The HUB Stadium

What The HUB Stadium does

The HUB Stadium operates a multi-activity indoor entertainment and hospitality platform across two physical venues in Metro Detroit, Michigan (Auburn Hills and Novi), founded in 2016 and employing 51-100 people. Its core product is a portfolio of competitive recreational activities including interactive digital-scoring axe throwing, VIP classic axe throwing, football bowling, mega darts, ice curling, instructor-guided archery, and indoor golf simulators, each activity priced on a per-person hourly basis. Each location combines these activities with a full-service kitchen and bar, with the Novi site adding a 50-tap self-pour beer wall and live entertainment programming under The Hub Club sub-brand. The Auburn Hills site offers a broader activity mix including archery and golf simulators, while Novi differentiates with ice curling and the beer wall.

Revenue is generated through a diversified mix of activity/admission fees, food and beverage sales (dine-in, takeout via DoorDash, and happy hour), branded merchandise, e-gift cards via GoTab, seasonal league memberships, private event hosting across 11+ named event spaces, and a Mobile Axe Trailer off-site rental service starting at $2,750. Go-to-market is dual-channel: a direct-to-consumer walk-in and online reservation model via ReserveWithRex, complemented by a five-person event sales team handling corporate, private, and wedding bookings under contract. Marketing is supported by an Instagram presence, blog content, email/SMS, a WJR Radio partnership, and a network of 18+ local hotel, fitness, and retail referral partners distributing discount cards. The company is privately held with no disclosed funding, parent entity, or revenue figures.

Name

The HUB Stadium

Legal name

The HUB Stadium

Website

https://thehubstadium.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

51–100 employees

Short description

The HUB Stadium operates two multi-activity indoor entertainment and dining venues in Metro Detroit (Auburn Hills and Novi, Michigan), offering axe throwing, football bowling, mega darts, ice curling, archery, golf simulators, a 50-tap self-pour beer wall, full food and bar service, and off-site mobile axe trailer rentals to consumer and corporate event customers.

Ownership category

akta.pro rank

Product category

Entertainment Venue

NAICS

Fitness and Recreational Sports Centers (713940), Amusement Parks and Arcades (7131)

SIC

Services-Amusement & Recreation Services (7900), Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Arenas & Indoor Sports Centers (MPAKAEAB)

akta.pro secondary industries

Sports & Arena Event Venues (Stadiums, Arenas) (THAHAAAF), Concession & Stadium / Arena Catering (THAFAIAG)

Keywords

• Axe throwing venue
• Interactive entertainment center
• Corporate event hosting
• Self-serve beer wall
• Private party venue

Headquarters

HQ city

Novi

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Activity/Admission Fees: Per-person hourly fees for axe throwing, football bowling, mega darts, archery, ice curling, and golf simulator sessions. Pricing varies by activity.
2. Food & Beverage Sales: Full-service bar and restaurant with diverse menu including appetizers, salads, burgers, sandwiches, tacos, pizza, entrees, and desserts. Both dine-in and take-out options.
3. Merchandise Sales: Branded apparel including t-shirts ($25), hoodies ($35.50-$41), hats/caps ($25), beanies ($20), and glassware. Sourced on-demand for some items.
4. Private Event Hosting: Corporate gatherings, private parties, weddings, and event space rentals with customizable food, beverage, and activity packages. Revenue from room reservations, catering, and event coordination services.
5. Gift Cards: E-gift cards redeemable for activities, food, drinks, and merchandise at both locations.
6. League Memberships: Seasonal curling league with per-person fees ($175 for 6-week season). Includes coached sessions and championship prizes.
7. Mobile Trailer Rental: Mobile axe throwing trailer rental for off-site events. Starting at $2,750 for 2-hour minimum with professional coaches and safety briefing included.

Pricing tiers

Go-to-market motion2 records

Distribution channels7 records

Marketing channels6 records

Core offering

The HUB Stadium operates two Metro Detroit entertainment venues offering interactive competitive games (axe throwing, football bowling, mega darts, ice curling, archery, golf simulators) bundled with a full food and beverage program and private event spaces. The company sells activity admission fees, food and drink, event hosting, merchandise, gift cards, league memberships, and a mobile axe throwing trailer service for off-site events.

Product overview

The HUB Stadium is an entertainment venue and active recreation facility operating two locations in Metro Detroit (Auburn Hills and Novi, Michigan). The company offers a unified hospitality-and-entertainment platform centered on interactive competitive games including axe throwing (Interactive and VIP Classic formats), football bowling, Mega Darts, ice curling, archery, and golf simulators. These activities are complemented by food and beverage service featuring a full bar with a 50-tap self-pour Beer Wall (Novi only), a dining menu with stone oven pizzas, burgers, tacos, and entrees, plus event spaces and catering for private and corporate events. The venue also operates a Mobile Axe Trailer for off-site events and hosts live entertainment including concerts and comedy shows. A merchandise line (Hub Stadium Merch) and e-gift cards round out the consumer-facing offerings. The product portfolio operates on a dual-location model with location-exclusive activities (archery and golf simulators at Auburn Hills; ice curling and beer wall at Novi) and shared experiences available at both sites.

