Each week, we will focus on a StandOut individual who has been extraordinary within the events industry. This week it is Katherine Herzog Parsons, group CEO at Steeldeck.

How did you get into the events industry? Where has your career taken you and what roles have you enjoyed?
I began my career in finance and venture capital, working with small businesses to help them scale. But Steeldeck has always been in the background of my life — my father founded the company, and I’ve seen it evolve from a small operation to an iconic brand in staging and seating. Taking on the group CEO role was both a personal and professional step forward. It’s a company I’ve known for years, and I’m excited to help shape its future.

I’ve always been drawn to roles that involve growth, problem-solving and building strong teams. What I enjoy most now is supporting the people who make things happen on the ground. At Steeldeck, we manufacture in London, New York and Los Angeles, and our operations teams in London and Manchester deliver everything from major festival stages to flexible seating installations. It’s been rewarding to help connect those teams, share knowledge, and support them as they continue to deliver such high-quality work.

What is it about your job that you love doing?
It’s seeing how committed and capable the teams are. Whether it’s a last-minute venue change, a custom design challenge, or a tight install schedule, they approach it with calm confidence. Their technical skill and practical thinking are what make projects succeed. My role is to make sure they have what they need to keep doing that – whether it’s equipment, investment, or support.

What’s been the stand out moment of your career so far?
There have been quite a few. In the past year alone, the UK team delivered more than 1,700 events. We’ve supported more than 100 theatre productions, 60+ festivals, and almost 200 film and TV shoots. There were major builds at Glastonbury, All Points East, Boomtown and BST Hyde Park – and we created a striking 10×5×5 metre rainbow runway for Absolut at Mighty Hoopla. The team also helped pilot the UK’s first modular staging training programme with ESITS. These kinds of achievements are only possible because of the expertise and dedication of the people involved.

Steeldeck is the most sustainable product I know – almost too sustainable from a business perspective! It lasts over 25 years and just needs retopping. It’s modular, reusable, and endlessly reconfigurable, which means we can reduce waste and avoid constant repurchasing. Its steel frame resists damage and decay far better than timber or composite alternatives. Even when a platform is no longer in use, it can be repurposed or recycled—zero landfill. The longevity means its carbon footprint per use is incredibly low over time.

What’s been your biggest achievement? Equally, what have you done that you can now look back on and cringe?
I’m proud of how the teams have adapted, especially over the past few years. They’ve dealt with shifting deadlines, logistical challenges, and new safety requirements and they’ve kept delivering. One of the best signs of that is how many of our clients keep coming back. That’s down to the trust they place in the crews and project managers they work with.

What key pieces of advice would you give to someone starting in events?
Learn by doing. Spend time on site. Ask questions. The people building and delivering are the best teachers. Be prepared for things to change – flexibility is key – and always make safety a priority. Lastly, value the team around you. No one gets anything done alone in this industry.

What career goals do you have and where do you see yourself heading? For example, is there an event that you would love to work on but haven’t?
We’re focused on strengthening connections between our UK and US operations, particularly on sustainability, and continuing to improve how we support large and complex builds. The scale and variety of events we’re involved in continues to grow, and we’re excited to keep evolving with it. We are also excited about larger opportunities – such as the Los Angeles Olympics and the upcoming World Cup.

Nominate your #EventProf of the week or sponsor an #EventProf and align your brand with the best in the industry by emailing marketing@standoutmagazine.co.uk