Diesel Dirt & Turf Expo

What Diesel Dirt & Turf Expo does

Diesel Dirt & Turf Expo Pty Ltd is an Australian private event management company founded in 2016 by Steve Zivkovich that produces an annual three-day construction and earthmoving industry trade show at Sydney Dragway in Eastern Creek, New South Wales. The expo is positioned as Australia's largest construction industry expo, drawing 200+ exhibitors representing 1,000+ brands. It serves a dual audience: B2B buyers (equipment manufacturers, dealers, parts suppliers, service providers) and end-user visitors (earthmoving contractors, civil construction trades, council/fleet operators, landscapers, and job seekers), with reported attendance of 71,000+ visitors at the 2022 peak and 41,000+ visitors at the 2026 edition.

The business operates a tiered revenue model with three primary streams: exhibitor booth rental fees, tiered sponsorship packages (Gold, Silver, Associate), and ticket sales (adult tickets priced at $18.21 with early-bird discounts and free admission for children under 16). Top-tier sponsors include Komatsu (six-year consecutive Gold sponsor) and Takeuchi, alongside media partner Earthmovers & Excavators Magazine. The 2025 edition marked the expo's 10th anniversary and introduced a $70,000 Takeuchi giveaway with Semco Equipment Sales; the offering has also expanded to include an on-site Pickles Industrial auction component (60 lots in 2026, expanding to 80 lots in 2027).

The company runs a small core team led by founder Steve Zivkovich (CEO) and Marti Zivkovich (Event Manager), supported by industry media partners such as Michael Parkinson. The technology stack is standard event-industry tooling: Eventbrite handles ticketing, while Google Analytics and Facebook Pixel are used for marketing analytics. There is no disclosed evidence of proprietary technology, AI/ML capabilities, or plans to expand beyond the existing Sydney venue.

Name

Diesel Dirt & Turf Expo

Legal name

Diesel Dirt and Turf Expo Pty Ltd

Website

https://dieseldirtandturf.com.au

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

11–50 employees

Short description

Diesel Dirt & Turf Expo is an Australian private event company that produces an annual three-day construction and earthmoving industry trade show at Sydney Dragway, serving 200+ exhibitors and 40,000-70,000 visitors with booth rentals, ticketing, and tiered sponsorship packages.

Ownership category

akta.pro rank

Product category

Trade Show and Exhibition Services

NAICS

Convention and Trade Show Organizers (56192)

akta.pro primary industry

Professional & Certification Expos Organizers (THAHABAD)

Keywords

• Construction trade expo
• Earthmoving exhibition
• Industry trade show
• Equipment demonstration event
• Exhibitor booth rental

Headquarters

HQ city

Penrith

HQ country

Australia

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Operations, Marketing or Sales, Personnel, Infrastructure, Others

Revenue model

1. Exhibitor booth/stand fees: Exhibitors pay to book exhibition space at the annual expo. The expo generates significant revenue from exhibitor participation, with many returning year after year with larger sites.
2. Ticket sales: Visitors purchase tickets to attend the expo. Children under 16 enter free. Council/government representatives receive complimentary entry.
3. Sponsorship packages: Gold and associate sponsorship tiers with varying levels of visibility and branding at the event.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

The National Diesel Dirt & Turf Expo is an annual three-day trade exhibition held at Sydney Dragway at Eastern Creek, NSW, showcasing construction, earthmoving, and agricultural equipment and services. The expo sells exhibitor booth/stand rentals to equipment suppliers and manufacturers, visitor tickets to industry professionals and the general public, and sponsorship packages (Gold and Associate tiers) to industry partners. Ancillary paid and complimentary offerings include the Pickles Industrial live auction, the Excavator Operators Challenge, Demo Pits for live equipment demonstrations, a Charity Golf Day, and a complimentary Council/Government ticketing program.

Product overview

The National Diesel Dirt & Turf Expo is a premium annual industry event that serves as Australia's largest construction, earthmoving, and agricultural equipment expo. The core offering is the three-day exhibition event at Sydney Dragway, featuring over 1,000 brands across 200+ exhibitor stands. The expo operates on a platform model where the main event is complemented by ancillary services including Pickles Industrial Auctions (live equipment sales), the Excavator Operators Challenge (competitive event with daily prizes), Demo Pits (live equipment demonstrations), Charity Golf Day (networking/fundraising), and Council/Gov Ticketing (government visitor program). The expo generates significant business for exhibitors through face-to-face customer engagement, product launches, and on-site sales.

Differentiator

Problem solved

Functional benefit

Products and services

• National Diesel Dirt & Turf Expo Australia's largest construction and earthmoving industry expo, held annually at Sydney Dragway. Features equipment demonstrations, exhibitor displays, live auctions, and networking opportunities for the construction, earthmoving, and agricultural sectors.
• Exhibitor Stands/Sites Rental exhibition space at the expo for companies to display equipment, machinery, tools, and services to industry visitors. Available in various sizes and locations throughout the venue.
• Pickles Industrial Auctions Live on-site and online equipment auction held during the expo featuring civil construction assets, machinery, and equipment lots.
• Excavator Operators Challenge Daily competition challenge for excavator operators at the expo with a $1,000 daily prize, testing operator skills and machine control.
• Demo Pits Live equipment demonstration areas where exhibitors showcase machinery capabilities to visitors in practical, hands-on environments.
• Charity Golf Day Annual fundraising event associated with the expo, held at Twin Creeks Country & Golf Club, raising funds for charitable causes including Chris O'Brien Lifehouse cancer research.
• Council/Gov Ticketing Special complimentary ticketing program for local government representatives and council personnel with exclusive early access and free entry on public opening days.

