Scaling the workforce behind some of the UK's biggest events
✔️ 674% workforce growth
✔️ 1,200+ Workforce profiles
✔️ Nationwide event portfolio
✔️ Year-round venue partnerships
✔️ 20+ years of experience
Background
From Olympic events and Rugby World Cup operations to the Women's Rugby World Cup 2025, Coventry City Promotion Parade, Great Birmingham Run and Tramlines Festival, Event Support Team (EST) operates at the heart of some of the UK's most complex live event environments.
Since 2002, EST has delivered event traffic management, parking management, crowd management and pedestrian flow solutions for major sporting, entertainment and public events nationwide. Holding year-round contracts with venues including Gloucester Rugby, Sale Sharks, Salford RLFC, Wrexham FC and Birmingham City FC, its teams also support city-wide celebrations, festivals, concert tours and large-scale public events.
Specialising in 'Zone Ex' event operations—the critical area immediately outside venues where traffic, vehicles, crowds and pedestrians must be carefully coordinated—EST helps organisers manage the people, logistics and operational activity required to keep events moving safely and efficiently.
Today, EST supports operations across an expanding portfolio of event locations nationwide, coordinating a growing event workforce across increasingly complex environments.
The Challenge
Growth was creating opportunity. It was also creating complexity.
As EST expanded its operational footprint across the UK, workforce requirements grew quickly. New venues, larger events and seasonal peaks meant recruiting, onboarding and coordinating increasing numbers of personnel across multiple locations simultaneously.
Supporting live event operations at this scale requires more than simply filling roles. Operational teams need workforce visibility, clear communication and confidence that personnel can be deployed quickly and efficiently as requirements change.
From coordinating traffic flow and parking operations to managing crowd dynamics and pedestrian movement across stadium operations and event logistics, maintaining oversight across workforce availability and operational deployments became increasingly important.
At the same time, many workforce management platforms become more expensive as organisations grow. For a business that operates year round but experiences significant workforce peaks where workforce requirements can fluctuate significantly throughout the year, this created an additional challenge.
EST needed a platform that could support workforce growth, improve workforce coordination and provide the flexibility required to scale without adding unnecessary operational or financial complexity.
The Solution
EST selected Parim to support both workforce growth and workforce coordination.
By bringing workforce information, onboarding, communication and operational deploymentsvinto a single platform, Parim gave EST greater visibility across its workforce and a more efficient way to coordinate event operations across multiple locations.
“In under two years, EST has achieved 674% workforce growth”
Operational teams could quickly access workforce availability, communicate with personnel and manage deployments from one place, helping reduce administration while improving day to day coordination.
Just as importantly, Parim's pricing model enabled EST to continue growing its workforce without being constrained by escalating per user costs. This provided the flexibility to scale workforce numbers in line with operational demand, particularly during busy periods when additional personnel were needed to support major events.
With greater workforce visibility and a platform designed to scale alongside the organisation, EST was able to focus on delivering exceptional event operations rather than managing administrative complexity.
"As our operations continued to grow, we needed a platform that could grow with us. Parim gave us the flexibility to scale our workforce in line with demand while maintaining
visibility across deployments, communication and workforce availability."
The Outcome
Today, EST holds year round contracts with a growing portfolio of football and rugby venues nationwide, while continuing to expand its presence across major sporting, entertainment and public events throughout the year.
In under two years, EST has achieved 674% workforce growth, with more than 1,200 workforce profiles now managed through Parim. Today, the business coordinates thousands of event personnel annually, supporting some of the UK’s most recognisable sporting, entertainment and public events.
That growth has enabled EST to expand its operational footprint while maintaining visibility across workforce coordination, communication and operational deployments.
Whether managing zone ex operations at the Royal Cheshire Show, delivering traffic and crowd management for Heritage Live concerts, supporting Camperjam and Live @ Llangollen festivals, or coordinating workforce for UK Athletics events, EST continues to scale with confidence.
The result is a workforce operation built for scale - agile enough to respond to seasonal peaks, changing operational requirements and new opportunities.
Looking ahead
More than 20 years after launching, EST continues to expand its presence across the sporting, entertainment and public events sectors.
With an expanding events calendar and growing demand for specialist event traffic management, event parking management and crowd management expertise, the ability to deploy the right people, in the right place, at the right time is central to everything EST does.
With Parim supporting workforce coordination behind the scenes, EST is well positioned to continue growing its workforce, supporting increasingly complex live event operations and delivering the expertise required to keep some of the UK's biggest events moving safely and efficiently.
