How to Set Up and Market a Competitive Socialising Business in the UK

How to Set Up and Market a Competitive Socialising Business in the UK 🎯🏌️‍♂️

The leisure industry is evolving fast — and competitive socialising is leading the charge. Combining social environments with fun, competitive activities like axe throwing, crazy golf, darts, and interactive games, these venues are reshaping how people in the UK spend their free time.

If you’re thinking of setting up a competitive socialising venue, this guide will walk you through how to plan your concept, build your offering, and market your business to stand out in a booming sector.

🏗️ Setting Up Your Competitive Socialising Venue

Pick the Right Activity (or Mix of Activities)

First, decide what your core competitive activity (or activities) will be. Some of the most popular options include:

• Axe throwing

• Crazy golf

• Interactive darts (e.g. augmented reality scoring)

• Table shuffleboard

• Escape rooms

• Laser Quest

• Bowling with a twist

• Virtual reality games (VR)

• Multi-activity venues (e.g. darts + mini golf + arcade)

Pick activities that are:

• Highly sociable

• Easy to learn (but hard to master)

• Exciting enough to encourage repeat visits

Find the Perfect Location

The success of your venue heavily depends on location. Ideally, look for:

• City centres or busy town locations

• Areas with good evening and weekend footfall

• Proximity to bars, restaurants, cinemas, and transport hubs

• Enough space for gameplay, social areas, and a licensed bar (where possible)

Think about demographics too — younger audiences, corporate groups, and tourists are key markets.

Design a Social, Instagrammable Space

The space needs to be functional and photogenic. Think:

• Bright, bold interiors

• Great lighting for selfies

• Cool seating areas for groups

• Themed zones around your activities

• Unique backdrops (e.g., neon signs, graffiti walls)

A memorable, shareable experience drives organic marketing — customers posting about you online is pure gold.

Get Licensing, Insurance, and Safety Sorted

Depending on your activity, you’ll need:

• Alcohol licence (if you plan to serve drinks)

• Public liability and employers’ liability insurance

• Risk assessments (especially for activities like axe throwing)

• Staff trained in health and safety procedures

• Age restrictions clearly enforced where required

It’s essential that your venue balances fun and safety — both in your operation and your messaging.

Build a Smooth Booking and Payment System

Competitive socialising venues thrive on bookings. Make sure:

• Online booking is seamless, mobile-friendly, and takes payment easily

• Customers can book for groups of all sizes

• You offer corporate and private hire options

• Walk-in options are available during quieter periods

Platforms like WannaBook or bespoke systems can integrate bookings with waiver signing and marketing automations.

📣 Marketing Your Competitive Socialising Business

Opening the doors is just the start — you’ll need smart, targeted marketing to generate buzz and drive bookings.

📍 Localise Your Marketing

Focus first on targeting customers within a 30–50 mile radius. Use:

• Google Ads targeting “fun things to do” in your area

• Facebook and Instagram Ads aimed at young adults, corporates, and social planners

• Listings on TripAdvisor, DesignMyNight, and local events websites

📱 Build Hype on Social Media

Your audience is social — your brand needs to be too.

• Post vibrant photos and Reels of your activities and happy customers

• Share time-lapse videos of games, group events, and parties

• Encourage user-generated content (“Tag us to feature on our page!”)

• Run competitions (“Win a free session for you and 5 friends!”)

Platforms to focus on:

• Instagram (stories, reels, posts)

• TikTok (fun, quick clips)

• Facebook (event promotion, group deals)

🥂 Promote Group and Corporate Packages

Big bookings mean big revenue.

Offer tailored packages for:

• Corporate team building

• Birthday parties

• Hen and stag dos

• Student groups

Incentivise organisers with discounts (“Organiser plays free with groups over 10!”) and offer food/drink bolt-ons.

📧 Grow and Nurture Your Email List

Capture customer emails through:

• Booking forms

• In-venue QR code promotions

• Newsletter sign-ups with incentives (“Get 10% off your first booking!”)

Send regular emails promoting:

• New games or upgrades

• Seasonal events and offers

• Loyalty rewards (“Play 3 times, get a free drink”)

Platforms like Mailchimp or Brevo are ideal for managing campaigns easily.

🎟️ Launch with a Bang

Plan a big launch event that builds buzz:

• Invite local influencers, bloggers, and journalists

• Offer press previews and soft opening discounts

• Create a Facebook Event page

• Promote “Launch Weekend Offers” with urgency (“Limited tickets available!”)

First impressions matter — aim to be fully booked from day one and create FOMO (fear of missing out).

🧑‍🤝‍🧑 Form Partnerships

Collaborate with:

• Local bars and restaurants for package deals

• Hotels for tourist recommendations

• Corporates for staff socials

Cross-promotions build your reputation and drive new bookings without huge extra costs.

📈 Track Everything and Optimise

Use:

• Google Analytics (website performance)

• Meta Business Suite (social ad tracking)

• Booking system reports (most popular times/packages)

Refine your offers, timings, and marketing based on real-world data.

Final Thought: Play Your Way to Success 🎯

The competitive socialising industry is booming — but success isn’t automatic. It’s built on a foundation of smart planning, fantastic customer experience, and powerful local marketing.

By creating a unique, memorable venue and consistently promoting it to the right audience, your business can thrive — and become the go-to destination for birthdays, team events, and unforgettable nights out.

Need help launching your brand, building your ads, or filling your calendar? At LeisureBoost, we specialise in helping UK leisure businesses grow faster and smarter. Let’s talk about making your vision a reality.