Vuly Play
Vuly Play designs, manufactures, and sells premium outdoor play equipment — trampolines, modular swing sets, and monkey bars with proprietary leaf spring and galvanized steel technology — to families across the US, Australia, New Zealand, the UK, and Canada via direct-to-consumer e-commerce, licensed distribution, and resellers.
- Company typePrivate
- Founded2007
- HeadquartersBrisbane, Australia
- Headcount101–250
- GTM typeB2C
- OfferingHardware or Manufacturing
What Vuly Play does
Vuly Play is a Brisbane, Australia-based designer, manufacturer, and retailer of premium outdoor play equipment, founded in 2007 by Joe Andon and operating globally through its US entity American Play LLC and licensed distribution in additional markets. The company's product platform centers on three categories: trampolines (Ultra 2, Ultra 2 Pro, Thunder 2, Thunder 2 Pro) with proprietary leaf spring bounce technology in the Thunder line that eliminates exposed coil springs; Max 2.1 modular A-frame swing sets with extensive accessory configurations; and Quest 2.1 / Quest 2.1 Pro monkey bar systems including a themed Treehouse playset. All products use double-galvanized, powder-coated steel frames engineered for harsh climates, are independently certified to AS4989:2015, and carry up to a 10-year frame warranty backed by 2,500,000-test-recoil durability validation. Vuly also offers the Half-Price Parts for Life aftermarket program and an AI-assisted customer support chatbot powered by OpenAI.
The business model is primarily direct-to-consumer e-commerce through vulyplay.com (US and Australian storefronts), augmented by an authorized reseller network, a store locator for physical retail, and a 'Become a reseller' program. Distribution is supplemented by a Spin Master licensing agreement for North America and Canada, commercial supply to Sky Zone trampoline parks, and regional retail partners including Torpedo 7 and Number One Fitness in New Zealand. Pricing ranges from $399 for entry-level trampolines to $2,613 for premium monkey bar systems, with 20-40% promotional discounts, free delivery, and bundling of accessories (shade covers, ladders, basketball sets) used as conversion levers. In 2023, Vuly acquired competitor Springfree Trampolines for $50M, consolidating the premium springless segment. Vuly serves safety-conscious families with children across the US, Australia, New Zealand, the UK, and Canada, and employs 101-250 staff.
Vuly Play firmographics
Firmographics- Name
- Vuly Play
- Legal name
- American Play LLC
- Website
- https://vulyplay.com
- Company type
- Private
- Founded year
- 2007
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Vuly Play designs, manufactures, and sells premium outdoor play equipment — trampolines, modular swing sets, and monkey bars with proprietary leaf spring and galvanized steel technology — to families across the US, Australia, New Zealand, the UK, and Canada via direct-to-consumer e-commerce, licensed distribution, and resellers.
- Ownership category
- akta.pro rank
Vuly Play industry classification
Industry- Product category
- Outdoor Play Equipment
- NAICS
- Hobby, Toy, and Game Retailers (459120), Hobby, Toy, and Game Retailers (45912)
- SIC
- Games, Toys & Children's Vehicles (No Dolls & Bicycles) (3944), Retail-Hobby, Toy & Game Shops (5945), Sporting & Athletic Goods, Nec (3949)
- akta.pro primary industry
- Outdoor & Ride-On Toys Retail (CRALAFAC)
- akta.pro secondary industry
- Early Childhood & Playground Equipment (Play Structures, Soft Play, Safety Surfacing) (EDAEAIAF)
Keywords
Where Vuly Play is headquartered
LocationHeadquarters
- HQ city
- Brisbane
- HQ country
- Australia
- HQ region
- Oceania
Offices1 record
Markets served
Vuly Play business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Marketing or Sales, Technology or R&D, Personnel
Revenue model
- Direct Product Sales: Primary revenue from selling trampolines, swing sets, and monkey bars directly to consumers through the company website and authorized resellers. Products are sold at various price points from entry-level to premium Pro models.
- Spare Parts and Accessories: Half-Price Parts for Life program provides ongoing revenue through replacement parts including mats, nets, skirts, frame components, and accessories for all product lines.
