The Cage

What The Cage does

The Cage is a privately held, Singapore-based multi-sport venue operator founded in 2005 that runs three physical facilities — Kallang, Dempsey, and Carlisle — offering small-sided football (5-a-side and 7/8-a-side), indoor and outdoor cricket nets with bowling machines, padel tennis (The Cage Padel Tribe @ Dempsey), and softball/baseball batting cages. The company self-reports more than one million man-hours of sporting activity annually across its venues and serves a horizontal base of recreational individual and group players, corporate clients booking team-building and events, and families hosting birthday parties and tournaments. Its core technology is a venue-and-booking stack: a proprietary online booking platform (book.thecage.com.sg) for football, cricket, and softball bookings, supplemented by third-party platform Playtomic for padel reservations and Level Up Sports Analytics for cricket performance tracking.

The Cage makes money primarily through unit-based venue rental — pay-as-you-go hourly or session fees for pitches, nets, and cages — plus packaged event revenue from birthday parties, corporate events, and tournaments. Specific rates are not publicly disclosed and are made available via downloadable PDF rate cards per venue. Its go-to-market is direct-to-consumer: customers transact via self-serve online booking for sports sessions and via email enquiry for events. The company also maintains community-access programmes with RSVP Singapore and Shine Children and Youth Services, and an associated adult/youth football training programme called The Football Gym that operates on a separate booking channel.

The business is privately owned with no disclosed parent company, external investors, or funding rounds, and operates with an 11–50 employee headcount. Distribution is single-country domestic (Singapore), and the company's stated differentiators are its multi-sport offering under one brand, 20 years of operating history, and community footprint across three Singapore locations.

Name

The Cage

Legal name

The Cage

Website

https://thecage.com.sg

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

11–50 employees

Short description

The Cage is a privately held Singapore sports venue operator founded in 2005, running three multi-sport facilities (Kallang, Dempsey, Carlisle) offering football, cricket, padel, and softball/baseball to recreational players, corporate clients, and event hosts via self-serve and third-party booking platforms.

Ownership category

akta.pro rank

Product category

Sports Venue Operations

NAICS

Fitness and Recreational Sports Centers (713940)

SIC

Services-Amusement & Recreation Services (7900), Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

Multi-Sport Complexes & Community Sports Parks (MPAKAEAH)

akta.pro secondary industries

Arenas & Indoor Sports Centers (MPAKAEAB), Tennis & Racquet Sports Facilities (MPAKAEAE)

Keywords

• Multi-sport venue rentals
• Football facility booking
• Cricket practice nets
• Padel tennis courts
• Corporate sports events

Headquarters

HQ city

Singapore

HQ country

Singapore

HQ region

Asia

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Venue Booking Revenue: Revenue generated from renting sports facilities including football pitches (5-a-side, 7/8-a-side), cricket nets, bowling machines, batting cages, and event spaces. Customers pay per booking session.
2. Event Hosting: Birthday parties, corporate events, and tournaments generate revenue through venue rental and event packages.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels3 records

Core offering

The Cage operates three multi-sport venues across Singapore (Kallang, Dempsey, Carlisle) renting football pitches (5-a-side and 7/8-a-side), indoor and outdoor cricket nets with bowling machines, padel tennis courts, and softball/baseball batting cages on a per-session basis. The company also hosts birthday parties, corporate events, and tournaments, and offers cricket performance analytics through the Level Up Sports Analytics platform.

Product overview

The Cage is a multi-sport venue operator in Singapore offering football, cricket, padel tennis, and softball/baseball facilities across three locations. The company operates as a unified venue network (Kallang, Dempsey, and Carlisle) providing sports facilities, coaching, and event hosting services. The product portfolio includes 5-a-side and 7/8-a-side football pitches, indoor and outdoor cricket nets with bowling machines and analytics, padel tennis courts, batting cages, and party/event packages. Bookings are managed through proprietary booking systems as well as third-party platforms like Playtomic for padel and Level Up Sports Analytics for cricket.

