FRANCHISE TIMES by Megan Glenn
An Inside Look at 4 Emerging Experiential Brands
The Picklr
The concept: Launched by Austin Wood and Jorge Barragan in 2021, The Picklr is among a handful of pickleball concepts to spring up over the past couple of years. The brand is founded on three pillars: connect, dink, compete. No matter the skill level, players are encouraged to compete and have fun as well as form their own community. “This is a really amazing sport that people can connect, build those human relationships and just really increase their social and mental health by meeting great people,” said Wood. The first location opened in Uintah, Utah, and The Picklr began franchising its indoor clubs in March. “This gold rush in 2023 that happened with indoor pickleball facilities, we got to work creating a comprehensive franchise model,” said Barragan. Wood and Barragan are also co-owners of the California Blqk Bears, part of Major League Pickleball.
The stats: The Picklr has six corporate locations in Utah and one in Colorado, with 13 new franchisees planning to develop 80 clubs in states such as Florida, Georgia, Minnesota and Texas. It also recently signed a 60-unit development deal. The investment range is between $319,600 to $885,500 for a single location, which is between 10,000 and 45,000 square feet in size.
The competition: Pickleball is taking the country by storm, so The Picklr is hardly alone in this segment. Ace Pickleball Club, Pickleball Kingdom and Dill Dinkers Pickleball are just three concepts also pushing expansion.
The challenge: While the sport is wildly popular, that’s also a challenge. Finding locations and competing with other pickleball concepts means The Picklr needs to highlight what makes it unique within the segment.
810 Billiards & Bowling
The concept: Myrtle Beach, South Carolina-based 810 Billiards & Bowling brings those two activities under the same roof with a full-service restaurant. “We’re an upscale entertainment concept,” said CEO Michael Siniscalchi. While 810 wants to attract all ages, the focus is on millennials and younger generations. The company doesn’t just do bowling and billiards, and instead 810 aims to cater to local markets. Virtual golf, gaming arcades and ax throwing are among the additional entertainment activities. With its many offerings, Siniscalchi said 810 is “on a list of one” and appeals to a wide range of consumers. It also means franchisees need to be prepared to operate a more complex business.
The competition: Since 810 combines many activities and provides food, it’s competing with traditional bowling alleys and pool halls, along with the likes of Top Golf, Punch Bowl Social and, of course, the other franchises spotlighted here.
The challenge: Being unique is both a boon and potential bane for franchisees. Market and real estate selection is critical, as is determining the right combination of additional attractions. Franchisees will need to know their local customer base and understand market demographics to succeed.
Stumpy’s Hatchet House
The concept: Among the first ax throwing concepts in the country, Stumpy’s Hatchet House has been steadily growing since it was founded in 2016. Its creators, Stuart and Kelly Josberger and Mark and Trish Oliphant, came up with the business model after a night of backyard entertainment. When hacking away at wood for a fire, the four started playing their own ax throwing game. Having plenty of fun with the surprise competition, the group decided to bring that fun to more people and opened their first Stumpy’s in Eatontown, New Jersey. When customers are not chucking hatchets, they can enjoy food and snacks while relaxing on a couch. Along with birthday, bachelor/bachelorette and other parties, Stumpy’s also markets itself for corporate events. It has throwing coaches on hand to monitor games.
The stats: With more than 30 open locations across the country, Stumpy’s is working on further growth. The initial investment to open a Stumpy’s ranges from $314,000 to $451,000.
The competition: With 20-plus locations open in the U.S. and more in Canada and the United Kingdom, Bad Axe Throwing is among the larger competitors, though it offers licenses versus franchises. Others, such as Valhalla Axe Throwing, are just starting out. Stumpy’s aims to attract franchisees by promoting the relative openness in the market for expansion.
The challenge: Ax throwing, once extremely popular at breweries and other venues and poised to take off prior to the pandemic, hasn’t had the same staying power as other entertainment brands. Franchisees will need to work hard at marketing to cultivate a strong customer base.
Five Iron Golf
The concept: A virtual golf franchise, Five Iron focuses both on avid golfers who are looking for a high-end experience in both simulation, snacks and sips, and more casual players. Considering itself more “eatertainment,” founder and CEO Jared Solomon was looking for a way to elevate the indoor golf simulation environment while still keeping a relaxed vibe. “We’re just a more dynamic company,” said Solomon. Locations use TrackMan golf simulators that, with the use of three cameras in each bay, also monitor the player’s swing. Certified instructors offer lessons and teach clinics. For the less-than-serious golfer, there are different game settings, and locations can also feature table games such as foosball or shuffleboard. Full bars and kitchens are part of the buildout.
The competition: Five Iron is far from the only golf simulator brand out there. Top Golf and X-Golf are two of the biggest players on the franchise side. For Five Iron, the goal is to offer a more refined experience. The company has invested heavily in its technology stack, including its app, gaming systems and booking software.
The challenge: Finding ideal sites is never easy, especially for a larger location. Since the brand focuses on experienced and casual golfers alike, franchisees need to find the right location and deploy effective marketing..