The 99 Club

What The 99 Club does

The 99 Club is a London-based live-entertainment venue operator that runs stand-up comedy shows across four central London locations — three in Leicester Square (Arboretum on Charing Cross Road, the Flamingo Room at O'Neills on Wardour Street, and St Martin's Crypt beneath St Martin-in-the-Fields on Trafalgar Square) and one in Covent Garden (Strand Palace Hotel on the Strand). The company hosts shows six nights a week (Tuesday through Sunday) featuring TV-regular comedians seen on Live at the Apollo, Mock the Week, Have I Got News For You, and Taskmaster, and has held the Chortle Award for Best London Comedy Club for ten consecutive years.

The business operates a WordPress website integrated with the Fixr ticketing platform, Matomo and Google Analytics, and Complianz cookie-consent tooling; there is no proprietary technology platform, mobile app, or API layer. Marketing runs through the website, an email newsletter, organic social (Facebook, X, Instagram, YouTube), Google Ads paid acquisition, and earned media via SquareMeal. Distribution is through the club's own storefront, phone bookings, partner restaurants for meal packages, and third-party voucher platforms.

Revenue is generated across four streams: consumer ticket sales at £10–£22 per seat (Wednesday through Sunday pricing) plus a 10% booking fee; corporate and private event bookings through tiered packages from £1,250 to £12,000+VAT (Bronze, Silver, Gold, Celebrity); dinner-and-comedy meal packages sold in partnership with Steak & Company and Flesh & Buns from £46.15 per person; and gift vouchers valid for one year and redeemable across the club's venues, also distributed through Buy a Gift, Red Letter Days, and Smartbox. The customer base is split between individual consumers (primary) buying tickets for nights out, and corporate/private event buyers including PwC, Oxford University, Colgate Palmolive, Gattaca, Hyphen8, Yetipay, and SJL Foundation. The 99 Club is independently owned as a UK private limited company (99 Club Ltd, registered in Horsham), with Arts Council England listed as a public-sector grant supporter.

Name

The 99 Club

Legal name

99 Club Ltd

Website

https://99clubcomedy.com

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

11–50 employees

Short description

The 99 Club is a London-based independent comedy venue operator running award-winning stand-up shows six nights a week across four West End locations, serving individual ticket-buyers, corporate event clients, and gift-voucher purchasers with tickets, meal bundles, and private comedian hire.

Ownership category

akta.pro rank

Product category

Live Comedy Entertainment

NAICS

Promoters of Performing Arts, Sports, and Similar Events with Facilities (71131)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Comedy Club & Showcase Nights (MPAGACAE)

akta.pro secondary industries

Comedy Clubs (Nightlife Venues) (MPAGAIAH), Stand-Up Comedy Shows (MPAGACAA), Comedy Shows & Spoken-Word Events (THAJAFAC)

Keywords

• Live comedy shows
• Stand-up entertainment
• Corporate comedy events
• Comedy venue booking
• Private comedian hire

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices5 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Ticket Sales: The club sells tickets to live comedy shows priced between £10 and £22 per person, with a 10% booking fee applied to all online and phone reservations. Tickets are sold through the club's own website (via Fixr ticketing) and by phone. No tickets are sold on the door.
2. Corporate & Private Event Bookings: The club generates significant revenue by hiring out individual comedians or full private comedy shows to corporate clients, private parties, fundraisers, and birthdays. Packages range from Bronze (from £1,250+VAT) to Celebrity (starting from £12,000+VAT), with final pricing dependent on the comedian, event type, and package selected. Payment terms include a minimum 50% deposit to secure a booking, with full payment required no less than 8 weeks prior to the event.
3. Meal Packages: The club offers dinner-and-comedy packages in partnership with nearby restaurants (Steak & Company and Flesh & Buns), starting from £46.15 and £62 per person respectively (including 10% booking fee). These packages include a 2-course meal, a complimentary drink, and entry to a comedy show. Revenue is shared with or flows through the restaurant partner, with The 99 Club processing bookings and retaining a portion.
4. Gift Vouchers: Gift vouchers are sold via email request in any denomination, valid for one year from purchase, and redeemable against any show at any of the club's London venues. This represents a prepaid, one-time-use revenue stream.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels6 records

Core offering

The 99 Club operates a live comedy venue business in central London's West End, hosting award-winning stand-up comedy shows six nights a week (Tuesday to Sunday) across four venues in Leicester Square and Covent Garden featuring TV-regular comedians. Its core product is individual show tickets (£10–£22 per person), supplemented by tiered corporate event packages (Bronze £1,250 to Celebrity £12,000+VAT), meal-plus-comedy bundles with partner restaurants, individual comedian hire, and gift vouchers.

