Up2play

What Up2play does

UP2PLAY is a French operator of multi-activity indoor sports and leisure complexes, incorporated as a SAS (RCS Nantes 842 024 705) and headquartered in Saint-Herblain. Founded in 2018–2019 as a joint venture between sports-and-leisure industry experts Nicolas Savinaud and Guillaume Moutel and real-estate developer Groupe REALITES, the company positions itself as a creator of 'lieux de vie' (social destinations) where guests pay for on-site access to bowling, indoor trampoline parks, indoor surf-wave simulators, escape games (Magic School, Fort Boyard-themed), Quiz Boxing, karaoke, arcade games, bar games (shuffleboard, billiards, foosball, darts, cornhole), kids parks, karting, padel, foot 5, table tennis, and sports-bar dining under a single roof.

The company currently operates three complexes — Les Sables d'Olonne (Vendée, opened February 2019), Ibos-Tarbes (Hautes-Pyrénées, opened February 2022), and Pornichet (Loire-Atlantique, opened June 2022) — each sited within commercial or shopping-center developments and offering capacity for over 300 guests. Product/menu depth at each site is configured differently: the original Les Sables site pioneered the surf-wave and seminar offering; Tarbes added the Heroes Academy action game; Pornichet extended into outdoor-racquet and ball-sports territory with electric karting, padel, and foot 5. Core operational technology is a third-party online booking and reservation management system (apex-timing.com integration) coupled with standard web analytics (Google Analytics) and cookie consent tooling (Axeptio); no proprietary AI/ML systems are evidenced.

UP2PLAY monetizes through activity session fees, on-site F&B, corporate seminar and private-event rentals (seminars, team building, birthdays, EVJF/EVG), a free membership program with 5% activity-purchase cashback (excluding bar and arcade), gift cards (12-month validity, minimum €25), CSE works-council ticket bundles (€10/ticket, 50-ticket minimum, 1-year validity), merchandise (anti-slip socks, towel rentals), and on-site advertising space rental inventory (8 TVs, 8 tablets, 1 giant screen, surf-wave banners) claimed to reach 250,000+ annual visitors. GTM is event-driven and direct: regular public events (concerts, dance evenings, darts and billiards tournaments, World Cup fan zones), thematic nights, and seasonal programming drive top-of-funnel traffic, while a dedicated commercial contact (e.g., Lucile Rautureau at Les Sables d'Olonne) handles B2B seminar and event bookings via custom quotes with a 30% deposit. Local referral partnerships span ~60 hotels, campings, sports clubs, schools, and concierge services concentrated around Les Sables d'Olonne.

Name

Up2play

Legal name

UP2PLAY

Website

https://up2play.fr

Company type

Private

Founded year

2019

Operating status

Operating

Short description

UP2PLAY is a French operator of multi-activity indoor sports and leisure complexes. A subsidiary of REALITES Group, it runs three destinations in Les Sables d'Olonne, Ibos-Tarbes, and Pornichet, serving families, corporates, and social groups with bowling, trampoline, surf waves, escape games, F&B, and event services.

Ownership category

akta.pro rank

Product category

Multi-Activity Indoor Leisure and Entertainment Venues

NAICS

Amusement Parks and Arcades (7131), Fitness and Recreational Sports Centers (71394), Amusement Arcades (713120), All Other Amusement and Recreation Industries (713990)

SIC

Services-Amusement & Recreation Services (7900), Retail-Eating & Drinking Places (5810), Services-Membership Sports & Recreation Clubs (7997)

akta.pro primary industry

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

akta.pro secondary industries

Arenas & Indoor Sports Centers (MPAKAEAB), Sports Bars (CRANACAC), Multi-Sport Complexes & Community Sports Parks (MPAKAEAH)

Keywords

• Indoor leisure complexes
• Multi-activity entertainment
• Corporate event venues
• Family leisure centers
• Team building facilities

