SMS Timing
SMS Timing, now operating under BMI Leisure since September 2022, is a Belgium-based vertical SaaS company that provides an all-in-one venue management platform — including timing, waivers, online booking, POS and marketing tools — for karting centers, family entertainment centers and trampoline parks.
- Company typePrivate
- Founded2000
- HeadquartersGeel, Belgium
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What SMS Timing does
SMS Timing is a Belgium-based vertical software provider, founded in 2000 and headquartered in Geel, that builds an all-in-one management platform for entertainment venues. Since September 2022 the product line has operated under the BMI Leisure brand; the offering combines race timing, digital waiver management, online booking, point-of-sale and a marketing booster programme into a single integrated suite, targeting three primary verticals: kart racing centers, family entertainment centers and trampoline parks.
The platform is sold via a sales-led go-to-market motion anchored by a "Request a Demo" call-to-action, with no publicly disclosed pricing tiers. Revenue is generated through recurring software subscriptions, and the company supports accounts in multiple countries across continental Europe (e.g., Hungary, Germany) with a multilingual website in English, Spanish, German and French. Operational delivery is complemented by 24/7 customer support and on-site content marketing (insights/blog and email newsletter) targeted at venue operators.
SMS Timing/BMI Leisure is a privately held for-profit company with a headcount of 11-50 employees. No funding rounds, M&A activity, regulatory actions, certifications, patents or named leadership team are disclosed in the available material. Customer evidence is limited to three SMB karting testimonials (Battaring Karting Center, EcoKart Frankfurt, Karthalle Wittlich), with quoted outcomes including up to 5x revenue uplift on weekend days attributed to the marketing booster and online booking modules.
SMS Timing firmographics
Firmographics- Name
- SMS Timing
- Legal name
- BMI Leisure
- Website
- https://sms-timing.com
- Company type
- Private
- Founded year
- 2000
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- SMS Timing, now operating under BMI Leisure since September 2022, is a Belgium-based vertical SaaS company that provides an all-in-one venue management platform — including timing, waivers, online booking, POS and marketing tools — for karting centers, family entertainment centers and trampoline parks.
- Ownership category
- akta.pro rank
SMS Timing industry classification
Industry- Product category
- Entertainment Venue Management Software
- NAICS
- Amusement Parks and Arcades (7131)
- SIC
- Services-Miscellaneous Amusement & Recreation (7990)
- akta.pro primary industry
- Ticketing Technology & Integrations (APIs, Plugins, Webhooks) (MPAGAJAF)
- akta.pro secondary industry
- Access Control, Credentialing & Entry Management (Scan/Turnstiles/RFID) (MPAGAJAG)
Keywords
Where SMS Timing is headquartered
LocationHeadquarters
- HQ city
- Geel
- HQ country
- Belgium
- HQ region
- Europe
Markets served
SMS Timing business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Marketing or Sales, Operations
Revenue model
- Software Subscription: All-in-one software solution for entertainment venues including timing, waiver management, online booking, and POS. Revenue generated through recurring software subscriptions to karting centers, family entertainment centers, and trampoline parks.
Go-to-market motion1 record
Distribution channels2 records
Marketing channels4 records
SMS Timing product offering
Product offeringCore offering
SMS Timing (operating under BMI Leisure since September 2022) sells an all-in-one software platform for entertainment venue operators. It bundles race timing, digital waiver management, online booking, point-of-sale, and marketing automation into a single subscription product aimed at karting centers, family entertainment centers, and trampoline parks. Customers subscribe to recurring software licences with 24/7 support and access features via a request-a-demo sales motion.
Product overview
SMS Timing (now operating under BMI Leisure as of September 2022) offers a unified all-in-one software platform for entertainment venues. The core product suite integrates timing systems, waiver management, online booking, and POS functionality across three industry verticals: kart racing, family entertainment centers, and trampoline parks. The platform is positioned as a comprehensive solution that helps venues automate operations, increase revenue through marketing tools, and streamline customer management.
Differentiator
Problem solved
Functional benefit
Products and services
- SMS Timing / BMI Leisure Entertainment Venue Software Suite All-in-one entertainment venue management software that combines race timing, digital waiver management, online booking, point-of-sale, and marketing automation into a single subscription platform for operators of karting centers, family entertainment centers, and trampoline parks. Includes 24/7 support and is sold via a demo-led direct sales motion.