- Extended Warranty: Extended warranty available for $249 on Thunder 2 Pro trampolines, providing additional revenue stream beyond standard warranty coverage.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Ultra 2 - Entry level trampoline |
| Unit Pricing | Pay-as-you-go | Ultra 2 Pro - Enhanced entry trampoline |
| Unit Pricing | Pay-as-you-go | Thunder 2 - Mid-range trampoline |
| Unit Pricing | Pay-as-you-go | Thunder 2 Pro - Premium trampoline |
| Unit Pricing | Pay-as-you-go | Max 2.1 Swing Sets - Medium to Large |
| Unit Pricing | Pay-as-you-go | C2/C3 Max 2.1 Swing Sets - Premium configurations |
| Unit Pricing | Pay-as-you-go | Quest 2.1 Monkey Bars - Small to XL |
| Unit Pricing | Pay-as-you-go | Quest 2.1 Pro Monkey Bars - Premium |
| Unit Pricing | Pay-as-you-go | Quest 2.1 Treehouse - Themed playset |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels6 records
Vuly Play product offering
Product offeringCore offering
Vuly Play designs, manufactures, and sells premium outdoor recreational play equipment — primarily trampolines (Ultra 2, Thunder 2 series), customizable swing sets (Max 2.1), and modular monkey bar climbing systems (Quest 2.1) — direct to families for backyard installation. The company differentiates with proprietary springless leaf-spring trampoline technology, double-galvanized weather-resistant steel frames, and a Half-Price Parts for Life service program for replacement components.
Product overview
Vuly Play offers a diversified portfolio of premium outdoor play equipment built with Australian engineering excellence. The product lineup centers on four core categories: (1) Trampolines — current generation Ultra 2/Ultra 2 Pro and Thunder 2/Thunder 2 Pro models featuring double-galvanized steel frames and spring or springless leaf spring bounce technology; (2) Max 2.1 Swing Sets — customizable A-frame designs with modular attachments; (3) Quest 2.1 Monkey Bars — professional-grade modular climbing structures with themed play options like Treehouse; and (4) comprehensive accessories for all product lines including shade covers, basketball sets, replacement parts, and an AI-powered customer support chatbot. The company provides a Half-Price Parts for Life service program for registered customers, and all products undergo rigorous weather and safety testing to meet international standards.
Differentiator
Problem solved
Functional benefit
Products and services
- Ultra 2 Trampoline Entry-level trampoline in Vuly's current-generation lineup with double-galvanized steel frame and weather-resistant powder-coated construction; sold to families for backyard recreational use.
- Ultra 2 Pro Trampoline Premium variant of the Ultra 2 trampoline with enhanced features and specifications for improved performance and durability; priced from $599.
- Thunder 2 Trampoline Mid-range trampoline featuring Vuly's proprietary springless design with leaf-spring bounce technology; independently tested against AS4989:2015 and other safety standards with a 6.26ft safety net height. Priced from $769.
- Thunder 2 Pro Trampoline Top-tier springless trampoline with proprietary leaf-spring bounce technology; features 10-year warranty on frame tubes and joiners, 5-year warranty on jump mat, 6.27ft safety net height, and is tested to 2,500,000 recoils. Priced from $1,249.
- Max 2.1 Swing Sets Customizable A-frame swing sets with heavy-duty powder-coated steel frame and dozens of modular add-ons; available in Medium, Large, C1, C2, C3, and L configurations to fit various backyard sizes. Priced from $1,116 to $1,747.
- Quest 2.1 Monkey Bars Modular outdoor play system built with double-galvanized and powder-coated steel frame designed to withstand harsh climates, with hundreds of configuration options and professional-grade climbing apparatus for active families. Available in Small, Medium, Large, Large Ninja, and Extra Large sizes priced from $1,282 to $1,885.
- Quest 2.1 Pro Monkey Bars Premium variant of Quest 2.1 monkey bars with enhanced durability and performance specifications and additional features for advanced play; built on the same modular steel frame platform. Priced from $1,694 to $2,613.
- Quest 2.1 Treehouse Playset Themed playset attachment for Quest 2.1 monkey bars featuring an enclosed treehouse structure with slide functionality. Priced from $2,586.
- Half-Price Parts for Life Ongoing service program offering registered customers 50% off replacement parts — including mats, nets, skirts, and frame components — for all Vuly product lines throughout the lifetime of the product.
Quantifiable outcome
- 2,500,000 test recoils per trampoline ensuring durability
- +2 more outcomes
Companies that use Vuly Play
Customer profileSegments3 records
Ideal customer profiles1 record
Vuly Play technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration10 records
AI capability2 records
Feature5 records
Vuly Play partnerships and signals
Strategic signalPartnerships
Ten partnerships are on record, tiered core, flagship and minor.
- Spin MastercoreSpin Master acquired licensing rights to Vuly Trampolines for North America and Canada markets. This partnership enabled Vuly to expand into the significant US market through Spin Master's established distribution channels and retail relationships.
- Sky ZoneflagshipPartnership with Sky Zone, the largest trampoline park company in the world. Ji Wallace, Olympic medalist, serves as head coach of Sky School trampolining program run by Sky Zone. Vuly provides Fusion courts for Sky Zone venues and the Ultimate Dodgeball Championship.
- MainfreightcoreLogistics partner for New Zealand expansion, facilitating distribution of Vuly products throughout New Zealand alongside retail partners.
