The Rock-It Company LLC

What The Rock-It Company LLC does

The Rock-It Company is a global specialty logistics platform, founded in 1978 as Rock-it Cargo for concert touring and rebranded from Global Critical Logistics to The Rock-It Company in December 2025. It provides mission-critical, project-based freight forwarding, customs brokerage, ATA Carnet processing, specialized packing and crating, warehousing, and on-site support for high-value, time-sensitive, often irreplaceable assets. The platform is organized around two pillars: a Live Events pillar (Rock-It Cargo for music touring, Rock-It Sports for sports and broadcast, Rock-It Productions for film/TV/media, and Rock-It Experiential for brand activations) and a Luxury Goods pillar (DIETL by Rock-It for fine art and CARS by Rock-It for high-value automobiles), supplemented by Rock-It House (event housing), Rock-It Response (rapid activation), and Dynamic Dox (ATA Carnets).

The company executes through a 24/7/365 operational hub with offices in 18 countries and a partner network spanning more than 160 countries, and it has been selected by the US Council for International Business to pilot the first digitized eATA Carnet in U.S. history. Underlying technology is operations-led rather than software-led: multimodal air/sea/ground orchestration, an authorized-issuer ATA Carnet franchise, freeport/foreign-trade-zone storage, and proprietary packing and crating standards, with CTPAT supply-chain security compliance underpinning U.S. customs privileges.

The business model is enterprise project-based: fees are earned per transaction/project, pricing is quote-driven with no public rate card, and revenue is more than 85% international as of 2023. Go-to-market is direct enterprise field sales through division-aligned teams; brand visibility is generated via official partnerships (FIFA World Cup 2026, Art Basel, Olympic Committees, Pebble Beach Concours) and selective trade-press coverage rather than demand-generation marketing. Since 2018 the company has been a portfolio platform under private-equity ownership — first ATL Partners, then Providence Equity Partners as majority owner from August 2025 at a $1B+ valuation — and has grown through serial acquisitions (Dynamic International 2021, ADF 2022, CARS 2023, SOS Global 2024, Magusa 2024, Delaware Freeport/DNA/Techno Export/Registrar 2026).

Name

The Rock-It Company LLC

Legal name

The Rock-It Company LLC

Website

https://rockitcompany.com

Company type

Private

Founded year

1978

Operating status

Operating

Headcount range

101–250 employees

Short description

The Rock-It Company provides mission-critical specialty logistics for live events, sports, broadcast, film/TV, fine art, and high-value automobiles, delivering freight forwarding, customs brokerage, ATA Carnets, packing, and warehousing across 160+ countries to enterprise clients including FIFA, Art Basel, and major touring acts.

Ownership category

akta.pro rank

Product category

Specialty Logistics Services

NAICS

Freight Transportation Arrangement (488510), Specialized Freight Trucking (4842)

SIC

Arrangement Of Transportation Of Freight & Cargo (4731)

akta.pro primary industry

Touring & Event Logistics (Trucking, Freight, Backline, Crew) (MPAGAAAH)

akta.pro secondary industries

Touring Logistics & Crew Services (Backline, Transport, Staffing) (MPAIAFAG), Trade Show, Exhibit & Event Logistics Moving (HSAKAKAK), High-Value / Fragile Bulky Goods Delivery (Art, antiques, pianos) (TLAAAKAI)

Keywords

• Specialty logistics services
• Live event logistics
• Fine art transportation
• Luxury automotive logistics
• Freight forwarding services

Headquarters

HQ city

Los Angeles

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Specialty Freight & Logistics Services: Project-based logistics services for live events, sports broadcasts, fine art, and high-value automotive transport. Revenue is earned through air, sea, and ground freight services, customs brokerage, packing and crating, warehousing, and on-site support. In 2023, more than 85% of GCL's revenue came from international shipments.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels4 records

Core offering

The Rock-It Company provides mission-critical specialty logistics services for high-value, time-sensitive shipments across two pillars: Live Events (concert touring, sports, broadcast, film/TV production, brand activations) and Luxury Goods (fine art and high-end automotive). Services include multimodal transportation (air, sea, ground), customs brokerage, ATA Carnet processing, specialized packing and crating, global warehousing, and 24/7/365 on-site support for clients such as FIFA, Art Basel, and RM Sotheby's.

