Mulligans

What Mulligans does

Mulligans is a UK-based indoor competitive socialising and entertainment venue operator, trading as Mr Mulligans under Adventure Leisure Limited, a wholly-owned subsidiary of Burhill Group Limited. The company runs a multi-venue network of 14 sites across England spanning the Southeast, Midlands, South West, North, and East Anglia, each combining themed 18-hole crazy golf courses with a broader portfolio of activities including Electro Darts (with AR-enhanced scoring), Karaoke, Pool, Shuffleboard variants, Virtual Reality, Ping Pong, Beer Pong, Deck Shuffle, Electro Putt/Tech Golf, and Party Cricket. Venues double as sports bars with big screens for live events such as World Cup viewing.

The business operates a direct-to-consumer model with online reservations, group bookings, gift voucher sales, and walk-in availability managed through a proprietary booking platform powered by FuseMetrix Group, which supports cashless payments, automated confirmations, NPS feedback collection, and customer accounts. Pricing is per-activity or per-package, with crazy golf at £10.75 per adult, hourly activity rentals from £6.50 to £17.50 per group, and bundled experiences (Date Night from £17.50pp, Friday Night Rewind £24.50pp, Boozy Brunch £34.50pp, Summer Pass Family £60). A seasonal Summer Pass membership, themed event nights, corporate Christmas parties, stag and hen packages, and party bookings for groups and birthdays extend the revenue base beyond single-activity transactions.

Mulligans targets six primary customer segments — Families with Children, Groups and Corporate, Couples, Students, Social Celebration groups, and Sports Fans — through a multi-channel marketing mix comprising the company website, email newsletter, events, social media, and partner discount programmes (Blue Light Card, Student Wednesdays). The operating unit reports 35 employees; the parent Burhill Group, a diversified leisure conglomerate with golf, leisure, real estate, and estates subsidiaries, employed 1,084 staff as of April 2023.

Name

Mulligans

Legal name

Adventure Leisure Limited

Website

https://mrmulligan.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Mulligans (Adventure Leisure Limited) operates 14 indoor entertainment venues across England offering themed crazy golf, electro darts, karaoke, VR, shuffleboard, and food and beverage packages to families, groups, couples, students, and corporate customers via direct-to-consumer online booking.

Ownership category

akta.pro rank

Product category

Indoor Entertainment Venues

NAICS

Amusement Parks and Arcades (7131), Amusement Arcades (71312), Amusement Arcades (713120), Amusement and Theme Parks (713110)

SIC

Services-Amusement & Recreation Services (7900), Services-Miscellaneous Amusement & Recreation (7990), Retail-Eating & Drinking Places (5810)

akta.pro primary industry

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

akta.pro secondary industries

Gaming Café/Bar Hybrid Venues (Food & Beverage + Competitive Play) (MPAFALAD), VR & Immersive Esports/LBE Venues (VR Arenas, Sim Racing Pods) (MPAFALAE)

Keywords

• Indoor entertainment venues
• Crazy golf courses
• Competitive socialising
• Group activity bookings
• Family entertainment centers

Headquarters

HQ city

Walton on Thames

HQ country

United Kingdom

HQ region

Europe

Offices15 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Activity Tickets: Revenue from hourly rentals and per-session tickets for activities including crazy golf, electro-darts, pool, shuffleboard, karaoke, VR, and more. Pricing varies by activity type and time slot.
2. Food and Beverage: Revenue from on-site food and drink sales including bottomless brunch packages, bar drinks, cocktails, beer towers, and sharer platters. Brunch packages combine activity with food and drinks.
3. Gift Vouchers: Sale of digital gift vouchers in denominations of £10, £25, £50, or custom values that can be redeemed online and in-store for activities, food, drink, and extras.
4. Special Events and Packages: Revenue from special event nights including themed parties, World Cup viewings, corporate Christmas parties, and birthday packages.
5. Memberships: Summer Pass memberships sold on per person or family basis (up to 4 people), redeemable against bookings at the location of purchase.
6. Group Bookings and Parties: Revenue from group packages including Shuffleboard Party, Crazy Golf Party, Electro-Darts Party, Karaoke Party, American Pool Party, and birthday parties for children.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels4 records

Core offering

Mulligans operates 14 indoor entertainment venues across the UK that provide themed 18-hole crazy golf alongside a portfolio of competitive socialising activities (electro darts, pool, shuffleboard variants, karaoke, virtual reality, ping pong, beer pong, deck shuffle, electro putt, and party cricket). Each venue also offers food and beverage service, themed event nights, and live sports viewing, with reservations managed through a proprietary online booking platform and walk-in availability.

