The 21 Club

What The 21 Club does

The 21 Club is an independently owned bar and nightclub venue located at 21 Regent Street in Cheltenham, United Kingdom, operating since 2004. The core operation consists of a collection of three bars plus a private courtyard bar, trading primarily on Friday evenings (5:30pm–late) and Saturdays (1pm–late), with resident DJs providing late-night entertainment. The company extends its offering through sister venue relationships — AquaVitae (a cocktail bar at the same address) and The World Famous 21 Club (linked internally and open from 10pm on weekends) — plus a mobile cocktail bar service called The Spirited Chase that serves weddings, festivals, and corporate events off-premise.

The business generates revenue from three primary streams: beverage sales (cocktails, wines, champagnes, beers) at point-of-sale, private hire of the full venue or individual bars, and corporate hospitality packages that include bespoke set design, in-house canapés, and entertainment rosters (DJs, live music, stilt walkers, percussionists, magicians). Marketing is conducted through the company website (Wix-hosted), email newsletter sign-ups offering exclusive promotions, and Instagram/Facebook social channels, with direct booking requests captured via online enquiry forms. Pricing is transactional, with promotional offers such as 2-for-1 Corona and £10 for two house cocktails between 6pm–10pm targeting after-work and pre-theatre crowds.

The 21 Club operates as a privately held, founder/family-owned business with no external investment, no public listing, and no subsidiaries disclosed other than the related venues mentioned above. Its customer base spans B2C individual nightlife consumers and B2B corporate and private event clients, served from a single Cheltenham location with weekend-heavy trading hours. The operation has maintained the same core footprint for over 20 years and positions itself as Cheltenham's most successful independently owned nightlife venue.

Name

The 21 Club

Legal name

The 21 Club

Website

https://the21club.co.uk

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

1–10 employees

Short description

The 21 Club is an independently owned bar and nightclub in Cheltenham, UK, operating a 3-bar plus courtyard venue on Fridays and Saturdays with resident DJs. It serves nightlife consumers and corporate/private event clients through beverage sales, private hire, and a mobile cocktail bar subsidiary.

Ownership category

akta.pro rank

Product category

Nightlife and bar venue services

NAICS

Drinking Places (Alcoholic Beverages) (722410), Promoters of Performing Arts, Sports, and Similar Events with Facilities (71131)

SIC

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

akta.pro primary industry

Nightclubs & Dance Clubs (THAFAEAC)

akta.pro secondary industries

Cocktail Bars & Lounges (CRANACAD), Neighborhood Bars & Taverns (CRANACAA)

Keywords

• Bar and nightclub
• Nightlife venue
• Private event hire
• Corporate hospitality
• Cocktail bar services

Headquarters

HQ city

Cheltenham

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Supply Chain, Marketing or Sales, Infrastructure

Revenue model

1. Beverage Sales: Primary revenue from selling alcoholic beverages including cocktails, wines, champagnes, and beers to venue patrons during operating hours.
2. Private Hire: Revenue from booking out entire venue or individual bars for private parties, corporate events, and celebrations. Includes exclusive use pricing.
3. Corporate Hospitality: Corporate event hosting including intimate celebrations in private bars and larger gatherings in main bar area, often with catering and entertainment packages.

Pricing tiers

Go-to-market motion2 records

Distribution channels1 record

Marketing channels4 records

Core offering

The 21 Club operates a physical bar and nightclub venue in Cheltenham comprising a collection of 3 bars plus a private courtyard bar, offering resident DJ entertainment on weekend evenings, beverage service (cocktails, wines, champagnes, beers), and complete private hire and corporate event services including in-house catering and a network of entertainers. The venue is linked internally to sister venue The World Famous 21 Club from 10pm onwards on weekends and is complemented by AquaVitae cocktail bar at the same address and The Spirited Chase mobile horse box bar for off-site events.

Product overview

The 21 Club operates as a bar and nightclub venue in Cheltenham, combining its main multi-bar venue with sister venue partnerships and mobile event services. The core offering consists of The 21 Club (main venue) featuring 3 bars plus a private courtyard bar with resident DJs, complemented by The World Famous 21 Club sister venue (available from 10pm) for extended nightlife. Additional value-added services include The Spirited Chase (mobile outdoor cocktail horse box bar), private hire options, and comprehensive corporate event management with entertainment and catering packages.

