Simply The Best Events

What Simply The Best Events does

Simply The Best Events is a UK-based event entertainment hire company founded in 1995 and headquartered in Reading, operating as Simply The Best Events Ltd under founder-ownership (Trevor Collins as data protection officer; Kidada Parker Muhammad listed as owner). The company owns and operates more than 350 physical attractions in-house and delivers turnkey event experiences across the UK, Europe, and internationally. Its portfolio centres on four signature sub-brands — Ice Magic Synthetic Rinks (claimed largest hire fleet in Europe with 1,500+ installations worldwide), Roller Magic Roller Rinks, Curling Magic Curling Lanes (supplied to Team GB at the 2018 and 2022 Winter Olympics), and The Labyrinth Challenge (the UK's biggest inflatable obstacle course at 1,100–1,900 feet). These are complemented by the World's Biggest Bouncy Castle, the Mega Fun Family Fest multi-attraction package, and a catalogue of inflatables, fairground rides, simulators, indoor and garden games, casino tables, and event infrastructure.

The business operates on a quote-based, consultative hire model with no published pricing, delivering equipment, setup, staffing, and derigging as a single-source solution with up to £10 million public liability insurance included. Revenue streams comprise (i) B2B equipment hire to corporate clients, councils, schools, charities, and private parties; (ii) white-label supply to UK event agencies with all assets unbranded; (iii) direct consumer ticketing through Eventbrite for the Labyrinth Challenge Tour; (iv) equipment sale for permanent installations; and (v) ancillary services including staffing, generators, marquees, and infrastructure. Payment terms require a 40% non-refundable deposit on contract signing with balance due 14 days before the event. All equipment is certified to British EN14960 and PIPA standards with RPII-trained supervisors.

The company serves a diversified customer base spanning named enterprise clients (Creative Assembly, Aldi, Jaguar Land Rover, The Sage Group), government (Northampton Town Council), non-profits (Comic Relief, Scouts), hospitality venues (Leonardslee Lakes & Gardens, Wellington Country Park, Rubicon Hospitality), and consumer audiences through public ticketed events. Growth is supported by owner-funded organic expansion with no external investment, evidenced by the 2026 launch of a UK-wide consumer tour and continued investment in flagship attractions.

Name

Simply The Best Events

Legal name

Simply The Best Events Ltd

Website

https://simplythebestevents.co.uk

Company type

Private

Founded year

1995

Operating status

Operating

Headcount range

11–50 employees

Short description

Simply The Best Events is a UK-based, founder-owned event entertainment hire company that owns 350+ attractions and delivers turnkey inflatable, ice, roller, and curling experiences to corporate, public, and consumer clients across the UK and internationally.

Ownership category

akta.pro rank

Product category

Event Entertainment Services

NAICS

All Other Amusement and Recreation Industries (713990), Promoters of Performing Arts, Sports, and Similar Events with Facilities (711310), Amusement Arcades (71312)

SIC

Services-Amusement & Recreation Services (7900), Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Family Entertainment Centers & Indoor Amusement (Arcades, Trampoline Parks, Indoor Play) (THAAAAAD)

akta.pro secondary industries

Party Games, Activities & Interactive Entertainment (HSACACAJ), Festival, Fair & Event Mobile Concessions (THAFAHAI), Concession & Stadium / Arena Catering (THAFAIAG)

Keywords

• Event equipment hire
• Inflatable obstacle courses
• Synthetic ice rinks
• Corporate event entertainment
• Event management services

Headquarters

HQ city

Reading

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Equipment Hire (Events): Core revenue stream from hiring event attractions and installations (inflatables, bouncy castles, skating rinks, curling lanes, fairground rides, simulators, games, entertainment acts, and full infrastructure). Hire is quote-based and bespoke, factoring in location, duration, logistics, and event scale. Payment terms: 40% non-refundable deposit on contract signing, balance due at least 14 days before the event. No published pricing; each quote is tailored to the client's specific requirements.
2. Equipment Purchase: Sale of event equipment including synthetic ice rinks, curling lanes, and other permanent installations. Customers include venues, activity centres, and organisations seeking permanent rather than hire-based arrangements.
3. Public Ticketed Events: The company organises and hosts its own public events, including the Labyrinth Challenge Tour, selling tickets directly to consumers. Revenue from ticket sales (e.g., £15 per Labyrinth Challenge session, £7.50 per World's Biggest Bouncy Castle session, combination tickets at £20). Also includes adult-only evening events at £25 per person.
4. Staffing and Event Management Services: Optional staffed packages where the company supplies trained supervisors (RPII-certified) and event managers to oversee equipment and train client staff. Staffed packages include public liability insurance up to £10 million. Also includes dry-hire options where staff only set up and collect equipment.
5. Ancillary Equipment Hire: Additional equipment add-ons including power generators (£100 + VAT for petrol/diesel blowers), marquees, toilets, catering, security, safety staff, first aid, and PA systems. These are sourced as needed per event.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels9 records

