Swingers creators eyeball second concept

Swingers, leisure, london, crazy golf
Share this article

The concept creators behind one of London’s most exciting leisure brands have entered into an agreement with a real estate firm which will provide them “significant” funds to launch an (as yet mysterious) second concept.

Matt Grech-Smith and Jeremy Simmonds of Competitive Socialising launched Swingers as a pop-up crazy golf/food and beverage event in Shoreditch back in 2014 – but the popularity of the brand saw them acquire permanent premises in the City of London two years later. The company now runs an outlet in the former BHS flagship on Oxford Street, and is thought to be weighing up options for a New York debut in the coming year.

“Jeremy and Matt have pioneered the fast-growing competitive socialising leisure space,” remarked Cain International chief executive Jonathan Gold- stein. “They’ve developed an exciting, dynamic and highly profitable business with a much-loved brand in a short space of time.”

Research suggests that austerity and disillusionment have bred an attitude of joie-de-vie amongst the millennial generation: who are willing to spend more time and money on leisure than any other demo- graphic preceding them. Innovating operators have been quick to try and meet the increased demand with both original concepts and re-boots of tried and test concepts.

As for the latter – last week saw the launch of Dabbers Social Bingo in Houndsditch, which touts itself as the UK’s first attempt at “immersive bingo,” partnering the classic game with what it claims will be a “theatrical, dining and entertainment experience.”


Share this article