What Incognitus does

Incognitus Pty Ltd is a Melbourne-headquartered global event management and consulting firm founded in 2008 by brothers Craig and Paul Lovett. It delivers end-to-end operational services for major sporting, entertainment, and corporate events, including workforce mobilization, venue overlay management, waste and sustainability solutions, hospitality operations, specialized high-risk services, and CAD-based floor and turf protection. Its client base spans Olympic and Commonwealth Games organizing committees, premier sporting venues (Premier League, F1, UEFA, Grand Slams), the Victoria Racing Club, Scuderia Ferrari, the Department of Defence Australia, and concert promoters including Live Nation and TEG.

The service portfolio is built around eleven functional lines: Event Management, Labour Solutions, Project & Operations Management, Specialised Services (pressure washing, working at heights, traffic management), Event Floor & Turf Protection, Corporate Hospitality, Facilities Management, Client Experience, Tender Design Management, and Waste & Recycling Solutions, supported by the WISE sustainability sub-brand for circular-economy offerings (reusable cups, waste segregation, ESG advisory). Underlying technology includes proprietary recruitment/check-in/task-management systems, real-time equipment tracking, and integrations with SAP, Ento, and NetNada (AI/ML-based carbon accounting), though no public API or SDK is offered. The Bright Young Things internship program with university partners in Australia, the UK, and the US functions as a global talent engine.

Commercially, Incognitus operates a B2B enterprise professional-services model, monetizing through contract-based, project-scoped engagements secured via direct field sales with event owners, venue operators, and government bodies. Pricing is quote-based and not publicly disclosed. There is no external investor base; the company is family-owned by the Lovett brothers with no parent entity, subsidiary structure, or public listing. Distribution is direct-to-client via offices in Melbourne (HQ), Sydney, Dubai, London, and Los Angeles. Revenue, headcount growth, and financial metrics are not publicly disclosed.

Name

Incognitus

Legal name

Incognitus Pty Ltd

Website

https://incognitus.com

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

51–100 employees

Short description

Incognitus is a Melbourne-headquartered global event management firm serving major sporting, entertainment, and corporate events worldwide, providing workforce mobilization, venue operations, sustainability, and project overlay services from offices in Australia, the UAE, the UK, and the US.

Ownership category

akta.pro rank

Product category

Event Management Services

NAICS

Promoters of Performing Arts, Sports, and Similar Events without Facilities (71132)

SIC

Services-Management Services (8741)

akta.pro primary industry

Event Production & Technical Services (AV, Lighting, Staging) (BPAFAGAB)

akta.pro secondary industries

Corporate Event Production & AV Services (HSACADAB), Staging, Scenic & Set Fabrication (Stages, Backdrops, Scenic Builds) (THAHAEAC)

Keywords

• Event management services
• Workforce mobilization
• Project overlay management
• Sustainability consulting
• Major sporting events

Headquarters

HQ city

Docklands

HQ country

Australia

HQ region

Oceania

Offices5 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Event Management and Operations Services: Professional services revenue from managing and delivering large-scale events including project overlay management, venue operations, and event execution for sporting, entertainment, and corporate events

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Incognitus is a global consulting and event management organisation that delivers end-to-end event management, large-scale workforce mobilization, project and operations management, specialised cleaning and logistics, venue facilities management, and waste/sustainability solutions for major sporting, entertainment, and corporate events worldwide. Services are delivered under contract to event organisers, venue operators, and government clients, with sustainability offerings provided through its proprietary WISE (Waste, Innovation, Sustainability, Excellence) sub-brand.

Product overview

Incognitus is a global event management company offering integrated management solutions across the Leisure, Sports, and Entertainment sector. The company operates as a unified service portfolio built around core event delivery capabilities, combining Event Management, Labour Solutions, Project & Operations Management, and Specialised Services (including Event Floor & Turf Protection, Corporate Hospitality, Facilities Management, Client Experience, Tender Design Management, and Waste & Recycling Solutions). The WISE sub-brand provides dedicated sustainability products including reusable event cups. A key differentiator is the Bright Young Things Internship Program, which develops talent through immersive experience on major projects. Together, these services form an end-to-end event delivery platform spanning strategy, workforce, operations, sustainability, and hospitality.

Differentiator

Problem solved

Functional benefit

Brands

• WISE: WISE (Waste, Innovation, Sustainability, Excellence) is Incognitus's dedicated sustainability brand that provides circular economy solutions including reusable event cups designed to replace single-use plastic cups and help venues and events embrace smarter, greener practices.