Core offering

Simply The Best Events is a UK-based event entertainment hire company that owns over 350 in-house attractions and provides turnkey event delivery. Core offerings include signature inflatable attractions (The Labyrinth Challenge — UK's biggest inflatable obstacle course at 1,100–1,900ft; World's Biggest Bouncy Castle at 100ft x 100ft), synthetic ice rinks (Ice-Magic), roller-skating rinks (Roller-Magic), portable curling lanes (Curling-Magic), fairground rides, simulators, funfair stalls, indoor and garden games, entertainers, and full event infrastructure. Services encompass delivery, setup, certified staffing, and derigging.

Product overview

Simply The Best Events is a UK-based event entertainment hire company offering a portfolio of physical event experiences and equipment hire. The company owns all equipment in-house (350+ attractions) and provides full-service event delivery including setup, staffing, and management. The core product portfolio centres on signature inflatable attractions (The Labyrinth Challenge — the UK's biggest inflatable obstacle course at over 1,100–1,900 feet, and the World's Biggest Bouncy Castle at 100ft x 100ft), ice and roller skating rink installations (Ice-Magic with 1,500+ installations worldwide, and Roller-Magic roller rinks), curling lane hire (Curling-Magic), and the Mega Fun Family Fest multi-attraction package. These flagship offerings are complemented by a vast catalogue of 350+ individual attractions including inflatable obstacle courses, bouncy castles, fairground rides, funfair stalls, simulators, indoor and garden games, casino tables, food stalls, entertainers, and event infrastructure (marquees, toilets, generators, PA systems). The company operates internationally and serves corporate, community, festival, educational, and private party events year-round.

Differentiator

Problem solved

Functional benefit

Brands

• Ice Magic Synthetic Rinks: Eco-friendly synthetic ice-skating rink hire and manufacturing. Claims to be the largest hire fleet of synthetic ice rinks in Europe with 1,500+ installations worldwide.
• Roller Magic Roller Rinks
• Curling Magic Curling Lanes
• The Labyrinth Challenge
• World's Biggest Bouncy Castle
• Mega Fun Family Fest

Products and services

• The Labyrinth Challenge The UK's biggest inflatable obstacle course spanning over 1,100–1,900 feet, with themed sections (Arctic, Jurassic, Egyptian, Jungle) and a World of Discovery zone for younger children. Modular design accommodates up to 500 participants per hour. Built to British EN14960 standards and PIPA tested. Available for hire at corporate, public, charity, and private events.
• World's Biggest Bouncy Castle A 100ft x 100ft traditional bouncy castle, claimed as the world's largest traditional bouncy castle, accommodating up to 100 bouncers simultaneously. Designed without slides or interactive features for traditional bouncy castle experience. Available for hire at events of all sizes.
• Ice-Magic Synthetic Ice Rinks Eco-friendly portable synthetic ice rinks providing a real-ice glide feel without refrigeration or chilling units. Operates indoors or outdoors year-round. Includes skate hire (children size 7 to adult size 13), bear-themed skate aids for children, music and lighting packages, safety barrier systems, and full staffing with up to £10 million Public Liability Insurance. Also available for permanent purchase.
• Roller-Magic Roller Rinks Custom-built mobile roller-skating rinks adaptable to any venue, shape, or size. Includes custom branding, interlocking safety barriers, music and lighting packages, skate hire, and fully staffed options with up to £10 million Public Liability Insurance. Installed indoors or outdoors across all seasons with no minimum hire time.
• Curling-Magic Curling Lanes Portable professional-spec curling lanes available for hire or purchase in standard (10m x 2m with 2m x 2m target) or bespoke sizes. Operates without power; includes optional lighting and magnetic leaderboards, child-sized lanes for inclusive participation, and branded options. Equipment supplied to Team GB and GB Paralympic curling teams.
• Mega Fun Family Fest A comprehensive family fun day package combining attractions from a catalogue of 350+ in-house operated attractions. Includes toddler, children, action, chill-out, and sport zones. Offers full event infrastructure (marquees, toilets, catering, security, safety staff, first aid) as a one-stop shop solution.
• Multi-Rides and Simulators Mechanical simulator rides for events including surf simulators, rodeo bulls, bungee trampolines, bungee runs, football simulators, horse simulators, sheep simulators, camel simulators, snowboard simulators, skateboard simulators, Total Wipe Out, and Olympic torch simulators.
• Fairground Rides Classic fairground rides for events including carousels, dodgems, Ferris wheels, helter skelters, Miami rides, Super Bowl, twisters/sizzlers, waltzers, wave swingers, and tea cups.
• Fun Casino Hire Casino table hire including Blackjack, Roulette, and Stud Poker tables for fun casino events at corporate functions, parties, and fundraisers.
• Acts and Entertainers Professional entertainer hire including balloon modellers, bubbleologists, caricaturists, circus workshops, face painting, glitter tattoos, magicians, and more for events.
• Event Infrastructure Hire Event infrastructure hire including festival/event tents, marquees, gazebos, tables and chairs, toilet hire, generator hire, PA/music systems, photo booths, and event branding and printing services.
• The Labyrinth Challenge Tour (2026) A UK-wide public ticketed tour of The Labyrinth Challenge celebrating 10 years, with brand new course sections. Tickets sold directly to consumers via Eventbrite at £15 per challenger per 1-hour session, with combination tickets at £20 including the World's Biggest Bouncy Castle.

