More Than Event Technology: A Complete Event Creator Network
The name “The Cue Group” is intentional.
In the event industry, a “cue” means being exactly on point — ready at precisely the right moment. But unlike traditional AV and technical rental providers, The Cue Group aims to build a comprehensive event creator network.
The plan includes partnerships across all trades in the event industry: agencies, catering companies, exhibition stand builders, furniture rental providers, and of course event technology specialists.
“Until now, every company in the event industry has been fighting on its own,” says Bertsch. “We are creating an ecosystem in which everyone works on the same platforms, meets the same quality standards, and can collaborate efficiently. The customer gets a premium quality promise — whether they want to deliver an event in Barcelona, Berlin, or Mainz.”
Franchising as an Answer to the Skilled Labor Shortage and Succession Challenges
At the core of the company’s strategy is a new and innovative franchise model.
The vision: 500 franchise partners over the next ten years, distributed internationally.
“That sounds ambitious, but the market is large enough,” Bertsch explains. “The event industry generates €81 billion in revenue and is Germany’s sixth-largest economic sector. Even with €1 billion in revenue, we would only have around one percent market share.”
The new franchise offering is aimed at three target groups:
- New founders who want to become successful faster than through the traditional route, with its 5–7 year learning curve
- Existing businesses that want to benefit from standardization, certifications, and bundled marketing
- Entrepreneurs preparing for succession who want to modernize their business and make it more attractive to buyers
“We are not a traditional M&A consultancy that simply values a company and looks for a buyer,” Bertsch emphasizes. “We help businesses become sale-ready over the course of several years. We optimize processes, digitize operations, and create real attractiveness. That is a fundamental difference.”
Quality Through Standardization: Academy, Software, and Certifications
To ensure consistently high quality across all locations in the group, The Cue Group relies on several pillars:
- Certifications: ISO 27001 and ISO 9001 as minimum standards
- Unified software systems: all partners work on the same platforms
- The Cue Academy: in-person and online training with mandatory courses and assessments
- Continuous development: to keep pace with legal changes and new standards
“Our standard is simple: perfect — or not at all,” Bertsch explains. “In the event industry, there is no second chance. When an event goes live, everything has to work. Our customers are not buying a projector or an LED wall — they are buying peace of mind, trust, and the confidence that their event will succeed.”
Growth Through Efficiency, Not Headcount
One key difference compared to competitors: The Cue Group focuses on efficiency instead of simply adding more people.
“Margins are under pressure, skilled labor is scarce, and the old approach of just putting more people on the job no longer works,” says Bertsch.
Instead, the company relies on:
- AI-supported processes: quotation logic, equipment planning, and staffing planning
- Swarm intelligence: when one location is fully booked, another one steps in
- Shared resources: people and equipment are used across locations
Sustainability as a Business Model
Another major driver behind the new company is sustainability.
“It is no longer justifiable to have trucks driving across Europe for a single event,” says Bertsch. “Our vision is this: in every city, there is a The Cue Group partner delivering the same level of quality. The customer books with us, but the event is delivered by the local crew. That is real sustainability — and it also makes economic sense.”
Trends: AI, Internationalization, and the Return of In-Person Events
The Cue Group sees itself as well positioned for the most important industry trends of the coming years.
Internationalization
Germany was the world’s second-largest event market after the United States for decades. “We are seeing shifts,” says Bertsch. “Our goal is to already be present in the growth markets when that shift fully happens.”
Artificial Intelligence
“Anyone who refuses to engage with AI will be left behind,” Bertsch is convinced. “This does not just apply to tools used at events, but above all to our internal processes — automation on every level.”
In-person events
After the COVID pandemic, one thing has become clear: human interaction cannot be replaced digitally. “Live events are making a strong comeback. Forecasts point to annual growth of 6.8 percent through 2035.”
From Hotel Professional to Event Visionary
Mike Bertsch originally comes from the hotel industry.
“Service, reliability, and availability have always been at the heart of my work,” he explains. “What always bothered me back then was this: hotels are open 24 hours, guests arrive late at night — but technical service providers were only available from 9 to 5.”
While doing his civil service, he entered the event technology business. Thirty years later, he has technically supported projects such as the 65th D-Day commemoration in Normandy attended by Barack Obama — and has now founded The Cue Group.
“It would annoy me if someone else did this in ten years and I had to tell myself: I had that idea first,” Bertsch says about his motivation. “We spoke with 120 to 150 companies about their problems. Solving those pain points — that is what drives me.”
First Franchise Talks Are Already Underway
There is already concrete interest in the franchise offering.
“We are already in talks — so far exclusively with existing companies, not yet with new founders,” says Bertsch.
Official franchise acquisition begins with the launch of The Cue Group on January 1, 2026.
Interested?
The Cue Group stands for new ways of doing business in the event industry — with clear structures, high quality standards, and a strong network mindset.
Would you like to learn more or become part of this network yourself?