Headquarters

HQ city

Saint-herblain

HQ country

France

HQ region

Europe

Offices4 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Revenue model

1. Activity session fees: Individual activity bookings for bowling, trampoline parks, surf waves, escape games, quiz boxing, arcade games, shuffleboard, and other leisure activities. Pricing varies by duration and day of week. Tickets are non-refundable and non-exchangeable once purchased.
2. Food and beverage sales: On-site bar and restaurant services including snacks, drinks, and full meals. Sports bar with big-screen broadcasts for major sporting events. Revenue from seminar catering and event catering also included.
3. Event and private hire services: Corporate seminar venue rentals (meeting rooms, conference halls), team-building packages, birthday party packages, EVJF/EVG (bachelorette/bachelor parties), and other private event hosting. Custom quotes provided based on client needs.
4. Membership and loyalty program: Free member account program with 5% cashback on activity purchases. Members receive birthday gifts, exclusive offers, and newsletter communications. Members must be 16+ to create an account.
5. Gift cards and CSE ticket packages: Gift cards (cartes cadeaux) with 12-month validity, minimum 25 EUR credit. CSE (Works Council) ticket bundles sold to companies at preferential rates, minimum 50-ticket orders.
6. Merchandise and ancillary products: Sale of anti-slip socks for trampoline and bowling activities, towel rentals for surf sessions, and other related accessories.
7. Advertising spaces: Rental of advertising spaces including bowling screen displays (8 TVs, 8 tablets, 1 giant screen), surf wave banners visible from bar and reception areas. Marketed as reaching 250,000+ annual visitors.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels10 records

Core offering

Up2play operates multi-activity indoor sports and leisure complexes across France, offering a range of attractions including bowling, trampoline parks, indoor surf waves, escape games, quiz boxing, karaoke, arcade games, padel, electric karting, and foot 5. Each complex also features a sports bar, restaurant, and event spaces for corporate seminars, birthdays, and group celebrations.

Product overview

UP2PLAY is a French multi-activity sports and leisure complex operator that creates and manages destination venues combining diverse indoor activities in a single 'lieu de vie' (social hub). The company operates three complexes across France: Les Sables d'Olonne (Vendée, opened 2019), Ibos-Tarbes (Hautes-Pyrénées, opened 2022), and Pornichet (Loire-Atlantique, opened 2022). The core offering is the UP2PLAY Multi-Activity Complex, which aggregates attractions including Bowling, Trampoline Parc, Kids Parc, Escape Games (Magic School, Fort Boyard, Heroes Academy), Vague de Surf (indoor surf wave), Quiz Boxing, Karaoké, Blind Test, Arcade Games, and bar games (Shuffleboard, Cornhole, billiards, baby-foot, darts). Each complex also offers event services — corporate seminars, team-building, birthday parties, and bachelor/bachelorette packages — through dedicated add-on modules such as Séminaires, Billetterie CSE (employee committee ticketing), Cartes Cadeaux (gift cards), and Carte Membre (loyalty program). The Pornichet location additionally features outdoor sports such as electric karting, padel, Foot 5, and table tennis. UP2PLAY is a subsidiary of the Groupe REALITES, founded by Nicolas Savinaud and Guillaume Moutel.

Differentiator

Problem solved

Functional benefit

Segments5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature2 records

Partnerships

Seven partnerships are on record, tiered minor.