Quantifiable outcome
- Revenue increased up to 5x on weekend days for karting center customer using marketing booster and online booking services
Companies that use SMS Timing
Customer profileNamed customers3 records
Segments3 records
Ideal customer profiles1 record
SMS Timing technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
SMS Timing partnerships and signals
Strategic signalScale indicators1 record
Recent moves4 records
Expansion highlights4 records
SMS Timing competitors and assessment
Company assessmentDirect peers
- ROLLER Software: ROLLER provides an all-in-one venue management platform for attractions, leisure, and entertainment operators, covering POS, booking, waivers, and marketing — the closest direct competitor to SMS Timing/BMI Leisure across overlapping verticals such as FECs and trampoline parks.
- CenterEdge Software: CenterEdge delivers integrated POS and facility-management software specifically for entertainment venues, family entertainment centers, and amusement facilities — directly comparable to SMS Timing's core FEC and trampoline park offering.
- accesso Technology Group: accesso provides ticketing, point-of-sale, and guest-experience solutions for theme parks, attractions, and leisure venues — overlapping directly with SMS Timing's booking, POS, and venue-management modules for entertainment operators.
- Gateway Ticketing Systems: Gateway supplies ticketing, admission, and guest-management software for attractions, FECs, and leisure venues — directly comparable to the online booking, waiver management, and POS capabilities that anchor the SMS Timing platform.
- MyLaps: MyLaps is a leading provider of timing systems for motorsports including karting, with hardware and software used to score and manage races — directly overlapping with SMS Timing's specialist race-timing heritage for karting venues.
- Timeline Software: Timeline Software provides booking, POS, and management solutions for UK leisure operators including bowling, trampoline, and activity centers — a direct regional peer in the integrated leisure venue software category.
- DBS Discovery: DBS Discovery delivers booking, marketing, and management software for karting and leisure venues — closely aligned with SMS Timing's karting heritage and broader leisure venue feature set.
Emerging players
- Vēmos: Vēmos provides marketing automation and guest engagement tools tailored to entertainment venues and restaurants — partially overlapping with the marketing booster programme inside SMS Timing's platform and adjacent to the core booking stack.
Broad incumbents
- SKIDATA: SKIDATA is a global incumbent providing access control, ticketing, and visitor management for ski resorts, stadiums, shopping centers, and leisure attractions — overlapping with the access-control/waiver and ticketing elements of the SMS Timing platform at a much broader portfolio scale.
- Square (Block): Square provides broad POS, booking, and payment software used by many small leisure and entertainment operators, making it an indirect incumbent whose general-purpose stack competes at the low end of SMS Timing's target market.
Market position
Strengths1 record
Weaknesses5 records
Competitive moat3 records
Key risks5 records
Key highlights6 records
Customer concentration
SMS Timing social profiles
Digital presenceSMS Timing financial estimates
Financial estimateRevenue estimate
Valuation estimate
SMS Timing leadership team
Management profileNumber of profiles
SMS Timing funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
SMS Timing M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about SMS Timing
What does SMS Timing do?
SMS Timing (operating under BMI Leisure since September 2022) sells an all-in-one software platform for entertainment venue operators. It bundles race timing, digital waiver management, online booking, point-of-sale, and marketing automation into a single subscription product aimed at karting centers, family entertainment centers, and trampoline parks. Customers subscribe to recurring software licences with 24/7 support and access features via a request-a-demo sales motion.
Is SMS Timing a public or private company?
SMS Timing is a private company. It is classified as corporate owned and is currently operating.
When was SMS Timing founded?
SMS Timing was founded in 2000. It employs 11 to 50 people.
Where is SMS Timing based?
SMS Timing is headquartered in Geel, Belgium, in the Europe region.
How does SMS Timing make money?
One revenue line is on record: software Subscription.
Who are SMS Timing's main competitors?
Direct peers on record are ROLLER Software, CenterEdge Software, accesso Technology Group, Gateway Ticketing Systems, MyLaps, Timeline Software and DBS Discovery. Vēmos is listed as an emerging player. Broad incumbents are SKIDATA and Square (Block).
Does SMS Timing have an API?
No public API is recorded for SMS Timing.
What industry is SMS Timing in?
SMS Timing's product category is Entertainment Venue Management Software. Its primary akta.pro industry code is MPAGAJAF, Ticketing Technology & Integrations (APIs, Plugins, Webhooks), with a secondary code of MPAGAJAG, Access Control, Credentialing & Entry Management (Scan/Turnstiles/RFID). Its NAICS code is 7131 and its SIC code is 7990.