For most of the past 25 years my work has bridged entertainment and creativity, education, and the travel, hospitality and tourism industry. I act and make theatre when I can, but for the most part I run Theatre Workout in collaboration with multiple associations with a focus on audience engagement, partnership development, strategic planning, and creative learning within the group travel industry.


I have excellent communication skills, am a confident leader and collaborator, have a strong background in marketing and sales. I have created hundreds of events each year for over a decade so am skilled in logistics, management, events and services. I am highly creative, energised, engaging and confident in all aspects of my work.

Marketing and Sales for the Arts, Culture, Education and Travel sectors

Having run Theatre Workout since 2006, for the most part single-handed, I have gained extensive experience in Marketing and Sales, promoting and selling services to schools, the entertainment industry, and the global travel trade including FIT, Group, Leisure and MICE travel sectors. 


I have excellent communication skills, am creative and resourceful with a strong entrepreneurial spirit. I am exceptionally well organised and able to adapt to market changes and new opportunities, used to maximising limited budgets. I have successfully cultivated a global network of successful partnerships which have enabled my own business to grow, generating strong leads and contracts at trade events, winning multiple awards, and have collaborated with leading stakeholders within the industries I have served.


On the technical front I have created multiple websites using Wix with support services via Ascend and a catalogue of Wix Apps. I have experience devising marketing strategies which combine multiple media platforms including Hootsuite, Mailchimp, Pay Per Click (Google and Facebook), SEO, and Survey Monkey to drive traffic to websites or to specific actions.


I have found the most effective techniques at securing business are engaging content such as video, articles and resources, face-to-face interaction including presentations, trade shows and conferences, and the development of strong partnerships. I have been published in various magazines and written blog posts and resources to engage audiences and develop brand presence.


Finally, I have a strong background in strategical planning. With the challenges the sector will face in the next year as the UK begins to open up, this experience will help your business maximise opportunities and generate new business and opportunities.


Event Management

I have created hundreds of bespoke events each year for more than a decade. These include:

  • One-off events such as meetings, teambuilding events and conferences

  • Workshops and training programmes

  • Courses and long-running programmes over several days, weeks or months

  • Hospitality packages including theatre trips, catering and restaurant reservations, hotel bookings, attraction visits, etc

  • Tour packages for groups in London and across the UK lasting up to two weeks

  • Parties and social gatherings

  • Online events via Zoom


​CV Credits


I am an active member of Action for Children's Arts, Arts Award, Artsmark, BETA (British Education Travel Association), the Creative Industries Federation, Drama & Theatre Education Alliance, Independent Theatre Council, and UK Inbound.

Theatre Workout Ltd: Founder and Director,

​Theatre Workout is a specialist training and travel company which I have taken from start-up to market leader with a global presence over the past 14 years. It is now the centre for education in London’s West End and a DMC specialising in creative educational group travel, catering for over 8000 clients in over 350 bespoke events a year, with unrivalled partnerships within the theatre, travel and hospitality, and education sectors.


As Director I have overseen all aspects of the business with a primary focus on sales and marketing strategy, product development and partnerships to drive the business’ success and establish it’s leading position in the market.


I have:

  • Led of in-house programmes creating an unrivalled product range with a domestic and international client base

  • Established a specialist hospitality / DMC travel service to provide packages to B2B and B2C clients globally, maximising profits by negotiating excellent contracts with suppliers, streamlining efficient logistical planning and delivery of bespoke events

  • Personally generated up to £250k in turnover

  • Led short and long-term for individual campaigns and for the company as a whole, focusing on KPIs by establishing core brand values which have engaged audiences and driven sales:

    • Growing website presence through SEO built on engaging content

    • Building a unique brand, instilling core brand values and ethos throughout the business

    • Engaging an audience with social media campaigns through Hootsuite

    • Representing the business at trade events such as trade shows, exhibitions, FAM trips, networking events and conferences

    • Overseeing effective advertising and editorial campaigns, working with external designers and agencies

  • Cultivated unrivalled partnerships with stakeholders in the global entertainment, travel and education sectors including 37 West End theatre productions, major hospitality providers, and leading stakeholders in the educational, leisure and corporate group travel industry.

  • Improved standards in product and service quality through internal training, communications, and team development for the delivery of workshops, courses, teambuilding events, meetings and conferences, and tour programmes

  • Managed a strong team up to 35 freelance professionals to maintain the highest standards

  • Won prestigious awards including

    • Winner: Best Leisure Product, British Youth Travel Awards, 2018 and 2016

    • Finalist: Best Support Service, British Youth Travel Awards 2016

    • Best for West End Workshops, Global Entertainment Awards with LUXLife Magazine

Through Theatre Workout I have been a member of Action for Children’s Arts, Arts Award, Artsmark, BETA (British Educational Travel Association), Creative Industries Federation, Cultural Learning Alliance, ETOA (European Tour Operators Association), the Independent Theatre Council, and Learning Outside the Classroom. I am also a founding member of the Drama, Theatre and Education Alliance with other leading creative industry stakeholders with a passion for the future of arts education.