Quantifiable outcome

• 100% satisfaction rate across delivered events
• +5 more outcomes

Named customers13 records

Segments6 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

One partnership is on record.

• UK Event Agencies (unbranded)coreChannel Partner/ Reseller/ DistributorSimply The Best Events works with many of the UK's largest event agencies as an unbranded backend supplier. All equipment, vehicles, and staff are provided without company branding, allowing agencies to resell and present the services as their own. This channel enables volume bookings and broadens market reach without diluting the STBE brand in agency contexts.

Scale indicators11 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Function 18: UK event hire company providing marquees, furniture, catering equipment, and entertainment infrastructure for corporate and private events. Comparable in turnkey event delivery model and B2B consultative sales approach.
• Glice: Manufacturer and operator of synthetic ice rinks for events, training facilities, and permanent installations. Direct competitor to Ice Magic in the synthetic ice rink market, with international operations.
• Icescape: UK mobile ice rink operator providing temporary and permanent ice rink installations for events and venues. Direct competitor to STBE's Ice Magic division, with overlapping customer base in Christmas events, shopping centres, and corporate clients.
• Big Bubble Events: UK event entertainment company offering inflatables, funfair rides, and party hire across the UK. Direct peer in product catalogue (inflatables, rides, party entertainment) and B2B event hire model.
• Aardvark Events & Entertainment: UK-based event entertainment hire company providing inflatables, fairground rides, simulators, and party entertainment for corporate and private events. Direct comparable in scale, product range, and consultative B2B sales model.
• Extreme Events: UK provider of extreme and inflatable event entertainment including obstacle courses, team-building activities, and mobile attractions. Direct peer in inflatable and high-energy event entertainment for corporate clients.

Emerging players

• Eventist Group: UK-based event services and entertainment company with partial overlap in corporate event entertainment and team-building. Comparable in UK B2B event hire focus, but at smaller scale and narrower product range than STBE.

Broad incumbents

• Live Nation Entertainment: Global live entertainment giant operating concerts, festivals, and venue-based events worldwide. Broad incumbent in live entertainment with overlapping capabilities in event promotion and venue operations, but at vastly larger scale.
• IMG (Endeavor): Global events, sports, and entertainment management company within the Endeavor group. Broad incumbent operating large-scale events, talent management, and venue-based entertainment across multiple verticals.
• Sodexo Live!: Event hospitality and venue services division of Sodexo, providing food services, event management, and hospitality at stadiums, arenas, and conference venues. Broad incumbent in event services with B2B corporate client focus.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/simplythebesttm
• Facebookfacebook.com/simplythebestevents
• LinkedInlinkedin.com/company/simply-the-best-events
• Instagraminstagram.com/simplythebesteventsgroup

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Subsidiaries3 records

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 Simply The Best Events