about
Built for the crew, by an IATSE journeyman.
soXal is an entertainment goods & services company — we produce live events, supply the goods, and consult on the hard calls. The difference is what we run on.
who built this
Built by someone who works the calls. A blue-collar San Francisco Bay Area native who spent years on the headset — touring rooms and corporate ballrooms, the 6am load-in and the 2am load-out, the calls that go sideways and the ones you save. Not a founder who read about the industry. One who lived in it.
The pattern was always the same: every show began from a blank page. The same advances re-typed, the same vendors re-found, the same crew-call guesswork — show after show, shop after shop. A whole industry running on tribal memory and group chats.
So — with the help and influence of big-time Silicon Valley mentors — he built the brain the industry always wished it had: one that reads every job, prices the bid, routes the crew, and tracks the footprint. Then wrapped a production company around it. Crew by trade, builder by obsession — and he knows how to send it. soXal is the result: working crew, an unfair technological edge, and a stubborn belief that every show comes back smarter, leaner, and greener than the last.
what we stand for
The job, done right.
memory
Every show, smarter than the last
The industry forgets. Advances get re-typed, vendors re-found, crew calls re-guessed. We keep the institutional memory so the next job starts from everything the last one learned.
fairness
Crew-first, and defensible
When we route crew, the queue is ranked, the offers are logged, and the receipts hold up. The people on the headset built this — so it works the way the floor actually works.
footprint
Greener, on purpose
We measure a show's footprint, cut what counts, and hand you the report. Sustainability you can prove, not green theater.
Built by working entertainment crew, in collaboration with IATSE professionals.
Let’s optimize.
Tell us about your show. We’ll bring the crew, the goods, and an edge no other shop can match.
start a project →