Product overview

The 99 Club is a comedy venue business offering live stand-up comedy shows as its core product, with multiple venue locations in London's West End (Leicester Square and Covent Garden). The offering consists of comedy show tickets as the primary product, complemented by corporate event packages (Bronze through Celebrity tiers) for private bookings, meal packages combining dining at partner restaurants with show tickets, gift vouchers, and individual comedian hire services. The company operates as a live entertainment venue rather than a technology product.

Differentiator

Problem solved

Functional benefit

Products and services

• Comedy Show Tickets Individual tickets to award-winning stand-up comedy shows featuring top TV comedians from Live at the Apollo, Mock the Week, and other flagship UK comedy programs, held six nights a week (Tuesday to Sunday) at venues in Leicester Square and Covent Garden. Ticket prices vary by day: Wednesday £10, Thursday £15, Friday £20, Saturday £22, Sunday £13, plus a 10% booking fee on online and phone reservations.
• Corporate Event Package

Quantifiable outcome

• Voted Best London Comedy Club for 10 consecutive years at the Chortle Awards
• +1 more outcomes

Named customers7 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Five partnerships are on record, tiered minor and core.

• SquareMealminorGTM or Marketing PartnerThe 99 Club is featured on SquareMeal as a recommended venue for events and activities in London. SquareMeal's badge is displayed on the club's website, providing third-party endorsement and marketing visibility to potential customers browsing for event venues.
• Steak & CompanycoreStrategic or Co-development PartnerSteak & Company is a premium London steakhouse near Leicester Square that partners with The 99 Club to offer combined dinner-and-comedy meal packages. Customers receive a 2-course meal and complimentary drink at Steak & Company followed by entry to a 99 Club comedy show. The 99 Club forwards customer data (name, email, phone) to Steak & Company for booking confirmation purposes.
• Flesh & BunscoreStrategic or Co-development PartnerFlesh & Buns is a modern Japanese restaurant near Leicester Square that partners with The 99 Club to offer combined dinner-and-comedy meal packages. Customers receive a curated Japanese-inspired set menu followed by entry to a 99 Club comedy show. The partnership allows The 99 Club to offer a differentiated dining experience alongside its comedy shows.
• Strand Palace HotelcoreChannel Partner/ Reseller/ DistributorThe Strand Palace Hotel in Covent Garden hosts The 99 Club's comedy shows in its venue space. This is a venue partnership: the hotel provides the physical space (with disabled access), and The 99 Club provides the comedy entertainment. The club shares customer name information with the venue when required by the venue's licensing conditions.
• Buy a Gift / Red Letter Days / SmartboxminorChannel Partner/ Reseller/ DistributorThe 99 Club accepts gift vouchers from third-party voucher platforms Buy a Gift, Red Letter Days, and Smartbox. These vouchers are valid for Sunday–Thursday shows only (excluding Bank Holidays and December). The voucher platforms serve as a distribution channel for The 99 Club's gift experience.

Scale indicators4 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Top Secret Comedy Club: London-based stand-up comedy club operating multiple nightly shows in Covent Garden, with a comparable consumer-ticket and corporate-event business model and overlapping comedian roster.
• The Comedy Store: Iconic London comedy venue in Soho hosting nightly stand-up shows with a comparable TV-regular-heavy lineup and similar ticketed-show plus corporate-hire business model.
• Soho Theatre: Central London performing arts venue presenting comedy alongside theater and cabaret, with comparable ticketed shows, bar revenue, and corporate/private hire offerings.
• Angel Comedy Club: London comedy club running nightly stand-up shows (including free showcases) with a similar ticketed-show model and overlapping comedian talent pool.
• Comedy Carnival: London comedy operator running multiple nightly stand-up shows in central venues, with a comparable model around affordable tickets, TV-name headliners, and meal-plus-show packages.
• Banana Cabaret: Long-running West End comedy venue offering ticketed stand-up shows with dinner options, directly comparable in format, location, and price band to The 99 Club.

Broad incumbents

• The Glee Club: Multi-city UK comedy club chain (Birmingham, Cardiff, Oxford, etc.) running ticketed stand-up shows - broader geographic footprint and similar show/venue economics.
• Hot Water Comedy Club: Established UK comedy venue operator (Liverpool/Manchester base) running nightly stand-up and corporate events, comparable in operating model but regional rather than London-focused.
• Jongleurs: Historic UK comedy club chain that pioneered the paid-comedy-club format with ticketed shows and corporate entertainment - comparable business model though with a different geographic footprint.

Emerging players

• Udderbelly / Underbelly: Festival and live-event producer operating comedy venues at Edinburgh Fringe and other festivals, with overlapping live-comedy programming and corporate/private hire capabilities.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/The99Club
• YouTubeyoutube.com/channel/UCQHRg3WCLqZfVWp0lq8aYQA
• Facebookfacebook.com/The99Club
• LinkedInlinkedin.com/company/the-99-club-limited
• Instagraminstagram.com/the99clubcomedy

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 The 99 Club