MANIAX Axe Throwing

What MANIAX Axe Throwing does

MANIAX Axe Throwing operates Australia's first and largest urban axe throwing chain, established in 2014 as a private company (MANIAX Pty Ltd). The company runs 11 venues across Victoria, New South Wales, the Australian Capital Territory, Queensland, and Western Australia, providing coached axe throwing entertainment under International Axe Throwing Federation (IATF) safety protocols. Each session is led by trained "AXE-pert" coaches who deliver safety briefings and technique coaching, and the venues are fully licensed, offering Viking-themed food and beverage service including a proprietary MANIAX Mead sub-brand. According to company data, more than one million people have thrown axes at MANIAX venues, and the chain maintains a 4.9 Google rating across 10,663 reviews. Headcount is reported in the 51-100 range.

The revenue model combines multiple transaction streams. Individual sessions include Viking Hour (1-hour, $55), Express Viking (30-minute, $39, weekday off-peak), Valhalla Date/Mate Night ($75 with drinks), and a Family Pass (from $34, ages 11-17 with adult). Group packages for 7+ guests are tiered from Urban Viking ($65) and Ragnar's Battle ($89 with pizza) through Thor's Mighty Skål ($105 with beverage package) to the Ultimate Valhalla Feast ($139-$149, all-inclusive). Corporate team building (Odin's Team Challenge, $60) and school excursions ($25-$30 per student, teachers free, minimum 20) are sold through dedicated booking channels. The MANIAX League — sanctioned by the IATF with Prem, Standard, Big Axe, and Doubles divisions across 8 venues — is monetized via a recurring Annual Pass subscription (12-month minimum term), described as the largest axe throwing community in the Southern Hemisphere. Distribution is direct-to-consumer through online booking at maniax.com.au, phone reservations at 1300 217 583, and on-site sales, with named enterprise customers spanning CommBank, Spotify, Google, Meta, IKEA, Qantas, Atlassian, and the Australian Navy for corporate team events. Gift vouchers (36-month validity) and Afterpay installment payments are additional commercial levers.

Recent strategic activity in 2024-2025 has been product-led: a refreshed group experiences package lineup, a dedicated Ragnarok Bucks & Hens pre-wedding package, a limited-time EOFY Axe Time offer, and the elevation of MANIAX Mead as a branded sub-product. The company uses Microsoft Clarity for website analytics but has no disclosed AI/ML capabilities, proprietary technology platform, or external funding rounds. Operating geography is single-country domestic (Australia), with Adelaide signaled in website navigation as a potential 12th venue.

Name

MANIAX Axe Throwing

Legal name

MANIAX Pty Ltd

Website

https://maniax.com.au

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

51–100 employees

Short description

MANIAX Axe Throwing is Australia's first and largest urban axe throwing chain, operating 11 venues across five states. It serves consumers, corporate groups, schools, and league members with coached axe throwing experiences, group event packages, and licensed food and beverage service.

Ownership category

akta.pro rank

Product category

Recreation and entertainment venue operations

NAICS

Fitness and Recreational Sports Centers (71394), Other Amusement and Recreation Industries (7139), Amusement Parks and Arcades (7131)

SIC

Services-Amusement & Recreation Services (7900), Services-Membership Sports & Recreation Clubs (7997), Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Extreme Sports Experiences (Skydiving, Bungee Jumping) (THAAAAAM)

akta.pro secondary industries

Obstacle Course & Adventure Races (OCR, Mud Runs, Adventure Racing) (MPAKAIAE), Extreme Sports Media Packages & Add-On Services (Photo/Video, Livestream) (THAAAMAL)

Keywords

• Axe throwing entertainment
• Recreation venue operations
• Corporate team building
• Competitive league sports
• Event party hosting

Headquarters

HQ city

North Bridge

HQ country

Australia

HQ region

Oceania

Offices11 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Supply Chain, Infrastructure

