In October last year, premium ticketing company Seat Unique announced its first acquisition: Bristol-based Circuit Hospitality.

Having first joined Circuit Hospitality in 2017, Giles Smith has now been promoted to managing director.

We caught up with Circuit Hospitality’s new MD to discuss the company’s evolution, as well as its future alongside Seat Unique and P1 Travel – which was acquired by the former last month.

TheTicketingBusiness: Circuit Hospitality has been going since 2009. Fifteen years is a real landmark – take us back to the beginning. What was the vision when Circuit Hospitality first launched, and how has it evolved?

Giles Smith: “Circuit started with a very clear purpose – to give people access to the incredible Premier League football hospitality experiences that weren’t easy to buy. From day one, it was about building direct relationships with clubs, operating as an extension of their own teams and always making sure we were offering the very best for fans.

“Whilst that hasn’t changed, the scale of what we’re offering and who we work with has. Today we work with seven major clubs across the Premier league, including the likes of Manchester City, Manchester United and Aston Villa, offering access to some of the best hospitality products in the game. We’re proud to be trusted by the best and have built relationships with clients that keep them coming back time and time again.”

TTB: When people hear “VVIP football hospitality,” they might wonder what that actually looks like in practice. What kinds of experiences are we talking about?

GS: “At this level, it often goes beyond traditional hospitality. We work across many Premier League clubs, and we look after some of the most exclusive hospitality products in world football.

“Like the Tunnel Club Premier at Manchester City – it’s one of the most sought-after VVIP experiences anywhere in the game. Guests get an incredible level of access and luxury that simply doesn’t exist anywhere else. That kind of partnership speaks to the level we operate at and the confidence clubs place in us to represent their most premium offerings.”

TTB: The industry is obviously booming and demand is higher than ever before. What is it that keeps clubs trusting Circuit, and clients coming back time and time again?

GS: “Honestly, it comes down to three things – passion, integrity, and quality. We genuinely care about what we do and we love doing it. This isn’t a transactional business for us.

“We want every client to walk away feeling like they’ve had the best day of their lives and we know clubs trust us to deliver a service that matches their top-end offerings. That level of trust and care is what keeps people coming back to us.”

TTB: Who is Circuit Hospitality for?

GS: “We work with a real range of people. Businesses looking for premium corporate entertainment, individuals who want to treat a loved one to something extraordinary, lifelong fans who want to experience their club in a completely new way. Whatever the occasion, we tailor the experience. No two clients are the same, and we think that approach – really listening to what someone wants – is what defines us from the rest.”

TTB: Circuit is now part of a group alongside Seat Unique and P1 Travel – that feels like a significant moment when you think back to when it all started. What does it unlock that wasn’t possible before?

GS: “It’s a really exciting chapter for us – we can genuinely offer something that no one else in the market can match. Seat Unique is the leading premium ticketing and hospitality platform in the UK, and P1 Travel brings world-class sports travel expertise to motorsport, football, international events – each business has built something genuinely impressive in its own right, and that’s what makes coming together so powerful.

“Take the Seat Unique Stadium as a prime example of what Seat Unique has already achieved by working with leading rightsholders and venues relatively early on in their journey. That tells you everything about the ambition and firepower in this group – there isn’t room for small thinking.

“Together, we cover the full spectrum of premium live. For our clients, it means more choice, better access, and the same exceptional standard of service across the board. For rightsholders, it means more reach, more selling power and an even stronger sales channel to utilise. That feels pretty extraordinary.”

TTB: You’ve recently been promoted to the role of managing director at Circuit Hospitality, having previously been sales director. What does that progression mean to you?

GS: “It’s something I’m incredibly proud of. I’ve been part of the Circuit journey for a long time, so to step into the managing director role feels like a natural progression, but also a real responsibility.

“Having come up through the commercial side of the business, I understand what matters most to our clients and our partners, and that won’t change. If anything, it sharpens the focus. My role now is to make sure we continue to grow in the right way, without ever losing the values that have got us here.

“We’ve built something special over the past 15 years, and my job is to continue with that while helping take it to the next level as part of the wider group.”

TTB: You’ve had quite the sporting career yourself – representing Fiji internationally in both cricket and hockey. Does that background shape how you approach your work?

GS: Absolutely. Sport teaches you so much – discipline, teamwork, the importance of showing up on the big occasions. I know what it means to be part of something bigger than yourself, and I know what it feels like when everything clicks on a great day. That’s what we’re trying to replicate day in day out as the culture in our office and ultimately for our clients on a matchday. That feeling.”

TTB: You’re a Manchester United fan, international cricketer, darts player, and father of four. How do you switch off?

GS: “Ha! I’m not sure I do! Very difficult to do so in this industry. I still play cricket and captain my local club the mighty Old Down CC! I enjoy a game of darts and I try to spend as much time as possible with my beautiful wife and four wonderful kids. I have some great mates too who I catch up with when I can for a nice feed and some respite from the day to day. I am blessed in that regard.”

TTB: Finally, looking ahead, what does the next phase of Circuit Hospitality look like?

GS: “To keep doing what we do best. We’ll keep working with the best names in the business, while using the wider group to reach new audiences and markets. There’s a clear opportunity to grow internationally and to bring more structure to how premium hospitality is distributed.

“At the same time, the expectation around experience is only going one way. Clients are more informed, and the benchmark is higher. Our job is to stay ahead of that – to keep refining the details, ensuring we’re offering the full premium experience from start to finish, and making sure what we deliver continues to justify our place at the top of the market.”

The post Sitting down with Giles Smith, Circuit Hospitality’s new managing director appeared first on TheTicketingBusiness News.

TheTicketingBusiness News

Message History

Delivery option(s)