General management
Budgets, contracts & logistics
Production and running budgets, artist and crew contracts, weekly venue settlements, and tour logistics: travel, accommodation, rooming lists and company packs.
Freelance · Theatre & Arena Live Touring
Gemma Wood
General Management, Marketing & Business Management for theatre and arena tours
I take live shows on the road and make every date count. From regional theatres to the UK's largest arenas, I manage the routing, venue deals, budgets, campaigns and logistics.
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Hospitality-trained, theatre-focused
Rooming lists that add up, budgets that hold, and a company that arrives ready to perform.
Touring is my specialism. I'm a freelance general manager and marketeer for live touring in theatres and arenas: musicals, pantomime, cirque and family shows, from national arena tours to Christmas theatre seasons.
I grew up in a showbusiness and circus family and started out in stage management at an early age. I then built an extensive career in hospitality, including as a general manager, leading marketing, sales and business development and managing large teams. Both worlds shape every production I work on.
- Theatre & arena touring
- General management
- Marketing
- Sales & business development
- Venue booking
- Company management
- Business management
- Visas & sponsorship
Services
Areas of expertise
Marketing & sales
Campaigns that fill seats
Marketing for touring productions: campaigns, agencies, pricing and promotions, groups, schools and ticketing partners.
Venue booking
Routing & venue deals
Finding and booking venues, negotiating terms and building a tour route that works on paper and on the road.
Business management
Commercial oversight
Business planning, cost control and reporting, so productions stay on budget and decisions are made on good numbers.
Company management
Running the company on tour
Day-to-day running of the touring company: schedules, payroll and timesheets, show reports, welfare, and the main point of contact for each venue.
Visas & sponsorship
Bringing artists to the UK
Certificates of Sponsorship for overseas performers, with timelines and paperwork handled.
Theatre & Arena
Selected productions
A selection of recent shows from across theatre and arena touring, in general management, marketing and venue booking roles.
Scrooge: Cirque Extravaganza
UK & Ireland Tour · 2026
Be Like Blippi
UK Tour · 2026
Elf the Musical
UK & International Tour · 2024 & 2025
Peter Pan
ICC Wales, Newport · 2026
Gabby's Dollhouse Live!
UK Arena Tour
…and many more across musicals, pantomime, cirque and family entertainment. Full credits available on request.
Beyond the stage
Business management for any sector
My business management experience isn't limited to entertainment. Drawing on years running hospitality businesses, I also work with companies in any sector on planning, operations, cost control, reporting and people.
Get in touch