Troxy
Troxy is London's largest independent live events venue, operating a 3,600-capacity Grade II listed Art Deco hall in East London for concerts, awards ceremonies, corporate hire, podcasts, LGBTQ+ events, and brand activations since 2006.
- Company typePrivate
- Founded1933
- HeadquartersLondon, United Kingdom
- Headcount11–50
- GTM typeB2B and B2C
- OfferingServices
What Troxy does
Troxy is a private live-event venue operating from a Grade II listed Art Deco building at 490 Commercial Road in Limehouse, East London, originally opened in 1933 as the largest cinema in England and operated as a live events space since 2006 by Ashburn Estates Ltd through Limehouse (BWG) Limited. The venue's primary product is venue hire and ticketed event hosting across concerts, club nights, awards ceremonies, corporate events, podcasts, drag and LGBTQ+ programming, charity fundraisers, and brand/film shoots, with a 3,600 standing capacity (recently expanded from 3,100 following a £1.5M refurbishment completed in phases through 2025).
The core technical stack is physical rather than software-based: a JBL VTX professional sound system, an all-LED Martin Lighting rig (ERA800 Profiles, MAC Aura PXLs, MAC Ultra Washes, Atomic Dots) installed via a £340,000 partnership with Harman/Sound Tech, digital cloakroom systems, and the restored 1930s Wurlitzer theatre pipe organ with its original organ lift mechanism. Distribution is through Ticketmaster and the DICE mobile app (since 2018, under which Troxy became the world's largest mobile-only, tout-proof venue), supplemented by a dedicated in-house events team handling direct B2B hire enquiries.
Revenue is generated across five streams: event ticket sales (DICE, Ticketmaster), private venue hire for corporate/awards events, on-site food and beverage (including proprietary Tightwad lager at £5 per pint and approved caterers such as KERB, Moving Venue, and Food by Dish), a £2.25-per-ticket restoration levy funding ongoing refurbishment, and brand activation/filming hire. Marketing is run through owned channels (website, blog, Mailchimp newsletter) and active organic social (Instagram, TikTok, Facebook, X, LinkedIn). The 2025 Broadwick Group partnership — adding institutional venue-operating expertise from the Printworks/Magazine London team alongside co-investment in the £1.5M refurbishment — represents the most significant recent strategic action, intended to grow programming volume while preserving independent character.
Troxy firmographics
Firmographics- Name
- Troxy
- Legal name
- Limehouse (BWG) Limited
- Website
- https://troxy.co.uk
- Company type
- Private
- Founded year
- 1933
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Troxy is London's largest independent live events venue, operating a 3,600-capacity Grade II listed Art Deco hall in East London for concerts, awards ceremonies, corporate hire, podcasts, LGBTQ+ events, and brand activations since 2006.
- Ownership category
- akta.pro rank
Troxy industry classification
Industry- Product category
- Live Event Venue Services
- NAICS
- Promoters of Performing Arts, Sports, and Similar Events with Facilities (71131), Promoters of Performing Arts, Sports, and Similar Events with Facilities (711310)
- SIC
- Services-Amusement & Recreation Services (7900), Services-Miscellaneous Amusement & Recreation (7990)
- akta.pro primary industry
- Event Operations & Venue Services (Box Office, FOH/BOH, Concessions) (MPAIAFAL)
- akta.pro secondary industries
- Outdoor Amphitheater & Open-Air Venue Operations (MPAGALAG), Fairgrounds & Expo Parks (THAHAAAH)
Keywords
Where Troxy is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices2 records
Markets served
Troxy business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Operations, Personnel, Infrastructure, Marketing or Sales, Technology or R&D, Supply Chain
Revenue model
- Event Ticket Sales: Troxy generates primary revenue from selling tickets to concerts, club nights, awards ceremonies, and other live events through Ticketmaster and DICE platforms. Ticket prices vary by event with tiered pricing available.
- Venue Hire: The venue is available for private hire for corporate events, awards ceremonies, Christmas parties, film screenings, product launches, conferences, and weddings. Clients include NME Awards, Kerrang Awards, Music Producers Guild Awards, Youth Music Awards, and various corporate clients.
