The UK talent management industry has grown significantly in recent years – adapting to shifts in creator culture, audience demand, and new digital platforms. Behind the scenes are the talent managers and agents, creating strategists, driving growth and shaping the direction of the creator economy and supporting some of its most influential voices.
But who are the people powering this industry? And how has the talent management workforce evolved?
In their latest report, SUMO takes a closer look at the gender, ethnicity, and age makeup of teams across the UK’s leading digital and entertainment-focused talent agencies. With over 7 years at the forefront of talent management recruitment, SUMO brings a unique industry perspective and precise data on the exceptional talent behind the talent.
Whilst the results are encouraging in certain aspects, there are also significant areas where progress has stalled.
A Growing Industry – But With Familiar Patterns
The overall talent management population in the UK has grown by +11.34% over the last 12 months. Hiring is up, particularly across digital-first agencies, with the intersection between digital and entertainment remaining the commercial sweet spot. Athlete representation is fast becoming significant for many agencies – we see this becoming an increasingly competitive component of the industry.
Staff attrition is rising, especially among small and mid-sized agencies. While growth remains steady, retention challenges are becoming more visible as the industry grows, and competition for top talent management professionals increases.
Gender Progress at the Top
The sector remains female-led at both workforce and leadership levels:
- 73% of employees are women
- 57% of CEOs, founders and senior executives are female
- 68% of new digital agencies were founded by women
- 83% of agencies with senior teams have at least one woman in leadership
This reflects a positive shift in leadership representation, with more female founders emerging across new and established agencies.
Ethnic Representation Has Stalled
Despite the growth in overall workforce numbers, ethnic diversity in leadership has seen little movement:
- Just 13% of CEOs and senior leaders come from ethnic minority backgrounds
- Among employees, 14% identify as from ethnic minority backgrounds
- The vast majority of leadership – 87% – remains white.
This signals a clear gap in progression and raises important questions about how agencies are identifying, developing, and promoting their clients from underrepresented backgrounds.
A Youthful Workforce
With 74% of employees aged 25–34, the talent management industry is clearly attracting early-career professionals. Just 14% of the workforce is aged 35 or above – a reflection not only of who’s entering the space, but also of how young the industry itself still is.
This energy brings fresh thinking and agility – but it also raises important questions:
- How will agencies support and retain this younger generation long enough to grow into senior roles?
- What does long-term career progression look like in a sector that’s still finding its shape?
What’s Next?
As talent management continues to mature alongside the creator economy, the makeup of its teams matters. A more representative workforce helps agencies better understand creators, audiences, and the cultural moments they’re navigating.
In a follow-up feature, The Talent Times will hear directly from agency leaders, founders, and creators themselves – reflecting on these findings, sharing their lived experiences, and exploring what meaningful change could look like.
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