Swingers CEO: Use pop-ups to test your big idea
Indoor, inner city mini golf combined with a boozy night out sounded like a crazy idea, but a pop-up in east London gave it a chance with customers and investors
Matt Grech-Smith, co-founder and joint CEO of Competitive Socialising, which runs the Swingers chain of mini-golf and entertainment venues, shares his personal business advice for our video series, My Business Leader Secret.
Grech-Smith and his business partner Jeremy Simmonds had been entrepreneurs since their university days, specialising in events and marketing for students. Then in 2014, they had a novel idea. What if they could transport mini golf from the world of the seaside, to an inner-city, night-club style experience, with food and cocktails? They called the idea “competitive socialising” and set up a company to make it happen.
Not everyone was convinced there was enough demand for this. But a pop-up space in an east London warehouse gave them the opportunity to prove sceptics wrong and show that their idea could work.
A decade on, they have two venues in London, locations in New York and Washington DC, and further global expansion in the works. Last year the company’s turnover was just over £50m.
Grech-Smith explains why pop-up commercial spaces, which are available for a short lease at a reduced rate, are a great way to prove a concept and win over investors.
You can listen to our podcast episode with Matt Grech-Smith on the story behind the growth of Swingers here:
