GHD Group has acquired UK-based crowd dynamics consultancy Movement Strategies, signalling the architecture and design giant's entry into the sports and major events sector.

Movement Strategies’ services include crowd dynamics and people movement analysis and insight and it has worked with major events – including Olympic Games and World Cups – as well as large venues, including Wembley Stadium, the All England Lawn Tennis club at Wimbledon and the O2 Arena.

Simon Light, GHD’s executive managing director for EMEA, said the deal would better meet the changing needs of clients and communities by integrating strategic advisory, technical service excellence, and digital solutions.

“The complexity of challenges in the natural and built environment are driving a need for a deeper understanding of issues being faced," Light said.

"We believe that the integration of data-led consultancy and leading technical services delivered by exceptional people – and through digital technologies – will best deliver the needs of our clients.

"GHD and Movement Strategies provide a highly complementary fit, further strengthening our ability to deliver a positive impact in all our communities.”

The merger will add 35 Movement Strategies team members in London to the 600 GHD employees in its European and Middle Eastern operations. The Australia-based company has a total global workforce of around 10,000.