In November 2017, Cain International 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 and Jeremy Simmonds. 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.
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.