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Cain International backs experiential leisure brand Swingers

London, England ● November 2018 – Cain International, the private investment firm, has made a significant investment in Competitive Socialising, the parent company of experiential leisure brand Swingers, the crazy golf club. The investment provides substantial capital for expansion with a number of openings targeted for Swingers in North America and the launch of a second Competitive Socialising concept in the UK.

Competitive Socialising was founded in 2014 by Matt Grech-Smith (38) and Jeremy Simmonds (35), who have extensive experience creating and marketing exciting events and brands. The company’s first venture was the Swingers pop-up, which ran for five months in Shoreditch, London and combined crazy golf with cocktails and street food in an immersive hospitality setting.

Following the overwhelmingly positive reaction to the pop-up, which was sold-out for its entire run, in May 2016 Matt and Jeremy opened an 18,000 sq ft permanent Swingers site in the City of London. Comprising two nine-hole crazy golf courses, five bars and three street food vendors in an English country golf club setting, Swingers City was nominated for Best Experience at the GQ Food and Drink Awards 2018.

Swingers West End opened in March 2018, in the former BHS flagship store in Oxford Circus. The 21,000 sq ft English seaside themed venue boasts two nine-hole courses, four bars, four street food vendors and a host of privately bookable spaces.

In 2018, Matt and Jeremy were named in the Sunday Times Maserati 100 game-changing entrepreneurs and in the Daily Telegraph LDC Most Ambitious Business Leaders.

The deal adds to Cain International’s growing portfolio of leisure and lifestyle assets. These include The St. James, a health, wellness and active entertainment business whose flagship 450,000 square foot complex near Washington DC opened in September 2018; Mortimer House, a members’ club and premium co-working space and restaurant in Fitzrovia, London; and AllBright, a group of women’s members’ clubs in London and Los Angeles. In October 2018, Cain International sold its stake in the sbe Entertainment Group (which includes the Morgans Hotel Group and SLS brands) to Accor Hotels.

Jonathan Goldstein, CEO of Cain International, said:

“Jeremy and Matt have pioneered the fast-growing competitive socialising leisure space. They’ve developed an exciting, dynamic and highly profitable business with a much-loved brand in a short space of time. We are excited to partner with them and bring both our international footprint and our experience with other real estate-backed leisure and hospitality concepts such as The St. James, Mortimer House and AllBright, to roll out their successful concept globally.”

Matt Grech-Smith, co-Founder and co-CEO of Competitive Socialising, said:

“The last few years of growth for Swingers have been incredibly exciting – and very fast paced. We’re excited to be partnering with Cain International and harnessing their expertise and their capital to turn Swingers from a pair of incredible London venues into an international leisure brand.”

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