Powering One of the World’s Largest Dog Shows
30 STAFF PER DAY | 2 EVENT MANAGERS | 5 EVENT DAYS | 120+ SHIFTS
Crufts is the largest dog show in the world, welcoming tens of thousands of visitors to the NEC Birmingham each year. For Crufts 2026, EXECUTIONAL delivered a large-scale staffing operation on behalf of The Royal Kennel Club to drive engagement and support sign-ups for the newly launched Crufts Club membership programme.
With a highly visible presence across the show floor, our team helped connect dog owners with the benefits of Crufts Club—offering expert advice, exclusive content, and ongoing support for dog lovers all year round.
This activation required significant coordination, planning, and on-site leadership to ensure consistent engagement across the four-day event.
On the Ground
• Welcomed visitors and introduced the Crufts Club membership
• Engaged dog owners in conversations about dog care
• Registered new members using iPads for fast digital sign-ups
• Delivered quick 30-second membership pitches
• Managed queues and encouraged two-minute pre-registrations
• Supported additional show activities including Polaroid photo areas
• Directed interested visitors to Kennel Club representatives
Why It Worked
• A well-managed team ensured constant visibility and engagement
• Clear messaging made the Crufts Club offer easy to understand
• Fast digital sign-ups reduced friction during busy show periods
• Professional staffing reinforced the credibility of The Kennel Club
• Strong operational leadership kept the activation running smoothly
Event Management & Operational Delivery
Two dedicated Event Managers coordinated the team on-site, ensuring staffing coverage, performance standards, and smooth operations across the venue.
Behind the scenes, EXECUTIONAL also provided full project management support, including recruitment, scheduling, training delivery, operational planning, and on-site preparation.
Pre-event planning included a full training day, staff briefings, and site preparation to ensure every team member understood the messaging, GDPR data capture requirements, and engagement targets.
Planning a large-scale event activation?
EXECUTIONAL specialises in delivering high-volume staffing solutions for major events, exhibitions, and national campaigns—combining strategic planning, experienced event managers, and energetic brand ambassadors to ensure flawless delivery.