Product overview

The Rock-It Company is a global specialty logistics platform offering mission-critical logistics services across two main pillars: Live Events and Luxury Goods. The Live Events pillar includes Rock-It Cargo (concert touring), Rock-It Sports (sports and broadcast logistics), Rock-It Productions (film/TV/media), and Rock-It Experiential (brand activations and events), alongside supporting services Rock-It House (event housing), Rock-It Response (rapid activation), and Dynamic Dox (ATA Carnets). The Luxury Goods pillar includes DIETL by Rock-It (fine art logistics) and CARS by Rock-It (high-value automobile transport). The company operates as a unified platform spanning over 160 countries, completing more than 10,000 projects annually, with recent acquisitions including SOS Global, CARS, Dynamic International, ADF, and Magusa Global Cargo bolstering capabilities across verticals.

Differentiator

Problem solved

Functional benefit

Brands

• Rock-It Cargo: Global leader in live touring and concert logistics, providing logistical support to music experiences including concerts, theatrical productions, and performing arts
• Rock-It Sports
• Rock-It Productions
• Rock-It Experiential
• DIETL by Rock-It
• CARS by Rock-It
• Rock-It House
• Rock-It Response
• Dynamic Dox by Rock-It

Products and services

• Rock-It Cargo (Live Touring Logistics) Global specialty logistics for music touring, concerts, theatrical productions, and performing arts experiences, providing worldwide freight, customs, and on-site support for artists and tours.
• Rock-It Sports (Sports & Broadcast Logistics) Specialty logistics for major sports leagues, broadcasters, tournaments, and sporting events, including equipment freight, broadcast gear handling, and on-site operations worldwide.
• Rock-It Productions (Film, TV & Media Logistics) End-to-end logistics oversight for film, TV, media, podcasts, and multimedia productions, including international shipping of production gear, equipment protection, and customs support.
• Rock-It Experiential (Brand Activations & Corporate Events) Door-to-door logistics management for brand activations, corporate events, trade shows, and exhibitions across multiple countries, including carnets, customs, planning, and chartering.
• DIETL by Rock-It (Fine Art Logistics) Specialty logistics for fine art, serving art fairs, auction houses, galleries, museums, and private collectors, with storage, handling, packing, crating, installation support, customs brokerage, and technology-enabled logistics.
• CARS by Rock-It (High-Value Automotive Logistics) Custom transportation solutions for high-end sports cars, classic cars, automotive events, rallies, and high-end OEMs, including vehicle protection during transport, registration, carnets for motorsports, and climate-controlled storage.
• Dynamic Dox by Rock-It (ATA Carnet Services) ATA Carnet support worldwide, simplifying temporary exports with fast, accurate ATA Carnet services; the company is one of the few freight forwarders authorized to issue ATA Carnets directly.
• Rock-It House (Event Housing & Infrastructure) Scalable on-site housing and infrastructure with global network access for live events, supporting crew lodging and event logistics needs.
• Rock-It Response (Rapid Activation Logistics) Rapid activation and scalable logistics support anywhere in the world for emergency or time-sensitive needs.

Quantifiable outcome

• More than 10,000 mission-critical projects completed per year
• +2 more outcomes

Named customers7 records

Segments6 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Six partnerships are on record, tiered major, flagship and core.