• Hotel and accommodation partners (multiple)minorGTM or Marketing PartnerPartnerships with approximately 15 hotels and accommodations near Les Sables d'Olonne (Admiral's, Atlantic, Côte Ouest, Ibis Budget, Ibis Styles, Les Roches Noires, Résidence les Océanes, Domaine de la Coutardière, Escale en Côte de Lumière, Résidence Goélia La Grande Plage) and camping partners (Les Pirons/Aloa Vacances, Le Nid d'Été/Aloa Vacances, La Loubine/Capfun, Les Ecureuils/Capfun, Domaine des Forges/Capfun, and 15+ others). These partners refer leisure-seeking guests to UP2PLAY.
• Local sports associations (multiple)minorGTM or Marketing PartnerPartnerships with approximately 15 local sports clubs including Beauséjour Gymnastique, L'Épée Sablaise Escrime, Les Mouettes de l'Atlantique Basket, Les Sables d'Olonne Futsal, Les Sables Vendée Basket, Les Sables Vendée Football, Les Sables Vendée Tennis de Table, Institut Sports Océan, Bourgenay Golf Club, Les Sables Vendée Triathlon, Roller des Olonnes, S.E.C VolleyBall, Rugby Club Sablais, Tennis de Table Brétignollais. These associations may use UP2PLAY facilities for training or events and refer members.
• Local schools and educational institutionsminorGTM or Marketing PartnerPartnerships with Groupe Alternance (La Roche-sur-Yon), IES Vendée (Les Sables d'Olonne), and IRSS (Les Sables d'Olonne). Schools may organize student outings or educational events at UP2PLAY complexes.
• Concierge service partners (multiple)minorChannel Partner/ Reseller/ DistributorPartnerships with approximately 10 concierge services in the Les Sables d'Olonne area (Home Service Conciergerie, Hôte de Gamme, La Kaz à Clefs, Océanika, On est là pour toit, Propri'zen, Simeo, ST Conciergerie). These services include UP2PLAY activities in their offerings for tourists and seasonal residents.
• Fievra Cubana (dance instructor)minorGTM or Marketing PartnerFievra Cubana provides dance instruction and entertainment for monthly Salsa, Bachata, and Kizomba (SBK) dance evenings at the Les Sables d'Olonne complex. Events include free initiation sessions followed by social dancing.
• Kidiklik (family activities platform)minorGTM or Marketing PartnerKidiklik is a Vendée-based family activities platform and media outlet that promotes UP2PLAY as a recommended family outing destination. The partnership provides marketing visibility to parents seeking leisure activities for children.
• TVEC 85 (football club)minorGTM or Marketing PartnerTVEC 85 football club obtained the Fair Play For Planet label, with UP2PLAY noted as a partner in supporting the club's sustainability initiative. The partnership was mentioned in the context of the club's labeling achievement.

Scale indicators3 records

Recent moves8 records

Expansion highlights5 records

Broad incumbents

• Center Parcs France: Center Parcs is a large-scale European family leisure destination operator with multiple sites in France. Broad incumbent overlap with UP2PLAY's family and group leisure positioning, but operates at a much larger destination-resort scale rather than mid-city indoor complexes.

Direct peers

• Team Square: Team Square operates multi-activity indoor leisure venues in France featuring bowling, karaoke, escape games, and bar/restaurant services. Directly comparable to UP2PLAY's "lieu de vie" positioning across sports, games, and F&B.
• Trampo Park: Trampo Park is a French trampoline and indoor active play park chain. Comparable to UP2PLAY on the trampoline parc and active-play components of the multi-activity bundle, though narrower in scope.
• Royal Kids: Royal Kids is a French franchise chain of indoor playgrounds and family entertainment centers with multiple locations across France. Narrower than UP2PLAY (kids-focused) but directly comparable in indoor family entertainment venue format and franchise/site-rollout model.
• Koézio: Koézio operates multi-activity adventure centers in France featuring themed escape/mission experiences, physical challenges, and group activities. Directly comparable to UP2PLAY's group/corporate event focus and themed adventure attractions (e.g., Heroes Academy, Fort Boyard).
• Speed Park: Speed Park is a French chain of multi-activity indoor leisure centers combining bowling, karting, laser tag, and other attractions under one roof. It is the closest direct comparable to UP2PLAY in France in terms of multi-activity concept, family/Group target, and indoor venue model.
• Bowling Star: Bowling Star is a French bowling and billiards entertainment chain operating multiple complexes with F&B and event hosting. Comparable to UP2PLAY in bowling-led multi-activity venue model, F&B integration, and corporate/private event business.

Emerging players

• Laser Game Evolution: Laser Game Evolution is a French leisure activity chain specializing in laser tag with additional activities at some sites. Partial overlap with UP2PLAY's group activity offerings and indoor leisure venue format.
• iFly France: iFly France operates indoor skydiving wind tunnels in France. Comparable to UP2PLAY's capital-intensive indoor novelty attractions (e.g., Vague de Surf) and premium per-session pricing model.
• Get Out (Escape Game): Get Out is a French escape game chain with multiple locations. Comparable to UP2PLAY on the escape game / themed experience component and group/corporate use case.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCr5DLQv-s8bmjAkTffOj1_Q
• Facebookfacebook.com/up2playlessablesdolonne
• LinkedInlinkedin.com/company/up2play
• Instagraminstagram.com/up2play_lessables/?hl=fr
• TikToktiktok.com/@up2play.pornichet

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 Up2play