Amusement Products

What Amusement Products does

Amusement Products LLC is a Chattanooga, Tennessee-based designer and manufacturer of attractions and control systems for the family entertainment center (FEC) industry, founded in 1960 and operating with approximately 60 employees. The company's core product line centers on electric go-karts powered by its proprietary ThunderVolt Electric Operating System, which integrates per-kart audio, real-time racing messaging, programmable speed control, and an addressable Zone System for track safety. It complements go-karts with multiple bumper-car variants (Spin Zone, Spin Zone Z, Flip Zone), the Lazer Fury 360 laser-shooting attraction, miniature golf courses, pitching machines and batting cages (Ultimate Trainer 3000/3020, Range-Pro retrieval), and VR attractions (VEX Arena, VEX Adventure, VR Quest Arena) distributed under exclusive North American agreements with VEX Solutions (from 2022) and Inowize (from 2019). Supporting the hardware is a proprietary control stack including the Ride Commander wireless operating system, Park & Charge inductive floor charging, Race Timing System, and VirTech on-board diagnostics (IAAPA Best New Product 2022).

The company monetizes primarily through one-time capital-equipment sales to FEC operators, supplemented by design and construction services delivered through its wholly owned subsidiary Amusement Construction Co., Inc., recurring parts and accessories sales via FECPartsMart.com, a monthly Power Up Karting subscription for sound files and operating-system updates, and education revenue from the FEC Success Institute (an IAAPA-accredited 2-day seminar) and maintenance training sessions. Go-to-market is enterprise field sales with a multi-person direct sales team, supported by IAAPA trade-show presence, referral networks, the educational FEC Success Institute as a top-of-funnel channel, and seven third-party financing partners (SLS Financial, Marlin, AP Equipment Financing, Priority Capital, Ascentium Capital, Alliance Funding Group, Advantage+ Financing) that enable customers to finance six- to seven-figure installations. Customer segments are vertically oriented: independent FEC operators (both startups and established venues) and destination resorts/attractions such as Bass Pro Shops' Big Cedar Lodge.

Amusement Products is privately held by the Magrath family, with no disclosed external private-equity or venture-capital backing. The legal entity is Amusement Products LLC (Tennessee), and DBA brands include Amusement Construction Co., Inc. and sub-brands ThunderVolt, Power Up Karting, Spin Zone, Flip Zone, Lazer Fury 360, and VirTech. The company has accumulated six IAAPA Best New Product/Attraction awards between 2008 and 2022 and holds multiple patents in go-kart track and pitching-machine systems. The business has no disclosed revenue, no public-company comparables, and operates in a niche segment of the broader location-based entertainment industry.

Name

Amusement Products

Legal name

Amusement Products LLC

Website

https://amusementproducts.com

Company type

Private

Founded year

1960

Operating status

Operating

Headcount range

11–50 employees

Short description

Amusement Products is a Chattanooga-based manufacturer founded in 1960 that designs electric go-karts, bumper cars, VR attractions, and proprietary control systems for family entertainment center operators and destination resorts across North America.

Ownership category

akta.pro rank

Product category

Amusement Equipment for Family Entertainment Centers

NAICS

Amusement Parks and Arcades (7131), Amusement Arcades (71312)

SIC

Games, Toys & Children's Vehicles (No Dolls & Bicycles) (3944), Services-Amusement & Recreation Services (7900)

akta.pro industry

PRIMARYTHAJAEAC

Family Entertainment Centers (Indoor развлечения: Arcade, Soft Play, Party Centers)

Travel & Hospitality/Tours, Attractions & Experiences/Theme Parks, Water Parks & Family Entertainment Centers

SECONDARYTHAAAAAD

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

Travel & Hospitality/Adventure, Amusement Parks & Ecotourism/Amusement Parks & Theme Parks

SECONDARYCRAOAMAJ

Digital/Interactive Toys & Accessories Distribution

Consumer Products & Retail/Wholesale, Distribution & Category Management/Toys, Games & Hobby Products Distribution

Keywords

• Amusement equipment manufacturing
• Family entertainment centers
• Electric go-karts
• Bumper car attractions
• Amusement ride control systems

Headquarters

HQ city

Chattanooga

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. FEC Attraction Manufacturing and Sales: Manufactures and sells electric go-karts, bumper cars, miniature golf courses, batting cages, pitching machines, and VR attractions to family entertainment center operators. Revenue is generated through one-time product sales, with construction services offered as an add-on through Amusement Construction Co.
2. Design and Construction Services: Provides design consultation and full construction services for FEC attractions including go-kart tracks, batting cages, and miniature golf courses through Amusement Construction Co., Inc.
3. Parts Department: Sells replacement parts and accessories for Amusement Products equipment through FECPartsMart.com and direct email orders.
4. Power Up Karting Subscription: Monthly subscription service for Power Up Karting that includes kart and pit sound files, kart programming, operating system changes, and technical support.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels8 records

Core offering

Amusement Products manufactures and sells electric go-karts, bumper cars, laser tag attractions, pitching machines, miniature golf courses, and VR attractions for family entertainment center (FEC) operators. The company also provides proprietary control systems (ThunderVolt, Ride Commander, Zone System, Park & Charge, VirTech), design and consultation services, full construction (via Amusement Construction Co., Inc.), replacement parts, and operator education through the FEC Success Institute.

