Our History

Established 1991

Since its inception in 1991 Showforce has always proactively diversified into new areas ensuring that the services it provides reflect the current needs of its clients within the event, entertainment and production industries.

The company’s UK operation began back in the early nineties unloading trucks for Edwin Shirley, supporting Imagination with motor shows, providing stage hands to leading West End productions, including Les Miserables and assisting London Weekend Television with its flagship Saturday programme Gladiators. Since those early days Showforce has evolved and continues to grow, there are now offices in the Middle East and the business is a global leader in the provision of manpower and event support services.

Showforce began working in the Middle East in 2003 and opened their first office in the UAE in 2009, the Qatar office was then opened towards the end of 2012. Over the last 15 years they have been involved in the region’s largest events including the Abu Dhabi Grand Prix, the, UNCTAD, Dubai International Film Festival, COP18, Dubai’s World Record Breaking Firework Display, World Skills 2017 and the 45th UAE National Day Celebrations.

Showforce is still the crewing company of choice for Imagination and Cameron Macintosh and a host of television production companies, including ITV, Amazon and BBC. Prestigious events and productions that Showforce regularly delivers support to include: X Factor, Cisco Live, Geneva Motor Show, Red Bull Air Race, The Voice, Creamfields, Wimbledon, Barclaycard Presents British Summer Time and London Fashion Week.

In addition, Showforce has worked on numerous global sporting events over the last two decades, including: The Olympics Opening and Closing Ceremonies Athens 2004, London 2012 and Rio 2016, the Asian Games, FIFA World Cup Club Championships, 2015 European Games and 2017 Islamic Games in Baku, Commonwealth Games 2014 in Glasgow, Socchi Winter Olympics 2014 and the World Handball Championships in Doha.

Award Winning


Imagination has been utilising the services of Showforce ever since their inception 25 years ago, they have consistently provided us with highly experienced and qualified crew.

The work we have asked of the crew is always so varied, from Motorshows to working at our offices at Store Street – their teams have always arrived on-site with the right attitude to get the best possible results.

Being there from the very beginning, it’s been great to see the progress of Showforce over the years, they are friends as well as colleagues – which is a testament to the great work they do.

Here’s to another 25 years, well done guys!

I always remember Ian striding into the production office in Athens in 2003, long before any of us knew what the scale of an Olympic Ceremony really meant (huge crews coupled with huge ambition and huge pressure) and confidently telling us he could supply all of the crew we would need.

They soon arrived from all over the UK and stayed in Athens for months, helping us deliver something monumental. Ian and the team stuck with us through some tough times (scooters, catering and delays) and the good times (the weather).

This was the start of a relationship that has lasted for over a decade and hopefully for another 25 years. Showforce became part of the skilled team that delivered the London 2012 Ceremonies.

That relationship becomes a partnership – no longer supplying nameless “crew”, but supplying skilled people who we wanted to work with again and again and most importantly cared.

These kind of shows demand 24 hour attention over long periods of time and so you really get to understand how a company works, and the Showforce team have always been there for us.

Wonder Works
Cameron Mackintosh Ltd. have worked with Showforce for more than 10 years, in a large variety of capacities, from setting up our new Storage Facilities, loading Sea Containers for various Productions sent overseas, to providing Crew to support our Touring Shows around the UK & Ireland and in the West End.

They have great understanding of our requirements and we are always provided with the appropriate personnel to suit each job. In particular, we always appreciate the ability to call upon a Crew Chief, invariably of our choice, who is fully trained in the Theatre environment.
We look forward to continuing our excellent relationship with Showforce well into the next 25 Years! Many Happy Returns!

Cameron Mackintosh

Our Vision

“To be world leading event facilitators, globally recognised for excellence and efficiency.”

Our Mission

“To provide a comprehensive range of integrated event services; from safety conscious crew, engaging event staff and highly skilled technicians to meet all personnel requirements.”

Our Values

“Discipline, respect, integrity, passion, teamwork and quality are at the core of everything we do.”