PeopleUp Singapore

What PeopleUp Singapore does

PeopleUp Singapore is a privately held multi-enrichment and play group founded in 2018 by Chris Tan, operating 16 subsidiary brands across more than 130,000 sqft of commercial space in Singapore. Its portfolio spans enrichment academies (Ernskates skating, Verticlimb climbing, Threeesteps dance, Banana Tennis, Art of Aikido, BEEP Lab, Premier Golf), play and entertainment attractions (Bouncy Paradise, VroomTown, Dinoland, World of Blocks, PeopleUp Performing Theatre), and family experiences (BloopBloop net fishing, Little Farm Explorers, World of Paws petting cafe, Singapore Ant Museum), with the 80,000 sqft PeopleUp@Pandan flagship hub consolidating multiple brands under one roof. The company's underlying technology combines proprietary animatronics (20+ species at Dinoland), commercial simulation hardware (Foresight FSXPlay golf simulators), and themed physical environments, supported by credentialed founder-instructors including ex-national team athletes.

The company generates revenue through a mix of one-time admissions and holiday camps ($499-$599 per 3-day camp), recurring weekly enrichment class subscriptions across academy brands (some brands reporting 300+ weekly students), and private event/party venue hire. Go-to-market is direct-to-consumer via walk-ins, pre-bookings, and bundled holiday programs, with marketing concentrated on organic social, earned media, and SAFRA club membership channels. Distribution relies on physical venues across SAFRA clubhouses, shopping malls (Marina Square, i12 Katong), and the Pandan enrichment hub. The customer base consists of Singapore families with children, primarily aged 5-12, seeking holistic enrichment and family bonding experiences beyond classroom learning. In September 2024, the company announced its first international expansion via a partnership with Malaysian developer OSK Property for a theme park at Atria Shopping Gallery in Petaling Jaya, expected to open in H1 2025.

Name

PeopleUp Singapore

Legal name

PeopleUp Singapore

Website

https://peopleup.com.sg

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

11–50 employees

Short description

PeopleUp Singapore is a multi-enrichment and play group founded in 2018 that operates 16 subsidiary brands across 130,000+ sqft, delivering children's enrichment academies, themed play attractions, and family entertainment experiences to Singapore families, with first international expansion into Malaysia announced for 2025.

Ownership category

akta.pro rank

Product category

Children's Enrichment and Family Entertainment Services

NAICS

Amusement Parks and Arcades (7131), Amusement and Theme Parks (71311), Other Amusement and Recreation Industries (7139)

SIC

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

akta.pro primary industry

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

akta.pro secondary industries

Family Entertainment Centers (Indoor развлечения: Arcade, Soft Play, Party Centers) (THAJAEAC), Multi-Activity Enrichment Camps (Academic + Arts + Sports) (EDAMALAA), Arts & Design Camps (Visual Arts, Crafts, Design Thinking) (EDAMALAH)

Keywords

• Children's enrichment programs
• Indoor play experiences
• Family entertainment venues
• Kids holiday camps
• Immersive themed attractions

Headquarters

HQ city

Singapore

HQ country

Singapore

HQ region

Asia

Offices7 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Holiday Camps: 3-day action-packed holiday camps for kids aged 5-12 featuring multiple activities including rock climbing, tennis, archery, dinosaur tours, and driving experiences. Early bird pricing at $499, regular $599. Includes meals, snacks, and optional transport.
2. Entry Fees and Admissions: Direct walk-in or pre-booked admissions to various experience venues including Dinoland, Bloop Bloop fishing, World of Paws dog cafe, and other play attractions
3. Enrichment Classes: Weekly enrichment programs across 16 subsidiary brands including skating academy, dance studio, rock climbing, golf academy, tennis, Aikido, and architecture/design thinking programs. Some brands attract 300+ students for weekly classes.
4. Private Events and Parties: Venue hire for birthday parties and private events at Bouncy Paradise and other venues

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels4 records

Core offering

PeopleUp Singapore is a multi-enrichment and play group operating 16 subsidiary brands across 130,000+ sqft of indoor venues in Singapore, delivering children's enrichment classes (skating, climbing, dance, tennis, Aikido, golf, design thinking), immersive indoor attractions (Dinoland animatronic dinosaur park, VroomTown kids' driving city, Bouncy Paradise indoor playground), and 3-day holiday camps integrating multiple activities for children aged 5-12.

Product overview

PeopleUp Singapore is a multi-enrichment and play group founded in 2018 operating over 130,000 sqft of commercial space with 16 subsidiary brands. The company offers a diverse portfolio of children's enrichment and entertainment experiences including enrichment academies (Ernskates skating, Verticlimb climbing, Threeesteps dance, Banana Tennis, Art of Aikido, BEEP Lab, Premier Golf), play experiences (Bouncy Paradise bouncy castle, VroomTown driving city, World of Blocks), family experiences (Dinoland dinosaur park, Little Farm Explorers, BloopBloop fishing, World of Paws petting cafe, Ant Museum), performing arts (PeopleUp Performing Theatre), sports facilities (Rink roller sports), and holiday camps. The ecosystem operates through multiple flagship locations including PeopleUp@Pandan (80,000 sqft enrichment hub), PeopleUp@SAFRA Mount Faber, and various SAFRA club locations.