Product overview

Amusement Products is a manufacturer of Family Entertainment Center (FEC) attractions with over 60 years of experience since 1960. The company offers a diversified portfolio of immersive attractions designed as revenue generators, including electric go-karts (powered by the proprietary ThunderVolt Operating System with Power Up Karting gamification), multiple bumper car variants (Spin Zone, Spin Zone Z, Flip Zone), Lazer Fury 360 laser shooting arena, VR attractions (VEX VR Arena, VEX Adventure, VR Quest Arena), pitching machines and batting cages, and miniature golf courses. The product ecosystem is unified through proprietary control systems including the Ride Commander Operating System, Zone System, Park & Charge System, Race Timing System, and VirTech self-diagnostics. Beyond equipment sales, the company provides design/consultation services, construction (via Amusement Construction Co.), parts supply, and education programs including the FEC Success Institute and maintenance training seminars. The company operates from Chattanooga, TN and maintains approximately 60 employees.

Differentiator

Problem solved

Functional benefit

Brands

• ThunderVolt: Electric go-kart operating system with integrated sound system and race control features
• Power Up Karting
• Spin Zone Bumper Cars
• Flip Zone Bumper Cars
• Lazer Fury 360
• VirTech

Products and services

• Electric Go-Karts Family of electric go-karts (Lightning 60+ mph, Stockart single-seat, Stockart Plus One two-seat, Model E adult+child, Rookie for ages 7-12) powered by the proprietary ThunderVolt Electric Operating System. Sold to family entertainment center and resort operators.
• ThunderVolt Electric Operating System Proprietary electric go-kart operating system featuring speed-appropriate engine noise, real-time racing messaging (Green/Yellow/Checkered Flag), programmable speed control in 1 mph increments, and immersive audio. First system to incorporate a sound system on every kart. Sold as part of Amusement Products electric go-karts and as the platform for Power Up Karting.
• Power Up Karting Gamified electric go-kart racing experience using color-changing tiles embedded in the track. Drivers win powers (Boosts, Zone Slow, Turtle Mode, Shield) that alter racing outcomes. Includes real-time scoreboard and built-in audio. Delivered as a monthly subscription including kart and pit sound files, kart programming, operating system changes, and technical support.
• Spin Zone Bumper Cars Electric bumper cars with reactionary sensors that add competitive interaction, automated operations, lights, and sound show. Winner of the 2008 IAAPA Best New FEC Attraction. Runs up to 14 hours between charges. Sold to FEC operators.
• Spin Zone Z Bumper Cars Tubeless version of the Spin Zone bumper car, eliminating daily tube maintenance while retaining competitive spin, lighting, and sound features. Sold to FEC operators.
• Flip Zone Bumper Cars Bumper cars that spin and flip riders 360 degrees, with per-car light shows. Arena of 30' x 40' accommodates 6 cars. Sold to FEC operators.
• Lazer Fury 360 Operator-controlled electric laser attack vehicle that moves 360 degrees horizontally and vertically. Players shoot at other riders or wall/ceiling targets to score points. IAAPA Best New FEC Attraction 2014. Sold to FEC and resort operators.
• VEX VR Arena Scalable hyper-reality VR attraction (4-10 players) with built-in E-Sports capabilities including daily, weekly, and monthly tournaments and worldwide competition. Features automated registration and marketing. Distributed by Amusement Products under exclusive North America/Mexico agreement with VEX Solutions.
• VEX Adventure Hyper-reality VR attraction with 4D effects including haptic feedback, wind, smell, heat, vibrating floors, vibrating vests, vibrating masks, and hand recognition. Distributed under exclusive North America/Mexico agreement with VEX Solutions.
• VR Quest Arena Location-based VR gaming platform available in 4-player and 6-player configurations. The 6-player arena occupies 14' x 19' and includes team-based and player vs player games. Distributed under exclusive North American agreement with Inowize.
• Ultimate Trainer 3020 48-speed baseball/softball pitching machine with a touch-screen kiosk for commercial batting cages. Sold to FEC and sports entertainment operators.
• Ultimate Trainer 3000 8-speed baseball/softball pitching machine for commercial batting cages. Sold to FEC and sports entertainment operators.
• Range-Pro Retrieval System Automated ball retrieval system for batting cages that picks up balls and returns them to pitching machines. Enables fully automated, multi-station cages. Sold to FEC and sports entertainment operators.
• Championship Miniature Golf Designed and built miniature golf courses incorporating water features, elevation changes, and skill/fun elements. The company has designed and built courses since the 1960s. Sold to FEC and resort operators.