Revenue model

1. Individual Session Bookings: One-hour and 30-minute axe throwing sessions for 1-6 players booked online, including Viking Hour ($55), Express Viking ($39), and Date/Mate Night ($75) packages
2. Group Package Bookings: Hosted group experiences for 7+ guests including Urban Viking ($65), Ragnar's Battle ($89), Thor's Mighty Skål ($105), Ultimate Valhalla Feast ($139-$149), and EOFY parties ($79). Corporate team building via Odin's Team Challenge ($60)
3. School Excursion Sessions: 2-hour school sessions at $25-$30 per student with safety briefings, coaching, and mini tournaments. Teachers throw free
4. Food & Beverage Sales: On-site licensed bar with craft beers, wines, Viking-inspired cocktails, mead, plus food packages including pizzas and Viking feasts. Beverage packages available as add-ons
5. Annual Pass / League Membership: 12-month Annual Pass with weekly 1-hour practice sessions, league participation, and discounts. Paid upfront or weekly direct debit
6. Gift Vouchers: Gift vouchers for axe throwing experiences valid for 3 years, redeemable for sessions and add-ons (excluding League/Memberships)

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels8 records

Core offering

MANIAX operates 11 physical urban axe throwing venues across Australia where it sells coached axe throwing sessions (individual, couple, family, group, corporate, and school formats), competitive league play via the MANIAX League, food and beverage service through licensed bars, and gift vouchers. The core deliverable is a supervised recreational axe throwing experience with structured tournaments, Viking-themed hospitality, and an IATF-sanctioned competitive community.

Product overview

MANIAX Axe Throwing operates as Australia's first and largest urban axe throwing chain (established 2014) with 11 venues across VIC, NSW, ACT, QLD, and WA. The core product is axe throwing experiences offered through multiple session types and group packages. Individual sessions include Viking Hour (1-hour, $55), Express Viking (30-min, $39), Valhalla Date/Mate Night ($75 with drinks), Family Pass ($34+, ages 11-17 with adult), and Ragnarok Bucks & Hens ($55). Group packages for 7+ players range from Urban Viking ($65) through to Ultimate Valhalla Feast ($149), plus Odin's Team Challenge for corporate team building ($60) and School Excursions ($25/student). The MANIAX League offers recurring competitive throwing with an Annual Pass membership option. Licensed venues also serve MANIAX Mead (house honey wine), craft beers, cocktails, and food. The business model combines one-time session bookings with recurring league memberships and gift voucher products.

Differentiator

Problem solved

Functional benefit

Brands

• MANIAX League: MANIAX League is the largest Axe Throwing community in the Southern Hemisphere, offering competitive league play across all venues.
• MANIAX Mead

Products and services

• Viking Hour Standard 1-hour axe throwing session for 1-6 players at $55 per person, including safety briefing by an AXE-pert coach and the ability to throw all 3 axe types. Designed for individual consumers and small groups seeking a casual recreation experience.
• Express Viking
• Valhalla Date/Mate Night 1-hour axe throwing experience for 2, 4 or 6 players at $75 per person, including 1 pre-mixed cocktail and 1 soft drink per person. Targeted at couples and small friend groups.
• Family Pass 1-hour family axe throwing experience for 2-6 players from $34 per person, exclusively available to families with at least one child aged 11-17 and one adult. School holiday family entertainment.
• Urban Viking 2-hour group axe throwing session for 7+ guests at $65 per person with a dedicated AXE-pert coach. Entry-level group package, upgradable with drinks, platters, or medals.
• Ragnar's Battle 2-hour group axe throwing session with mixed pizzas to share at $89 per person. Mid-tier group package combining activity and food.
• Thor's Mighty Skål 2-hour group axe throwing session with a 1-hour beverage package (beer, wine, mead, or soft drinks) at $105 per person. Premium group package with drinks.
• Ultimate Valhalla Feast All-inclusive top-tier 2-hour group package at $139 per person (or $149 at Abbotsford, Gold Coast, and Northbridge), including pizza platters, additional Viking feast platters, and a 1-hour drinks package.
• Odin's Team Challenge Corporate team building package at $60 per person, 1-hour hosted session with a custom corporate tournament format, available Monday-Friday 9am-5pm. Designed to strengthen coworker relationships.
• School Excursion 2-hour hosted school session at $25-$30 per student (minimum 20 students) for ages 11-18, including safety briefing, coaching, axe throwing instruction, and a mini tournament. Teachers and parent helpers throw free.
• EOFY Axe Time Limited-time 2-hour hosted group session at $79 per person (minimum 7 guests), including 2 standard drinks per person, available during the EOFY period with a booking deadline of 31 July.
• Ragnarok Bucks & Hens Pre-wedding celebration package for 2-12 or 13+ players at $55 per person, including 1-hour hosted axe throwing session with tournament gameplay. Upgrade to 2 hours for $10 extra per person.
• MANIAX League Recurring IATF-sanctioned axe throwing competition program with multiple league divisions (Prem, Standard, Big Axe, Doubles) operating across 8 venues. Marketed as the largest axe throwing community in the Southern Hemisphere.
• MANIAX League Annual Pass 12-month recurring league membership providing one 1-hour practice session per week at league practice times, plus eligibility to participate in MANIAX League competitions and discounts. Minimum 12-month term, paid upfront or via weekly direct debit.
• MANIAX Mead Viking-inspired honey wine (mead) served on-site at MANIAX venues as part of the licensed bar range, alongside craft beers, wines, and Viking-inspired cocktails.
• Gift Vouchers Prepaid gift certificates valid for 36 months from purchase, redeemable for axe throwing sessions and add-ons (excluding League and Memberships). Available online at maniax.com.au and in-venue.
• Full Venue Hire Private rental of an entire MANIAX venue for large groups seeking exclusive access, subject to availability with pricing provided on direct contact.