Differentiator

Problem solved

Functional benefit

Products and services

• The Cage Kallang Multi-sport indoor and outdoor venue offering 5-a-side football, cricket facilities (indoor cricket and bowling machines), and event hosting capabilities. Targeted at recreational players, corporate groups, and event hosts in Singapore.
• The Cage Dempsey Comprehensive multi-sport venue with 5-a-side and 7/8-a-side football, cricket nets, bowling machines, softball/baseball batting cages, padel tennis (The Cage Padel Tribe), and event facilities. Serves recreational players and event hosts.
• The Cage Carlisle Multi-sport venue offering 5-a-side and 7-a-side football, indoor cricket, birthday parties, and various sports programmes. Targeted at recreational players and family event hosts.
• Football Pitch Rental (5-a-side and 7/8-a-side) Hourly rental of small-sided football pitches in 5-a-side format (all three venues) and 7/8-a-side format (Dempsey and Carlisle). Targeted at recreational players, amateur teams, and corporate groups.
• Cricket Nets (Indoor and Open-to-Sky) Hourly rental of indoor and outdoor cricket nets for practice sessions at Kallang and Dempsey locations. Targeted at cricketers needing practice space.
• Cricket Bowling Machine Sessions Automated bowling machine practice sessions for cricket at Kallang and Dempsey venues. Targeted at cricketers seeking solo skill development.
• Cricket Level Up Analytics Advanced cricket analytics and performance tracking sessions available at Kallang and Dempsey locations. Targeted at cricketers seeking data-driven performance improvement.
• The Cage Padel Tribe Padel tennis court rental at The Cage Dempsey, with bookings managed via the Playtomic platform. Targeted at padel players and groups.
• Softball/Baseball Batting Cage Indoor and outdoor batting cage facilities for softball and baseball practice at Dempsey, including bowling machines and mini diamond. Targeted at softball/baseball players seeking practice space.
• Birthday Party Packages Birthday party packages and hosting services available at Kallang and Carlisle venues. Targeted at families and individuals hosting children's parties with sports activities.
• Corporate Event Hosting Corporate event hosting and team-building activity packages available across all three venues. Targeted at Singapore-based companies seeking staff recreational and team-building venues.
• Tournament Hosting Sports tournament organization and hosting services across The Cage venues. Targeted at sports clubs, schools, and amateur leagues running competitive events.

Quantifiable outcome

• 1M+ man-hours of sporting activity annually across venues

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

Partnerships

Three partnerships are on record, tiered minor.

• RSVP SingaporeminorOthersCharitable partnership with RSVP Singapore. The company provides programs to help kids from tougher home backgrounds get regular access to play and football activities at The Cage venues.
• Shine Children and Youth ServicesminorOthersCharitable partnership supporting youth from challenging backgrounds to access sports and play opportunities at The Cage facilities through weekly programs.
• The Football GymminorStrategic or Co-development PartnerAssociated football training program offering adult and youth sessions. The Football Gym sessions are booked separately through [email protected], with trainers managing their own session schedules.

Scale indicators3 records

Recent moves4 records

Expansion highlights5 records

Direct peers

• Socceroof: Socceroof operates multi-sport (football, padel, cricket) urban venue complexes in Germany and Europe. Direct peer given overlapping sports mix, urban pay-to-play model, and multi-sport facility concept.
• Goals Soccer Centres: Goals operates the UK's largest network of small-sided football venues with multiple sites. Closest analogue to The Cage by activity mix (small-sided football pitches), venue-based pay-per-booking model, and multi-site leisure/sport positioning.
• Padel Tribe: Padel Tribe operates dedicated padel clubs and is also The Cage's booking-technology partner for The Cage Padel Tribe at Dempsey. Comparable as a padel-court operator monetizing bookings via Playtomic in the same sport.
• Powerleague: Powerleague runs a UK-wide network of small-sided football pitches and accompanying bar/social venues. Directly comparable to The Cage's Dempsey/Carlisle venues combining 5-a-side and 7/8-a-side football with social/event hosting.
• TOCA Football: TOCA Football operates indoor small-sided soccer training centers and venues across the US. Comparable to The Cage as a multi-site operator monetizing pay-to-play football/soccer time slots with supported coaching and bookable facilities.

Broad incumbents

• ActiveSG: ActiveSG is the Singapore government's network of public sports facilities and programmes. A broad incumbent in the same Singapore market that competes on price/availability for the same recreational players The Cage targets, though it is subsidized rather than premium commercial.
• HomeTeamNS: HomeTeamNS is a Singapore club network offering sports, recreation, and dining facilities primarily to NSmen and their families. Broad incumbent in the same Singapore recreational sports market with overlapping member-based facility usage.

Emerging players

• PadelOne Singapore: PadelOne is a Singapore-focused padel club operator opening dedicated padel venues. Emerging player in the same local padel market that The Cage enters via its Dempsey padel courts.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/thecageSG
• LinkedInlinkedin.com/company/wwtbf-pte-ltd

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 Cage