The evolution of Encore

Now in its 18th year, Encore has developed a global ticket distribution network.  Online retailers, tour operators around the world, coach companies, schools and consumers trust Encore to deliver solutions that make buying a ticket easy. Groups or individuals can buy through Encore and its partners with confidence in our exceptional service.


Encore, the UK’s largest independent ticket company, is a primary partner to all of London’s West End theatre and producers. In addition, audiences of Encore can reach off west end, fringe and touring shows, attractions, exhibitions, river cruises, concerts and events which make up Encore’s unrivalled offering.


Our team of 150 experts are based in central London and share a passion for live entertainment. Encore has processed over £1 billion of tickets sales since the company started in 2000.

Encore: a name you can trust

Encore is a fully bonded ticketing agency. We are full members of both The Society of Ticket Agents and Retailers.​  Encore is also a member of various trade associations, striving to make booking theatre tickets simple for their members, offering the widest distribution of any ticket company and resulting in increased sales and profile of West End Theatre.

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Meet the Encore team

Joe Steele

Chief Executive Officer

Joe Steele joined Encore as CEO in Jan 2018 with significant digital growth and leadership experience built during a career that includes over a decade in leading travel, hospitality and consumer-led marketplace businesses. Joe was formerly Group CEO of Bookatable, recently acquired by and integrated into Michelin Group. He has held previous international digital leadership roles at Expedia, Tripadvisor and Thomas Cook Group.


As Chief Executive Officer, Joe is passionate about leading Encore into an exciting new growth era through a combination of core business expansion and development of product offering and market reach.


Joe holds degrees from Cambridge University and University of British Columbia.

Johan Oosterveld

Chief Operating Officer

Johan joined Encore in 2003 with a primary focus on growing and developing new distribution channels. During this time the company has grown and developed into its market leading position, completed two Private Equity backed MBO’s and continues to lead and innovate in our sector. Johan oversees all commercial and business operations of Encore, including our unrivalled B2B partner network and all marketing and ecommerce activities. 

Richard West

Chief Finance Officer

Richard joined Encore as CFO in Sep 2018 with significant experience in high growth technology businesses including Interoute and Mimecast.  Richard was formerly CFO at Clifford Thames and part of the management team who led the Private Equity backed MBO in 2014.  During the subsequent period the business saw substantial growth in revenue and profit both organically and through acquisition and launched a number of new products. In 2017 the business was acquired by a leading US automotive business.


Richard was recognised for his talents and was Awarded CFO of the Year at the FD Excellence Awards in London in 2017.

Nick Benjamin

Chief Technical Officer

Nick joined Encore in March 2018 from World Stores where he held the position of CTO. He has a strong background in Engineering and Enterprise and Software architecture. His previous roles include Head of Architecture at Reed Exhibitions & Director at Ambitechnology Limited.

Chris Ryan

Commercial Director

Chris Ryan joined the company in 2006 having successfully overseen the turnaround and sale to Encore of Advance Box Office. He has twenty years of experience in production, artist management, marketing and ticketing in the theatre and entertainment industry and in 2009 completed his MBA at Henley Business School.


Chris and his team looks after all aspects of Encore’s product supply, pricing and industry relations whilst providing marketing services for the wider business.   


Outside of Encore Chris is a keen rugby and arts fan, has served two terms on the board of STAR (Society of Ticket Agents and Retailers) and is a member of the business advisory board at the Guildford School of Acting.

John Wales

Director & Co-founder

Since 1982, John has worked in the travel business in a range of companies from ferry & tour operators to restaurant groups and ticket agents. The vast experience amassed on all sides of the business has contributed to the understanding of the solutions and service standards required by the industry and management and motivation of teams of employees.


John sits on the board of the Coach Tourism Council and on committees for ETOA as well as enjoying theatre, good restaurants, fine wines and Leeds United.

Ashley Herman

Director & Co-founder

Ashley Herman began his career in the theatre at the age of 17. He has since produced or co-produced over 35 West End shows. In 1981 he founded Applause, the UK's first travel-trade dedicated ticket agency which grew into one of Europe's largest independent agencies. In 1989, on behalf of Cameron Mackintosh, Ashley launched Theatre Direct International in New York. TDI grew rapidly and is now known as Broadway.com. In 1997 Ashley sold Applause and in 2000, with his colleague John Wales, founded Encore.


In addition to Encore, Ashley continues to be involved in theatre production and is Chairman of the World-renowned GSA Conservatoire for Musical Theatre, Acting and Technical Theatre.

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Built by experts for experts

Encore was established in 2000 by John Wales and renowned theatre producer Ashley Herman, along with shareholders from the world of business and theatre to fulfil the need for a specialist ticketing company focused on delivering a full service to third parties in the travel industry, group organisers and online distributors.