The family leisure industry is changing. Bowling alone is no longer enough to keep families coming back, venues need to offer a complete day out, with entertainment that keeps every age group engaged from the moment they arrive.
When TenPin Coventry set out to reimagine what their venue could offer, they partnered with us to design and deliver a soft play installation that would become the centrepiece of their family offering, and a compelling commercial asset in its own right.
TenPin is one of the UK’s most recognised ten-pin bowling operators, with venues across the country offering bowling, arcade gaming, and dining under one roof. Their Coventry site serves a broad audience from competitive bowlers and birthday party groups through to families seeking a full day of entertainment.
Recognising a growing shift in consumer expectations, where families now seek multi-activity destinations rather than single-format venues, TenPin committed to a significant overhaul across their estate. The Coventry location was identified as a flagship opportunity to deliver something truly transformational: a venue where families would want to stay longer, return more often, and bring more members of the group.
TenPin Coventry needed more than a play product; they needed a genuine attraction. The brief required a soft play structure capable of:
The challenge, in short, was to design and build something genuinely exciting. A centrepiece attraction that families would seek out, spend time in, and talk about long after they’d left.
The Play Company partnered with TenPin Coventry from the very start of the project — leading on design, manufacture, and installation to deliver a complete solution under one roof.
The Structure:
We designed and installed a large, multi-level commercial soft play frame. A substantial, architecturally striking structure built to the highest safety and durability standards for a busy, high-traffic leisure environment. The frame spans multiple levels, making the most of the ceiling height and was engineered to maximise the available footprint, creating a genuine landmark feature within the venue.
A Dedicated Baby & Toddler Zone:
Incorporated within the lower floor of the main frame is a self-contained baby and toddler area. A softer, more intimate zone designed for the youngest visitors to explore safely and with confidence. With age-appropriate play elements and full parental sightlines throughout, the space allows parents to relax while their little ones play, without ever feeling separated from the main group.
The Main Frame, Built for Adventure (Ages 5–12)
The upper levels of the frame are designed for children aged approximately 5 to 12 and built around a single goal: genuine, repeatable excitement. Physical challenge, exploration, and discovery are baked into every level, encouraging children to push themselves and keep coming back for more. Key features include:
Every component was manufactured in-house at The Play Company’s UK production facility, built to BS EN 1176 safety standards, and installed by our experienced project team with minimal disruption to TenPin’s ongoing operations.
The installation of The Play Company’s soft play structure has fundamentally transformed TenPin Coventry’s family offering, converting a bowling-led venue into a genuine full-day family entertainment destination.
The installation has also reinforced TenPin Coventry’s position as one of the Midlands’ most complete family entertainment venues. A destination that caters meaningfully to every member of the family, from babies and toddlers through to tweens, and that gives parents a compelling reason to extend their visit well beyond a single frame of bowling.
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