What BMI Leisure does

BMI Leisure, operating under the legal entity Business & Marketing Improvement NV, is a Belgian-headquartered SaaS company that provides an all-in-one management platform for leisure and entertainment venues. Founded in 1999 as SMS-Timing, the company originally built timing systems for karting centers and has since expanded into a modular software suite covering karting, family entertainment centers (FECs), and trampoline parks. The platform integrates online booking, point of sale, CRM and marketing automation, waiver management, timing and race control, capacity management, wristband/RFID access, food and beverage operations, self-serve kiosks, multi-venue management, and mobile operations into a single shared database.

The company sells through four tiered subscription packages (Core, Expansion, XP, and XXL) on multi-year contracts, supplemented by one-off registration packages, professional services (implementation and training, billed 50% at order signature and 50% at installation), third-party hardware resale, and email campaign services. Pricing is quote-based and not publicly disclosed; annual fee revisions are tied to the PC-200 index with a 0.8 weighting factor. The go-to-market is a consultative, demo-driven enterprise field sales motion supplemented by inside sales for mid-market operators, with hardware and integration partners (MyLaps, ITS, Sewio, cashless system providers, fiscal integrators) functioning as indirect channels. The company operates from Geel, Belgium with a regional office in New York and serves customers across 70 countries in English, Spanish, German, and French.

BMI Leisure claims 500+ entertainment center customers worldwide, including 300+ karting locations, and reports a team drawn from 17+ nationalities. The platform is GDPR-compliant, available as SaaS or on-premise, and has been incrementally expanded since 2009 with mobile apps, online booking, multi-venue features (2015), door access control and cashless operations (2021), and a Parties & Events module (2024). The company is privately held with no parent company and no disclosed funding rounds.

Name

BMI Leisure

Legal name

Business & Marketing Improvement NV

Website

https://bmileisure.com

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

11–50 employees

Short description

BMI Leisure is a Belgian SaaS company that provides an all-in-one management platform for karting centers, family entertainment centers, and trampoline parks, serving 500+ entertainment venues across 70 countries with modular booking, POS, CRM, and timing software.

Ownership category

akta.pro rank

Product category

Leisure & Entertainment Venue Management Software

NAICS

Amusement Parks and Arcades (7131)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Online Booking & Reservation Platforms (B2B/B2C) (THALAMAA)

Keywords

• Leisure management software
• Venue management platform
• Karting center software
• Entertainment venue SaaS
• FEC management system

Headquarters

HQ city

Geel

HQ country

Belgium

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Software Module Subscriptions: BMI Leisure generates primary revenue through recurring software subscriptions. Customers purchase access to modular software packages (Core, Expansion, XP, XXL tiers) with monthly License and Support Fees. The subscription includes access to selected Modules plus Support Services as defined in the Service Level Agreement. Recurring Registrations Packages are calculated and revised annually, with automatic adjustment if usage falls below 50% or exceeds 150% of the contracted volume.
2. One-Off Registrations Packages: One-time purchase of a bundle of Registrations (database entries) for a fixed number that can be used across all Modules. These packages are invoiced at 100% upfront.
3. Professional Services (Implementation & Training): Implementation Services for software installation and setup, and Training Services for client personnel, are delivered as professional services. Implementation and training fees are invoiced 50% at order form signature and 50% on the Installation Date.
4. Third-Party Hardware: BMI Leisure resells Third-Party Materials including servers, timing systems, wristbands/RFID hardware, and integrated hardware for entertainment and karting centers. Hardware is invoiced and payable upfront before delivery.
5. Email Campaign Services: BMI Leisure offers email campaign creation and management as a service, with customers submitting campaign requests via a dedicated form. Test campaigns are sent for review before deployment, and feedback is processed within 5 business days.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels8 records

Core offering

BMI Leisure sells a modular SaaS platform that consolidates online booking, point of sale, CRM and marketing automation, waiver management, race timing, capacity management, wristband/RFID access, and multi-venue control into a single system for karting centers, family entertainment centers, and trampoline parks. Revenue is generated primarily through tiered software subscriptions (Core, Expansion, XP, XXL), recurring registrations packages, professional services (implementation, training, customized services, email campaigns), and resale of third-party hardware.