- Torpedo 7coreMajor New Zealand retailer partner for distribution and sale of Vuly products in New Zealand market.
- Number One FitnessminorNew Zealand retail partner for Vuly product distribution in the fitness and recreation equipment market.
- AIT WorldWidecoreLogistics and fulfillment partner handling international shipping and distribution for Vuly products.
- SpreetailcoreE-commerce fulfillment partner for US market distribution of Vuly products.
- Handy BuddyminorLocal fulfillment partner for certain US market deliveries.
- Family LeisureminorLeisure products retailer partner for US market distribution.
- OpenAIcoreThird-party AI service provider for Vuly's AI-powered chatbot and customer support technology. Data processed in real-time for customer service responses; not used for training general AI models under current contractual terms.
Scale indicators4 records
Recent moves6 records
Expansion highlights6 records
Vuly Play competitors and assessment
Company assessmentDirect peers
- Backyard Discovery: US-based manufacturer and retailer of wooden swing sets, playsets, and outdoor play equipment sold direct-to-consumer. Highly comparable product range (swing sets, monkey bars, playsets) targeting the same family backyard customer with similar premium positioning.
- Skywalker Trampolines: US trampoline manufacturer and brand selling through major retailers and online. Direct competitor to Vuly's Ultra 2 and Thunder 2 lines, focused on residential backyard trampolines with safety enclosures.
- Lifetime Products: Manufacturer of residential outdoor products including basketball hoops, trampolines, swing sets, and playsets. Competes with Vuly across multiple product categories in the same family-backyard channel.
- Acon Air Trampolines: Premium trampoline brand known for rectangular in-ground and above-ground trampolines with proprietary safety features. Closest technology peer to Vuly's Thunder series in the high-end residential segment.
- Plum Products: UK-based manufacturer of outdoor play equipment including trampolines, swing sets, and playhouses. Closest European peer in the premium family-backyard active-play category.
- Cedar Summit by Backyard Discovery: Backyard Discovery's wooden swing set and playset line, sold through major retailers including Amazon and Home Depot. Comparable outdoor family-play product targeting similar demographics.
- Jumpflex Trampolines: Trampoline brand focused on safety innovations including inner-net enclosures and springless designs. Direct comparator in the safer-premium trampoline niche.
- Springfree Trampolines: Premium trampoline brand acquired by Vuly for $50M in 2023. Closest historical direct competitor in springless safety trampolines; now part of Vuly but remains a useful comparable for product positioning and pricing benchmarks.
Others
- Sky Zone: World's largest trampoline park operator and Vuly's flagship commercial partner. Not a competitor but an adjacent commercial channel that validates Vuly's safety technology and brand through B2B use of Vuly Fusion courts.
- Spin Master: Major toy and entertainment company that holds licensing rights for Vuly Trampolines in North America and Canada. Channel partner and adjacent outdoor-play peer, not a direct product competitor.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Vuly Play social profiles
Digital presenceVuly Play compliance and trust
Trust signalCompliance6 records
Vuly Play financial estimates
Financial estimateRevenue estimate
Valuation estimate
Vuly Play leadership team
Management profileNumber of profiles
Profiles1 record
Vuly Play funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Vuly Play 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 Vuly Play
What does Vuly Play do?
Vuly Play designs, manufactures, and sells premium outdoor recreational play equipment — primarily trampolines (Ultra 2, Thunder 2 series), customizable swing sets (Max 2.1), and modular monkey bar climbing systems (Quest 2.1) — direct to families for backyard installation. The company differentiates with proprietary springless leaf-spring trampoline technology, double-galvanized weather-resistant steel frames, and a Half-Price Parts for Life service program for replacement components.
Is Vuly Play a public or private company?
Vuly Play is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Vuly Play founded?
Vuly Play was founded in 2007. It employs 101 to 250 people.
Where is Vuly Play based?
Vuly Play is headquartered in Brisbane, Australia, in the Oceania region.
How does Vuly Play make money?
Three revenue lines are on record. Direct Product Sales are the primary driver. The others are spare Parts and Accessories and extended Warranty.
Who are Vuly Play's main competitors?
Direct peers on record are Backyard Discovery, Skywalker Trampolines, Lifetime Products, Acon Air Trampolines, Plum Products, Cedar Summit by Backyard Discovery, Jumpflex Trampolines and Springfree Trampolines. Others are Sky Zone and Spin Master.
Does Vuly Play have an API?
No public API is recorded for Vuly Play.
What industry is Vuly Play in?
Vuly Play's product category is Outdoor Play Equipment. Its primary akta.pro industry code is CRALAFAC, Outdoor & Ride-On Toys Retail, with a secondary code of EDAEAIAF, Early Childhood & Playground Equipment (Play Structures, Soft Play, Safety Surfacing). Its NAICS code is 459120 and its SIC code is 3944.