What Venue Manager does

Venue Manager A/S is a Danish software company that provides a unified SaaS platform for ticketing, access control, point-of-sale and mobile engagement, targeted at sports clubs, event organizers, and visitor attractions. The platform is built around four deeply integrated modules that share a single back office and a white-label webshop: the Customer Management Platform (CMP) for ticketing, season passes, subscriptions, merchandise, VIP and sponsor management; the Access Control System (ACP) using turnstiles, handheld scanners and self-service entry with zone, capacity and wristband management; a white-label Mobile App for tickets, push notifications and on-site payments; and VM POS for cloud-based point-of-sale with split payments, gift cards and real-time reporting. The stack is 100% cloud-based and developed in Denmark with an offline-first architecture designed to withstand peak system pressure during ticket launches and entry operations.

The business is monetized through a combination of monthly SaaS subscriptions (e.g., DKK 6,900/month for CMP, DKK 495/entrance/month for Access Control, DKK 395/terminal/month for POS, DKK 1,950/month for the Mobile App), one-time setup and configuration fees (DKK 19,000-39,000), per-ticket and per-order transaction fees (DKK 3.75 + 0.6% and DKK 8.00 respectively), payment-processing acquiring margin, hardware sale or rental, and professional services billed hourly or via prepaid packages. The go-to-market is enterprise field sales targeting Danish, German and English-speaking venues, with a qualification process grounded in free benchmarking analysis and 20-minute demos.

The company is privately held, headquartered in Aalborg with a regional office in Frankfurt, and serves 150+ customers including Metal Ligaen, Smukfest, Fårup Sommerland, ZOO København, Aalborg Håndbold, Bakken (Dyrehavsbakken), Newcastle Eagles, Tivoli Friheden and Kölngalopp. Footprint metrics cited by the company include 6+ million sales and 20+ million scans processed annually through the platform.

Name

Venue Manager

Legal name

Venue Manager A/S

Website

https://venuemanager.net

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

11–50 employees

Short description

Venue Manager is a Danish SaaS company that provides a unified platform for ticketing, access control, mobile apps, and point-of-sale, serving sports clubs, event organizers, and visitor attractions across Denmark, Germany, and England.

Ownership category

akta.pro rank

Product category

Venue Management Software

NAICS

Promoters of Performing Arts, Sports, and Similar Events with Facilities (71131), Amusement Parks and Arcades (7131), Amusement and Theme Parks (71311), Convention and Trade Show Organizers (561920)

SIC

Services-Miscellaneous Amusement & Recreation (7990), Services-Membership Sports & Recreation Clubs (7997), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Venue & Facility Reservations (Private Rooms, Event Spaces) (HSACALAJ)

Keywords

• Venue management software
• Ticketing platform
• Access control systems
• Cloud-based POS solutions
• Mobile ticketing app

Headquarters

HQ city

Aalborg

HQ country

Denmark

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Operations, Supply Chain, Marketing or Sales, Infrastructure

Revenue model

1. SaaS Subscriptions: Monthly subscription fees for Ticketing System (DKK 6,900/month), Access Control (DKK 495/entrance/month), POS (DKK 395/terminal/month), and Mobile App (DKK 1,950/month). Plus configuration/setup fees. Subscription model with quarterly invoicing in advance.
2. Transaction Fees: Per-ticket fees (DKK 3.75 + 0.6%) and per-order fees (DKK 8.00). Payment processing includes acquiring costs (POS: Euro 0.11 + from 0.99%, ECOM: Euro 0.11 + from 1.19%).
3. Hardware Sales & Rental: Hardware includes handheld scanners (DKK 4,900 purchase, DKK 790/week rental), scanner boxes (DKK 19,500 purchase, DKK 3,500/week rental), POS terminals (from DKK 3,200 purchase, DKK 1,195/week rental), turnstiles (DKK 4,500 single/ DKK 6,000 double per week rental).
4. Professional Services: Consultancy services including advisory, analysis, integrations, and development. Hourly rates with prepaid hour packages (100 hours: -10%, 500 hours: -20%). Larger projects can have fixed budgets.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

Venue Manager sells a unified cloud-based SaaS platform for sports clubs, event organizers, and visitor attractions that combines ticketing, season passes and subscriptions (CMP), access control via turnstiles and scanners, a white-label mobile app with digital wallet, and a cloud-based POS for food, beverage and merchandise. The platform is complemented by hardware sales/rentals (scanners, POS terminals, turnstiles), integrated payment processing, and strategic consultancy services for digital transformation. Customers are billed via monthly subscriptions, per-ticket and per-order transaction fees, hardware purchases, and prepaid consultancy hours.

