Tru Service Group

What Tru Service Group does

Tru Service Group is a privately held US labor services company headquartered in Bristol, Wisconsin (operating presence referenced in Dundee/Chicago) that delivers trade show installation and dismantle (I&D) labor, retail and commercial construction labor, and audio-visual production services through its Octave A/V sub-brand. Founded in 2010 as 'tru,' the company built its initial business around providing on-site labor for trade show booth setup and teardown across the country and now operates a distributed field management structure with three regional managers (West Coast, Mid-South, Northeast) and city-level managers in Las Vegas, Atlanta, Northern California, Southern California, Southwest, Colorado, Nashville, and Florida.

The company runs three integrated service lines. Trade Show I&D is the legacy core and includes planning, on-site execution, and dismantle for exhibitors at marquee US shows such as CES, SEMA, AAPEX, and World of Concrete. Commercial Programs, added in 2020, extends the labor and project management capability to retail build-outs and nationwide construction roll-outs, positioning Tru as a single point of contact for multi-site programs. Octave A/V, expanded in 2024, supplies LED wall installations, flat-screen TV mounting, and A/V production for both trade show and commercial environments, broadening the bundle offered to existing clients.

Tru's business model is professional services on a project-based pricing model with no publicly disclosed rate cards; customers request quotes through a website 'Order Request' form or via named sales contacts. Revenue streams are not disclosed. Go-to-market is sales-led with field account executives and supported by event-driven demand generation at major trade shows, an active LinkedIn presence, and direct relationship management. There is no proprietary technology platform, no AI/ML capability, no disclosed funding rounds, and no parent or institutional ownership on record.

Name

Tru Service Group

Legal name

Tru Service Group

Website

https://truservicegroup.com

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

11–50 employees

Short description

Tru Service Group is a privately held US labor services company founded in 2010 that provides nationwide trade show installation and dismantle (I&D) services, commercial construction labor, and audio-visual production through its Octave A/V sub-brand to exhibitors and retailers.

Ownership category

akta.pro rank

Product category

Trade Show & Commercial Construction Labor Services

NAICS

Temporary Help Services (561320), Employment Services (5613)

SIC

Services-Help Supply Services (7363)

akta.pro primary industry

Event/Commercial Setup Labor (Trade Shows, Pop-Ups, Staging) (HSAKAMAJ)

Keywords

• Trade show labor
• Commercial construction services
• Installation and dismantle
• Retail build-out
• Audio visual production

Headquarters

HQ city

Dundee

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Trade Show I&D Labor Services: Professional installation and dismantle services for trade show booths. Project-based services with per-project pricing.
2. Commercial Construction Labor: Retail and commercial construction labor services supporting nationwide roll-outs and one-off projects. Single point of contact for commercial project management.
3. A/V Services (Octave): Audio-visual production services through partner company Octave A/V, serving trade show booths and commercial environments.

Go-to-market motion2 records

Distribution channels3 records

Marketing channels4 records

Core offering

Tru Service Group is a U.S. labor services company that provides trade show installation and dismantle (I&D) labor, retail and commercial construction labor, and audio-visual production services through its partner company Octave A/V. The company delivers nationwide field labor for hundreds of trade show booths annually and supports commercial projects ranging from one-off builds to large-scale nationwide roll-outs, with a single point of contact across all service lines.

Product overview

Tru Service Group is a labor and construction services company offering three core service lines: Trade Show I&D (Installation & Dismantle) for trade show booth setup nationwide, Commercial Programs for retail and commercial construction projects, and Octave A/V for audio-visual production. The company was founded in 2010 and expanded into commercial construction in 2020. Octave A/V operates as a sub-brand providing AV services including LED walls and flat screen installations. The portfolio supports projects from small one-off assignments to large-scale nationwide roll-outs, with nationwide coverage and field operations teams across multiple regions.

Differentiator

Problem solved

Functional benefit

Brands

• Octave A/V: Audio-visual provider specializing in the trade show space and commercial environments, offering LED wall installations, flat screen TV installations, and technical AV production services.

Products and services

• Trade Show I&D (Installation & Dismantle) Professional installation and dismantle labor services for trade show booths across the country, handling hundreds of booths annually at major industry events such as World of Concrete, AAPEX, SEMA, and CES. Targeted at trade show exhibitors and event companies needing reliable on-time execution under unforgiving timelines.
• Commercial Programs (Retail & Commercial Construction) Nationwide retail and commercial construction labor services including project planning, field coordination, timeline management, and quality improvement for projects ranging from small one-off jobs to large-scale nationwide roll-outs. Sold as a single point of contact for commercial project management.
• Octave A/V Audio-visual production services for trade show booths and commercial environments, specializing in LED walls, flat screen TV installations, and visual display solutions. Delivered through partner brand Octave A/V.

Named customers5 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Octave A/VcoreStrategic or Co-development Partner · 1 January 2020Octave A/V is a world-class audio-visual provider specializing in the trade show space. Recently expanded into the A/V world to provide LED wall installations, flat screen TV installations, and technical know-how. TRU Service Group expanded into A/V through Octave to handle any job, anywhere, at any scale.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Shepard Exposition Services: National provider of trade show and event services including installation, dismantle, and material handling. Direct competitor in the trade show I&D labor market with comparable customer segments of exhibitors and event organizers.
• Freeman: One of the largest global providers of trade show and event services, including exhibit installation and dismantle, A/V, and event logistics. Direct competitor to Tru's core trade show I&D business with comparable nationwide footprint and bundled service offerings.
• GES (Global Experience Specialists): Major trade show and event services company providing I&D labor, exhibit services, and event logistics globally. Direct competitor to Tru with broader scale and similar service lines targeting the same trade show exhibitor customer base.
• Blueprint Studios: Provider of trade show exhibits, event design, and installation services with a focus on custom environments and brand activations. Comparable to Tru in serving exhibitors at major trade shows and corporate events.
• Fern Exposition Services: Trade show and event services contractor providing I&D labor, decorating, and event logistics across multiple U.S. venues. Direct competitor focused on the same trade show exhibitor market as Tru.
• Encore Global (formerly PSAV): Global leader in event technology, A/V production, and venue services for trade shows, corporate events, and hotels. Closely comparable to Tru's Octave A/V sub-brand and a competitor in the integrated event services space.
• MC² (MC Squared): Provider of integrated event marketing solutions including exhibit design, I&D services, and event production. Comparable to Tru across trade show services with bundled design and execution offerings.

Broad incumbents

• PRG (Production Resource Group): Global provider of production services and solutions for entertainment, live events, and trade shows, including A/V, lighting, and LED video. Comparable to Tru's Octave A/V service line with broader scope across entertainment and broadcast.
• Hamilton Exhibits: Custom exhibit design and fabrication firm with installation and dismantle services. Broader incumbent operating in the trade show services space with a stronger design/fabrication focus than Tru's labor-led model.
• Sparks: Experience design and event marketing agency providing trade show exhibits, corporate events, and installations. Broader incumbent offering design-led services that compete with Tru on larger integrated projects.

Market position

Strengths1 record

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/tru-service-group
• Xx.com/truservicegroup
• Facebookfacebook.com/truservicegroup

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 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 Tru Service Group