The success story of the in-house B2B team at Wicked Direct continues with an announcement of Lee Stupple joining as the Groups & Travel Trade Sales Manager. They are also proud to reveal fantastic results of over £2 million of additional sales for Wicked in just 19 months.
Lee Stupple
Wicked Direct is the official supplier of tickets and more to the travel and tourism, corporate, and group leisure industries for the stage musical phenomenon Wicked at London’s Apollo Victoria Theatre. The team is delighted to welcome travel industry sales and marketing veteran Lee Stupple as Groups & Travel Trade Sales Manager from May 20th.
Lee Stupple has been working in the travel industry for 25 years, most recently as UK and Ireland Account Manager for Vox Group. They are the global leader for group-guiding and self-guiding technologies. Prior to that role Lee was the Sales and Marketing Manager at Hard Rock Café London.
About Wicked B2B offerings
Wicked has been an iconic and integral part of London’s cultural and visitor landscape since 2006. Incredibly, it has welcomed over 800,000 customers every year, with more than 40% being international visitors. Since launching its in-house B2B sales operation, Wicked Direct, in September 2022, it has generated an additional £2m in direct sales for the show that opened in 2006.
The sales team, led by Senior Sales Executive Christina Radukic, provides best-in-market package and group rates, best possible seat locations, and flexible terms. In addition they only work with trusted local partners to provide an exclusive range of additional products, including Afternoon Tea packages, fantastic group dining deals, pre-show receptions, and official workshop experiences.
The Wicked Direct website hosts four bespoke channels
Travel Trade (registered travel and tourism partners can securely book FIT tickets and more through the portal, with live global access to London inventory, instant booking confirmations, and seat numbers).
Group Sales (savings and benefits when booking 10+ tickets).
Corporates (VIP experiences, incentive groups, and corporate hospitality).
Youth + Students (savings and benefits for student, youth, and education groups, including domestic and international inbound tour groups).
Lee Stupple said: “I’m delighted to be joining Wicked Direct and to being part of its fantastic success and continued growth. The stage production of Wicked is a world-class product, which is not only relatable to worldwide audiences but accessible to them thanks in no small part to the collaboration the show has with travel and tourism trade. I’m looking forward to supporting the team and cultivating new and mutually beneficial partnerships and relationships on behalf of the show.”
Michael McCabe, Executive Producer of Wicked in the UK said: “Since opening in 2006, Wicked has become synonymous with all that is great about the capital’s cultural and visitor landscape. Our enduring commitment to the travel and tourism industry resulted in the formation of our own sales operation, Wicked Direct, in 2022, providing clients with the opportunity to access tickets directly from us, as well as benefitting from a range of exclusive savings and extras. We’re now delighted to welcome Lee Stupple to our expanding operation.”
Wicked continues to receive rave reviews and coveted awards
“One of the all-time musical theatre successes” (The Guardian), the Tony®, Grammy®, and Olivier award-winning musical by Stephen Schwartz and Winnie Holzman opened in September 2006 at London’s Apollo Victoria Theatre, where it is already the 10th longest-running West End show in British history.
Tickets to Wicked
Group and FIT tickets for Wicked are currently on sale to December 2025 at www.WickedDirect.co.uk
