Fernando Küfer

Chief Executive Officer Disguise

Last Reviewed: September 29, 2026

Executive Summary

Fernando Küfer is Chief Executive Officer of Disguise, the London company whose media servers and software are used to drive the screens and projections behind large concert tours, broadcast studios, immersive venues and virtual production stages. He came to the company from outside the entertainment industry: his earlier career was in finance leadership at consumer and retail groups including L’Oréal, The Body Shop, Gillette and Lidl Spain, followed by roles at the electric-bike businesses Ultra Motor and A2B Bikes, where he became CEO. At Disguise he has led an expansion into new locations worldwide and a 2021 investment from the Carlyle Group, with Epic Games taking a minority stake.

Career Highlights

• Chief Executive Officer of Disguise, named as such on the company’s own leadership pages and in dated trade press since January 2019.
• Director of the Disguise operating companies, Disguise Technologies Limited and Disguise Systems Limited, since 10 November 2017, according to Companies House.
• Led Disguise through a 2021 investment from the Carlyle Group, with Epic Games taking a minority stake and Livingbridge reinvesting.
• Heads a company whose technology has been used on Sphere, Eurovision, the NBA All-Star LED court and tours by Coldplay, Oasis and Radiohead.
• Previously CEO of A2B Bikes, and before that held CFO and senior financial roles at Ultra Motor, L’Oréal, The Body Shop, Gillette (now P&G) and Lidl Spain.

Professional Journey

Küfer’s career began in finance. Disguise’s biography of him describes 18 years of executive and leadership experience across retail and manufacturing, spent working in five countries, with CFO and senior financial roles at Lidl Spain, Gillette (now part of P&G), The Body Shop, L’Oréal and Ultra Motor. He then became chief executive of A2B Bikes, the electric-bike brand, which was his last role before Disguise.

Companies House records him as a director of Disguise’s UK operating companies from November 2017, and by January 2019 trade press was describing the company’s newly expanded senior team, including a new CFO, chief sales officer and chief technology officer, as “an executive team under the company’s CEO Fernando Kufer”. Disguise had been founded by Ash Nehru, who remains on the company’s leadership page as Founder, and its product grew out of the live-events world, where its servers are used to map video onto stages and screens.

Under Küfer the company widened its reach into broadcast, extended reality and virtual production. In March 2021 it announced an investment from the Carlyle Group, with Epic Games, the maker of Unreal Engine, taking a minority stake and existing investor Livingbridge reinvesting; Disguise’s own biography of Küfer credits him with opening locations around the world and bringing in that backing. The company’s year-end message for 2025, published under his name, points to projects including MDLBEAST Soundstorm in Saudi Arabia, tours by Coldplay, Oasis and Radiohead, MGM’s Fantasy Box in Macau and the F1 Box experience in London, alongside new hardware and an AI workflow assistant. Earlier company communications cite Sphere, Adele’s concerts, Eurovision, the NBA All-Star LED court and WWE’s production studio.

Disguise is headquartered on Blackfriars Road in London. Its current leadership includes Bill Collis as Chairman, Tom Rockhill as Chief Operating Officer and Ryan Sklar as Chief Financial Officer. According to his company biography, Küfer speaks seven languages.

Education

According to Disguise, he holds a BA in International Business Studies. The company does not name the institution, and no primary source found here does.