London, UK, 28 April 2026 - Line-Up, the commerce platform for live entertainment, today announces the launch of Reach, a new product. Reach enables venue operators, touring producers, ticketing agents and brands to sell tickets to shows at other venues through a single platform by connecting directly to the venue’s primary ticketing system.

Reach eliminates the manual allocations and fragmented data that have long defined ticket distribution. Instead of negotiating seat blocks and managing spreadsheets, sellers connect once to a venue’s ticketing system, and events, performances and availability are imported automatically. Every sale syncs back in real time.

Reach is not simply middleware. Line-Up is a full primary ticketing platform, with box office, eCommerce, reporting, CRM and marketing tools. Reach extends that capability by pulling in inventory from other systems. Clients can set prices, add fees, run promotions, attach add-ons and sell through their own market-leading checkout, while the venue simply provides API access, with no change to their existing setup.

Line-Up clients can use Line-Up as a primary system for venues and inventory they control, and Reach for shows at venues on other systems. This hybrid model, combining primary ticketing with cross-platform distribution, is unique in the market.

“We kept hearing the same question from clients: how do I sell shows where the inventory isn’t on my system?” said Barnaby Clark, CEO of Line-Up. “Manual allocations aren’t practical. We knew these systems had APIs, and agents were already selling from them. The question became: why not solve this properly? Reach is the answer.”

Reach serves three distinct segments.

Venue operators and theatre groups looking to offer Ticketing as a Service (TaaS) beyond their own walls, bringing mixed inventory into a single platform and brand.

Touring producers selling centrally across multiple venues, replacing thousands of manual allocations with a single API-connected platform.

Agents and brands aggregating inventory from multiple systems into a single, branded retail experience, focused on audience growth while Line-Up provides the infrastructure.

Reach is not a concept. It is already powering sales for several high-profile clients:

LW Tickets, the consumer-facing ticketing operation from LW Theatres, launched in July 2025. Using Line-Up for venue inventory and Reach for third-party shows, it now sells under a single brand across leading productions and experiences.

Entertainers, a touring producer with 2,500 shows at 400+ venues per year, launched Entertainers.tickets in 2024. Since then, they have sold over 1,500 shows centrally under the Entertainers brand. Previously managing manual allocations, Entertainers now sells for 50+ venues via Reach and manages all inventory on one platform.

SIX Tickets and Family Tickets both use Line-Up and Reach together to aggregate inventory from multiple systems into a single, branded retail experience. Family Tickets specialises in family events and powers sales for touring productions such as In the Night Garden Live and Peppa Pig’s Big Family Show. SIX Tickets sells for SIX the Musical.

Reach was unveiled at the Ticketing Business Forum in April 2026 and is available now. For more information or to book a demo, visit line-up.tickets/reach.

About Line-Up

• Line-Up is a leading commerce platform for live entertainment.
• A London-based software company founded in 2011, Line-Up operates in the UK and North America and processes over £350 million in ticket sales annually for venues, touring producers, immersive experiences, and ticket agents.
• Clients include LW Tickets, Theatre Royal Haymarket, Mamma Mia! The Party, Masquerade, The Lost Estate, Studio Seaview and The Traitors: Live Experience.
• Line-Up operates a flexible, customisable, and highly scalable ticketing platform, giving clients total control over their customer's ticket-buying experience.

Learn more at line-up.tickets/reach.