Products and services

• Event Management Full-service event management covering event concept and creation, styling, budgeting, supplier negotiation, end-to-end management, staffing, guest services, entertainment management, and sponsorship leverage for major sporting, entertainment, and corporate events.
• Labour Solutions Large-scale recruitment and workforce deployment for major international events, including recruitment strategies, training programs, accreditation management, and global workforce retention. Has delivered 4,200+ cleaning and housekeeping staff at London 2012.
• Project & Operations Management Comprehensive project execution covering event scope definition, site research, CAD design, site mapping, infrastructure bump-in/bump-out, policy development, logistics, and procurement.
• Specialised Services High-risk services including pressure washing, high-rise window cleaning, working at heights, EWP/boom operations, forklift operations, heavy logistics, traffic management, and equipment hire.
• Event Floor & Turf Protection Flooring installation and venue transformations for festivals and sporting events with labour solutions, quality control, equipment delivery, and turf protection measures. Over 100 stadium floor installations delivered across four continents.
• Corporate Hospitality Premium hospitality experiences including portfolio management, unique event development, tailored packages, VIP access, menu design, invitation management, and professional photography/videography.
• Facilities Management Venue and site management including labour management, trades management, sanitisation, QR code systems, waste management planning, and operational solutions.
• Tender Design Management Tender preparation and submission support including document design, scope determination, supplier sourcing, evaluation criteria, and transition planning for event and venue tenders.
• Waste & Recycling Solutions Sustainable waste management consultancy and circular economy solutions delivered under the WISE sub-brand, including reusable event cups, waste segregation, QR coding, education programs, and zero-waste-to-landfill strategies.
• WISE Reusable Event Cups Reusable event cup product line launched in 2014 under the WISE (Waste, Innovation, Sustainability, Excellence) sub-brand, designed to replace single-use plastic cups at venues and events, enabling circular economy and zero-waste-to-landfill outcomes.

Quantifiable outcome

• 100% waste diversion from landfill achieved at major events
• +4 more outcomes

Named customers8 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• Arena GroupcoreStrategic or Co-development Partner · 1 January 2024Long-time partnership for delivering project overlay management at major events, most recently at the Paris 2024 Olympic Games. Arena Group and Incognitus collaborated on ensuring every detail was in place from concept to execution.
• VeoliacoreStrategic or Co-development PartnerWaste management partner providing disposal services and innovative disinfection solutions including UV-C No-Touch technology. Extended partnership to offer high-tech disinfection and sanitization solutions at venues.
• WISE (Internal Brand)coreStrategic or Co-development PartnerInternal sustainability brand focused on circular economy solutions including reusable cups, waste segregation, and environmental sustainability consulting. Part of Incognitus' core service offering.
• Full Sail UniversityminorOthersEducational institution partner for Bright Young Things internship program, providing students for event industry experience.
• University of South CarolinaminorOthersEducational institution partner for internship program, providing students from USA for event industry experience.
• Leeds University (UK)minorOthersUK educational institution partner for Bright Young Things internship program.
• William Angliss College (Australia)minorOthersAustralian vocational education partner for internship program providing students experience in events industry.
• Holmesglen TAFE (Australia)minorOthersAustralian technical education partner for internship program providing vocational training pathways into events industry.

Scale indicators12 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• ASM Global: World's largest venue management and event services operator, managing 350+ arenas, stadiums, and convention centers. Overlaps with Incognitus in facility operations, event delivery, and event overlay at sports and entertainment venues.
• Delaware North: US-headquartered global hospitality and food service company operating at sports and entertainment venues. Comparable in venue services, hospitality, and event operations across sporting venues in North America, UK, and Australia.
• Sodexo Live!: Global hospitality, venue, and event services arm of Sodexo, operating at stadiums, arenas, and major events worldwide. Overlaps with Incognitus across venue services, hospitality, and facilities management but at materially larger scale and broader portfolio.
• Legends Hospitality: US-based premium hospitality, merchandising, and venue services company serving sports and entertainment clients. Comparable in corporate hospitality and venue operations at major sporting events, with broader commercial capabilities.
• Octagon: Global sports marketing agency managing major event operations including Olympic activations and FIFA World Cup hospitality. Comparable in delivering event operations and overlay for international sporting federations.
• IMG (Endeavor): Global sports and entertainment events, licensing, and media company. Comparable in event production and operations for major sporting properties, with additional capabilities in talent representation and media rights.
• Wasserman: Global sports, music, and entertainment marketing and events firm. Comparable in event production and operations for major sporting properties and tours, with broader capabilities in sponsorship and talent management.

Others

• Veolia: Global environmental services and waste management company that is a current waste-management partner of Incognitus (UV-C disinfection, recycling). Adjacent ecosystem participant rather than a direct competitor.

Direct peers

• Arena Group: UK-headquartered temporary events and overlay specialist delivering seating, structures, and overlay services at major sporting events. Co-delivered Paris 2024 with Incognitus and competes for the same Olympic overlay mandates.
• Spotless Group: Spotless (now part of Downer Group) is a major facilities, cleaning, and event services provider across Australia, New Zealand, and Asia. It is a direct competitor in cleaning, waste, and venue operations at mega-events and was a customer/partner of Incognitus at London 2012.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/incognitus01
• LinkedInlinkedin.com/company/incognitus
• Instagraminstagram.com/incognitus_au

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 Incognitus