From Crown to Company: How G of G Inc. Became a Staffing Powerhouse

Before G of G Inc. was staffing some of North America’s biggest events, its founder Jennifer Hing was wearing a very different hat—a crown.

After being crowned Miss Teen Canada in 2003, Jennifer found herself surrounded by modeling and acting opportunities. But instead of jumping straight into the spotlight, she made a strategic move: she finished her education, took stock of her firsthand experience, and spotted a gap in the market that she knew she could fill better than anyone else.

That insight led to the launch of G of G Inc. in 2009—and the rest is a story of ambition, adaptability, and seriously impressive growth.

Big Personalities. Bigger Vision.

From day one, G of G Inc. focused on one thing: people. Specifically, recruiting the best and brightest brand ambassadors, promotional models, and event professionals across Canada. That people-first approach paid off quickly, fueling rapid and sustainable growth and turning G of G Inc. into one of North America’s premier staffing agencies.

The magic formula? Pairing magnetic personalities with expert brand management.

Today, G of G Inc. delivers customized staffing solutions for marketing campaigns across virtually every industry—dining, tech, automotive, lifestyle, and more. Whether it’s a single in-store demo or a massive, cross-country tour, they’ve got it covered.

And it doesn’t stop at brand ambassadors. Their roster includes:

• Team leads

• Photographers & videographers

• DJs

• Hair & makeup artists

• Production assistants

• Security staff

• Mascots & handlers

Basically, if an event needs it, G of G Inc. can staff it.

Boutique Feel, National Reach

What truly sets G of G Inc. apart is its ability to offer boutique-level service with nationwide scale. Clients get the personalized attention of a smaller firm—without sacrificing the resources and responsiveness of a large agency.

That balance has earned G of G Inc. a seat at some of the biggest tables in the industry, staffing events like:

• Toronto International Film Festival

• NFL, MLB, and NASCAR events

• PRIDE festivals across North America

• Children’s Aid Foundation holiday events

“Our success comes from adapting to any industry while deeply understanding the experiential space,” says Jennifer. “Strong relationships, a personalized approach, and high-quality execution are what make every campaign exceptional.”

Rapid Growth (Without Forgetting Their Roots)

Since launching, G of G Inc. has grown at an impressive pace. What started in Toronto expanded across Canada and into the United States in 2015—after repeated requests from clients who wanted the same level of service south of the border.

Today, the company operates out of Toronto, New York, and San Diego, working with everyone from local startups to global luxury brands and national tours.

Still, growth hasn’t changed their values.

“Above all, we partner with brands whose values align with our own,” explains Megan. “Inclusivity, professionalism, and meaningful engagement aren’t optional—they’re essential.”

A Network Built on Diversity & Opportunity

One of the most remarkable evolutions at G of G Inc. has been the expansion of its talent network. From a small team of brand ambassadors in Toronto, the company has grown into a roster of nearly 9,000 independent contractors across North America.

That growth is especially meaningful as a women-founded and women-led company, launched at a time when women—particularly minority women—were underrepresented in the event marketing world.

“G of G Inc. is committed to fostering a truly diverse and inclusive work environment,” says Megan. “We actively seek individuals who bring different perspectives to every project, and we expect the same commitment from our clients and contractors.”

Quality First. Always.

With thousands of contractors and events happening everywhere, maintaining consistent quality is non-negotiable. G of G Inc. does this through a combination of hands-on relationship building and structured internal processes with multiple quality checkpoints.

The result? The right people, matched to the right events, every time.

But success isn’t measured only in numbers.

Of course, industry awards and campaign features are exciting wins—but the real indicator of success is referrals. Contractors regularly recommend G of G Inc. to their peers, and new clients often arrive because someone they trust had a great experience.

“That kind of word-of-mouth is incredibly validating,” says Anna. “It tells us that the care and respect we show our team truly makes a difference.”

More Than Staffing—A Community

At its core, G of G Inc. isn’t just a staffing agency. It’s a network built on trust, inclusivity, and genuine human connection—proof that when you put people first, growth follows naturally.

And honestly? This story is just getting started.