Differentiator

Problem solved

Functional benefit

Brands

• HUB Pub: The beer wall and pub area at the Novi location featuring 50 taps of craft beers, wines, cocktails, and cold brew coffee.
• The Hub Club

Products and services

• Axe Throwing
• Football Bowling
• Mega Darts
• Ice Curling
• Archery
• Golf Simulators
• Mobile Axe Trailer
• Spring Curling League
• Food & Beverage Menu
• Beer Wall (HUB Pub)
• Gift Cards
• Hub Stadium Merchandise
• Corporate Events & Team Building
• Private Events & Parties
• Live Entertainment (The Hub Club)

Named customers2 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature4 records

Partnerships

18 partnerships are on record, tiered minor and core.

• Quality Inn Auburn HillsminorOthersLocal hotel partnership with referral program. Hotel guests receive HUB Stadium Discount Cards and front desk referrals. Enhances guest experience for visitors staying in the community.
• KICK Rochester Sports CenterminorOthersPremier indoor sports facility displaying HUB Stadium $10 off $30 discount cards. Supports local fun and community partnerships.
• Crystal Palace Auburn HillsminorOthersLocal convenience store displaying discount cards. Partnership supports local community and fun.
• WJR Radio StationcoreGTM or Marketing PartnerMajor radio partnership for reaching Metro Detroit community. Includes radio spots and on-air promotions to share information about events and entertainment.
• The Magic Brownie BoxminorOthersLocal dessert company displaying discount cards at events and corporate gatherings. Partnership supports community events.
• HealthQuest Physical TherapyminorOthersHealth and wellness facility displaying discount cards. Partnership supports local community health and active lifestyle initiatives.
• Crowne Plaza Auburn HillsminorOthersHotel partner with spacious accommodations and versatile event spaces. Focus on collaboration and community engagement for local events and corporate programs.
• Jimmy John's Auburn HillsminorOthersSandwich shop displaying discount cards. Supports local community events and corporate catering needs.
• Mainstay Suites Auburn HillsminorOthersExtended-stay hotel partnership with referral program for business travelers, families, and long-term guests.
• K-9 Stray Rescue LeagueminorOthersMichigan nonprofit dog rescue displaying discount cards. Partnership supports local community and animal rescue causes.
• Vince CutzminorOthersBarber shop in Novi displaying discount cards. Partnership supports local fun, active lifestyles, and community.
• Unlimited Nail Spa NoviminorOthersNail salon displaying discount cards. Partnership supports local fun, active lifestyles, and community.
• Rally House NoviminorOthersLocal Michigan merchandise retailer displaying discount cards. Partnership supports local community and shopping.
• Xceleration Fitness Auburn HillsminorOthersFitness facility displaying discount cards. Partnership supports local fun, active lifestyles, and community.
• Gjeto's Salon & Day Spa NoviminorOthersSalon and day spa displaying discount cards. Partnership supports local fun, active lifestyles, and community.
• Comfort Suites Auburn HillsminorOthersAll-suite hotel partnership with referral program. Front desk provides HUB Stadium Discount Cards and information about entertainment options.
• Hyatt Place Auburn HillsminorOthersModern hotel with comfortable stay in convenient location. Partnership creates memorable stays with local entertainment options.
• Candlewood Suites Auburn HillsminorOthersExtended-stay hotel with full kitchen suites. Partnership provides flexible stay experience with local entertainment access.

Scale indicators3 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Swingers: Upscale indoor golf and darts entertainment venues with cocktails and street food. Closely comparable competitive socialising concept combining multiple games, premium F&B, and adult nightlife positioning.
• Bad Axe Throwing: Largest dedicated axe throwing chain in North America with multiple locations. Direct competitor on HUB Stadium's flagship activity, with comparable group/corporate event focus.
• Punch Bowl Social: National dine-and-play concept combining scratch food, craft cocktails, and group games. Closest direct analogue to HUB Stadium's multi-activity entertainment + full bar + restaurant + private events model.
• Stumpy's Hatchet House: Multi-state axe throwing franchise combining throwing lanes with a full bar and food. Closest direct competitor on the axe-throwing-plus-hospitality hybrid model.
• Bury The Hatchet: Established axe throwing venue chain with food and beverage offerings. Comparable on the core activity, group event targeting, and dual-location strategies.
• Urban Axes: Axe throwing venue operator with locations in multiple U.S. cities. Direct competitor on the core activity and group event experience.

Broad incumbents

• Dave & Buster's: Publicly traded eat-and-play chain with arcades, sports viewing, and food. Competes for the same adult-and-group entertainment occasion as HUB Stadium, though anchored on arcade rather than active sports.
• Bowlero: Largest bowling entertainment operator in the U.S. with F&B, arcades, and event spaces. Comparable in mixing a single anchor activity with food, bar, and private events, though bowling-focused.
• Topgolf: Premier golf-based entertainment venue with high-tech ball tracking, food, and event spaces. Overlaps with HUB Stadium on tech-enabled active games, F&B, and corporate event revenue.
• Main Event Entertainment: Large-format family entertainment centers offering bowling, laser tag, arcade, billiards, and F&B. Comparable in combining multiple activities with food and private events, though with a stronger family/youth mix.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks7 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/thehubstadium
• LinkedInlinkedin.com/company/hubstadium

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

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 HUB Stadium