AlleyTrak

What AlleyTrak does

AlleyTrak, Inc. is a privately held SaaS company founded in 2017 and based in Rockford, Illinois, that provides a cloud-based online reservation and event management platform for recreation venues. Its core product is purpose-built for bowling alleys, axe throwing centers, driving ranges, and adjacent entertainment formats such as duckpin/candlepin bowling, fowling, miniature golf, and party rooms, with terminology (lanes, bays, targets) configurable across these verticals via the platform's Definitional settings.

The platform centers on a customer-facing booking widget that supports both Grid-View and Form-View reservation interfaces, real-time lane availability, 24/7 self-service booking, configurable dynamic pricing (per-guest, per-lane, per-game, package-based, time/day/seasonal), customizable waivers and contracts, party-package and league-scheduling workflows, and built-in double-booking prevention via temporary quasi-reservations. An administrative panel provides multi-location management, a calendar/event view, reporting and analytics, customer detail management, and an API plus webhooks for third-party integrations. The platform supports eight payment gateways (Authorize.Net, PayPal, Square, Stripe, CardConnect/Fiserv, Razorpay), links to lane equipment vendors (Steltronic automatic scoring, Inrange, Range Automation Systems, SelectPi, Range Manager, Range Servant, Range Star/eRange, TouchDesk), and connects to marketing tools (Mailchimp, Zapier, GoHighLevel, ActiveDEMAND, Google Analytics/GA4).

AlleyTrak monetizes exclusively through recurring monthly subscriptions — Basic at $49/month (1 location), Premium at $59/month (3 locations), with an optional PremiumPlus SMS add-on at +$15/month, and Ultimate at $79+/month (unlimited locations). A 14-day free trial of the Basic tier supports a product-led growth motion, with sales-assisted demos available for larger prospects. The company is privately held with no disclosed external funding, operates with a 1-10 person team, and has shipped 100+ product versions since inception while cumulatively processing over 43 million lane reservations.

Name

AlleyTrak

Legal name

AlleyTrak, Inc.

Website

https://alleytrak.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

1–10 employees

Short description

AlleyTrak is a privately held SaaS platform, founded in 2017 in Rockford, Illinois, that provides online reservation and event management software for bowling alleys, axe throwing centers, driving ranges, and adjacent recreation venues via a tiered monthly subscription model.

Ownership category

akta.pro rank

Headquarters

HQ city

Rockford

HQ country

United States

HQ region

North America

Markets served

GTM type

B2B

Offering type

Software

Cost components

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

Revenue model

1. Subscription - Basic Tier: Monthly SaaS subscription at $49 USD per month for 1 location/activity, including 1 administrative user, waivers & digital contracts, SMS/Text and email notifications, application hosting, backup service, analytics, API connection, and white label capabilities. This is the entry-level recurring revenue stream.
2. Subscription - Premium Tier: Monthly SaaS subscription at $59 USD per month for 3 locations/activities and 5 administrative users. Adds SMS notifications (PremiumPlus add-on available for additional $15/month for SMS capabilities). Represents the mid-tier recurring revenue tier with expanded multi-location capacity.
3. Subscription - Ultimate Tier: Monthly SaaS subscription starting at $79+ USD per month for unlimited locations/activities. Represents the high-volume enterprise recurring revenue tier for large multi-location operators.
4. Payment Processing (Third-Party): AlleyTrak does not charge transaction fees directly; revenue is indirectly affected as payment gateway fees are paid by customers to Authorize.Net, PayPal, Square, Stripe, CardConnect, or Razorpay. Payment gateway fees are separate from the AlleyTrak subscription fee.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

AlleyTrak is a cloud-based SaaS reservation and event management platform purpose-built for bowling alleys, axe throwing centers, driving ranges, miniature golf venues, and other recreation businesses. The platform enables 24/7 online self-service bookings, real-time lane availability, integrated online payment processing, multi-location administration, dynamic pricing, digital waivers, and party package management through a tiered monthly subscription model.

Product overview

AlleyTrak is a unified online reservation and event management SaaS platform designed for recreation and entertainment venues. The core product (AlleyTrak Platform) provides a complete booking system with an admin panel for managing operations across multiple locations. The platform operates on a tiered subscription model with three plans: Basic ($49/month, 1 location), Premium ($59/month, 3 locations), and Ultimate ($79+/month, unlimited locations). The platform comprises integrated modules including the Administrative Panel for backend management, Online Booking Widget with Grid-View and Form-View interfaces, Party Packages for configurable event offerings, Payment Processing supporting six major gateways, SMS/Text Notifications, Waivers & Contracts, Reporting & Analytics, Dynamic Pricing, Loyalty Programs, Customer Subscriptions/Memberships, Kiosk Mode for on-site self-service, Booking Questions for data collection, and SelectPi Integration for membership code delivery. The system processes reservations and payments with integrated third-party payment gateways while providing real-time notifications and comprehensive reporting.

Differentiator

Problem solved

Functional benefit

Products and services

• AlleyTrak Platform A cloud-based SaaS reservation and event management platform designed for bowling alleys, axe throwing centers, driving ranges, miniature golf venues, and other recreation businesses. Enables 24/7 online self-service booking, real-time lane availability, double-booking prevention, integrated payment processing through six payment gateways, multi-location administration, dynamic pricing, digital waivers, party package management, and white-label booking widgets.

