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A man celebrates his golf victory

Purists of Play is a team of industry veterans who excel at developing social play concepts.

We're here to bring new concepts to market, pivot existing businesses into the sector, and help operators become more profitable. 

ROI First

From meticulous financial planning, to value engineering and a budget friendly fit-out process, our goals are to make you more profitable as fast as possible, and the work we do at the start of the process is the bedrock of the growth strategy that follows.

Underpinned by data

We use real live data to structure your business, whether seeking your first site or scaling up to a group operation. From selecting the right tech or activities, to striking beneficial supplier deals, success starts with what we know, not what we think.

Built on play

Choosing and integrating the right tech and activities into your concept can be challenging. Having delivered and supported concepts for some of the biggest names in the industry, we have the insight, imagination and talent to create that memorable experience for customers and a healthy bottom line for you.



Alex Lewis

Branding & Marketing

With 15 years of retail and hospitality experience in global creative agencies, Alex knows how to bring uniqueness and consistency to any consumer experience and is the co-founder of design and marketing studio Smith & Devil Creative.

Firm Foundations

Matt Barnwell

Operations & Financial Modelling

Matt has worked at every level of the hospitality industry, and has carved out a niche as one of the industry’s most imaginative and knowledgeable data gurus. He is the director of IH Solutions and an experienced owner operator.

Games Master

Jonny Powell

Activities & Technology

Founder of 501 fun, Jonny is one of the driving forces behind the explosion in competitive socialising in the UK and US. His insight and understanding of the application of activities and technology to enhance the profitability of F&B concepts is second to none.

Heavy Lifter

Brian Thompson

Fit-Out & Build

A long experienced principal contractor, Brian is passionately committed to sound project management. With a laser focus on the importance of careful planning, execution and maximising the value of every penny in the budget. 

Better social businesses start
with a conversation

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