Quantifiable outcome

• 71,000+ visitors attended in 2022
• +3 more outcomes

Named customers6 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Partnerships

Ten partnerships are on record, tiered major, minor and core.

• Penrite Oil CompanymajorGTM or Marketing Partner · 1 January 2026Privately owned Australian lubricants company established in 1926, celebrated its centenary at the 2026 expo, focused on oils and fluids for heavy equipment for construction and agricultural sectors.
• GensuremajorGTM or Marketing Partner · 1 January 2025Specialist insurance underwriting agency providing direct online insurance solutions for plant, machinery, and equipment, offering fixed multi-year coverage aligned with finance agreements.
• Soda CapitalmajorGTM or Marketing Partner · 1 January 2025Leading provider of integrated floorplan finance supporting distribution networks across Australia and New Zealand, connecting manufacturers, distributors, dealer networks and end users.
• Louise Azzopardi CoachingminorGTM or Marketing Partner · 1 January 2025Associate sponsor supporting the expo with coaching services.
• Semco Equipment SalescoreGTM or Marketing Partner · 1 January 2025Organised the Takeuchi $70,000 giveaway at the 2025 expo, providing ultimate machinery package including Takeuchi TB215R, hydraulic hitch, grab, auger drive, and trailer.
• Komatsu AustraliacoreGTM or Marketing Partner · 1 January 2021Komatsu Australia is the Gold Sponsor for the sixth consecutive year, providing significant promotional calendar support and heavy involvement within the Australian earthmoving industry. They showcase their expansive range of earthmoving equipment including wheel loaders, excavators, backhoes, and skid steers.
• Pickles IndustrialcoreGTM or Marketing Partner · 1 January 2021Pickles Industrial hosts live auctions at the expo, featuring on-site and online annual auctions with quality civil construction assets. Their sixth year of featuring at the expo in 2026 with sixty lots sold.
• Machines4UmajorGTM or Marketing Partner · 1 January 2021Associate sponsor and Australia's largest digital marketplace for buying and selling machinery with over 2.4 million annual buyers and sellers.
• Norm EngineeringmajorGTM or Marketing Partner · 1 January 2021Associate sponsor providing equipment attachments and solutions for the earthmoving industry.
• Earthmovers & Excavators MagazinemajorGTM or Marketing Partner · 1 January 2021Gold Media Sponsor providing industry publication coverage and promotional support.

Scale indicators7 records

Recent moves6 records

Expansion highlights8 records

Broad incumbents

• bauma: The world's leading international trade fair for construction machinery, building materials, mining machines, and construction vehicles, held in Munich. Comparable as a global construction equipment exhibition, but operates at significantly larger scale and broader international scope than the Australia-focused Diesel Dirt & Turf Expo.

Direct peers

• INTERMAT: A Paris-based international exhibition for construction and infrastructure equipment. Directly comparable as a B2B trade show featuring construction machinery, earthmoving equipment, and road construction technology with live demonstrations.
• Hillhead: The UK's largest quarrying, construction, and recycling exhibition, held in a working quarry. Directly comparable to Diesel Dirt & Turf Expo as a focused earthmoving/quarrying/construction equipment show with live demonstrations in an outdoor venue setting.
• Big 5 Global: The largest construction industry event in the Middle East, Africa and South Asia, held annually in Dubai. Comparable as a construction trade exhibition attracting exhibitors and visitors from across the construction value chain.
• CONEXPO-CON/AGG: The largest North American trade show for the construction, aggregates, and ready-mixed concrete industries. Highly comparable to Diesel Dirt & Turf Expo as a B2B construction equipment exhibition attracting equipment buyers, dealers, and manufacturers with live demonstrations and large-scale display areas.
• World of Concrete: A major annual international trade show dedicated to the commercial concrete and masonry construction industries. Comparable as a specialized construction trade exhibition serving contractors and equipment suppliers, though focused on concrete rather than earthmoving.
• SMOPYC: Spain's International Trade Show for Public Works, Construction and Mining Machinery. Comparable as a specialized international construction equipment exhibition attracting manufacturers and buyers of earthmoving and construction machinery.
• National Heavy Equipment Show: A Canadian trade show dedicated to heavy equipment for the construction, road building, and earthmoving industries. Closely comparable to Diesel Dirt & Turf Expo in audience (contractors, fleet operators, dealers) and product focus.

Regional players

• Brisbane Truck Show: Australia's premier commercial vehicle, truck, and equipment show, held in Queensland. A regional peer as another major Australian industry trade show featuring heavy vehicles and equipment, with comparable exhibition format and dealer/manufacturer audience.
• AIMEX: The Asia-Pacific International Mining Exhibition, held periodically in Australia. A regional Australian trade show targeting the mining and heavy equipment sectors, serving a similar but adjacent industrial audience to Diesel Dirt & Turf Expo.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/dieseldirt_turf
• YouTubeyoutube.com/channel/UCBQ0khUs6o-Ikf6f5rwiOsA
• Facebookfacebook.com/dieseldirtandturfexpo
• LinkedInau.linkedin.com/company/diesel-dirt-&-turf-expo
• Instagraminstagram.com/dieseldirtandturfexpo

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Diesel Dirt & Turf Expo