ShowTech

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.

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

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

• Event production services
• Event equipment rental
• Technical event solutions
• Corporate event management
• Audio visual production

Headquarters

HQ city

Slagelse

HQ country

Denmark

HQ region

Europe

Offices5 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. 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.
2. 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.
3. Event Advisory and Consulting: Professional advice and guidance on event planning, permits, rules, safety plans, and technical equipment.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core 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

Named customers15 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Four partnerships are on record, tiered core and minor.

• FSUcoreStrategic or Co-development Partner · 8 January 2025ShowTech 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 CrewminorImplementation/ SI/ Consulting PartnerEvent 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 CreativecoreStrategic or Co-development PartnerCreative 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 MakerminorStrategic or Co-development PartnerCollaboration 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

Broad 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

• Facebookfacebook.com/ShowTechDK
• LinkedInlinkedin.com/company/showtechdk
• Instagraminstagram.com/showtechdk

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 ShowTech