Quantifiable outcome

• 43,134,305 lanes reserved using AlleyTrak, demonstrating platform adoption and operational scale

Named customers8 records

Segments5 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Integration21 records

Feature15 records

Partnerships

Eight partnerships are on record, tiered core.

• Authorize.NetcoreTechnology or IntegrationAuthorize.Net is a payment gateway integrated with AlleyTrak for secure online transaction processing. Authorize.Net offers competitive per-transaction fees ($0.10 per transaction plus a monthly $25 fee), making it cost-effective for high-volume bowling centers. It supports deposit pricing, payment recording, and in-app refunds.
• PayPalcoreTechnology or IntegrationPayPal is integrated as a payment gateway for processing online reservations. PayPal charges 3.5% + $0.30 per transaction (when integrated via AlleyTrak), with API credentials managed per-location for multi-chain operations.
• SquarecoreTechnology or IntegrationSquare serves as both a payment gateway (for online bookings) and a POS system integration. The fully integrated Square checkout experience was launched in v5.37.0, keeping the booking experience entirely within AlleyTrak without redirecting customers to a separate Square interface.
• StripecoreTechnology or IntegrationStripe is integrated as a payment gateway for secure online transaction processing. Supports similar features to PayPal including refunds, in-app refunds, and API-based payment recording. Stripe also supports Apple Pay for digital wallet payments.
• InrangecoreTechnology or IntegrationInrange provides lane management and scoring equipment for bowling centers. AlleyTrak integrates with Inrange for real-time PIN code generation, play mode integration, and at-lane/ bay booking enhancements. Supports customer-facing PIN-based ball redemption and lane assignment validation.
• SteltroniccoreTechnology or IntegrationSteltronic provides automatic scoring systems for bowling centers. AlleyTrak integrates with Steltronic for backfeed process synchronization and scoring integration, enabling automated scoring data to flow into the reservation management system.
• Range Automation Systems (RAS)coreTechnology or IntegrationRange Automation Systems (RAS) provides ball dispenser automation for driving ranges. AlleyTrak integrates with RAS for ball dispenser management and has expanded integration capabilities over multiple versions (v5.144.0, v5.147.0, v5.155.0) for synchronized lane/ball-dispenser booking workflows.
• SelectPicoreTechnology or IntegrationSelectPi provides member balance and pin code delivery systems for golf/driving range ball redemption. AlleyTrak integrates with SelectPi for member balance payments, same-day PIN generation, and code delivery methods (v5.167.0 introduced new SelectPi code delivery methods).

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• Pike13: Booking and business management software for fitness studios, swim schools, and recreation businesses with overlapping features (scheduling, payments, reporting) but focused on different verticals than AlleyTrak's bowling-and-recreation specialization.

Direct peers

• Hippo Manager: Facility management software for bowling centers, family entertainment centers, and similar recreation venues, offering reservation and management features comparable to AlleyTrak across multi-activity entertainment facilities.
• Brunswick Bowling: Bowling equipment manufacturer offering Sync scoring and management software for bowling centers. Competes with AlleyTrak for bowling venue software budgets, leveraging its dominant equipment brand and installed base of bowling centers.
• Resova: Online booking and management software for recreation, sports, and leisure venues including classes, sessions, and facility rentals. Comparable to AlleyTrak's reservation-management functionality across recreation verticals, though Resova skews more toward UK/European class-based bookings.
• QubicaAMF: Major global bowling equipment manufacturer that also offers the BES (Bowling Entertainment System) and other bowling management/scoring software for bowling centers. Directly competes with AlleyTrak in serving bowling venues with reservation, lane management, and scoring functionality, though bundled with hardware sales.
• CDE Software: Long-standing bowling management software provider offering lane reservation, league scheduling, tournaments, and center management features. Directly comparable to AlleyTrak as bowling-specialized software serving similar SMB bowling alley customers.
• BookingTimes: Reservation and booking management software for recreation venues including sports facilities, family entertainment, and activity centers. Provides directly overlapping booking, payment, and reservation management features to AlleyTrak's recreation-vertical customer base.

Broad incumbents

• Vagaro: Booking and business management platform for salons, spas, fitness, and recreation businesses offering appointment scheduling and payment processing. Broader scope and larger scale than AlleyTrak, with potential to expand into bowling-adjacent verticals if it chooses to target the niche.
• Mindbody: Large, well-funded booking and management platform serving fitness studios, salons, spas, and recreation businesses with appointment scheduling, customer management, and payment processing. A broader incumbent whose scope dwarfs AlleyTrak but whose verticals partially overlap with recreation venue booking.

Others

• Intercard: Cashless payment and POS solutions provider specializing in bowling, family entertainment, and amusement venues. Adjacent enabling technology that integrates with booking systems like AlleyTrak to power in-venue spending, though Intercard itself does not provide reservation software.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/AlleyTrak
• Xx.com/alleytrak
• LinkedInlinkedin.com/company/alleytrak

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 AlleyTrak