Swingers

What Swingers does

Swingers operates a chain of indoor entertainment venues that combine nine-hole crazy golf courses, retro carnival-style arcade games (Down-the-Clown, Skeeball, Water Gun Fun with electronic scoring and ticket redemption), craft cocktails, and curated street food from partner vendors. The core product is a themed, adult-oriented social experience built around 1920s British seaside aesthetics, with venues transitioning to 21+ only after 6pm daily under a strict Challenge 25 ID policy. The underlying technology stack is standard for venue operators: online booking via swingers.club, Toast Tab for digital gift card fulfillment, Tripleseat for event enquiry management, and Klaviyo for email marketing, with no proprietary AI/ML components.

The company makes money through three primary revenue streams: (1) time-slot ticket sales for golf (£12-£15 per person UK) and 30-minute carnival wristbands (£10 per person); (2) food and beverage sales including cocktails, premium spirits, beer, wine, and street food from vendors such as Patty&Bun, Pizza Pilgrims, and Breddos Tacos in the UK; and (3) bundled group packages (UK: £19-£59 per person; US: $25-$79 per person) that include reserved areas, food/drink credits, and activity combinations for corporate events, birthdays, bachelor/bachelorette parties, and private hires. Digital gift cards (£20-£100 denominations) provide an additional prepaid revenue stream.

Swingers was founded in 2014 by Matt Grech-Smith and Jeremy Simmonds as a Shoreditch pop-up, opened its first permanent London venue in May 2016, and has since expanded to six venues across London, Washington D.C. (June 2021), Manhattan (June 2022), Las Vegas at Mandalay Bay (November 2024), Boston Back Bay (February 2026), and Dubai. The company operates through Swingers 1 & 2 Limited (UK), Swingers NY LLC, and S (WDC) LLC, and is owned by The Institute of Competitive Socialising. Cain International has deployed approximately $72 million in disclosed funding across rounds in 2018 ($20M) and 2023 ($52M).

Name

Swingers

Legal name

Swingers 1 & 2 Limited, Swingers NY LLC and S (WDC) LLC

Website

https://swingers.club

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

251–500 employees

Short description

Swingers operates a chain of indoor entertainment venues combining nine-hole crazy golf courses, retro carnival arcade games, craft cocktails, and curated street food. It serves adult social groups, corporate event clients, families during daytime sessions, and students across six venues in the UK, US, and Dubai.

Ownership category

akta.pro rank

Product category

Indoor Entertainment Venues (Competitive Socialising)

NAICS

Golf Courses and Country Clubs (713910), Amusement Arcades (71312)

SIC

Services-Amusement & Recreation Services (7900), Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Golf Courses & Golf Facilities (MPAKAEAD)

Keywords

• Indoor crazy golf
• Competitive socialising venues
• Carnival arcade games
• Street food cocktails
• Group event bookings

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices6 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Supply Chain, Technology or R&D

Revenue model

1. Ticket sales: Revenue from selling tickets for crazy golf sessions and carnival games. Tickets are sold in time slots with off-peak and peak pricing. Carnival wristbands provide 30 minutes of unlimited gameplay.
2. Food and beverage: Revenue from selling cocktails, premium spirits, beers, wine, and street food from partner vendors including Patty&Bun, Pizza Pilgrims, and Breddos Tacos. Packages can include food and drink vouchers.
3. Group packages and events: Revenue from group booking packages that include reserved areas, multiple activities, and food/drink credits. Packages are sold for corporate events, birthdays, team building, and private hires.
4. Gift cards: Digital gift cards sold in pre-set amounts (£20, £30, £50, £100) or custom amounts with a minimum of £10. Gift cards expire one year from purchase.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

Swingers operates indoor entertainment venues that combine nine-hole crazy golf courses, retro Carnival arcade games with ticket redemption, craft cocktails, and gourmet street food from partner vendors (e.g., Patty&Bun, Pizza Pilgrims, Breddos Tacos). Customers buy timed tickets, carnival wristbands, or bundled packages, and the company also runs group events, private hires, kids parties, family sessions, bottomless brunch, and themed events such as World Cup watch parties across its UK, US, and Dubai locations.

