ShowTech
ShowTech is a Danish full-service event production company serving corporate clients and event agencies across Denmark with integrated event planning, technical production, equipment rental, and project management from five locations and a 7000+ m2 warehouse.
- Company typePrivate
- Founded1982
- HeadquartersSlagelse, Denmark
- Headcount11–50
- GTM typeB2B
- OfferingServices
What ShowTech does
ShowTech (legally Showtech ApS) is a Danish full-service event production company headquartered in Slagelse, operating from five locations across Denmark (Slagelse, Copenhagen, Roskilde/Gadstrup, Odense, and Fredericia). The company delivers integrated event services including full and partial event production, technical sound/light/AV production, project and production management, event advisory (permits, safety, design), and equipment rental from a 7000+ m2 warehouse inventory of certified tents, stages, furniture, tableware, and technical equipment. ShowTech also operates a transactional e-commerce webshop (showtechshop.dk / eventsupply.dk) enabling self-service rental for smaller customers, and has launched livestreaming and virtual event production capabilities.
The company serves two primary B2B segments: corporate companies (conferences, product launches, award shows, company parties, fashion shows, concerts, TV productions) and event agencies requiring technical execution support. Named clients include Audi Danmark, Carlsberg, Boozt.com, Semler, VW Erhvervsbiler, Aller Media, and Balderton, spanning automotive, beverage, fashion, media, and investment verticals. Distribution is domestic and direct: sales-led engagement with dedicated account managers combined with an e-commerce channel for SMBs.
ShowTech was founded by Jan Marcher (currently CEO) starting as 'party landlords' and has operated for over three decades, receiving four consecutive Børsen's Gazelle Awards (2015-2018) for business development. In October 2024, ShowTech was acquired by Los Angeles-based private equity firm Truelink Capital as part of a $535 million portfolio acquisition that also included GES Exhibitions, Spiro, onPeak, and Visit. In January 2025, ShowTech announced a partnership with FSU (Event Supply) to consolidate Danish event supply capabilities. The company employs 22-30+ people across project management, technical, warehouse, and administrative functions.
ShowTech firmographics
Firmographics- Name
- ShowTech
- Legal name
- Showtech ApS
- Website
- https://showtech.dk
- Company type
- Private
- Founded year
- 1982
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- ShowTech is a Danish full-service event production company serving corporate clients and event agencies across Denmark with integrated event planning, technical production, equipment rental, and project management from five locations and a 7000+ m2 warehouse.
- Ownership category
- akta.pro rank
ShowTech industry classification
Industry- Product category
- Event Production Services
- NAICS
- Convention and Trade Show Organizers (56192), Indoor and Outdoor Display Advertising (541850)
- akta.pro primary industry
- Exhibitions, Trade Shows & Booth Management (HSACADAH)
- akta.pro secondary industries
- Trade Show & Exhibition Marketing (Booth Design/Build) (MPAAAGAC), Onsite Installation, Dismantle & Labor Management (I&D Crews) (THAHAHAL), Trade Show, Exhibit & Event Logistics Moving (HSAKAKAK)
Keywords
Where ShowTech is headquartered
LocationHeadquarters
- HQ city
- Slagelse
- HQ country
- Denmark
- HQ region
- Europe
Offices5 records
Markets served
ShowTech business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Supply Chain, Infrastructure, Marketing or Sales, Technology or R&D
Revenue model
- Event Production Services: Full-service and partial event production including planning, technical production, project management, and event execution. Revenue generated through service fees for complete event solutions or individual service components.
- Equipment Rental: Rental of event equipment including tents, furniture, tableware, stages, technical equipment, and entertainment items. Customers can order through their e-commerce webshop or contact for custom orders.
- Event Advisory and Consulting: Professional advice and guidance on event planning, permits, rules, safety plans, and technical equipment.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Pay-as-you-go | Custom Event Solutions |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels5 records
ShowTech product offering
Product offeringCore offering
ShowTech is a Danish full-service event supplier providing complete and partial event production, technical sound/lighting/AV solutions, equipment rental, project and production management, and event advisory services. The company operates a 7000+ m² warehouse inventory of tents, furniture, tableware, stages, and technical equipment, and serves corporate clients and event agencies across Denmark.
Product overview
ShowTech is a Danish full-service event supplier offering a comprehensive portfolio of event products and services. The core offering consists of Event Production (partial solutions), Full-Service Productions (end-to-end event management), Technical Event Solutions (sound, light, AV), Project Management, and Event Advisement. Supporting these are equipment rental services and a webshop for ordering. The company operates from a 7000m2 warehouse and serves the B2B segment across Denmark, specializing in corporate events, conferences, concerts, fashion shows, award ceremonies, product launches, and virtual events.