• Delaware Freeport / Delaware National Art Company (DNA)majorOthers · 6 January 2026DIETL by Rock-It acquired Delaware National Art Company (DNA), operating as a U.S.-based foreign trade zone and freeport dedicated to fine art. The acquisition strengthens DIETL's fine art storage and handling capabilities.
• Techno ExportmajorOthers · 6 January 2026DIETL by Rock-It acquired Techno Export as part of expanding specialized fine art logistics services. Techno Export adds capabilities in fine art logistics technology and handling.
• Registrar TechnologiesmajorOthers · 6 January 2026DIETL by Rock-It acquired Registrar Technologies to enhance technology-enabled logistics services for fine art. The acquisition adds capabilities in technology-enabled logistics for key U.S. art markets.
• FIFA (Fédération Internationale de Football Association)flagshipStrategic or Co-development Partner · 21 May 2025Rock-it Cargo serves as the Official Logistics Provider for FIFA World Cup 2026 and the new FIFA Club World Cup. The company estimates deploying more than 5,000 trucks, 1 million square feet of warehouse space, and moving more than 1 million pounds of equipment across the three host countries.
• SOS Global (NEP Group)coreOthers · 31 January 2024Rock-it Cargo acquired SOS Global from NEP Group. The combined company became the largest global specialty logistics provider in live touring and sports and broadcast markets. SOS operated a 24/7/365 operational hub and specialized in sports and broadcast logistics. SOS Global brand has since been integrated into Rock-It Sports.
• SAL Saudi Logistics ServicescoreStrategic or Co-development Partner · 14 June 2022Exclusive commercial partnership where SAL provides exclusive logistics services to all GCL/Rock-It companies in Saudi Arabia, serving entertainment, live events, sports, motorsports, fine art, and film/TV production clients. GCL supports SAL with worldwide logistics for projects originating from Saudi Arabia. This partnership leverages Saudi Vision 2030's entertainment investment of $64 billion.

Scale indicators6 records

Recent moves8 records

Expansion highlights6 records

Direct peers

• Masterpiece International: U.S.-based specialty freight forwarder focused on fine art, antiques and high-value decorative arts logistics. Directly comparable to DIETL by Rock-It for auction house, gallery and museum clients requiring climate-controlled transport and customs brokerage.
• Cadogan Tate: Global fine art and luxury goods logistics specialist offering art transport, storage, installation and customs. Operates in the same high-value, white-glove niche as DIETL by Rock-It and competes for the same auction house and collector clients.
• Crown Fine Art (Mtec Group): World-leading fine art logistics and storage provider within the Mtec Group. Closely comparable to DIETL by Rock-It in serving museums, galleries and private collectors with international art transport and climate-controlled warehousing.
• MOMART: UK-based specialist in fine art, antiques and cultural property logistics, including exhibition transport for museums and galleries. A direct comparator to DIETL in the international museum and exhibition shipping niche.
• Hasenkamp: German-headquartered specialist in high-value, complex logistics for trade shows, events, fine art and industrial projects. Directly comparable to Rock-It Experiential and Rock-It Cargo for trade show and event freight forwarding in EMEA.
• Fleetwood International: Specialty freight forwarder focused on live events, entertainment and broadcast logistics. Overlaps directly with Rock-It Cargo and Rock-It Sports in touring, concerts and broadcast equipment transport.
• SOS Global Express: Pre-acquisition competitor in sports and broadcast freight forwarding; SOS Global was acquired by Rock-It Cargo in 2024 and integrated into Rock-It Sports, eliminating one of the closest direct peers in that vertical.

Broad incumbents

• DHL Global Forwarding: Air, ocean and road freight forwarding arm of Deutsche Post DHL Group. Competes with Rock-It on international multimodal freight, customs brokerage and event logistics but as part of a much broader portfolio rather than a specialty niche focus.
• Kuehne+Nagel: One of the world's largest freight forwarders with strong events, sports and high-value logistics capabilities through KN FreightNet and event-specific teams. Competes with Rock-It Cargo and Rock-It Sports on large-scale event forwarding contracts.
• Kerry Logistics Network: Asia-headquartered global logistics provider with exhibition, event and luxury freight forwarding capabilities. Comparable to Rock-It for international exhibition and luxury goods freight forwarding, particularly across APAC and the Middle East.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/profile.php?id=61584601231402
• LinkedInlinkedin.com/company/global-critical-logistics

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Subsidiaries17 records

Funding overview

Funding rounds

Investors

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

M&A2 records

Investments

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

Frequently asked questions about The Rock-It Company LLC