On The Dunes

What On The Dunes does

On The Dunes Sports & Entertainment is a privately held, single-location indoor and outdoor sports entertainment venue founded in 2013 and based in Commerce Township, Michigan, serving the Metro Detroit suburbs including West Bloomfield, Novi, Walled Lake, and Wixom. The 11-employee business operates a diversified activity portfolio under one roof — six axe throwing lanes, HD Golf simulators rendering 30+ world-famous courses, SimGear full-motion racing simulators running Assetto Corsa, 10 regulation outdoor sand volleyball courts with a tiki bar, football bowling, baseball/softball cages and field, dodgeball courts, darts, and footpool — plus on-site food and beverage service. The technology stack is assembled entirely from third-party licensed platforms (HD Golf, SimGear, Assetto Corsa, LeagueApps) rather than proprietary IP.

Revenue is generated through six streams: hourly lane/court/simulator rentals (the core), on-site food and beverage (including a $10 daily lunch menu), recurring league fees across golf, volleyball, dodgeball, and axe throwing (managed via LeagueApps), professional golf lessons from two PGA professionals, party and event hosting for groups of 10-500 guests with catering for 25+, and ancillary equipment rentals (e.g., $10 golf club sets). Pricing is usage-based, varies by day of week (weekday vs. weekend), and carries a 4% surcharge on credit card transactions; bookings are accepted online, by phone, and walk-in.

Customer segments are hybrid: consumer (families and friend groups) is the primary base, with corporate/business groups as a parallel primary segment for team building and event hosting, and use-case-specific segments (golf and volleyball league participants) for recurring engagement. Go-to-market is purely direct-to-consumer and regional — no app, no e-commerce platform beyond the venue's own website, and distribution is limited to a single physical site in Southeast Michigan with no global footprint or expansion signals beyond new in-venue activities.

Name

On The Dunes

Legal name

On The Dunes Sports & Entertainment

Website

https://onthedunessports.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

On The Dunes Sports & Entertainment is a single-location indoor/outdoor sports entertainment venue in Commerce Township, Michigan, serving Metro Detroit families, friend groups, and corporate teams with axe throwing, golf simulators, racing simulators, sand volleyball, and event hosting.

Ownership category

akta.pro rank

Headquarters

HQ city

Commerce Township

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Hourly Activity Rentals: Core revenue from hourly lane/field/court/simulator rentals across all sports activities including axe throwing, football bowling, golf simulators, racing simulators, volleyball, darts, footpool, dodgeball, and baseball/softball. Multiple price tiers based on day of week (weekday vs weekend)
2. Food & Beverage Sales: On-site food and drink service including $10 lunch menu served daily 11am-2pm, tiki bar adjacent to volleyball courts, servers in golf area during reservations. Outside food not permitted; store-bought cake/cupcakes allowed.
3. League & Tournament Fees: Recurring revenue from organized sports leagues (golf, volleyball, axe throwing, dodgeball) and tournament entries. Includes Saturday night dodgeball tournaments with 50% payout to winners. League registration via LeagueApps platform.
4. Golf Lessons: Professional instruction from PGA Professionals Barry Pearce and Doug White. Tiered pricing for adult, high school, and youth lessons with bundled multi-lesson packages offering per-lesson discounts.
5. Party & Event Hosting: Corporate events, birthday parties, and group gatherings hosting 10-500 guests. Catering recommended for 25+ but not required. Email booking for [email protected].
6. Equipment Rentals: Golf club rental sets available at $10 per set for simulator sessions.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

On The Dunes is an indoor/outdoor sports and entertainment venue offering hourly rentals of axe throwing lanes, HD Golf simulators, SimGear/Assetto Corsa motion racing simulators, sand volleyball courts, football bowling, darts, dodgeball, baseball/softball lanes and field, and footpool. The venue runs organized sports leagues (golf, volleyball, dodgeball, axe throwing), PGA-led golf lessons, party and event hosting for 10-500 guests, and an on-site food and beverage program including a daily $10 lunch menu and tiki bar.

