Crossroads Live

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.

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

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

• Musical theatre productions
• Live theatrical entertainment
• Pantomime productions
• Broadway West End tours
• Theatrical tour management

Headquarters

HQ city

Los Angeles

HQ country

United States

HQ region

North America

Offices6 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Supply Chain, Infrastructure

Revenue model

1. 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.
2. Production Presentations and Licensing: Presenting international tours of major productions like Jesus Christ Superstar, with local partners such as GMG Productions handling regional presentations.
3. 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

Core 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

Named customers4 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Seven partnerships are on record, tiered core.

• GMG ProductionscoreStrategic or Co-development Partner · 16 March 2026Regional 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 ProductionscoreStrategic or Co-development Partner · 16 March 2026Co-producer of Jesus Christ Superstar international tour with Crossroads Live and David Ian for Crossroads Live.
• Maximum Entertainment ProductionscoreStrategic or Co-development Partner · 24 June 2025Partnership 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 EntertainmentcoreStrategic or Co-development Partner · 24 June 2025Partnership for Teenage Mutant Ninja Turtles Live on Stage! theatrical tour. Tour dates and casting to be announced.
• David IancoreStrategic or Co-development PartnerGroup 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 PantomimescoreStrategic or Co-development PartnerLed 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 & ExperiencescoreStrategic or Co-development PartnerIP 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

Emerging 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

• Xx.com/XRoads_Live
• Facebookfacebook.com/XRoadsLive

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Subsidiaries2 records

Funding overview

Funding rounds3 records

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Crossroads Live