FreshGrooves Event Support

What FreshGrooves Event Support does

FreshGrooves Event Support is a privately-held Dutch event production and equipment rental company founded in 2005 by Marijn van Roode, headquartered in Eindhoven with a warehouse in nearby Waalre. It operates through two legal entities — FreshGrooves B.V. (event production and crew) and FreshGrooves Climate B.V. (climate equipment) — and reports 518 events produced, 4,900 performances, and approximately 525,000 visitors handled annually across roughly 30 productions per year, with individual events ranging from 5,000 to 50,000 visitors and clients distributed throughout the Netherlands (Goffertpark Nijmegen, Ahoy Rotterdam, Parkbeats Tilburg, Majestic Eindhoven, Galgenwaard Utrecht). The company delivers three integrated service lines: (1) full-stack technical and logistical event production from initial consultation and CAD drawings through permit acquisition, stage design, on-site coordination, and breakdown; (2) an equipment rental fleet built around proprietary variants including a 4-channel DEKRA-certified cable gutter (5 tonnes per wheel load rating), an XXL 5-channel gutter compatible with Grolsch/Bavaria/Heineken/Inbev beer lines, custom-framed Portacool Jetstream 260 evaporative coolers with directional airflow and 30-minute deployment, the proprietary FRESH80 Biocooler with ionization, IDF industrial heaters (65–200 kW) with EC fans and online monitoring, mobile air conditioning, Starshade tents, mobile boom barriers, 1000L buffer tanks, and OFYR outdoor cooking units; and (3) event crew staffing covering stage builders, fence crews, certified equipment operators, and foremen.

The business model combines quote-based event production services (the primary revenue stream), per-use/per-day equipment rentals delivered 24/7 from the Waalre warehouse, and crew staffing sold to other event production firms. Customers are predominantly Dutch event organizers, festival producers, and venue operators — including PSG Concerts (recurring multi-year client for We Love The 90's and Kings of Hardstyle at Goffertpark), NRG Productions (Parkbeats), VBA Events (Majestic Dance Event), Essential B.V. (Essential Festival), Beursgebouw Eindhoven, FC Utrecht, NAC Breda, Gemeente Eindhoven, Libema, Top Event Group, Grolsch, The Flying Dutch, and Graspop Metal Meeting. A vertical own-and-operate model (own warehouse, own fleet, own crew pool supplemented by vetted freelance zzp'ers) provides the company's main structural cost edge, enabling it to claim ~9x lower daily operating cost on Portacool versus conventional AC and 15% fuel savings on IDF heating. Sales channels rely on direct B2B engagement, a quote-driven website with portfolio showcases and project galleries, and a referral network accumulated over 17+ years of continuous operation.

Name

FreshGrooves Event Support

Legal name

FreshGrooves B.V.

Website

https://freshgrooves.nl

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

11–50 employees

Short description

FreshGrooves Event Support is a Dutch event production and equipment rental company delivering full-stack technical production, crew staffing, and a proprietary rental fleet — including cable gutters, climate control, and tents — for events of 5,000 to 50,000 visitors across the Netherlands.

Ownership category

akta.pro rank

Product category

Event Production Services

NAICS

Promoters of Performing Arts, Sports, and Similar Events without Facilities (71132), Promoters of Performing Arts, Sports, and Similar Events (7113)

SIC

Services-Amusement & Recreation Services (7900), Services-Miscellaneous Equipment Rental & Leasing (7350)

akta.pro primary industry

Festival & Event Producers/Organizers (MPAIAFAC)

akta.pro secondary industries

Staging & Rigging Services (MPAGAKAA), Back-of-House Operations (Runners, Stagehands, Load-in/Load-out Crew) (THAHALAJ), Event Power, Electrical Distribution & Temporary Utilities (Generators, Distro, Cabling) (THAHAEAF)

Keywords

• Event production services
• Equipment rental
• Cable protection systems
• Climate control solutions
• Event staffing services

Headquarters

HQ city

Waalre

HQ country

Netherlands

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Event Production Services: FreshGrooves provides end-to-end technical and logistical production for events (5,000 to 35,000+ visitors), handling site design, permits, stage design, construction, on-site coordination, and breakdown. Revenue is earned per project as a service fee. This is the primary revenue driver.
2. Equipment Rental: FreshGrooves rents out a wide inventory of event equipment from its own warehouse: cable gutters (standard and XXL), cable mats, mobile air conditioning, evaporative coolers (Portacool and FRESH80), buffer tanks, IDF heaters, Starshade tents, boom barriers, and Ofyr outdoor cooking units. Equipment is rented on a per-use/per-day basis with 24/7 delivery from stock.
3. Crew & Staffing Services: FreshGrooves supplies event crew (stage builders, fence crew, forklift/cherry picker operators, foremen, tent builders) to event organizers and third-party service providers (stage builders, facility companies). Staffing is provided from its own workforce supplemented by experienced freelancers.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels4 records

Core offering

FreshGrooves Event Support provides end-to-end technical and facilitarian event production for events of 5,000 to 35,000+ visitors across the Netherlands, handling consultation, CAD drawings, permits, stage design, build, on-site coordination, and breakdown. It also operates a 24/7 equipment rental business from its Waalre warehouse covering cable protection, evaporative cooling, heating, mobile air conditioning, tents, barriers, buffer tanks, and OFYR outdoor cooking units, and supplies trained event crew (stage builders, forklift/cherry picker operators, foremen) to event organizers and third-party service providers.