Freelance: Actor, Director, Producer, Theatre Practitioner,

My freelance career has led to projects on and off the stage, but my experience is primarily as a stage actor. I have performed in stage and touring productions across the UK, appeared in award-winning plays and films, worked at the National Theatre, produced and directed both plays and musicals, worked along-side West End productions, and established the English Theatre in Venice.


As an actor I have excellent communication skills rooted in empathy, audience engagement, voice and speech techniques, storytelling and presentation skills. As a practitioner I have excellent organisation, logistical management, creative thinking and collaboration skills to work with large teams to bring concepts and ideas to life.


A full list of acting credits can be found on Spotlight, and other off-stage producer and director credits can be found at


Actor’s Creative Team: Actor Agent,

Theatrical agent representing actors and performers with joint responsibility for all aspects of the agency but leading on marketing, brand awareness and event management. Other duties included:

  • Representing clients to casting directors, producers and directors

  • Negotiating contracts

  • Chairing meetings

  • Marketing the agency

  • Recruitment and training

  • Financial administration

See Tickets: Account Executive, Group Sales

See Tickets managed the box offices for over a dozen West End theatres along with hundreds of events across the music, entertainment, attraction and exhibition sectors. As Group Sales Account Executive I managed the ticketing requirements for multiple high-profile clients, while also supporting other group booking requests.


Duties included:

  • Management of key accounts for major clients in the travel industry to help build their business

  • Co-ordinating ticket sales for the school groups, coach companies, tour operators and the wider group travel industry

  • Box Office management of West End theatres

  • Sales and marketing support creating public resources and internal reports

  • Successfully managing customer service issues

  • Establishing training programmes for new team members


Pell and Bales: Telephone Fundraiser

Telephone fundraiser for various charities and not for profit organisations such as Greenpeace, Oxfam, Save the Children, Water Aid, and Gift Aid.


Carphone Warehouse: Sales Assistant and Duty Manager

General retail duties including sales of products and services at multiple stores, providing additional customer service support, stock control responsibility, duty management, and staff training for new employees.


Players Theatre: Duty Manager

Bar Manager and Duty Manager for public bar and after-hours private members club. Duties included general bar operations, service, staff rota and training, stock control, cellar management, promotions and marketing, and growing the club membership.


Tandy: Sales Assistant,

General retail duties including sales, customer services, stock control and banking at the Scarborough and Stratford branches.


National Student Drama Festival: Local Organiser,

Working as part of the Local Organiser Team from University College Scarborough, running the festival box office, co-ordinating workshops (scheduling, practitioners, facilities, advertising), general Front of House duties for shows and discussions, and developing a strong understanding of festival management and delivery.


Scarborough District Council: Bar Supervisor,

Operating and supervising bars across Scarborough Borough Councils various venues including the Spa Complex and Whitby Pavilion, running permanent bars and managing pop-up bars during functions and events.


Barnsley College: Youth Theatre Leader,

Assisting the running of weekly drama clubs for children aged 4-12 years during term-time, devising lesson plans, supporting children’s learning, and assisting in the rehearsals for performances.



Specialist Skills:

  • An acute understanding of the education sector, the Creative Industries, and the benefits of creative learning.

  • Budget, resource, and staff management including leadership and staff development

  • Experience in developing and maintaining partnerships

  • Communication skills, including public speaking and presenting

  • Event and project management

  • Marketing strategy and management

  • Logistics, planning and co-ordination

  • Sales and marketing

  • General management




The Academy Drama School: Company Course, post-graduate acting course, 1999-2000

University College Scarborough: BA Honour’s Degree: Theatre Studies & English Literature, 1995-1998

ARTTS International, York: Acting Summer School, 1997

Penistone Grammar School: GCSE and A-level, 1988-1995


I have participated in workshops and short courses with Frantic Assembly, Forced Entertainment, Compass Theatre, Stomp, The RSC, 1157 Performance Group, Theatre de Complicite, Fecund Theatre, John Wright – Wright School, Glenn Walford, Society of Theatre Research, Sword Play and the Actors Centre.



Personal Goals:

  • To instigate change within the education sector to recognise the value of creative learning within education, and its understanding of the breadth of career opportunities within the creative industries

  • To collaborate with industry peers to influence government policy and the media to recognising the value of the creative industries to the UK economy




Contact details available on request:

© 2020 by Adam Milford

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