Product overview

On The Dunes Sports & Entertainment is a premier indoor/outdoor entertainment venue in Commerce Township, MI, offering a diversified portfolio of recreational activities under one roof. The portfolio includes axe throwing (6 lanes), golf simulators (HD Golf technology with world-famous courses), football bowling (hybrid game), sand volleyball (10 regulation courts), racing simulators (SimGear/Assetto Corsa), darts, baseball/softball facilities, dodgeball, and footpool. The venue operates as a multi-activity destination with hourly rentals, league programs, and event hosting services. Food and beverage service complements the activity offerings. Unlike a unified software platform, this is a physical recreation venue where each activity operates semi-independently with its own pricing, booking system, and customer experience.

Differentiator

Problem solved

Functional benefit

Products and services

• Axe Throwing Axe throwing experience featuring 6 lanes with capacity for up to 10 people per stall. Staff Axe Masters provide guidance for beginners and experienced throwers. Booked by the hour at $80/hour (Mon-Thu) or $110/hour (Fri-Sun). Ages 18 and up only.
• Golf Simulators State-of-the-art indoor HD Golf simulators enabling play on world-famous courses including Pebble Beach, St. Andrews, and Pinehurst. Features accurate ball tracking, 3D course models built from high-resolution digital images, satellite data, and geophysical data, plus expert-led lessons with PGA professionals. Rates from $45-55/hour.
• Football Bowling A hybrid game combining football throwing with bowling pins. Players throw a football to knock down bowling pins on a lane. Great for all skill levels with 5-6 games possible per hour. Priced at $60-90/hour/lane, accommodates up to 10 people per lane.
• Sand Volleyball Outdoor sand volleyball with 10 regulation-sized illuminated courts using USA Volleyball Net systems. Sand is imported from Michigan Sand Dunes. Perfect for leagues, casual games, and group events. Adjoining Tiki bar and seating available. $80/hour/court, max 12 people per court.
• Racing Simulators Full-motion SimGear Racing Simulators featuring Assetto Corsa software, force-feedback steering wheels, triple-screen HD displays, and immersive audio. Race iconic circuits and vehicles. Per-race rate $10 (6 min), four races $30, hourly $60/simulator. Height requirement 48 inches, 300lb weight limit.
• Darts Modern darts experience with classic pub-style competition. Up to 6 people per board. Variations include Cricket and Around the Clock. $20/hour/board. All ages welcome with adult supervision.
• Baseball/Softball Facilities include 19x70ft batting cages and pitching areas, plus a 75x70ft field for private events or practice. Lessons available through Grit Over Gift training programs. 19x70ft lanes at $50/hour/lane, 75x75ft field at $200/hour.
• Dodgeball Fast-paced indoor dodgeball action with well-lit, spacious courts. Features dodgeball tournaments on Saturday nights (9pm-midnight) from January through February. 50% of registration fees paid back to weekly tournament winners. $100-180/hour/court, max 10 people per court.
• Footpool A unique game combining pool mechanics with soccer, played on a giant pool table where players kick soccer balls into pockets. Accommodates up to 10 guests. Private room available. $40/hour (Mon-Thu) or $60/hour (Fri-Sun).
• Parties & Event Hosting Event hosting services for parties and group gatherings of any size, from 10 to 500 guests. Catering available (not required for groups under 25). Activity reservations include dedicated tables. Birthday party, corporate event, and large party packages available.
• Sports Leagues Organized sports leagues across multiple activities including golf (Fall and Winter), volleyball (Spring, Summer, Fall), dodgeball (Saturday night tournaments January-February), and axe throwing. Managed through LeagueApps platform. Leagues provide competitive atmosphere for various skill levels with sign-up incentives including OTD giftcards.
• Golf Lessons Professional golf instruction by PGA-certified professionals Barry Pearce and Doug White using HD Golf simulators. Tiered pricing for adult ($90, 45-60 min), high school ($75, 45-60 min), and youth ($60, 30 min) lessons. Bundled multi-lesson discounts available: 2 adult lessons for $170, 3 adult lessons for $250.
• Food & Drinks On-site food and beverage service including a $10 Lunch Menu served daily 11am-2pm. Adjoining Tiki bar at volleyball courts. Outside food and drink not permitted; store-bought cake and cupcakes are allowed.

