MAN IN LONDON PRODUCTIONS
Alan Greenhalgh has over 20 years of experience in business development, global communications, international trends, and social media marketing and training; he has worked with countless blue chips, media organizations, charities, and entrepreneurs. A post-graduate of marketing
management he has found a welcoming home in the dynamic cities of London and Istanbul having lived and worked all over the world: Cape Town, Mexico City, Dubai, Moscow and India.
He has help set up businesses and led their local and international growth as well as their PR and communications strategies.
As an impresario, Alan’s involvement in theatrical productions include Sex Addict for the Royal Court Theatre, How To Lose Friends and Alienate People for the Soho Theatre, Priscilla The Party! for HERE at Outernet, and Julie Burchill is Away at the Edinburgh Fringe.
Most recently as Executive Director for Outernet Venues, a £1bn new home for music and entertainment in central London, he helped parlay it into the UK's most visited attraction.
Previously, he has been the CEO of Troubadour Trust, the charitable arm of Troubadour Theatres working with National Theatre productions of War Horse and The Curious Incident of The Dog in the Nightime. Troubadour is currently represented by Starlight Express at Wembley Park Theatre and, coming in the Fall 2025, The Hunger Games at Canary Wharf.
JAMES STEEL PRODUCTIONS
James Steel Productions is a boutique general management and executive producing company specialising in new musical theatre. Headquartered in the UK and working globally, we support producers and creative teams from first draft to final performance - bringing clarity, structure and momentum to every stage of the process.
Founded by producer and consultant James Steel, the company offers a sharp blend of artistic insight and operational expertise. Our team is known for building trusted creative partnerships, delivering complex productions with calm confidence, and aligning creative ambition with commercial reality.
Whether managing a UK run, consulting on international transfers, or leading full-scale productions, we bring a strategic, data-led approach that’s built on transparency, collaboration, and professional rigour.
Notable work includes USHERS: The Front of House Musical (The Other Palace, Charing Cross Theatre, Edinburgh Fringe, West End), Fly More Than You Fall starring Keala Settle and a pivotal role in launching The Hope Theatre, where James helped launch the UK’s first in-house Equity agreement under the Professionally Made, Professionally Paid campaign.
James is a 2022 recipient of the Stage One Bursary for new producers and brings deep West End experience across ticketing, dynamic pricing, and audience strategy. This commercial grounding underpins our commitment to delivering distinctive, creatively-led work that’s operationally watertight.
At James Steel Productions, we’re quietly bold, creatively collaborative, and always forward-facing. We don’t just manage shows - we help shape the future of musical theatre.