offices in London, Sydney, and New York, it operates touring productions, runs the world's largest pantomime producer (Crossroads Pantomimes), rents touring production sets and wardrobes to other producers, and operates a talent portal for casting Australian productions.
Product overview
Crossroads Live (CXL) is a leading global theatre producer operating as a single unified business with distinct product lines. The core offering is touring musical theatre productions spanning Broadway and West End titles, presented across territories including the United Kingdom, North America, and Australia. Supporting the production business are sub-brands: CXL Talent Portal (audition management for Australian productions), Crossroads Pantomimes (the world's largest pantomime producer with over 20 annual UK productions), and NA Hires (rental of touring production sets, props, and wardrobe). The company maintains production offices in London, Sydney, and New York with a global touring network.
Differentiator
Problem solved
Functional benefit
Brands
- CXL Talent Portal: Online talent registration and audition management portal for Crossroads Live Australia productions
- Crossroads Live North America
Products and services
- Touring Musical Theatre Productions World-class Broadway and West End touring musical productions presented across UK, North America, Australia, and international markets. Aimed at general theatre audiences and venue presenters.
- Crossroads Pantomimes UK pantomime production business led by Michael Harrison, staging over 20 pantomime productions annually and entertaining more than two million people each festive season. Targeted at family audiences.
- CXL Talent Portal Membership portal that manages audition registrations, notifications, and scheduling for Crossroads Live's Australian productions. Aimed at actors, performers, and stage crew seeking touring opportunities.
- NA Hires Productions (Production Rentals) Rental of touring theatrical productions' scenery, props, and wardrobe assets to other producers and touring companies. Aimed at B2B producers mounting comparable shows.
- Teenage Mutant Ninja Turtles Live on Stage! New theatrical tour production based on the Teenage Mutant Ninja Turtles IP, featuring martial arts, parkour, hip-hop, and comedy. Aimed at family and franchise audiences.
Quantifiable outcome
- Over 2 million people entertained annually through pantomime productions alone
- +1 more outcomes
Companies that use Crossroads Live
Customer profileNamed customers4 records
Segments4 records
Ideal customer profiles4 records
Crossroads Live technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Crossroads Live partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered core.
- GMG ProductionscoreRegional presenting partner for Jesus Christ Superstar international tour, presenting the production in Hong Kong at the Grand Theatre, Hong Kong Cultural Centre from 8 July to 1 August 2026.
- Work Light ProductionscoreCo-producer of Jesus Christ Superstar international tour with Crossroads Live and David Ian for Crossroads Live.
- Maximum Entertainment ProductionscorePartnership for Teenage Mutant Ninja Turtles Live on Stage! theatrical tour scheduled for fall 2027 to mark the franchise's 40th anniversary. Features martial arts, parkour, hip-hop, and comedy under director and choreographer Jennifer Weber.
- RoadCo EntertainmentcorePartnership for Teenage Mutant Ninja Turtles Live on Stage! theatrical tour. Tour dates and casting to be announced.
- David IancoreGroup CEO David Ian leads Crossroads Live UK operations and is an Olivier Award-winning theatre producer with career credits including Annie, The Bodyguard, Cats, Chicago, Evita, Grease, and Jesus Christ Superstar worldwide.
- Michael Harrison / Crossroads PantomimescoreLed by Michael Harrison, Crossroads Pantomimes is the world's largest producer of pantomime, staging over 20 spectacular productions each year across the UK.
- Paramount Products & ExperiencescoreIP holder and production partner for Teenage Mutant Ninja Turtles Live on Stage! announcing the new live theatrical tour.
Scale indicators5 records
Recent moves6 records
Expansion highlights5 records
Crossroads Live competitors and assessment
Company assessmentEmerging players
- RWS Global: Provider of live entertainment production services (staging, costumes, cast) for cruise lines, theme parks, and theatrical tours; emerging as a vertically integrated peer to CXL's production-services and rental businesses.