Product overview

Mulligans is an indoor entertainment venue operator offering adventure/crazy golf courses alongside a diverse portfolio of interactive social activities. The core offering centers on themed 18-hole crazy golf courses with distinct course designs per venue (Jurassic/dinosaur, underwater, arcade, fairground, alien invasion themes). Supporting the golf offering is a suite of competitive social games including Electro Darts (with AR features and automated scoring), Pool, Shuffleboard variants (standard, Electro, and Rebound), Karaoke, Virtual Reality experiences, Ping Pong, Beer Pong, Deck Shuffle, Electro Putt/Tech Golf, and Party Cricket. The company operates a multi-venue platform across 15 UK locations, distributing experiences through package offerings including Date Night (£17.50+ per person), Friday Night Rewind (£24.50), Boozy Brunch (£34.50), Birthday Parties, Christmas Packages, Group Booking (pick-and-mix builder), Stag/Hen packages, and Event Nights. Additional revenue streams include Gift Vouchers (£10-£50+), Summer Pass memberships, Student Wednesday discounts, and promotional tickets (Weekday Special, After School Special, Family Tickets, Blue Light Discount). The online booking system manages reservations across all venues and activities.

Differentiator

Problem solved

Functional benefit

Products and services

• Crazy Golf / Adventure Golf Indoor themed 18-hole crazy golf courses with distinct themes per venue (Jurassic, underwater, alien invasion, fairground, arcade, street life, enchanted forest, ocean adventure, dino golf). Available at all 14 UK locations with per-person pricing for adults, children, students, and families.
• Electro Darts Electronic dart boards with augmented reality games and automated scoring for groups of up to 6 players, bookable hourly at £12.50 per hour.
• Pool / American Pool Full-size American pool tables available for hourly booking at £6.50 per hour, accommodating up to 6 people per table.
• Shuffleboard Traditional shuffleboard tables for hourly play at £7.50 per hour, accommodating up to 6 players per session.
• Electro Shuffleboard Electronic shuffleboard with interactive challenges, games, and competitive scoring features for up to 6 players per session.
• Rebound Shuffleboard Shuffleboard variant featuring rebound mechanics at £11.50 per hour for added gameplay challenge.
• Karaoke Private karaoke rooms bookable by the hour at £17.50 for up to 12 people, including Kids Karaoke Party packages with pizza and slushies.
• Virtual Reality Immersive virtual reality gaming experiences using VR headsets, bookable by session at select venues.
• Ping Pong / Table Tennis Table tennis tables available for hourly booking at £12.00 per hour for up to 6 people, with outdoor ping pong options at select venues.
• Beer Pong Beer pong tables and gameplay areas available for competitive group entertainment at select venues.
• Outdoor Deck Shuffle Outdoor shuffleboard experience available at select venues for fresh-air gameplay.
• Electro Putt / Tech Golf Technology-enhanced putting combining traditional golf mechanics with interactive digital games and competitive features.
• Sixes Party Cricket Party-style cricket gameplay experience for groups seeking an alternative activity.
• World Cup Live / Sports Bar Live sports viewing experience with big screens showing major tournaments including the World Cup. Includes VIP booth seating, stadium seating, and food and drink packages at select venues.
• Date Night Package Couples' package including choice of Crazy Golf, Electro-Darts, Pool, or Shuffleboard plus two drinks each, from £17.50 per person at select venues.
• Friday Night Rewind Y2K-themed evening featuring crazy golf, bottomless drinks, bottomless fries, and Y2K music playlist at £24.50 per person.
• Boozy Brunch Bottomless brunch with choice of Crazy Golf or 1 hour of non-golf activity, a main meal, and 90 minutes of bottomless drinks at £34.50 per person, available 10am-4pm.
• Gift Vouchers Digital gift vouchers in £10, £25, £50, or custom denominations, valid for 12 months and redeemable online and in-store for all activities, food, and drinks.
• Group Booking Packages Customisable group packages using a Pick 'N Mix builder combining core activities with two drinks, additional activities, drink upgrades, food, and extras. Includes Shuffleboard Party, Crazy Golf Party, Electro-Darts Party, Electro-Shuffle Party, American Pool Party, and Karaoke Party options.
• Birthday Parties Children's birthday party packages with options including golf, food, and drink. Requires adult supervision with one adult per 5 children.
• Christmas Packages Corporate or group Christmas party packages with activities (crazy golf, darts, multi-game), drinks, bar tabs, and festive food.
• Summer Pass Seasonal membership offering six weeks of unlimited crazy golf, one driving range visit, and 30% off food and soft drinks. Family passes (£60) cover up to 4 people; adult £19, child £16 per person.
• Stag and Hen Packages Group activity packages for stag and hen parties featuring games, drinks, and food at select venues.
• Event Nights Special themed event nights including Back to the 90s Party and DJ Night events with activities, music, and drinks.
• Drink While You Think Quiz Night Bottomless quiz night featuring 10 rounds of trivia, bottomless drinks, crazy golf, and food for £34.50 per person, hosted by a Hits Radio producer with live DJ.