Differentiator

Problem solved

Functional benefit

Brands

• Aquavitae: Sister venue to The 21 Club, also available for private hire and corporate events
• The Spirited Chase

Products and services

• The 21 Club Main Venue A bar and nightclub venue in Cheltenham comprising 3 bars plus a private courtyard bar, offering resident DJ entertainment on weekend evenings, beverage service (cocktails, wines, champagnes, beers), and weekend opening hours (Friday 5:30pm-Late, Saturday 1pm-Late). Open to the general public for walk-in visits.
• Private Hire Services Complete venue or individual bar exclusivity for private parties and celebrations, offering options from intimate lounges to combinations for larger celebrations. Bookings handled through direct website inquiry.
• Corporate Events and Hospitality Full-service corporate event management including design and bespoke settings, entertainment (stilt walkers, percussionists, performers, live music, DJs, magicians), in-house canapés, and drinks receptions, for both intimate private bars and larger main bar gatherings.
• The Spirited Chase Mobile Cocktail Bar A mobile outdoor cocktail bar styled as a horse box, serving premium spirits, wines, champagnes, prosecco, cocktails, and draught beer. Brought to weddings, festivals, private parties, and corporate events to extend the 21 Club brand off-site.

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Three partnerships are on record, tiered core and minor.

• The World Famous 21 ClubcoreStrategic or Co-development PartnerSister venue relationship with The World Famous 21 Club. Venues are linked internally - customers at The 21 Club can continue the night at the sister venue from 10pm onwards on Fridays and Saturdays.
• AquaVitaecoreStrategic or Co-development PartnerSister venue AquaVitae (Cocktail Bar) available at same address. Both venues available exclusively for large corporate occasions, private celebrations, and intimate get-togethers.
• The Spirited ChaseminorStrategic or Co-development PartnerShowpiece outdoor cocktail bar - a horse box bar serving premium spirits, wines, champagnes, prosecco, cocktails, and draught beer. Mobile service that can be brought to events for weddings, festivals, and private parties.

Scale indicators3 records

Recent moves1 record

Expansion highlights3 records

Broad incumbents

• All Bar One: National UK cocktail bar chain with extended opening hours, DJ events, and private hire. Broad incumbent in the same cocktail-bar-plus-events category.
• Slug & Lettuce: Large UK bar chain offering cocktails, weekend trade, and private hire. Broader portfolio at scale; comparable in product mix but operates at significantly greater national footprint.

Direct peers

• The Alchemist: UK cocktail bar chain with theatrical drinks, private hire, and event packages. Closely comparable as a multi-bar, events-led cocktail bar concept targeting nightlife and corporate clients.
• Dirty Martini: UK cocktail bar and late-night venue chain with private hire and event hosting. Comparable cocktail-led, DJ-driven nightlife model.
• Be At One: UK cocktail bar chain focused on premium cocktails, DJ nights, and weekend trade. Comparable product mix and customer base to The 21 Club's main venue.
• Revolución de Cuba: UK bar chain combining cocktail-led drinks, weekend DJ trade, and private/corporate hire. Comparable multi-space bar with strong events proposition.
• Tonight Josephine: Instagram-native UK cocktail bar chain with weekend DJ nights, private hire, and themed events. Comparable in cocktail-led late-night positioning.
• Pryzm: UK nightclub chain operating multi-room venues with resident DJs and late-night weekend trade. Comparable as a large-format nightclub product, though at much greater scale than The 21 Club.
• Flair Bar: UK mobile cocktail bar service for weddings, corporate events, and private parties. Directly comparable to The Spirited Chase mobile horse-box offering.

Emerging players

• Piano Works (London): Live-music-led bar and event venue with resident performers, group bookings, and ticketed shows. Comparable as a multi-night entertainment-led bar with strong event programming.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights5 records

Customer concentration

• LinkedInlinkedin.com/company/the-21-club

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries2 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 21 Club