Leisure guru Stephen Wools calls on Fec operators to embrace Competitive Socialising at Sie Expo
Stephen Wools, the acclaimed Australian entrepreneur and co-founder of the Ballers Clubhouse brand, is urging amusements, leisure and hospitality operators to rethink their approach to experience-led entertainment ahead of his keynote address entitled On the Up Down Under: The Rise of Comp Soc in Australia which is taking place at January’s Sie Expo, part of the broader Eag Expo.
Wools, recognised for redefining the intersection of sport, nightlife, and hospitality, believes competitive socialising has moved from niche curiosity to core commercial opportunity and argues that having SIE Expo dedicated to the category is not only timely but essential.
“Competitive socialising is no longer a niche; it’s a major force in modern hospitality,” Wools said. “For traditional operators, visiting SIE is a chance to see where the market is heading. Millennials and Gen Z want experiences that blend play, atmosphere, and high-quality hospitality. An expo visit could reveal a pathway to revitalising your own business model.”
In January’s keynote, Wools will outline how competitive socialising has transformed into a foundational category for next-generation venues. His talk will explore why design, technology and brand experience now hold equal weight to traditional food and beverage, offering operators actionable insights into what is working globally and most importantly, what’s coming next.
Wools believes the UK is a global benchmark for competitive socialising, with Australia rapidly advancing in experimental concepts and hybrid venue models. Meanwhile, the US is poised for accelerated growth due to its scale and investment appetite.
Highlighting standout operators such as Flight Club, Swingers, Lane7, Roxy Leisure, Hijingo and Puttshack, Wools notes that successful brands are combining familiar games with immersive design, smart technology, and premium F&B. “These brands show that when you elevate a simple activity through storytelling and atmosphere, you create something aspirational,” he said.
For Wools, the message to traditional Fec and hospitality operators is clear: competitive socialising is now central to engaging younger audiences and creating repeatable, socially driven experiences.“You can’t bolt on an activity and expect transformation,” he warned. “The entire experience must feel intentional. This is a strategic investment in your venue brand—and the future of hospitality.”
On the Up Down Under: The Rise of Comp Soc in Australia is taking place 15:05-15:30, 14 January, Sir Expo Seminar Theatre, ExCeL London
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