The Group was formed in 2010 following the merger of the leading bowling centres in the AMF portfolio (18 Centres) with the Hollywood Bowl portfolio (24 Centres), which, at the time, was a part of the Mitchells & Butlers group. Following the re-organisation and merger of the Hollywood Bowl and AMF portfolios, the management team pursued a clearly defined strategy to develop the existing estate by: acquiring new Centres in attractive locations; investing in technology; and focusing on customer service. Management have also driven innovation and development of the Group’s offering in response to customer feedback, pursued the roll-out of new Centres, and introduced a smaller, more boutique, “urban” format.
In 2014, the Group continued to build internal capabilities that readily supported both large and small scale acquisitions, including: a scalable IT platform; a consistent, well-defined customer proposition; a clear set of corporate values; strength and depth throughout senior management at the Hemel Hempstead head office; and an improving talent pipeline at a local level. The Directors believe that these foundations placed the Group in the best position to expand further with the acquisition of the Bowlplex brand and group of companies in December 2015 with 11 Bowlplex Centres being added to the Group’s estate as a result of that acquisition.