Truelink Capital has broadened its presence in the experiential and live events sector through the acquisition of 2Heads by its portfolio company GES. The deal further enhances GES’s global experiential agency Spiro by adding new creative depth, expanded geographic reach, and strengthened digital capabilities across North America and Europe.
The acquisition marks the first add-on for GES under Truelink’s ownership. It advances the private equity firm’s strategy of building a scaled global platform in experiential marketing and live events.
Founded in London with additional locations in Los Angeles and Montreal, 2Heads specializes in developing immersive, design-driven brand experiences for major technology, financial services, and consumer brands. The agency will integrate into Spiro, which leads GES’s experiential offerings and works alongside other GES business units, including GES Exhibitions, OnPeak, SHOWTECH, and Visit. The combination creates a more comprehensive ecosystem for brands seeking strategic, creative, and globally coordinated experiential initiatives.
Truelink Capital described the transaction as a meaningful milestone in its value creation strategy for GES. The firm focuses on operational transformation, growth acceleration, and add-on acquisitions across industrials and technology-enabled services. By adding 2Heads to the platform, Truelink aims to enhance GES’s ability to deliver integrated, data-supported experiential solutions at scale.
GES leadership emphasized the combination’s impact on expanding Spiro’s creative capabilities, geographic reach, and client offerings. The agency gains a deeper presence in the United Kingdom and Europe while giving 2Heads clients access to Spiro’s extensive global delivery infrastructure. Leaders from both organizations highlighted shared values in creativity, innovation, and delivering memorable brand experiences.
The acquisition also amplifies Truelink’s growing portfolio of companies in live events, experiential marketing, and related services. The firm intends to continue expanding the platform through strategic initiatives that build long-term value and support the evolving needs of global brands.
KEY QUOTES
“Truelink’s investment strategy centers on partnering with exceptional companies that are shaping their industries through innovation and client impact. The GES acquisition of 2Heads builds on that strategy, enhancing our ability to deliver integrated, data-driven, and creative experiential solutions on a global scale. This is another meaningful step in advancing our vision for GES and its brands as the premier end-to-end partner for live experiences worldwide.”
Luke Myers, Co-Founder and Managing Partner at Truelink Capital
“The acquisition of 2Heads reflects our continued commitment to expanding GES’s global experiential capabilities through Spiro. By combining 2Heads’ creative excellence with Spiro’s strategic creative, reach and delivery infrastructure, we’re creating a more comprehensive and connected ecosystem, one that accelerates growth for our clients and strengthens our leadership in the experiential space.”
Derek Linde, CEO of GES
“2Heads shares our belief in the power of creativity and innovation to connect brands and people. Together, we’ll build on that shared vision by exploring new ways to deliver impactful, strategic creative experiences, while ensuring continuity for the clients and teams that make both agencies exceptional. This combination expands our global presence and gives 2Heads’ clients access to Spiro’s worldwide scale, enabling us to deliver extraordinary experiences wherever their audiences are.”
Jeff Stelmach, Global President of Spiro
“For more than four decades, 2Heads has championed the power of creativity and innovation to augment the brand experience and transform how household names connect with people. Joining Spiro allows us to amplify that vision on a global scale, expanding what’s possible for our clients while staying true to the craft, culture, and partnership that define who we are.”
Paul Godwin, Managing Director of 2Heads