Product overview

Swingers is a chain of indoor crazy golf (mini-golf) venues offering adult-oriented entertainment experiences. The core product is Swingers Crazy Golf — nine-hole indoor courses combining British seaside tradition with theatrical venue design. Complementing the golf are Carnival arcade zones with classic games and prize redemption, plus food and drink offerings from curated street food vendors and cocktail bars. The company operates on a platform-plus-packages model: guests can purchase individual golf or Carnival tickets, or upgrade to bundled packages that add food/drink credits and reserved areas for groups. Additional services include gift cards, kids parties, family sessions, bottomless brunch, and special events like World Cup watch parties. Swingers has expanded from a 2014 London pop-up to multiple UK venues (City, West End) and US venues (Washington D.C., NYC, Las Vegas, Boston).

Differentiator

Problem solved

Functional benefit

Products and services

• Swingers Crazy Golf Indoor nine-hole crazy golf courses combining British seaside tradition with theatrical, playful theming, available as timed tickets with off-peak (£12) and peak (£15) pricing and as part of bundled packages; the core, brand-defining product across all Swingers venues for adults 18+ and families during designated sessions.
• Carnival Arcade Games

Quantifiable outcome

• Successfully converted pop-up concept (2014) into permanent venue business with 6+ locations

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature3 records

Partnerships

Five partnerships are on record, tiered minor.

• Patty&BunminorOthersFood vendor partner providing burger offerings at the London West End venue. Patty&Bun uses fresh, high-quality ingredients for their menu items.
• Pizza PilgrimsminorOthersFood vendor partner serving Neapolitan pizza with daily-made dough and quality Italian ingredients at the London West End venue.
• Breddos TacosminorOthersFood vendor partner offering authentic tacos inspired by Mexico's roadside taquerias, using British produce.
• Student BeansminorGTM or Marketing PartnerStudent discount partnership providing 30% off crazy golf and Carnival games for students via Student Beans platform.
• Not A Phase (charity)minorGTM or Marketing PartnerPride charity partner receiving £1 donation per Pride cocktail sold through special Pride menu featuring Absolut.

Scale indicators4 records

Recent moves13 records

Expansion highlights5 records

Direct peers

• Puttshack: Puttshack operates tech-enabled indoor mini-golf venues with food, drinks and group events in London, Chicago, Atlanta, NYC and other major cities — the closest direct competitor to Swingers in concept, target customer, and geographic footprint.
• Junkyard Golf Club: UK-based themed crazy golf venues with bars and cocktails, operating in cities overlapping with Swingers' UK footprint; comparable on indoor mini-golf plus adult hospitality positioning.
• Roxy Ball Room: UK chain combining mini-golf, darts, shuffleboard, karaoke and street food in adult-licensed venues — directly comparable as a UK-based competitive socialising concept targeting groups for nights out.
• Mr. Mulligan's: UK chain of indoor crazy golf venues with bars and food; multi-site competitor to Swingers in the UK mini-golf-plus-hospitality category.
• PopStroke: Tiger Woods-backed golf entertainment concept combining putting courses with food, drinks and games at multiple US sites; highly comparable as a themed golf-and-hospitality venue targeting adults and families.

Broad incumbents

• Topgolf: Largest operator of golf-based entertainment venues globally; broader footprint and driving-range model than Swingers but overlaps as an adult-licensed golf-and-hospitality entertainment brand.
• Dave & Buster's: Adult-oriented chain combining arcade gaming, sports viewing, food and full bar service; comparable in adult-licensed entertainment-and-dining venue economics, though at much larger scale.

Emerging players

• Flight Club: Social darts venue concept pairing tech-enabled darts with cocktails and food; comparable as a competitive-socialising venue targeting adult group occasions, though centred on darts rather than golf.
• Electric Shuffle: Tech-enabled shuffleboard and bar concept with multiple UK and US sites; comparable as an adult competitive-socialising venue combining gaming with food and beverage.
• Activate: Gamified active gaming rooms targeting groups for corporate events and adult nights out; comparable as an emerging experiential entertainment venue with technology-driven game rooms and group/event focus.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat4 records

Key risks7 records

Key highlights6 records

Customer concentration

• TikToktiktok.com/@swingersgolf
• Xx.com/SwingersLDN

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds2 records

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Swingers