• Ride Commander Operating System Wireless and programmable attraction control system with integrated ride timer, MP3 player for announcements, and messaging system for entertainment/safety. Operates multiple Amusement Products attractions. Sold to FEC operators.
• Zone System Track safety system with addressable control zones that slow or speed up karts based on position. Includes NO BOOST ZONE, SLOW DOWN ZONE, and special sound features with automated messaging. Manages problem areas like sharp turns and steep downhill grades. Sold to FEC operators.
• Park & Charge System Automatic charging system for electric go-karts. Charging pucks beneath karts make contact with floor-mounted plates and begin charging within seconds. Recharges batteries to 95%+ in 3-4 minutes, saving 1-2 people per shift in labor. Sold to FEC operators.
• Race Timing System Go-kart timing system accurate to 1/1000 of a second. Includes kart identification, detection points, and software for lap timing and race results. Sold to FEC operators.
• VirTech Virtual Technician On-board virtual technician for electric go-karts that self-diagnoses problems. Awarded Best New Product at the 2022 IAAPA. Sold to FEC operators.
• Design & Consultation FEC design services including park layout, go-kart track design, batting cage design, bumper car arena design, and miniature golf course design. Includes site designs for input, progress updates, and staff training. Sold to FEC and resort operators.
• Construction Services Turnkey attraction construction services provided through Amusement Construction Co., Inc. Typical build timelines: 2-4 weeks for miniature golf, 3-6 weeks for batting cages and go-kart tracks. Sold to FEC and resort operators.
• Parts Department Online and email parts ordering for replacement parts and accessories for Amusement Products equipment. Operated via FECPartsMart.com. 50% deposit required to initiate order, balance due prior to shipment. Sold to FEC operators.
• FEC Success Institute Twice-yearly 2-day educational seminar for FEC operators covering feasibility, financing, design, construction, insurance, and attraction mix. Pre-approved IAAPA certification course awarding 14 credit hours. Conducted at the Chattanooga facility and various host FEC locations. Sold to prospective and existing FEC operators.
• Maintenance Training Seminar 1-day hands-on maintenance and operations training seminar covering Amusement Products attractions (electric go-karts, Spin Zone, pitching machines, Flip Zone, Lazer Fury 360, and operating systems). Includes lunch. $250 for one person, $400 for two people. Sold to FEC operator staff.
• Customer Financing Options Facilitated access to equipment financing through seven third-party lenders (SLS Financial, Marlin, AP Equipment, Priority Capital, Ascentium, Alliance Funding, Advantage+). Loan sizes range from $1K-$10M with 1-10 year terms, $0 down and 100% financing options, and SBA programs. Sold to FEC and resort operators.

Quantifiable outcome

• Spin Zone bumper cars typically pay for themselves in less than two years
• +4 more outcomes

Named customers6 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature9 records

Partnerships

Three partnerships are on record, tiered core and flagship.

• VEX SolutionscoreChannel Partner/ Reseller/ Distributor · 1 October 2022Amusement Products became the sole distributor of VEX VR systems in North America (including Mexico) in October 2022. Amusement Products assumed manufacturing and installation of all new VEX Arenas and VEX Adventure systems while VEX continues to develop new game content. The VEX Arena is a scalable VR system (4-10 players) with E-Sports capabilities, while VEX Adventure delivers hyper-reality experiences with 4D effects including haptic feedback, wind, smell, heat, and vibrating equipment.
• InowizecoreChannel Partner/ Reseller/ Distributor · 1 October 2019Exclusive North American distributor partnership for VR Quest Arena developed by Inowize. Amusement Products handles consultancy, installation, and technical support for VR Quest Arena (available in 4-player and 6-player versions). The 6-player arena occupies just 14' x 19' and increases potential ticket sales by 50% per game. Already installed in 6 US locations including Altitude 1291 in Oklahoma.
• Bass Pro Shops / Big Cedar LodgeflagshipStrategic or Co-development PartnerAmusement Products completed construction of go-kart racing venue at Big Cedar Lodge's Fun Mountain in the Ozark Mountains. Built 1,467' road course and 252' oval track with 42 electric go-karts (34 single-seat Stockart, 12 two-seat Stockart Plus One), plus 12-car Flip Zone bumper car arena and 10-car Spin Zone bumper car arena. Features ThunderVolt electric operating system throughout.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Market position

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Subsidiaries1 record

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 Amusement Products