Differentiator

Problem solved

Functional benefit

Brands

• PeopleUp@Pandan: Flagship enrichment hub spanning over 80,000 square feet at 200 Pandan Gardens
• PeopleUp@SAFRA Mount Faber
• Banana Tennis Academy
• Ernskates
• Verticlimb
• Threeesteps
• BEEP Lab
• Art of Aikido (AOA)
• Premier Golf
• Bouncy Paradise
• VroomTown
• Dinoland
• BloopBloop
• World of Paws
• Little Farm Explorers
• PeopleUp Performing Theatre
• Rink @ Punggol East
• Singapore Ant Museum
• World of Blocks

Products and services

• Ernskates Skating Academy Singapore's largest private skating academy providing safe, fun and professional inline-skating lessons for adults and kids of all skill levels, with over 300 weekly students across three training grounds.
• Verticlimb Indoor Climbing Studio Singapore's first gamified indoor rock climbing studio providing an immersive climbing experience with detailed level planning and automation controls, founded by an ex-Singapore National Team climber.
• Threeesteps Dance Studio Award-winning hip-hop and urban dance studio encouraging self-confidence and expression for young kids and teens, with over 10 years of coaching and 5,000+ trained students.
• Banana Tennis Academy Kids indoor tennis academy founded by Joel Siow focusing on fun and engagement; operates Singapore's first indoor kids tennis centre established in 2021 for rain-or-shine training.
• Art of Aikido (AOA) Flagship Aikido training dojo featuring Japanese tea appreciation, affiliated with Aikido Shinju-Kai and recognized by Aikido World Headquarters in Japan, with instructors who are 5th Dan Senseis.
• BEEP Lab Design Thinking School Global award-winning architecture-based creative development school using a design thinking approach to engage, enrich and empower young learners.
• Premier Golf Indoor Academy Singapore's largest full-fledged indoor golf facility and academy spanning approximately 5,000 sqft with Foresight FSXPlay simulators and a full-sized indoor short game area.
• Bouncy Paradise Indoor Playground World's largest indoor inflatable bouncy castle playground occupying 20,000 sqft at PeopleUp@Pandan, featuring 20 different bouncy castles, mega bounce house, ball pits, slides, trampolines and obstacle courses, plus venue hire for birthday parties.
• Dinoland Dinosaur Park Immersive indoor dinosaur park at SAFRA Yishun featuring the largest display of life-sized animatronic dinosaurs in a forested trail, with dinosaurs up to 15 meters in length and a 1.5-hour guided ranger trek experience.
• VroomTown Driving City Singapore's first and only simulated city driving experience for kids, occupying 20,000 sqft in Marina Square featuring iconic Singapore landmarks such as the Merlion, Gardens by the Bay and Changi Airport with realistic traffic lights, signs, a playground and drive-through.
• World of Paws Dog Petting Cafe Dog petting cafe featuring big fluffy dog breeds from around the world, with $15 per person per hour pricing including a free scoop of ice cream.
• Little Farm Explorers Urban Farm Tour Multi-activity interactive urban farm tour featuring tech farms, aquaponics, composting, waterless gardens, edible gardens and egg farm experiences for children.
• BloopBloop Net Fishing Experience Fun 'long kang' net fishing experience for kids with a curvy water channel, fish catching, tank decoration and fish nurturing activities.
• PeopleUp 3-Day Holiday Camp 3-day action-packed holiday camp for kids aged 5-12 featuring activities including rock climbing, indoor tennis, archery, dinosaur tours, driving experience, net fishing and World of Blocks, at $499 early bird and $599 regular price with meals, snacks and optional 2-way transport included.
• PeopleUp Performing Theatre 212-seat theatre at SAFRA Tampines featuring curated entertainment performances including comedy shows, live concerts, magic shows and acrobatic performances.
• Rink @ Punggol East Roller Sports Rink Singapore's largest roller sports rink with 12,000 sqft of fully sheltered space at Punggol East Container Park offering bicycles, inline skates, skateboards, scooters and pedal go-karts for a fee.
• Singapore Ant Museum Asia's first ant museum, a two-storey museum with exhibitions, interactive displays and ant-themed art featuring 23 species of ants at PeopleUp@Pandan.
• World of Blocks Playground Largest thematic foam-blocks playground with over 30,000 soft-play blocks for immersive thematic play experiences at PeopleUp@Pandan.
• Atria Shopping Gallery Theme Park Indoor theme park at Atria Shopping Gallery in Petaling Jaya, Malaysia opening in H1 2025 via partnership with OSK Property; PeopleUp's first expansion beyond Singapore.

Quantifiable outcome

• Over 300 students attend weekly skating classes at Ernskates
• +2 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

One partnership is on record.

• OSK PropertyflagshipStrategic or Co-development Partner · 1 September 2024OSK Property and PeopleUp partnership to launch a brand-new regional play brand at Atria Shopping Gallery in Petaling Jaya, Malaysia. This marks PeopleUp's FIRST expansion beyond Singapore. The theme park is expected to open in the first half of 2025 and will enhance visitor experiences with a variety of attractions for all ages.

Scale indicators8 records

Recent moves7 records

Expansion highlights5 records

Market position

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/peopleupsg

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 records

Subsidiaries16 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 PeopleUp Singapore