Home Insights Swingers CEO: Use pop-ups to test your big idea

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:

Watch the rest of the My Business Leader Secret series.

Related and recommended

The Gym Group CEO: Think about what Gen Z wants

The Gym Group CEO: Think about what Gen Z wants

Will Orr shares his insights into Gen Z’s changing attitude to health and fitness

An economic reality check is coming

An economic reality check is coming

Both the country and the government must face the truth: either taxes will have to rise or services will need to be cut. We can’t have both

From mandate to mutiny: Can Starmer survive year two?

From mandate to mutiny: Can Starmer survive year two?

The prime minister is seeing his popularity – and his authority – fade as a series of costly U-turns make tax rises ever more likely

SurveyMonkey CEO: Leaders need to ask the hard questions

SurveyMonkey CEO: Leaders need to ask the hard questions

Eric Johnson leads an online platform focused on the value of collecting feedback, a principle he applies to his own company

Apply to become a member

Click here to review our privacy policy.

Start your journey