Viad Corp, a public company, has entered into a definitive agreement with private Los Angeles-based private equity firm Truelink Capital to acquire GES, a global exhibition and event industry services provider, for $535 million.

The acquisition encompasses GES Exhibitions, a provider of global exhibition and logistics services; global experiential agency Spiro; and onPeak, SHOWTECH, and Visit, which provide event housing, power/lighting, and registration services, respectively.  

Upon the transaction’s completion by Dec. 31, 2024, pending regulatory approvals, due diligence, and other customary closing conditions, GES will operate as a privately-owned entity within Truelink’s business portfolio. Some of GES and Spiro’s biggest trade show clients include Informa, ICSC, AMT, McDonalds, Pfizer, Merck, and Boeing, to name a few.   

“This is an exciting time for GES,” said GES President Derek Linde. “The business has tremendous momentum, and our team is driving strong revenue growth, margin expansion, and client service. The publicly traded Viad conglomerate has been a great home to GES for decades, and we are excited to start a new chapter as a private company with Truelink, who believes in our ability to continue delivering industry leadership, innovation, and growth.” 

Related: Earnings: Viad’s Revenue, Earnings Beat Forecasts in Q2 

Why it matters 

The company will become Truelink’s first exhibition holdings and will join the equity firm’s portfolio of sales training, marketing services, and technology platforms, as well as a couple of manufacturing companies, according to GES officials.  

With a workforce exceeding 2,600 employees and thousands of active union partners worldwide, GES and its companies boast a decades-long history of supporting brands and events in a range of event marketing capacities across various sectors, including healthcare, aerospace and defense, financial services, manufacturing, technology, and retail. 

“GES is a trusted brand with a proven track record of delivering best-in-class services to global exhibitions and experiential marketing verticals,” said Luke Myers, Truelink co-founder and managing partner. “We look forward to collaborating with this talented team to help the company realize its full potential.” 

Related: Earnings: GES and Spiro Report Year-Over-Year Revenue Growth in Q1 

Leadership changes ahead  

After closing, current GES President Derek Linde will transition to the role of president and CEO. He will be joined by Jeff Quade, president of GES North America Exhibitions; Jason Stead, president of GES EMEA Exhibitions; and Spiro President Jeff Stelmach, who will continue leading the operating businesses post-transaction. 

Additionally, Viad will change its name and relaunch as Pursuit, transforming into a pure-play attractions and hospitality leader, with Viad President and CEO Steve Moster transitioning into an advisory role. 

“We remain dedicated to delivering extraordinary experiences to our clients across the globe,” Linde added. “This partnership with Truelink will enable us to intensify our focus on innovation and enhance our capabilities across our differentiated global platform.” 

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