SPOR Group Featured in AV Magazine: 1.9 Million Views, a Book and Why Workplace Technology Is Not About AV
- Chris Gore
- May 6
- 4 min read
SPOR Group CEO Chris Gore featured in AV Magazine. 1.9 million YouTube views, a forthcoming book and SPOR Group's market position explained.
Chris Gore| Updated 2026
Press Feature
Chris Gore, CEO of SPOR Group, was featured in AV Magazine on 5 May 2026. The article covers SPOR Group's market positioning, the viral YouTube video reaching 1.9 million views and Chris's forthcoming book Work Isn't Working.
The YouTube Video That Went Viral
The video that reached 1.9 million views is called Microsoft Teams Is Watching You — Here's What They See. It explains, in plain terms, how an employer can monitor employee activity using features built into a standard Microsoft 365 licence. Things most employees do not know are possible. Things most IT managers have never communicated clearly to their teams.
The video was not a calculated viral play. It was the same kind of content Chris has been making for a year, direct, honest, aimed at real people facing real workplace technology decisions. It resonated because it addressed something people actually wanted to understand but had no straightforward way to find out.
The channel, The Future Workplace, has posted 245 videos over the course of a year. This was the first to break through at that scale. The approach has always been the same: people buy from people, so put a face to the business and talk about the things that matter. Not polished corporate content. Not room showcases. The why behind workplace technology. Read the full Microsoft 365 monitoring guide: Microsoft 365 employee monitoring — what your employer can see.
Not everyone in the AV industry has been enthusiastic about this approach. Chris acknowledged in the AV Magazine interview that he has had direct exchanges with people who made their view clear. His position is straightforward: if it does not resonate with you, that is fine. It is not for everyone. The content is aimed at the businesses and individuals who find it useful, and the 1.9 million views suggest there is no shortage of those.
Check out the video
Where SPOR Group Sits in the AV Market
The AV industry has consolidated significantly. There are now a small number of very large integrators operating at scale across global accounts, and then a fragmented mid-market of smaller companies. SPOR Group's positioning is deliberate. The company works on mid-market projects, typically up to one million pounds in value, for medium-sized businesses.
As Chris told AV Magazine: We recognise that there are five or six big AV companies out there and we have embraced the fact that they are there. We are not going to fight those guys. Where we sit in the market is at the level below that and we are very good. We have a good reputation with medium-sized businesses and projects up to one million pounds.
SPOR Group was founded in 2019 by Chris Gore and Chris Spence. The original idea was standardised meeting room packages to speed up rollouts and give end users a consistent experience. In practice, customers kept wanting customisation that undermined the buying power of standardisation. The company adapted. The current model is built around proper mid-market projects delivered with a level of accountability that larger integrators do not always apply to clients at that scale.
The company now supports more than 1,500 meeting rooms across the UK, Europe and Asia. Every installation is backed by SPORTrack, SPOR Group's remote monitoring platform. As Chris has written in Entrepreneur UK and discussed in the Croner article, the philosophy is consistent: the install is not the end of the job. The ongoing performance of the room is.
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The Book: Work Isn't Working
The forthcoming book is called Work Isn't Working: Why most companies get workplace technology wrong and the 5-step fix. Chris has received the cover art and the publication is forthcoming.
The honest origin of the book is a conversation that keeps happening. Senior leaders are about to spend serious money on an office move or a workplace technology overhaul and have no real framework for thinking it through. They know what they want the outcome to look like. They do not have a structured way to get from the current state to that outcome without making expensive mistakes along the way.
The book is built around the DITAM framework that SPOR Group uses internally with every client. It is aimed at business leaders navigating office moves and workplace technology decisions rather than at the AV industry itself. The audience is the people making the decisions, not the people supplying the kit.
This connects directly to the thinking behind the YouTube channel. The channel is not about AV. As Chris said in the AV Magazine interview: it is not about AV. It is about the workplace and it is about productivity. The same applies to the book. For more on this thinking, read Buildings Are Broken. Here Is How to Fix Them.
The full AV Magazine article is available at the link in the press feature box at the top of this page. It covers the wider context of SPOR Group's positioning in the UK AV market and the industry's response to companies that take a different approach to marketing.
Want to Work With a Workplace Technology Company That Thinks Differently?
SPOR Group works with medium-sized businesses across the UK on projects up to £1 million in value. Start with a conversation.
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