Crew, Event Staff, Promotions, Vehicle Support, Security, Management

Our People - Office Staff

Ian Spendlove - Chairman UK & Middle East

Experience: Rightly regarded as "Mr Showforce" Ian saw a gap in the event personnel market and formed the company back in 1991. A true larger than life character Ian’s passion, drive and determination has been instrumental in creating a company and a brand that twenty years later is instantly recognised for quality and professionalism in the world of events and entertainment. Born and bred in London’s East End, he now resides in Dubai, drawn there by the opportunities arising in the world of entertainment from this emerging market and by his ambition to achieve global domination! Ian’s most recent venture, creating a scenic workshop from scratch has been an instant success and Showforce now produce groundbreaking set and scenery to event companies across the Middle East region. Our charismatic MD has been the driving FORCE behind Showforce's meteoric rise and has hands on approach to the business, getting involved in every project at grass roots level. Ian is a self confessed workaholic living, breathing and eating SHOWFORCE 24/7.

Interests: On rare occasions away from the cut and thrust of commerce, he enjoys the more modest things in life and sharing these moments with his wife and children is a top priority. Family time is extremely precious but often limited in the MD’s hectic lifestyle but is the one thing he cherishes more than Showforce itself. Away from work the boss has also been known to spend hours on a river bank, rod in hand and worms at the ready pursuing his passion for angling, or can often be seen riding his custom Harley across the sand dunes and off into the sunset! Ian is something of a seasoned raconteur when it comes to recalling memories of his 30+ years in the business and has far too many interesting stories to share online. Those that know him will certainly have their own favourite Ian Spendlove story, and for those of you yet to make his acquaintance you will have to wait for the biography!

Dave Clayton - Chief Financial Officer

As Chief Executive Officer, Dave reports directly to Showforce’s owner and Managing Director, Ian Spendlove. He is responsible for the development and implementation of the business strategy in the UK and Middle East and leads cross-functional teams to achieve the company objectives.

As a qualified accountant with extensive experience in sales and marketing, Dave plays a key role in securing key account clients and developing new products and markets, to achieve business growth targets. He is involved in management of our key accounts, including agreement of Key Performance Indicators, costs and contract terms and monitoring client satisfaction with our service.

Pedro Rosa - General Manager

Experience: Pedro studied Business Management, majoring in Marketing and post graduating in Pharmaceutical Companies Marketing. Whilst enjoying a career in professional rugby, he began working for the European Parliament in Madrid. Specializing in logistics, Pedro worked for ‘Maersk Line’ the largest shipping company in the world. Pedro moved to Dubai in 2008 to become a Project Manager at The Palm Jumeirah and was responsible for the procurement and logistics of building materials for the iconic project. He worked 2 years in Abu Dhabi in Facilities Management where he was responsible for implementing the first recycling program of residential waste in the Emirates as well as the first home mail delivery service in the country, serving a development of more than 4000 houses. Pedro joined Showforce in the start of 2012 as the Middle East’s General Manager and in his own words “hopes to set a benchmark for event support services in the Middle East by bringing innovative and tailored solutions to our target audience”.

Interests: Pedro likes to spend time with family and friends, travelling and going to the beach. On the sports side, Pedro has been an International Rugby 7’s player with Portugal, the Portuguese National Champion, the Spanish “Copa del Rey” Champion and 2 times Iberic Champion.

Louise Davies - Models & Promotions Business Development Manager

Experience: Louise joined Showforce Models and Promotions early in 2011 having worked in the events industry for more than 12 years in both London and Ibiza. In her short time as business development manager for our Dubai office Louise has already been successful in securing some key accounts for the Middle East operation. She has also helped to organize and supervise a myriad of hospitality events for the promotions team drawing from her extensive database of clients and staff.

Interesting Anecdote: Louise is a keen socialiser and a regular face on Dubai’s party scene, enjoying the nocturnal delights that the city has on offer. She is also a massive F1 fan, and being able to watch last season’s final Grand Prix trackside at Yas Marina Circuit was definitely the highlight of a busy year attending high profile events on behalf of the company

Alexandra Brown - PA to Chairman

Experience: Alexandra ‘Ali’ Brown was born in Hong Kong. In 2011, she graduated from Oxford Brookes University, with a BSC Hons degree in International Hospitality Management. Ali’s main experience within the hospitality industry has mainly stemmed from working in the food and beverage sector and at a leading events company. Ali also undertook a one-year work placement while at University working at the iconic Breakers Hotel and Resort located in Palm Beach, America, which is a five star establishment.

Interests: Ali tells us one of her passions in life is travelling the world and experiencing different cultures. She is also a creative person, enjoying designing. Ali says her family and friends are of great importance to her and she loves to read a good book.

Muhammed Khan - Operations Assistant Dubai

Experience: Muhammed joined Showforce in April 2012 as an Operations Assistant. Previously he worked for Gemini Gold, an event managements company, where he was tasked with organizing events. His responsibilities there included general logistics, visiting the job sites and making, handling and maintaining good relationships with venues and clients so he'll be well versed for his new role at Showforce. Muhammed lists his key strengths as being a good team manager who can strike a bond with his staff and having the ability to learn things fast.

Interests: Muhammed likes to try things he has never done before. He likes adventurous sports and playing different kinds of games. Music is what he loves a lot but travelling to different countries and learning about the new cultures is a passion of his as well.

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