What Roadshow Group does

Roadshow Group is a Netherlands-based B2B service company headquartered in Utrecht that provides end-to-end roadshow solutions and promotional vehicle rentals to large enterprise clients across Europe. Founded in 2016 through the merger of four companies (Rainbow Promotion, EventRent, ShowTruck Marketing, and InfoWheels), the group operates the largest promotional vehicle fleet in Europe with 318 promotional vehicles and 44 tractor units, traveling approximately 1.3 million kilometers per year across 8 countries including the Netherlands, UK, Germany, Switzerland, Belgium, Italy, Romania, and France. Its customer base includes 380+ enterprise brands spanning automotive (BMW, Porsche, Mercedes-Benz, Volkswagen, Audi), beverages (Coca-Cola, Heineken), technology (Huawei, Microsoft, Samsung, Intel, Philips), FMCG (Nestlé/Nespresso, Danone, Unilever, IKEA), banking (ING, Rabobank), energy (Shell), sports (Nike, FC Bayern München), and government (German Bundestag).

The company's core offering combines physical promotional vehicles with integrated project management and engineering services. Its product portfolio centers on proprietary in-house developed vehicles including the InfoWheels self-drive promotional vehicle (developed since 2011, available in electric since 2021), the E-Promotor electric promotional vehicle, and the EggStreamer fully electric self-drive solution combined with Tesla X. Supporting capabilities include custom design and engineering using 3D printers, CNC woodworking machines, and laser sheet metal working machines, plus a Marketing Innovation Lab offering VR experiences, VIP lounges, and immersive brand activations. A stated goal of transitioning to 100% electric roadshows by 2030 underpins the environmental solutions line. The group also sells solar-powered and battery-powered vehicles, having developed 150+ such vehicles in the last four years.

Roadshow Group's revenue model blends recurring promotional vehicle rental with one-time custom design and engineering fees and professional project management services. Pricing is quote-based and undisclosed publicly, structured around multi-year enterprise contracts. Go-to-market is exclusively direct enterprise field sales through owned offices in Western Europe supplemented by an agent network (Event Structure, Business Roads, Making Of). Founded and led by CEO Martijn van Riet, the company is privately held with no external funding identified and wholly owns four subsidiary brands.

Name

Roadshow Group

Legal name

Roadshow Group

Website

https://roadshowgroup.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

51–100 employees

Short description

Roadshow Group is a Netherlands-based provider of roadshow solutions and promotional vehicle rentals, operating Europe's largest fleet of 318+ vehicles for enterprise clients including BMW, Coca-Cola, Heineken, Huawei, and Porsche across 8 European countries.

Ownership category

akta.pro rank

Product category

Experiential Marketing Services

NAICS

Convention and Trade Show Organizers (56192), Support Activities for Road Transportation (4884), Advertising Material Distribution Services (541870)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Experiential Logistics & Tour Management (Roadshows) (MPAAAGAK)

akta.pro secondary industries

Trade Show, Exhibit & Event Logistics Moving (HSAKAKAK), Event Parking & Traffic Management (BPABAKAF), Touring Logistics & Crew Services (Backline, Transport, Staffing) (MPAIAFAG)

Headquarters

HQ city

Utrecht

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Promotional Vehicle Rental: Rental of promotional vehicles including roadshow trailers, pop-up stores, mobile stages, reception units, mobile radio & TV studios, information/training units, service units, and special vehicles for events and brand campaigns.
2. Roadshow Management Services: Complete project management including planning, coordination of drivers, parking spaces, event locations, transparent communication, and 'all-round' service for smooth roadshow execution.
3. Custom Design and Engineering: Custom design of promotional vehicles with interior fittings and exterior branding, from original vision to completed architectural concept.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Roadshow Group designs, builds, and rents promotional vehicles (roadshow trailers, pop-up stores, mobile stages, mobile radio/TV studios, information/training units, reception units, and special vehicles) for enterprise brand campaigns. The company also delivers complete roadshow management services including planning, project management, driver coordination, parking logistics, and 24/7 technical support across Western Europe using a fleet of 318+ promotional vehicles and 44 tractor units.

Product overview

Roadshow Group offers a unified platform of roadshow solutions combining physical promotional vehicles with digital planning tools and operational services. The portfolio centers on flagship in-house developed products including InfoWheels (self-drive promotional vehicles developed since 2011, available in electric versions), E-Promotor (electric-powered promotional vehicle), and EggStreamer (electric self-drive solution with Tesla X). Supporting services include Proven Solutions (standard roadshow vehicles), Tailored Solutions (custom-designed vehicles), Environmental Solutions (sustainable options with solar/battery power), and Engineering Solutions (design and fabrication using 3D printing and CNC equipment). The offering is augmented by shared online planning tools, marketing innovation labs with VR capabilities, and a fleet of 318 promotional vehicles and 44 tractor units operated across Western Europe.

