Swingers adds £2.5m roof terrace to West End venue and reveals expansion pipeline
Swingers, the crazy golf competitive socialising experience founded in London in 2014 by Jeremy Simmonds and Matt Grech-Smith, has undergone an 8,000 square foot extension, to be revealed to the public on 20 May.
The extension will help cater to "phenomenal demand", with Swingers London revenues forecast at £18m for 2022 and £35m for the year globally. The £2.5m West End fit out will include a new course, a bar, a street food showcase from Patty&Bun and its fried chicken brand Jeffries, plus a 2,500 sq ft all-weather roof terrace.
Meanwhile, the group also confirmed Swingers NoMad in New York City will open on Friday 17 June, following Swingers' June 2021 US debut in Washington, DC. Beneath the soon to open Virgin hotel at 29th and Broadway, the £9.5m fit-out will sit across 23,000 sq ft with 20-foot-high ceilings and three nine-hole crazy golf courses, four street food brands, six cocktail bars and a host of private rooms for hire.
An opulent clubhouse will be the centrepiece of the venue, which will partner with food vendors Sauce Pizzeria, Miznon, Fonda, and Mah Ze Dahr Bakery.
"Swingers will offer New Yorkers a completely unique and immersive experience that is unlike anything they've ever seen before," said chief executive and co-founder Grech-Smith.
"Following the success of our first US location in DC, we're excited to bring Swingers to New York City, a city known for its prominent hospitality industry and eclectic nightlife. Beyond that, we've been incredibly busy behind the scenes over the last few years and we are happy to be able to talk about some of our expansion plans as we react to burgeoning demand and grow our business in the US and the UK"
In February 2023, Swingers will launch its second venue in Washington, DC, Swingers Navy Yard, and plans to open three locations in 2023 and five locations in 2024 and 2025, taking the company to 17 sites by the end of 2025.
Revenue at the end of 2025 is expected to exceed £170m and the business is expected to be valued in excess of £550m.
The first permanent Swingers site opened in the City of London in May 2016, followed by Swingers West End in March 2018 on the site of the former BHS flagship store in Oxford Circus.
In November 2018 private investment firm Cain International invested $38m (£29m) into Competitive Socialising, followed by a further $20m (£15m) in March 2021.
