six B747 freighters. According
to Martins, a typical tour
involves two B747 freighters
plus commercial lift on
scheduled fl ights. “Bigger is
better. People have come to
expect this,” he remarks.
Sometimes the timing
allows for a mix of ocean
containers and commercial
airfreight, and sometimes it’s
a combination of charter and
scheduled lift. When it comes
to airline selection, the type of
aircraft the organisation fl ies is
a key factor, but their fl exibility
and processes, as well as which
market segments they serve,
also come under scrutiny.
Ultimately, the relationship
should be a partnership based
on solid understanding. “They
know and understand your
requirements, how you work,
they know the criticality of
the markets we serve,” adds
Martins.
A growing operation
Last October the company
announced a signifi cant
incremental investment
in Triple M Entertainment
Logistics, a logistics provider
to live event shippers based in
Rock-it itself underwent a change in ownership in August of
2018, when private equity fi rm ATL Partners acquired a majority
stake in the logistics company. ATL is targeting the aerospace,
transportation and logistics sectors. Its investment portfolio
includes Pilot Freight Services and has included aircraft leasing
fi rm Sky Leasing.
“We believe that by partnering with ATL, who know and
understand our core logistics solutions well, we can accelerate
growth by capturing more opportunities in our existing end
markets and aggressively pursue adjacent markets through
organic initiatives and strategic acquisitions,” commented
Bernstein at the time.
For his part, Martins has been looking to broaden Rock-it’s
capabilities. Last year the company set up its own in-house
charter group. On average, Rock-it executes 250-300 wide-body
charters in a year, but this move also aims beyond its own needs,
offering charter brokerage for third parties.
Over the years the company has diversifi ed beyond rock
and pop music to a number of other fi elds. Besides the logical
expansion to other music acts, like classical concerts, it moved
into stage and theatre productions, from Broadway acts and plays
in London to opera performances in San Francisco. It has also
counted Cirque du Soleil among its clients for some years. Film
and broadcast has been another area for recent expansion.
“We are currently moving all the broadcast equipment for the
Australian Open to Melbourne,” says Martin, by way of example.
This sporting life
Sports events represent a huge market for the fi rm, something
that offers lots of room to grow. It has organised the logistics
of National Football League games in Europe, it will handle
the World Endurance event this year and has been involved in
Formula One logistics in collaboration with DHL.
“Sports is becoming a big part of our business,” states Martins.
“The end is the same: getting the equipment there at the right
A not atypical tour scene, as event
equipment on the ramp awaits the
loading process
Antwerp. In the wake of the
deal, the Belgian forwarder
became a member of the
CargoLive Logistics family, a
subsidiary of Rock-it.
In the main, management
is looking for organic growth
and continues to work
with partners it has been
collaborating with for years.
In part, the investment in
Belgium is a response to Brexit,
as Rock-it’s main European
base is in London, where it has
multiple facilities.
The show must
go on, so we have
to make sure we
have an option B
Paul Martins, President and CEO,
Rock-it Cargo
“In anticipation of
unforeseen Brexit challenges,
strengthening our presence
on the continent makes
pragmatic business sense,”
Martins commented when the
deal was announced.
www.airlogisticsinternational.com February 2020 25
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