Product overview

BMI Leisure is an all-in-one leisure and entertainment center management platform designed for venues including karting centers, family entertainment centers (FECs), and trampoline parks. The platform operates as a modular SaaS system where clients subscribe to specific modules (Online Booking, Point of Sale, CRM & Marketing Automation, Registration & Waiver Management, Timing & Race Control, Capacity Management, Party & Events, Mobile App, Food & Beverage, Cashless & Arcade Solutions, Reporting, Self-Serve Kiosk, Gift Cards & Vouchers, Activity Access Control, Mobile Marshall, Multi Venue Management, Self Registration, Reservation Management, and Order & Table Management). The modules are offered in tiered packages — Core, Expansion, XP, and XXL — plus optional Professional Services (Implementation, Training, Customized Services). All modules share a unified database, enabling integrated data flow across bookings, POS, CRM, waivers, and reporting.

Differentiator

Problem solved

Functional benefit

Products and services

• Online Booking Web-based booking module that allows guests to schedule and pay for visits remotely, eliminating manual check-in and reducing staff workload for leisure and entertainment venues.
• Point of Sale (POS) All-in-one POS purpose-built for entertainment businesses, streamlining bookings, payments, and daily operations with customizable settings and F&B/kitchen integration.
• CRM & Marketing Automation Unified CRM that consolidates guest data, waivers, registrations, loyalty, and marketing into one platform to manage and grow a venue's business without manual effort.
• Registration & Waiver Management Automated waiver compliance tracking that ensures all guests sign the latest waiver version and provides liability protection for venues.
• Timing & Race Control Provides accurate lap times, flexible race formats, full race control, and race results for karting operations, integrated with TV displays and mobile marshall tools.
• Advanced Safety & Positioning Real-time vehicle location tracking that enhances safety and operational efficiency for karting venues, integrated with the race control module.
• Wristbands (RFID & Printable) Wristband solutions that indicate guest session time, enable access, and receive payments, supporting RFID and printable wristbands for venue efficiency.
• Capacity Management Real-time capacity management module that prevents overbooking and tracks guest numbers to ensure compliance with venue capacity limits.
• Party & Events Module that enables guests to plan and book their own events online, including birthday parties and group events at leisure and entertainment venues.
• Multi Venue Management Synchronizes data across all venues with centralized controls, consistent customer experiences, and standardized pricing for franchise and multi-site operators.
• Cashless & Arcade Solutions Cashless arcade play enabled through RFID wristbands and cards for seamless guest transactions across the venue.
• Self-Serve Kiosk Self-service kiosk module that empowers guests to book, sign waivers, order, pay, and top up cards without staff intervention.
• Mobile App Branded venue mobile application that enhances the venue's connection with customers and improves the on-site guest experience.
• Mobile Marshall Mobile tool that allows staff to manage bookings and race operations from anywhere using mobile devices, including real-time race notifications for karting marshals.
• Food & Beverage Management POS-integrated F&B module that automates kitchen orders and speeds up service for venue food and beverage operations.
• Reporting Built-in flexible reporting tools with automated and scheduled report delivery, with specialized Power BI integrations for advanced analytics.
• Booking & Scheduling Module providing complete control over the venue's activity scheduling and reservation management.
• Reservation Management Handles online and onsite bookings with templates and automation to prevent double bookings and ensure accurate financial records.
• Gift Cards & Vouchers Module to create, sell, and manage various types of digital and physical gift cards and vouchers for leisure venues.
• Offers, Invoices & Event Management Tools to create tailored offers and discounts for different customer segments, along with invoice generation.
• Activity Access Control Automates session timing, tracking, and speeds up check-ins through wristband- or QR-based entry to venue activities.
• TV Displays Dynamic screens installed around the venue that display information such as race results at appropriate times and locations.
• Order & Table Management Tools to manage service flow, guest seating, floor coordination, and order routing linked to specific service zones for F&B operations.
• Self Registration Allows guests to quickly register themselves, reducing waiting lines and staff workload through a paperless registration process.
• Core Package Entry-level subscription bundle including booking & scheduling, point of sale, registration & waiver, food & beverage, standard reporting, installation, training, and support.
• Expansion Package Mid-tier subscription bundle building on Core by adding online booking, party & events, CRM & marketing automation, extended F&B features, and advanced reporting.
• Implementation Services Professional online or on-premise services covering installation and setup of BMI Leisure software and related hardware, as detailed in the customer's Order Form.
• Training Services Personnel training services provided by BMI Leisure for client staff, as detailed in the relevant Order Form.
• Email Campaign Services Email campaign creation and management service where customers submit campaign requests via a dedicated form; test campaigns are sent for review before deployment.
• Third-Party Hardware Resale Resale of third-party hardware including servers, timing systems, wristband/RFID devices, and integrated hardware for entertainment and karting centers, invoiced upfront before delivery.

