Showforce is an innovative, award winning event and production support-services company, specialising in providing experienced event logistics crew to the entertainment industry. We have over 30 years’ experience in providing crewing services for venues, theatre, music, TV & Film, live events, corporate events, ceremonies and major public events.

With global offices in the UAE, KSA, Qatar, France and UK we are owner-managed and our senior management team includes founder and CEO, Ian Spendlove and Group Managing Director, Gemma Charity.

Our turnkey solutions, operational processes, client management, multi-faceted skill sets and adherence to Health & Safety and commitment to worker welfare are consistent around the globe. At Showforce, we constantly strive to redefine industry standards with an unparalleled level of service, a highly skilled and committed work force and a focus on building strong client relationships based on trust and loyalty.

Showforce has been delivering event logistics crew to the world’s most prestigious events for over 30 years. Our experience on the global stage includes: multiple Olympic Games, including Athens, Turin, Beijing, London, Socchi and Rio de Janeiro; HRH Queen Elizabeth II Diamond and Platinum Jubilee and 90th Birthday celebrations; various Cameron MacIntosh theatrical productions including Miss Saigon, Les Miserables and the Phantom of the Opera; major global expos and conventions including, COP 18, Expo 2015 (Milan), Expo 2017 (Astana), World Skills 2017; global brand activations for Coca Cola, Lays, Ford and Jaguar Landrover; the Opening of Dubai Parks and Resorts in 2016; world record breaking NYE Firework display in Dubai; Opening and Closing Ceremonies for Expo 2020, numerous National Days in the GCC region and the world’s leading music festivals including Glastonbury and MDL Beast Soundstorm.

Our first foray in to the world of mega events was providing crew to The Olympic Games Opening and Closing Ceremonies in Athens in 2004 when we were given a lead time of only six weeks to prepare, organise and execute the delivery of the service level agreement.

Amongst the many challenges that they faced was full IOC accreditation of all local sub- contractors and the coordination of a multi-cultural workforce, which they overcame by increasing the man hours on the project , recruiting Greek and multi-lingual administrators and utilising professional, support, supervision and management from our UK team.

In terms of sustainable working practices and creating a legacy from the Games, we were almost ten years ahead of the field by recruiting and training a local workforce creating a skill legacy in the local region and significantly reducing travel requirements. The skills gained cemented our future as the front running global provider of temporary staff to the event, entertainment and production industries. It also led us to successfully establish a base in the Middle East and opening our office in Dubai which is now our headquarters.

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Becky Meers
Head of Operations