Case studies

What actually changed at the gate.

Four stories from festivals, stadiums, venue groups, and tours. Real numbers, from real events. Written with the teams who made them happen.

Featured · Festival

Reading & Leeds · 2025

40,000 t-shirts.
Zero queues.

A two-year pilot at the UK's largest twin festival. What started as a bag-search fix ended up rewriting how merch operates across both sites.

More stories

Stadium

Principality Stadium · 2026

A back-of-house rethink at the Six Nations.

Security got shorter. Concourses got calmer. Merch revenue on matchday 2.4×'d.

O2 Academy network · 2025

Eleven rooms, one merch flow.

The Academy group rolled out Merch2U across eleven sites in six weeks. Here's what broke, what didn't, and what surprised them.

Godspeed Tour '25 · 2025

A headline tour without the cloakroom anxiety.

Fourteen cities, one promise: nobody carries a hoodie home. We shipped 92,000 items door-to-door in eleven weeks.

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The thing that surprised us wasn't the revenue lift — it was how much happier the security team was on Monday morning.