Company Profile and Market Overview
Overview
MANIAX is renowned as Australia's foremost urban axe throwing enterprise, inaugurated in 2014 in Sydney, NSW. As the largest axe throwing company in the country, MANIAX has broadened its footprint to cities like Melbourne, Brisbane, Adelaide, Perth, Gold Coast, and Newcastle. It blends axe throwing with other entertainment experiences, featuring fully licensed venues that offer craft beverages and gourmet food, creating an immersive environment.
Operations and Offerings
MANIAX caters to corporate events, team building, social gatherings, and private parties through various packages. These include sessional offerings that last between one to two hours, where participants engage in games and tournaments under the supervision of trained AXEperts. The featuring of Viking-inspired drinks, including exclusive MANIAX Viking beers, alongside craft beers and cocktails, enhances the experiential quality of visits.
Locations
MANIAX's operations extend through several urban centers in Australia:
- Sydney, NSW
- Melbourne, including both Abbotsford and Melbourne CBD
- Brisbane, located in Newstead
- Perth, WA
- Adelaide, SA
- Gold Coast, QLD
The flagship venue is based in Marrickville, NSW, while future expansion plans are in consideration to further amplify their reach.
Leadership Team
The strategic management of MANIAX is conducted by an adept leadership team:
- Adam Schilling, Founder and Director, is instrumental in driving the company's growth and operations.
- Reg Lodewyke, Chief Operating Officer, manages operational efficiencies and expansion across the sectors.
- Peter Middleton, Chief Financial Officer, ensures financial health and long-term viability.
- Aaron Hocking, Chief Revenue Officer, optimizes revenue streams and enhances customer experiences at all venues.
Community Engagement and Industry Relations
MANIAX proactively engages with the community through collaborations, notably with Sofar Sounds, and by hosting various events that spotlight local musicians and community unity. It promotes inclusivity by tailoring activities for community groups and individuals with different abilities. The company’s reputation for high-quality service is evidenced by its 4.8 out of 5-star review rating from nearly 4,891 reviews, solidifying its position as a premier destination for corporate and casual events.
Market Position and Competitive Edge
MANIAX stands as a pivotal player in the axe throwing industry, establishing a robust national presence with multifaceted offerings that encourage social interaction through weekly leagues like the MANIAX League Nights. These venues support both novice and experienced participants, underpinning camaraderie and competitive drive.
Key Accomplishments and Partnerships
- International Presence: MANIAX's affiliation with the International Axe Throwing Federation (IATF) and participation in global events like the International Axe Throwing Championships bolster its international credibility.
- Strategic Partnerships: Engagements with brands like Betty's Burgers and Concrete Co and Green Beacon expand MANIAX's brand awareness and customer loyalty.
Competitive Landscape
In a market populated by competitors like Bad Axe Throwing and BATL, MANIAX differentiates itself with its league formats and notable social media engagement, evidenced by a following of over 23,903 Facebook followers. This strong local and community focus acts as a formidable competitive advantage, countering the challenge posed by larger-scale international competitors.
Growth and Expansion Potential
MANIAX is on a clear growth path, with potential strategies including expansion into new urban locales and incorporation of additional entertainment activities. This trajectory aligns with its mission to cement its reputation as a leader in the experiential entertainment sector.
