Freemans appoints Matt Luscombe as CEO

Image: Freemans Event Partners

Freemans Event Partners has appointed Matt Luscombe as its new chief executive officer.

Cash And Carry Management said he replaces Stephen Freeman, who moves to the new role of executive chairman.

Freeman will remain closely involved in the business, working with Luscombe on the company’s five-year strategy.

The appointment is designed to accelerate the family firm’s ambitious growth plans across the domestic and international event markets as it marks its 50th anniversary.

Freemans Event Partners aims to of achieve £200 million in turnover in the coming years.

Gloucester (UK)-based Freemans Event Partners is a family- owned business that has been supporting and enhancing the best events in the United Kingdom and Europe since 1975.

They are experts in multiservice event delivery bespoke to each event and venue. From building food and beverage (F&B) villages to developing payment solutions and connectivity, they cover every aspect of event delivery to enhance the eventgoers’ experience.

Freemans Event Partners last year launched a brand-new sporting stadium food and drink retail concept at Lord’s Cricket Ground in London, England (UK), building on its existing partnership with the Marylebone Cricket Club (MCC).

The new two-floor structure introduced a wide variety of food and drink options together under one roof, giving spectators increased choice and, through the implementation of self-checkout kiosks, a significantly quicker service experience and less queuing.

Freemans said that with previous roles including chief commercial officer at InterContinental Hotels Group, general manager at Coles Group and CEO at Cycas Hospitality, Luscombe brings expertise in scaling operations globally and driving revenue growth.

Luscombe commented: “I’m delighted to be taking the reins and steering such an exciting company as it embarks on its next phase of expansion. The growth the family business and the wider team have achieved under Stephen’s stewardship is truly remarkable and has established Freemans Event Partners as a leader in the events sector. It’s an honour to be tasked with leading the company’s next phase of growth.

“I’m hugely passionate about the events industry, and am looking forward to working with the team, as well as our partners, clients and suppliers. It’s an exciting time for the sector, both in the UK and internationally, and our robust pipeline of events ensures we continue to transform the fan experience in 2025 and beyond.”

Freeman added: “We have done a terrific job over the last decade or so, positioning Freemans Event Partners at the forefront of the biggest events and venues in the UK. I am immensely proud of the business we have built, but am equally excited about this next chapter, as we embark on further domestic and international expansion.

“Matt is ideally positioned to help us achieve our ambitious targets, leaning on his valuable experience in delivering successful growth across hotels and in hospitality. This new chapter for the business isn’t me stepping back.

“I’m as energized about the events industry as ever before and am looking forward to welcoming Matt and introducing him to our incredible event and venue partners in the coming weeks.”

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