What BookNow Software does

BookNow Software is a UK-based software company that provides a CRM-native booking, commerce, and venue management platform for the leisure and entertainment industry, built natively on the Salesforce ecosystem. The platform combines an Online Booking System (including the Lightning Checkout flow), EPOS 360 point-of-sale, Salesforce CRM with customer 360-degree views, Business Intelligence dashboards, Stock Management, Memberships, Marketing Enablement, Automation & Workflows, an Enterprise Management Suite (Command Centre) for multi-venue operators, Stripe-based Payments, Self-Service ordering, and an open API with marketplace access to 10,000+ integrations via the Salesforce AppExchange. It serves enterprise and mid-market operators of trampoline parks, family entertainment centres, golf venues and driving ranges, escape rooms, axe-throwing venues, VR rooms, bowling alleys, laser tag and paintball sites, and multi-activity venues, with named customers including Topgolf, Funstation, The Basketball Social House, The Escapologist, Scrapyard Golf, and Kings Entertainment.

The business operates a hybrid SaaS revenue model combining a per-location subscription (£500 per location per month) with transaction-based fees (1.2% + £0.12 per transaction), supplemented by hardware resale of Stripe BBPOS WisePOS E terminals through a dedicated online store. Go-to-market is primarily direct enterprise sales via a "Request a Demo" motion, complemented by self-service product tours, content marketing and SEO, Salesforce AppExchange listing, and event-driven outreach at trade shows such as IAAPA Expo Europe. Public platform metrics indicate over $1.2bn in transactions processed, 75 million+ customer interactions annually, and 900,000+ automated communications sent to customers each year.

On 23 September 2025, BookNow Software was acquired by ROLLER, an all-in-one venue management platform serving 2,500+ venues in 30+ countries. Founder Luke Sims became CEO of BookNow, a ROLLER Company, and the company continues to operate as a wholly-owned subsidiary. The acquisition was facilitated by M&A advisor Tequity, marking the firm's 28th Salesforce-related deal, and positions BookNow within ROLLER's broader venue management strategy with explicit emphasis on European and USA market expansion.

Name

BookNow Software

Legal name

BookNow Software Limited

Website

https://booknowsoftware.com

Company type

Private

Founded year

2017

Operating status

Acquired

Headcount range

1–10 employees

Short description

BookNow Software is a UK-based, Salesforce-native booking and venue management platform for leisure and entertainment operators, offering online booking, EPOS, CRM, and marketing automation. Acquired by ROLLER in September 2025, it serves multi-venue enterprise and mid-market customers across 10+ activity verticals.

Ownership category

akta.pro rank

Product category

Leisure & Entertainment Venue Management Software

NAICS

Software Publishers (513210)

SIC

Services-Prepackaged Software (7372)

akta.pro primary industry

Booking Engines & Direct Web Booking (THALACAD)

Keywords

• Venue booking software
• Leisure entertainment platform
• Salesforce-native booking
• EPOS point of sale
• Online reservation system

Headquarters

HQ city

Basingstoke

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. SaaS Platform Subscription: BookNow Software operates as a SaaS platform with subscription pricing per location. The platform provides an all-in-one solution including booking system, POS, CRM, waivers, and business intelligence on a single platform.
2. Transaction Processing Fees: Transaction-based fees charged on bookings processed through the platform, calculated as percentage of transaction value plus flat fee per transaction.
3. Hardware Sales: Sale of Stripe payment terminals including BBPOS WisePOS E readers and optional Ethernet docks to customers.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

BookNow Software provides an all-in-one, CRM-native booking and venue operations platform built natively on Salesforce for leisure and entertainment venues. The platform combines online booking (Lightning Checkout), EPOS 360 point-of-sale, CRM, stock management, memberships, marketing automation, business intelligence, multi-venue enterprise management, and Stripe-based payments into a single integrated system.

