Tazaar's GeoTag Technology Provides Industrial Strength GPS Tracking For Assets

Forbes

17-04-2025

Every year, businesses in the events and production industries lose large amounts of money due to stolen, lost and misplaced equipment. Whether it's expensive lighting rigs, high-end cameras or sound consoles, when a piece of equipment goes missing, the impact goes far beyond the price tag.
Equipment theft, delays and misplacement remain some of the most disruptive and costly issues in the events industry. A speaker left behind at a venue or a flight case shipped to the wrong location can derail an entire event. Beyond the direct financial impact, these losses can affect reputations, client confidence and the ability to deliver on time.
'Missing equipment doesn't just cost money, it costs trust,' says Graham Gosden, Managing Director of APT-GB, a UK-based audio manufacturer that's decided to integrate asset tracking into its operations. 'If key gear doesn't turn up, the event is at risk. At least with tracking, you can see where the problem is and make a plan.'
To solve the problem, many professionals turn to consumer tech like Apple's AirTags. While these devices are popular for tracking keys and luggage, they can fall short in a professional setting.
AirTags rely on nearby Apple devices to report location, meaning sometimes they're only effective where there's dense iPhone usage. For gear that's stored in remote venues or transported across borders, this could lead to dead zones and unreliable updates. Worse still, some companies report spending thousands a year on AirTags, managing multiple accounts with no central oversight.
That's why experienced live events technician Stuart Campbell describes GeoTag, Tazaar's new professional-grade tracker, as 'AirTag on steroids.'
'I've had kit go missing at events,' says Campbell. 'GeoTag gives us what AirTags never could: proper visibility. It's built for our world, not the consumer one,' he adds.
Designed and manufactured in the U.K. by Tazaar, GeoTag is a patent-pending GPS-enabled tracker designed for the professional production and events industries. GeoTag uses GPS satellite signals, providing accurate updates in real-time, even in remote areas, without relying on mobile data networks.
GeoTag is already being used and integrated into production gear by early adopters such as Graham Gosden's team at APT-GB. But GeoTag does more than show where something is, it records where the kit has been.
Tazaar says the GeoTag system isn't just about asset security; it's about peace of mind. Knowing where critical assets are and being able to prove it gives teams more control, more confidence and fewer surprises.
GeoTag doesn't just reduce the cost of lost gear, says Tazaar. It helps prevent the domino effect caused by missing equipment. Delays, last-minute hires and missed deadlines become avoidable. Technicians know where their gear is. Operations teams can stay ahead of problems.
Tazaar GeoTag is available to order at a special introductory price. Early adopters can access the technology now but initially stock is limited.