Differentiator

Problem solved

Functional benefit

Products and services

• InfoWheels An eye-catching self-drive promotional vehicle that can be driven with a standard car license B. Developed in-house since 2011 and available in a fully electric version since 2021, it is used by enterprise clients for brand campaigns and mobile marketing activations.
• E-Promotor An electric-powered promotional vehicle designed to relay sustainable values to customers. It is an essential first step towards Roadshow Group's goal of transitioning to fully electric roadshows, used for environmentally focused brand campaigns.
• EggStreamer A fully electric self-drive solution when combined with Tesla X, representing Roadshow Group's commitment to sustainable electric roadshow options for emission-free promotional events and brand activations.
• Tailored Solutions Custom design and engineering service for promotional vehicles, providing comprehensive individual advice, interior fittings, exterior branding, and architectural concepts from original vision to completion. Designed for enterprise clients seeking bespoke promotional vehicles tailored to their brand and campaign requirements.
• Environmental Solutions Environmentally friendly roadshow solutions including electric vehicles, solar panels, and battery-powered standalone power supplies as alternatives to fuel combustion generators. Developed for enterprise clients seeking sustainable roadshow campaigns aligned with ESG goals.
• Engineering Solutions Integrated mobile design solutions using 3D printers, CNC-controlled woodworking machines, and laser sheet metal working machines, with consulting services for the design and construction processes. Used to fabricate custom promotional vehicles for enterprise clients.
• Scale Solutions Access to the widest range of promotional and roadshow vehicles for expansion of offers or showrooms, including pop-up stores, mobile stages, reception units, mobile radio and TV studios, information/training units, service units, roadshow trailers, mobile training vehicles, and special vehicles. Designed for enterprise clients needing fleet scale and variety across multiple markets.
• Marketing Innovation Lab Innovative content production and live experiences including game rooms with VR experiences, live show cafés, wellness oases, VIP lounges, and communication centers designed using the latest technologies for experiential brand campaigns.
• Shared Online Planning Tools Structured planning and effective organization through shared online planning tools, microsites, and online tour scheduling with templates and professional support for roadshow execution. Used by enterprise clients to coordinate multi-market roadshow campaigns.
• Roadshow Group Brand Portal Digital resource providing narrative stories, visual basics, application examples, and asset downloads for brand consistency across roadshow implementations. Provided to partners and clients as part of the Roadshow Group offering.

Quantifiable outcome

• 318+ promotional vehicles and 44 tractor units operating across Europe
• +4 more outcomes

Named customers24 records

Segments5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Nine partnerships are on record, tiered core and minor.

• Rainbow PromotioncoreOthers · 1 January 2016Member company of Roadshow Group. Rainbow Promotion has been leading in the roadshow industry since 1985 and was merged into Roadshow Group in 2015, forming the foundation of the group.
• EventRentcoreOthers · 1 January 2016Member company of Roadshow Group. EventRent joined seven years after Rainbow Promotion (founded ~1992) and merged with Rainbow in 2015 to form Roadshow Group.
• ShowTruck Marketing GmbHcoreOthers · 1 January 2016Member company of Roadshow Group. German-based roadshow marketing company, part of the merger creating Roadshow Group in 2016.
• InfoWheelscoreOthers · 1 January 2016Supplier company that developed the InfoWheels self-drive promotional vehicle since 2011. Now part of the Roadshow Group ecosystem.
• LamboominorOEM/ Whitelabel/ Licensing PartnerIndustry-specific supplier providing mobility solutions to Roadshow Group member companies.
• BischoffscheckminorOEM/ Whitelabel/ Licensing PartnerSupplier providing specialized mobility and vehicle solutions to Roadshow Group.
• Event Structure Ltd.coreChannel Partner/ Reseller/ DistributorMarketing, eventing and expo professional agent. Managing Director Justin Isles has been Roadshow Group Agent since 2016. 'The power of the group grows a positive impact on my business case from day one.'
• Business RoadscoreChannel Partner/ Reseller/ DistributorMarketing, eventing and expo professional agent operating as part of the Roadshow Group agent network.
• Making OfcoreChannel Partner/ Reseller/ DistributorMarketing, eventing and expo professional agent operating as part of the Roadshow Group agent network.

Scale indicators9 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Vok Dams: German live marketing and events agency providing full-service brand experiences, including mobile tours and roadshow logistics for enterprise clients. Operates in a comparable European mid-market segment.
• Facts and Fiction: Cologne-based experiential marketing agency with strong live events, roadshows, and brand activation work for premium European and global brands. Comparable in service mix and customer overlap.
• Grabarz & Partner: Hamburg-based creative agency with a dedicated event and roadshow practice serving major European brands. Directly comparable for mobile brand activations and custom-built tour vehicles for automotive and FMCG clients.
• Wink Live Communications: German live marketing and roadshow specialist offering end-to-end mobile event solutions including custom vehicle builds, crew, and logistics — competing head-to-head in the DACH roadshow market.
• Promotional Vehicles Ltd: UK-based specialist in designing, building, and operating promotional roadshow vehicles for European brands. Most direct head-to-head competitor in the bespoke promotional-vehicle rental segment.
• Uniplan: German brand experience agency with deep roadshow and live-event capabilities, frequently building custom promotional vehicles and touring experiences for enterprise clients. Highly comparable in geography, vertical mix, and offering breadth to Roadshow Group.

Broad incumbents

• Jack Morton Worldwide: Global brand experience agency owned by IPG, producing large-scale brand experiences and tours for Fortune 500 clients. Overlaps with Roadshow Group on experiential roadshows but operates at much broader scale and breadth.
• George P. Johnson Experience Marketing: Top-tier global experience marketing agency (Omnicom) delivering brand activations, mobile tours, and event programs for technology and automotive clients. Directly competes for the same enterprise roadshow RFPs as Roadshow Group.
• MCI Group: Global meetings, events, and association management group with significant European presence in corporate events and brand experiences. Larger and more diversified than Roadshow Group, with overlapping enterprise customers.
• Dentsu (Experience / Event Divisions): Global marketing holding group with dedicated experience, sports, and events divisions that build mobile brand tours and roadshows for enterprise clients. Operates at much larger scale and competes for the same premium European accounts.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/roadshowgroup

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries4 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 Roadshow Group