Product overview

BookNow Software is a CRM-native booking and operations platform built on the Salesforce ecosystem. The platform operates as an all-in-one solution for leisure and entertainment venues, combining an Online Booking System (with Lightning Checkout) as the core product, integrated with Salesforce CRM for customer management, EPOS 360 for point-of-sale operations, Business Intelligence for analytics, and Automation & Workflows for process automation. Additional modules include Stock Management, Memberships, Marketing Enablement, Enterprise Management Suite (Command Centre), Payments via Stripe, Self Service ordering, and a Marketplace offering 10,000+ integrations. The platform supports multiple venue types including trampoline parks, family entertainment centers, golf courses, escape rooms, axe throwing, VR venues, and bowling alleys. In September 2025, BookNow Software was acquired by ROLLER and now operates as a subsidiary under ROLLER.

Differentiator

Problem solved

Functional benefit

Products and services

• Online Booking System (Lightning Checkout) Online booking journey designed to increase conversion rates and average order value for leisure venues, with support for multi-book products, intelligent scheduling, upsells, and the Lightning Checkout experience with dedicated product pages, enhanced visuals, and streamlined checkout.
• Salesforce CRM Customer relationship management built on Salesforce, providing 360-degree customer views, detailed analytics, marketing automation, and access to Salesforce AppExchange integrations for leisure and entertainment venues.
• EPOS 360 An industry-first electronic point-of-sale system specifically built for leisure and entertainment businesses, providing customer information at point of sale, front-of-house integration, table ordering, and self-service capabilities.
• Stock Management Real-time stock control optimized for leisure venues with multi-site inventory management, recipe-based tracking, FIFO stock rotation, purchase order creation, automated alerts, and stock transfers between locations.
• Memberships Membership and loyalty program management to drive recurring revenue for leisure venues, including monthly play passes, VIP memberships, digital loyalty apps, and tiered reward programs.
• Business Intelligence Industry-leading reporting and analytics built on Salesforce, offering custom KPIs, dashboards, and forecasting capabilities for venue performance monitoring.
• Marketing Enablement Automated marketing messaging capabilities that send campaigns at optimal times for customer conversion, with segmentation by visit history, birthday, and customer type.
• Automation & Workflows Workflow automation for event management, inventory alerts, booking confirmations, and operational efficiency, automating tasks to save admin time and drive revenue.
• Enterprise Management Suite (Command Centre) Multi-venue management platform for handling multiple locations and franchisees from one centralized place, including branding control, product management, and cross-venue reporting.
• Payments Payment processing through Stripe supporting Apple Pay, Google Pay, Klarna, and split payments, reducing friction for guests with multiple payment options.
• Self Service Customer-facing ordering system allowing guests to order food and drink from their devices, with orders sent directly to the kitchen, reducing overheads and improving customer experience.
• Marketplace Access to 10,000+ BookNow-ready integrations through Salesforce AppExchange, enabling venues to expand their platform with third-party solutions.
• Stripe Terminal Store (Hardware Sales) Online hardware store selling Stripe payment terminals including BBPOS WisePOS E readers and optional Ethernet docks, dispatched directly by BookNow Software for use with its EPOS 360 and Payments solution.

Quantifiable outcome

• Over $1.2bn transactions processed through the platform annually
• +4 more outcomes

Named customers6 records

Segments11 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration9 records

AI capability4 records

Feature10 records

Partnerships

One partnership is on record.

• ROLLERcoreStrategic or Co-development Partner · 23 September 2025ROLLER acquired BookNow Software in September 2025, announced at IAAPA Expo Europe in Barcelona. The acquisition strengthens ROLLER's European and USA presence while adding deep CRM interoperability expertise. BookNow founder Luke Sims joins ROLLER as CEO of BookNow, a ROLLER Company. BookNow customers gain access to ROLLER's global infrastructure serving over 2,500 venues in more than 30 countries.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Market position

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/18335447

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

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 BookNow Software