Product overview

Venue Manager delivers a unified all-in-one SaaS platform combining four core modules — the Customer Management Platform (CMP) for ticketing, season passes, subscriptions, merchandise and VIP/sponsor management; Access Control (ACP) for turnstiles, handheld scanners and self-service entry; a white-label Mobile App for digital tickets, wallet, push notifications and in-venue payments; and VM POS for cloud-based point-of-sale, food & beverage and merchandise sales. All modules share a single back office and white-label webshop, and are complemented by strategic consultancy services for digital transformation. The platform is 100% cloud-based and developed in Denmark.

Differentiator

Problem solved

Functional benefit

Brands

• Customer Management Platform (CMP): The core ticketing and customer management platform for digital sales of tickets, season passes, subscriptions, and merchandise.
• VM POS
• Venue Manager Platform

Products and services

• Customer Management Platform (CMP) White-label ticketing and CRM platform for sports clubs, event organizers and visitor attractions enabling digital sales of tickets, season passes, subscriptions, merchandise, food and beverage and VIP/sponsor management, with venue seating plan management, customer segmentation and communication tools, delivered via a configurable back office and branded webshop.
• Access Control (ACP) Intelligent access control system using turnstiles, handheld scanners and self-service entry stations with venue zoning for VIP and restricted areas, capacity management, wristband digital clipping and real-time occupancy monitoring, designed for fast and reliable guest entry at sports, events and attraction venues.
• White-Label Mobile App Fully branded mobile application for sports clubs, event organizers and attractions featuring an in-app ticket and season pass digital wallet, push notifications, news distribution, targeted upsell messaging and in-venue payments, fully integrated with the CMP and access control platforms.
• VM POS Cloud-based point-of-sale system for events, venues and attractions supporting ticket, food and beverage and merchandise sales, with real-time reporting, staff access management, split payments, gift card and customer account support, table management and self-service checkout integrated with access control.
• Consultancy Services Strategic consultancy offering covering business development, digital transformation, organisational anchoring, project management, implementation support and workshops for sports clubs, events and attractions, sold via hourly rates with prepaid hour packages (10% off 100 hours, 20% off 500 hours) or fixed project budgets.

Quantifiable outcome

• 25% increase in season ticket holders for Metal Ligaen
• +2 more outcomes

Named customers9 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Scale indicators5 records

Recent moves5 records

Expansion highlights5 records

Regional players

• Skiddle: UK-focused ticketing and event discovery platform for festivals, concerts, and live events. Comparable regional competitor in the English market where Venue Manager already serves Newcastle Eagles and other venues.

Broad incumbents

• Ticketmaster (Live Nation): Largest global ticketing platform for sports, concerts, and attractions, with deep venue integrations and access control. Overlaps with Venue Manager's ticketing, season pass, and access control modules but operates at vastly larger scale and as a broad incumbent rather than a focused mid-market vertical SaaS.
• Toast: Large US-headquartered cloud POS and restaurant management platform with growing presence in stadiums, arenas, and entertainment venues. Overlaps with VM POS for food & beverage and merchandise sales on-site, though Toast is a broader hospitality incumbent rather than a ticketing-led vertical SaaS.
• Lightspeed Commerce: Global cloud POS and commerce platform serving retail, hospitality, and golf/entertainment venues. Comparable on the POS and integrated payments side to VM POS, with stronger breadth but less vertical depth in sports ticketing and venue access.
• Galaxy by Ungerboeck (Momentus Technologies): Enterprise venue, event, and facility management software platform used by convention centers, arenas, and large venues worldwide. Comparable to the operational depth of Venue Manager but targeting larger enterprise venues with broader event-management functionality.
• Square (Block): Widely adopted payments and POS platform frequently used by small venues, food trucks, and event organizers as an alternative to dedicated venue suites. Comparable to VM POS hardware + payment processing offering, though not purpose-built for ticketing or access control.

Direct peers

• Eventbrite: Global self-service ticketing and event management platform widely used by festivals, conferences, and live-event organizers. Comparable to Venue Manager's CMP ticketing, season passes, and event-registration capabilities, though Venue Manager is more vertically specialized in sports clubs and attractions rather than general-purpose events.
• See Tickets: European ticketing and event technology provider with white-label solutions for venues, festivals, and sports organizations — directly comparable to Venue Manager's ticketing, season pass, and access control offering across DACH and UK markets.
• Universe: Live Nation-owned ticketing and event marketing platform targeting the same mid-market events and venues as Venue Manager's CMP. Both sell tickets, season passes, and event management to independent organizers, with comparable online checkout and access tooling.
• Billetto: European (UK/DACH/Nordic) ticketing platform serving events, venues, and festivals, including churches and schools. Comparable SMB-focused ticketing and registration product to Venue Manager's CMP, though without Venue Manager's integrated access control and POS modules.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/venuemanagerco

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

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 Venue Manager