- Food and Beverage Sales: On-site bar and catering services including the venue's own-brand lager 'Tightwad' priced at £5 per pint. Catering partnerships with approved suppliers including KERB, Boulevard Events, Moving Venue, Food by Dish, and Seasoned Events.
- Restoration Levy: A £2.25 restoration levy is added to every ticket purchased, funding ongoing venue refurbishment and restoration projects including the £1.5M transformation and capacity expansion.
- Brand Activations and Filming: The venue hosts brand activations, TV and film productions, and commercial shoots. Notable productions include Paddy Power TV ad filming and various music video shoots.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Tightwad Lager - £5 per pint |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels10 records
Troxy product offering
Product offeringCore offering
Troxy is a Grade II listed Art Deco live events venue in East London with capacity for 3,600 standing or seated attendees. The venue operates a dual model: hosting ticketed live music concerts, drag shows, podcasts, and cultural programming for consumers via Ticketmaster and DICE, while also offering the venue for private and corporate hire including awards ceremonies, conferences, film screenings, product launches, and private celebrations. On-site food and beverage operations include a proprietary Tightwad lager and approved catering partners.
Product overview
Troxy is London's largest independent events venue offering a unified live events platform. The core offering centers on venue hire for diverse events including live concerts, awards ceremonies, corporate conferences, film screenings, podcasts, and private celebrations. The venue features a 3,600-capacity main hall with Art Deco aesthetics from 1933, state-of-the-art JBL sound system, Martin LED lighting rig, and a restored Wurlitzer organ. Supporting services include in-house production teams, AV equipment, accessibility facilities, and the recently launched Tightwad lager brand at £5 per pint. The venue completed a £1.5M transformation project expanding capacity to 3,600 and restoring previously unused basement spaces.
Differentiator
Problem solved
Functional benefit
Brands
- Tightwad: Troxy's own 3.4% session lager, priced at £5 per pint. Launched as part of the 'Pints for the People' campaign to maintain affordable access to live culture.
Quantifiable outcome
- Capacity increased from 3,100 to 3,600 following £1.5M transformation
- +4 more outcomes
Companies that use Troxy
Customer profileNamed customers17 records
Segments5 records
Ideal customer profiles5 records
Troxy technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
Troxy partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered core and minor.
- Broadwick GroupcoreLandmark partnership announced in 2025 with Broadwick Group, the team behind venues like Printworks and Magazine London. Broadwick is supporting expanded programming and investment into Troxy, contributing to the £1.5M refurbishment alongside the building's owners. The partnership aims to grow Troxy's capabilities while preserving its independent character and East London roots.
- Harman and Sound TechcoreExtended partnership with Harman and Sound Tech involving £340,000 investment in Martin Lighting equipment including ERA800 Profiles, ERA800 Performances, MAC Aura PXLs, MAC Ultra Washes, and Martin Atomic Dots. The partnership provides state-of-the-art lighting capabilities for all events.
- DICEcoreIn August 2018, Troxy became the world's biggest mobile-only, tout-proof venue through partnership with DICE ticketing. This move ensures fans can purchase tickets at face value without resale markups, locking touts out and putting fans first.
- King Charles III (Business In The Community)minorKing Charles III attended a Business In The Community event at Troxy in 2015, where owners Deepak and Mohit Sharma were commended for their preservation of the building and work done to keep it as a public space.
- The Cinema Organ SocietyminorThe Cinema Organ Society purchased and preserved the Wurlitzer theatre pipe organ from Troxy's sister theatre (Trocadero cinema in Elephant and Castle) for preservation. The restored organ was later moved to Troxy.
- Approved Caterers NetworkminorTroxy has sourced approved catering partners who know the venue inside out including KERB, Boulevard Events, Moving Venue, Food by Dish, and Seasoned Events. These accredited caterers serve events hosted at the venue.
Scale indicators7 records
Recent moves8 records
Expansion highlights5 records
Troxy competitors and assessment
Company assessmentDirect peers
- O2 Academy Brixton: ~5,000-capacity South London flagship music venue, historically the UK's premier mid-large touring stop. Directly comparable genre mix (rock, indie, electronic) and acts that often pick either Brixton or Troxy depending on routing.