Quantifiable outcome

• Over 1 million people have thrown axes at MANIAX venues since 2014
• +2 more outcomes

Named customers8 records

Segments7 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Feature4 records

Partnerships

Two partnerships are on record, tiered core and minor.

• International Axe Throwing Federation (IATF)coreStrategic or Co-development PartnerMANIAX League is sanctioned by the IATF. All league participants must adhere to IATF rules of play and Code of Conduct. MANIAX venues follow international safety protocols established by the IATF. Non-compliance can result in expulsion from leagues and tournaments.
• Travel Without LimitsminorGTM or Marketing PartnerFeatured in Travel Without Limits article by Ellen Hill highlighting axe throwing's accessibility for people with disabilities. Partnership for accessibility awareness and inclusive marketing.

Scale indicators6 records

Recent moves6 records

Expansion highlights7 records

Direct peers

• STACKED Axe Throwing: STACKED is one of the most direct Australian competitors to MANIAX, operating urban axe throwing venues with similar group and corporate packages, directly contesting the same Melbourne/Sydney/other metro customer base.
• Kick Axe Throwing: Kick Axe Throwing operates multi-location urban axe throwing venues in the US with similar group packages, walk-in sessions, and food/beverage pairings, positioning it as a close direct peer to MANIAX.
• Bad Axe Throwing: Bad Axe Throwing is a large North American urban axe throwing chain with a similar coach-led, league and event-based model, making it the closest international comparability benchmark for MANIAX's format and unit economics.
• Bury the Hatchet: Bury the Hatchet is a US-based axe throwing chain with league and group event programming, offering a similar hosted-session, multi-venue roll-up model to MANIAX.
• Urban Axes: Urban Axes is a US-based axe throwing venue operator with comparable walk-in sessions, group bookings, and league competition programming, directly mirroring MANIAX's core offering.

Broad incumbents

• Flight Club (UK/US): Flight Club is a multi-venue social darts and bar concept that competes for the same casual group/celebration occasions as MANIAX, with a similar coach-led, F&B-anchored unit model.
• Holey Moley Golf Club: Holey Moley is an Australian novelty mini-golf and bar chain that competes for the same group/corporate socialising occasions as MANIAX, making it a broader incumbent in the competitive socialising category.
• Topgolf: Topgolf is a global tech-enabled sports entertainment venue chain that competes in the broader competitive socialising space for corporate events, group outings, and licensed F&B occasions.
• Strike Bowling: Strike is a large Australian bowling, karaoke, and escape room entertainment chain targeting the same corporate, birthday, and group event occasions as MANIAX with a multi-activity venue model.

Regional players

• Lumber Punks Axe Throwing: Lumber Punks is an Australian-based axe throwing venue operator with overlapping group and corporate offerings, comparable in format though smaller in scale and geographic reach than MANIAX.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks1 record

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@maniaxaxethrowing1925
• Facebookfacebook.com/MANIAX.AU
• Instagraminstagram.com/maniax.au
• TikToktiktok.com/@maniax.au
• Xx.com/maniax_au

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

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 MANIAX Axe Throwing