Quantifiable outcome

• Revenue increased up to 5x on weekend days for karting center customers using online booking and marketing automation

Named customers10 records

Segments3 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration13 records

Feature12 records

Partnerships

Four partnerships are on record, tiered core.

• MyLapscoreTechnology or IntegrationMyLaps is a leading karting timing system provider. Integration with MyLaps enables BMI Leisure's software to receive and display real-time race timing data, lap times, and race results within the platform's TV displays and race control modules.
• ITS (Interactive Timing Systems)coreTechnology or IntegrationITS provides timing and scoring systems for karting and racing venues. Integration with BMI Leisure enables synchronized timing data across booking, race control, and reporting modules.
• Cashless Card Systems (multiple)coreTechnology or IntegrationBMI Leisure integrates with multiple cashless card and wristband payment systems, enabling cashless arcade play and seamless payment experiences across the venue. These integrations support RFID wristbands and cards for game activation and payment.
• Fiscal Integration PartnerscoreTechnology or IntegrationBMI Leisure integrates with fiscal compliance systems to automate financial procedures and tax reporting for entertainment venues. These integrations ensure compliance with regional tax regulations and optimize financial operations.

Scale indicators6 records

Recent moves8 records

Expansion highlights6 records

Emerging players

• ClubReady: ClubReady provides club management, billing, and member-engagement software for fitness studios and boutique gyms. It is an adjacent vertical SaaS player whose booking and recurring-revenue model mirrors BMI's subscription approach.
• Vagaro: Vagaro is a cloud-based booking, POS, and marketing platform serving fitness, wellness, and activity-based businesses. While broader than leisure venues, it competes for SMB booking and POS wallet share among activity-based operators.
• SuperSaaS: SuperSaaS is an online booking and reservation platform used by activity providers, including some leisure and entertainment operators. It offers lighter-weight functionality than BMI but competes at the entry level for booking-led workflows.

Broad incumbents

• Daxko: Daxko provides operations, membership, and member-engagement software for YMCAs, fitness clubs, and community recreation centers. It targets the club and recreation center vertical with a similar all-in-one value proposition to BMI's multi-venue offering.
• Mindbody: Mindbody is a large incumbent SaaS for fitness studios, salons, and wellness businesses, offering booking, payments, and marketing automation. It is a broader incumbent in the activity-venue SaaS space where BMI also competes for operators of booked experiences.
• Lightspeed Restaurant: Lightspeed is a broad POS and commerce platform used by restaurants and entertainment venues. Its Restaurant and Retail POS offerings compete with BMI's POS module for leisure venue operators needing integrated payments.
• Toast: Toast is a leading restaurant POS and operations platform with growing presence in entertainment and event venues. As a well-capitalized broader incumbent, it represents competitive pressure on BMI's POS and F&B modules.
• Square for Business: Square offers SMB-focused POS, appointments, and payments tooling that is sometimes adopted by smaller leisure venues as a low-friction alternative to vertical SaaS. It competes indirectly with BMI at the lower end of the SMB segment.

Direct peers

• CenterEdge Software: CenterEdge provides point-of-sale, booking, and facility management software for family entertainment centers, trampoline parks, and amusement venues in North America. It overlaps directly with BMI's FEC and trampoline park offerings.
• ROLLER Software: ROLLER is a vertical SaaS platform purpose-built for the leisure and attractions industry, offering booking, POS, ticketing, gift cards, and integrated payments for FECs, trampoline parks, and similar venues. It is the closest direct competitor to BMI Leisure in functionality and target customer.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/bmileisuresoftware
• LinkedInlinkedin.com/company/bmileisure

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

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 BMI Leisure