- Printworks London: Large-scale London venue and events space operated by Troxy's new partner Broadwick Group. Most relevant operational benchmark - same ownership/management playbook, premium positioning, and event-led GTM motion.
- Electric Brixton: Independent ~1,800-capacity South London music venue hosting touring indie, electronic, and hip-hop acts on similar mid-cap ticket economics. Directly comparable business model - promoter bookings, bar revenue, private hire.
- Roundhouse: Charitable independent London live venue in a Grade II* listed former railway engine shed, capacity ~3,300. Comparable heritage asset, mid-cap touring economics, and broad corporate/event hire offering.
- Eventim Apollo (Hammersmith Apollo): ~5,000-capacity historic West London music venue owned by Eventim/AEG. Comparable format - heritage building, touring artist programming - though at the upper end of Troxy's competitive set given recent capacity expansion.
- Shepherd's Bush Empire: ~2,000-capacity iconic West London music venue operated by Academy Music Group. Similar heritage aesthetic, mid-cap artist bookings, and event-hire capability.
- O2 Forum Kentish Town: ~2,300-capacity North London music venue operated by Academy Music Group. Directly comparable mid-cap live music programming, ticket-driven economics, and tier of touring artist clientele.
- Magazine London: Large-capacity events venue in North Greenwich also operated by Broadwick Group. Closest operational peer given joint Broadwick stewardship, sharing programming philosophy, premium positioning, and corporate-event DNA.
- KOKO: Iconic Camden music venue (~2,500 capacity) operating from a historic building, hosting tier-2 touring artists and club nights. Similar heritage positioning, ticket-driven economics, and Grade II-adjacent cultural cachet.
Broad incumbents
- Academy Music Group: UK's leading mid-cap live music venue operator running 14+ venues including O2 Academy Brixton, Forum Kentish Town, and Shepherd's Bush Empire. Broader portfolio gives materially stronger negotiating leverage with promoters versus Troxy's single-asset model.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Troxy social profiles
Digital presenceTroxy compliance and trust
Trust signalCompliance1 record
Troxy financial estimates
Financial estimateRevenue estimate
Valuation estimate
Troxy leadership team
Management profileNumber of profiles
Profiles5 records
Troxy funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Troxy 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 Troxy
What does Troxy do?
Troxy is a Grade II listed Art Deco live events venue in East London with capacity for 3,600 standing or seated attendees. The venue operates a dual model: hosting ticketed live music concerts, drag shows, podcasts, and cultural programming for consumers via Ticketmaster and DICE, while also offering the venue for private and corporate hire including awards ceremonies, conferences, film screenings, product launches, and private celebrations. On-site food and beverage operations include a proprietary Tightwad lager and approved catering partners.
Is Troxy a public or private company?
Troxy is a private company. It is classified as family owned and is currently operating.
When was Troxy founded?
Troxy was founded in 1933. It employs 11 to 50 people.
Where is Troxy based?
Troxy is headquartered in London, United Kingdom, in the Europe region.
How does Troxy make money?
Five revenue lines are on record. Event Ticket Sales are the primary driver. The others are venue Hire, food and Beverage Sales, restoration Levy and brand Activations and Filming.
Who are Troxy's main competitors?
Direct peers on record are O2 Academy Brixton, Printworks London, Electric Brixton, Roundhouse, Eventim Apollo (Hammersmith Apollo), Shepherd's Bush Empire, O2 Forum Kentish Town, Magazine London and KOKO. Academy Music Group is listed as a broad incumbent.
Does Troxy have an API?
No public API is recorded for Troxy.
What industry is Troxy in?
Troxy's product category is Live Event Venue Services. Its primary akta.pro industry code is MPAIAFAL, Event Operations & Venue Services (Box Office, FOH/BOH, Concessions), with a secondary code of MPAGALAG, Outdoor Amphitheater & Open-Air Venue Operations. Its NAICS code is 71131 and its SIC code is 7900.