Product overview

FreshGrooves Event Support is an event production and equipment rental company based in Eindhoven, Netherlands, operating since 2005. The company offers a unified portfolio combining two core offerings: (1) Technical and facilitarian event production services covering consultation, CAD drawings, permit acquisition, planning, setup, event execution, breakdown, and aftercare; and (2) A comprehensive equipment rental program featuring cable management products (Kabelgoten, XXL Kabelgoten, Kabelmatten), climate control solutions (Portacool Verdampingskoeler, FRESH80/Master Verdampingskoeler, Mobiele Airco, IDF Verwarming), outdoor equipment (OFYR Kooktoestellen), and infrastructure (Buffertank, Mobiele Slagbomen, Starshade 800 Tent). Additionally, the company provides Event Crew staffing services. The products are delivered 24/7 from their own warehouse in Waalre, region Eindhoven, and support events from 5,000 to 35,000 visitors.

Differentiator

Problem solved

Functional benefit

Quantifiable outcome

• Afbouw (breakdown) is completed in 1/3 of the build time due to strategic placement of materials during setup
• +4 more outcomes

Named customers11 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

Feature5 records

Partnerships

Four partnerships are on record, tiered core and minor.

• Van HamcoreStrategic or Co-development PartnerVan Ham (Van Ham Tenten & Podia) is a key strategic supplier and co-development partner for FreshGrooves. The two companies collaborated on the KNVB Cup celebration at Galgenwaard Stadium, where Van Ham provided Layher scaffolding components that FreshGrooves used to create a 22-metre free-span bridge over the entrance roof. Van Ham appears consistently in FreshGrooves' supplier network.
• Radio NLminorOthersRadio NL is a Dutch radio station that has featured FreshGrooves, particularly around the company's cooling (Portacool) offerings. FreshGrooves appears in Radio NL's branding/partner listings. This is a marketing/media relationship rather than a commercial partnership.
• Zzp'ers (Freelance Crew)coreOthersFreshGrooves maintains a network of experienced freelance professionals (zzp'ers) who supplement its own personnel pool for larger productions. These freelancers are specifically selected for their years of experience in the events industry and are used to scale workforce capacity for peak periods.
• OFYR (via RLXD.nl)minorChannel Partner/ Reseller/ DistributorFreshGrooves Climate B.V. is an official dealer of the complete OFYR outdoor cooking product range since end of 2020. The company both rents and sells OFYR products. Their subsidiary RLXD.nl serves as the web shop for OFYR sales.

Scale indicators9 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Hoevenaars: Hoevenaars is a Dutch event production and infrastructure rental company based in the Netherlands. It is a direct peer to FreshGrooves, offering comparable production services, equipment rental, and crew for live events and festivals across the Dutch market.
• Flashlight: Flashlight is a Dutch AV and lighting rental and event production company serving concerts, festivals, and corporate events. It is a direct peer to FreshGrooves, particularly in technical equipment rental and event production services across the Netherlands.
• Van Ham Tenten & Podia: Van Ham Tenten & Podia is a Dutch tent and stage supplier and a strategic co-development partner of FreshGrooves. It is a direct peer in stage construction and event infrastructure, with both companies often appearing on the same event supplier lists for Dutch festivals and celebrations like the KNVB Cup.
• B2S Events: B2S is a Belgian event technology and production services company specializing in lighting, sound, and rigging for live events. It is a direct peer to FreshGrooves, operating in the Benelux live events market with comparable technical production and event staffing capabilities.
• Showtec: Showtec is a Dutch event technology company providing lighting, sound, video, and rigging for live events, concerts, and festivals. It is a direct peer as both firms serve Dutch event organizers with technical production services and equipment, operating in the same Eindhoven/Benelux event production ecosystem.
• Stageco: Stageco is a Belgian staging company specializing in stage construction for major festivals and touring productions across Europe. It is a direct peer to FreshGrooves' staging and rigging work for Dutch festival clients like PSG Concerts and The Flying Dutch.
• Faber Audiovisueel: Faber Audiovisueel is a Dutch audiovisual production company serving events, conferences, and corporate clients with lighting, sound, and video. It is a direct peer to FreshGrooves in technical event production, operating in the same Dutch B2B event services market.
• Purple Group: Purple Group is a Dutch event production company providing technical production, equipment, and crew for live events. It is a direct peer to FreshGrooves in the Dutch technical event production market, often competing for similar promoter clients.

Broad incumbents

• Mojo Concerts: Mojo Concerts is one of the largest concert promoters and event organizers in the Netherlands, organizing major festivals and tours. While primarily a promoter rather than a production services company, it operates in the same Dutch live events ecosystem and could be a customer or competitor depending on vertical integration of production in-house.
• AED Group: AED Group is a Belgian-headquartered AV and lighting rental company with major operations across Europe and a substantially larger equipment fleet. It overlaps with FreshGrooves in event equipment rental (lighting, sound, video) and serves many of the same Dutch/Benelux event organizers but at significantly greater scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/FreshgroovesEventSupport
• Xx.com/FGeventsupport
• LinkedInlinkedin.com/company/freshgrooves-event-support

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Subsidiaries1 record

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 FreshGrooves Event Support