Broad incumbents
- Really Useful Group: Andrew Lloyd Webber's production and licensing company; holds rights to Phantom of the Opera, Cats, Evita and others that CXL tours, making it both a major supplier and a structural competitor for those titles.
- Nederlander Producing Company: Long-established Broadway and touring producer/venue operator with portfolio of touring titles; competes for presenters, talent, and IP licences in the same touring market CXL serves.
- Disney Theatrical Group: Theatrical division producing and licensing Disney-owned Broadway titles globally; a powerful incumbent that both supplies IP into and competes for the touring musical theatre market CXL serves.
- Broadway Across America: Largest presenter of touring Broadway shows in North America, owned by John Gore Organization; overlaps with CXL as a presenter/booking partner for the same touring titles.
Direct peers
- TROIKA Entertainment: Touring Broadway musical producer where Angela Rowles served as COO/CFO; nearly identical operating model to CXL North America in casting, technical production, and venue booking.
- Ambassador Theatre Group: UK-headquartered global theatre operator and producer with venues and touring shows across the US, Europe, and Asia; overlaps with CXL on international touring of West End musicals and on pantomime-style programming in the UK.
- NETworks Presentations: Long-standing US touring Broadway producer previously employing CXL's North America CEO Angela Rowles; produces and tours large-scale musicals nationally with a similar model to CXL North America.
- Work Light Productions: Independent US-based producer of Broadway and West End touring musicals; CXL and Work Light are co-producing the international tour of Jesus Christ Superstar, making them direct production partners and closest comparables in scale and model.
Others
- Hamilton Producer Group (joint venture: Jeffrey Seller, Sander Jacobs, Jill Furman, The Public Theater): Original Hamilton producing team whose decision to grant CXL UK general management of the world tour dictates much of CXL's future visibility; represents the rights-holder counterparty rather than a direct competitor.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Crossroads Live social profiles
Digital presenceCrossroads Live financial estimates
Financial estimateRevenue estimate
Valuation estimate
Crossroads Live leadership team
Management profileNumber of profiles
Profiles7 records
Crossroads Live subsidiaries and ownership
Company hierarchySubsidiaries2 records
Crossroads Live funding detail
Funding detailFunding overview
Funding rounds3 records
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Crossroads Live M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Crossroads Live
What does Crossroads Live do?
Crossroads Live (CXL) produces, co-produces, and tours major Broadway and West End musical theatre productions across the UK, North America, Australia, Asia, the Middle East, and Europe. Through production offices in London, Sydney, and New York, it operates touring productions, runs the world's largest pantomime producer (Crossroads Pantomimes), rents touring production sets and wardrobes to other producers, and operates a talent portal for casting Australian productions.
Is Crossroads Live a public or private company?
Crossroads Live is a private company. It is classified as unknown and is currently operating.
When was Crossroads Live founded?
Crossroads Live was founded in 2019. It employs 101 to 250 people.
Where is Crossroads Live based?
Crossroads Live is headquartered in Los Angeles, United States, in the North America region.
How does Crossroads Live make money?
Three revenue lines are on record. Live Theatrical Production and Touring is the primary driver. The others are production Presentations and Licensing and set and Production Rentals.
Who are Crossroads Live's main competitors?
RWS Global is listed as an emerging player. Broad incumbents are Really Useful Group, Nederlander Producing Company, Disney Theatrical Group and Broadway Across America. Direct peers are TROIKA Entertainment, Ambassador Theatre Group, NETworks Presentations and Work Light Productions. Hamilton Producer Group (joint venture: Jeffrey Seller, Sander Jacobs, Jill Furman, The Public Theater) is listed as an others.
Does Crossroads Live have an API?
No public API is recorded for Crossroads Live.
What industry is Crossroads Live in?
Crossroads Live's product category is Live Theatrical Production. Its primary akta.pro industry code is MPAGABAC, Touring Theatre Productions, with a secondary code of MPAGABAB, Regional & Repertory Theatre Companies. Its NAICS code is 71111 and its SIC code is 7819.