Segments6 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• Burhill Group LimitedcoreOthersParent company of Adventure Leisure Limited (Mr Mulligans). Burhill Group includes Burhill Golf & Leisure Limited, Shropshire County Leisure Limited, Adventure Leisure Limited, Burhill Developments Limited and Burhill Estates Company Limited. Registered office: Burwood Park Road, Walton on Thames, Surrey, KT12 4BX.
• FuseMetrix GroupcoreTechnology or IntegrationTechnology partner powering the booking platform, booking management system, customer accounts, gift voucher system, and payment processing.
• Access Card SchememinorStrategic or Co-development PartnerPartnership to provide accessibility accommodations. Essential Companion tickets provided for Access Card holders with +1 or +2 symbols.
• DJ AJ EntertainmentminorGTM or Marketing PartnerEntertainment provider for Back to the 90s Party event, providing DJ services.
• DJ MXJminorGTM or Marketing PartnerHemel Hempstead's resident DJ for event nights.
• Hits RadiominorGTM or Marketing PartnerRadio partner producing quiz night hosts for Bottomless Quiz Night events.
• Blue Light CardminorGTM or Marketing PartnerDiscount partnership offering 10% off activities for Blue Light Card, NHS, and Armed Forces ID holders.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Direct peers

• Lane7: UK regional bowling and multi-activity entertainment venue operator with on-site bars and food. Comparable geographic footprint (regional cities) and target market to Mulligans' venues outside London.
• Lucky Voice: UK karaoke bar and private-room operator with multiple sites. Comparable as a UK group-activity venue operator overlapping with Mulligans' karaoke room offering and similar target market (groups, parties, celebrations).
• Junkyard Golf Club: UK-wide themed crazy golf and cocktail venue operator. Directly comparable offering to Mulligans on the crazy-golf-plus-drinks combination, targeting similar student and group demographics.
• BOUNCE (Ping Pong): London-based ping pong socialising and cocktail venue operator. Comparable UK competitive-socialising proposition focused on one of the same activities Mulligans offers (ping pong / table tennis).
• Puttshack: UK- and US-based tech-enabled mini golf chain with on-site F&B, scoring technology and group bookings. Closest direct competitor to Mulligans' themed crazy golf plus cocktails model, competing on premium experiential positioning.
• Flight Club (Social Darts): UK/US social darts bar operator (part of the Bounce/Redec group). Comparable on the socialising-plus-tech-enabled-darts model, the same activity category as Mulligans' electro-darts product.
• Roxy Ballroom: UK bowling, shuffleboard, beer pong, karaoke and pool venue chain with F&B. Directly comparable on multi-activity competitive-socialising model and group/party package offering.
• Swingers (City Golf): London-based crazy golf and cocktail bar operator (Soho, Broadgate, The City). Same multi-venue, F&B-anchored crazy golf concept that Mulligans competes against for group bookings and date-night occasions.
• All Star Lanes: Multi-site London bowling, karaoke and cocktail venue operator. Comparable as a UK competitive-socialising chain combining multiple activity types with strong F&B and event/group bookings.

Broad incumbents

• Topgolf: Global tech-enabled golf entertainment operator (Callaway-owned). Adjacent rather than direct — much larger scale, broader golf-tech orientation, fewer UK sites, but competes for the same golf-plus-F&B-plus-tech experiential leisure spend.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/mulligansvenues

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 Mulligans