Differentiator
Problem solved
Functional benefit
Products and services
- Full-Service Event Production (Komplet Eventproduktion)
Quantifiable outcome
- 300+ productions completed across various event types
- +2 more outcomes
Companies that use ShowTech
Customer profileNamed customers15 records
Segments2 records
Ideal customer profiles2 records
ShowTech technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
ShowTech partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core and minor.
- FSUcoreShowTech and FSU (Event Supply) announced they are uniting forces for new opportunities. This partnership combines ShowTech's event production expertise with FSU's capabilities to create a stronger offering in the event industry. The collaboration aims to expand services and market reach in Denmark.
- Bite Me CrewminorEvent agency collaboration for conference production at Thorvalds Museum. ShowTech provided technical expertise including decorative lighting, screens, sound and light for stage while the agency handled overall event coordination.
- Darling CreativecoreCreative agency partnership for fashion shows and events. Collaborated on major productions including Boozt.com's opening show during Copenhagen Fashion Week at Forum.
- Hero App MakerminorCollaboration partner for TV show production around Pure ETCR electric touring car launch. Hero app maker worked with ShowTech, Eurosport, and Copenhagen Historic Grand Prix on the event.
Scale indicators5 records
Recent moves5 records
Expansion highlights5 records
ShowTech competitors and assessment
Company assessmentBroad incumbents
- Freeman: Freeman is a large US-based event experience company providing event production, exhibit design, AV, and logistics for trade shows and corporate events. It is a broad incumbent operating at significantly larger scale in an overlapping product category with ShowTech's event production and booth/exhibition services.
- PRG (Production Resource Group): PRG is one of the world's largest event production companies, providing audio, video, lighting, and staging solutions for concerts, corporate events, and trade shows. It is a much larger incumbent offering overlapping technical production and equipment rental services that ShowTech provides to Danish enterprise clients.
- GL Events: GL Events is a French-listed global provider of integrated event solutions including venue management, exhibition organizing, booth construction, and event services. It is a broad incumbent serving the same enterprise and exhibition customer base as ShowTech, with significantly greater geographic and segment reach.
Direct peers
- Nüssli Group: Nüssli is a Swiss-headquartered specialist in temporary event infrastructure, including stages, grandstands, pavilions, and booth construction for trade shows and live events. Its infrastructure rental and booth build services directly overlap with ShowTech's certified tents, stages, and tribunes rental line.
- Spiro: Spiro is an exhibit and event experiences company acquired alongside ShowTech in Truelink's $535M portfolio deal. It designs and fabricates custom exhibits and event environments, overlapping directly with ShowTech's booth design and event production offerings for corporate clients.
- GES (Global Experience Specialists): GES is a global event and exhibition services company specializing in trade show exhibits, event production, and on-site services. It is the lead asset in the same Truelink Capital portfolio that acquired ShowTech, making it the closest strategic and operational peer across booth design, show services, and event execution.
- MCI Group: MCI Group is a Swiss-headquartered global event and association management agency offering full-service event production, conferences, and corporate meetings. Its end-to-end event services model and corporate client focus closely parallel ShowTech's full-service productions and conference offering.
Others
- onPeak: onPeak is a hotel reservation and event travel management company that is a Truelink Capital portfolio peer of ShowTech. While it does not compete in event production, it is part of the same bundled acquisition and serves the same corporate event buyer with complementary services.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
ShowTech social profiles
Digital presenceShowTech financial estimates
Financial estimateRevenue estimate
Valuation estimate
ShowTech leadership team
Management profileNumber of profiles
Profiles2 records
ShowTech funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
ShowTech 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 ShowTech
What does ShowTech do?
ShowTech is a Danish full-service event supplier providing complete and partial event production, technical sound/lighting/AV solutions, equipment rental, project and production management, and event advisory services. The company operates a 7000+ m² warehouse inventory of tents, furniture, tableware, stages, and technical equipment, and serves corporate clients and event agencies across Denmark.
Is ShowTech a public or private company?
ShowTech is a private company. It is classified as private equity controlled and is currently operating.
When was ShowTech founded?
ShowTech was founded in 1982. It employs 11 to 50 people.
Where is ShowTech based?
ShowTech is headquartered in Slagelse, Denmark, in the Europe region.
How does ShowTech make money?
Three revenue lines are on record. Event Production Services are the primary driver. The others are equipment Rental and event Advisory and Consulting.
Who are ShowTech's main competitors?
Broad incumbents on record are Freeman, PRG (Production Resource Group) and GL Events. Direct peers are Nüssli Group, Spiro, GES (Global Experience Specialists) and MCI Group. onPeak is listed as an others.
Does ShowTech have an API?
No public API is recorded for ShowTech.
What industry is ShowTech in?
ShowTech's product category is Event Production Services. Its primary akta.pro industry code is HSACADAH, Exhibitions, Trade Shows & Booth Management, with a secondary code of MPAAAGAC, Trade Show & Exhibition Marketing (Booth Design/Build). Its NAICS code is 56192.