Quantifiable outcome

• Games tend to last 10-15 minutes with 5-6 games possible per hour for football bowling
• +2 more outcomes

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Six partnerships are on record, tiered core and minor.

• HD GolfcoreTechnology or IntegrationHD Golf provides the simulator technology powering On The Dunes golf operations. The HD Golf system combines high-resolution digital images, satellite data, and geophysical data into 3D models of world-famous courses including Pebble Beach, St. Andrews, and Pinehurst.
• LeagueAppscoreTechnology or IntegrationLeagueApps provides sports league management software powering OTD's league registrations for golf, volleyball, and other sports. The platform handles scheduling, standings, and registration for league participants.
• SimGearcoreTechnology or IntegrationSimGear provides the motion racing simulator rigs used at On The Dunes. These are premium, full-motion racing simulators used by enthusiasts, drivers, and esports competitors for authentic driving experiences.
• Assetto CorsacoreTechnology or IntegrationAssetto Corsa is the racing simulation software platform running on SimGear simulators at On The Dunes. Known for ultra-realistic physics and tire modeling with race cars and laser-scanned real-world tracks.
• Grit Over Gift BaseballminorStrategic or Co-development PartnerGrit Over Gift provides baseball/softball training programs and lessons information referenced on OTD's baseball/softball page. Partnership for skill development and training referrals.
• PGA Professionals (Barry Pearce & Doug White)coreStrategic or Co-development PartnerPGA-certified golf professionals provide instruction and lessons at On The Dunes. Doug White and Barry Pearce offer adult, high school, and youth golf lessons using the HD Golf simulators.

Scale indicators5 records

Recent moves4 records

Expansion highlights5 records

Broad incumbents

• Dave & Buster's: Large-format adult- and family-oriented eatertainment concept combining arcade games, sports viewing, and full bar/restaurant service. Comparable as a multi-activity entertainment venue with integrated F&B and event-hosting capabilities.
• Topgolf: National golf entertainment chain combining high-tech golf simulators/bays with full F&B service. Most directly comparable to On The Dunes' golf simulator business but operates at significantly larger scale and broader geographic footprint.
• Main Event Entertainment: National family entertainment center chain offering bowling, laser tag, billiards, and arcade games with full F&B. Comparable as a multi-activity, pay-per-play indoor entertainment venue targeting families, groups, and corporate events.

Emerging players

• Punch Bowl Social: Eatertainment concept combining bowling, darts, ping pong, karaoke, and full bar/restaurant. Comparable multi-activity, F&B-integrated entertainment model targeting the same families, friend groups, and corporate events.
• Painted Pickle: Pickleball-focused eatertainment venue combining courts with full bar/restaurant and event hosting. Comparable as a sports-based, F&B-integrated group entertainment concept with a similar corporate-event and league go-to-market.

Direct peers

• Flight Club: Social darts entertainment concept combining electronic dart games with full bar service and group event hosting. Directly comparable to On The Dunes' darts offering and similar F&B-driven, group-event go-to-market.
• Urban Axes: Axe-throwing entertainment venue chain with multiple U.S. locations offering lane-based axe throwing, leagues, and group events. Directly comparable to On The Dunes' 6-lane axe throwing offering, including similar per-lane pricing and group-event positioning.
• Sandbar Volleyball: Sand volleyball facility offering league play, tournaments, and event hosting on multiple outdoor courts. Directly comparable to On The Dunes' 10-court outdoor volleyball business and league/tournament programming model.
• Swingers: Indoor golf entertainment concept combining golf simulators with cocktail bars and street-food style F&B. Directly comparable to On The Dunes' HD Golf simulator business in both product offering and premium social positioning.
• Bury The Hatchet: Multi-location axe throwing entertainment chain offering lanes, leagues, food and beverage, and party hosting. Closest direct competitor to On The Dunes' axe throwing business, with a similar league and event-hosting model.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/OnTheDunesSports
• Instagraminstagram.com/onthedunessports
• LinkedInlinkedin.com/company/on-the-dunes

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 On The Dunes