The Splitsville Canada expansion is gaining momentum as the entertainment operator rapidly scales its national footprint, positioning itself as a key player in the evolving “competitive socializing” sector.
In an interview with CEO of Canada Laurence Keen, the company outlined an aggressive rollout strategy that blends real estate opportunity with a reimagined guest experience. Backed by UK-based parent Hollywood Bowl Group plc, Splitsville is moving beyond traditional bowling to establish multi-use entertainment destinations across major Canadian markets.
“We bought the business back in May 2022 when it had five centres,” said Keen. “Since then, we’ve acquired sites and, more recently, opened new centres that are proving exceptionally successful.”
Today, the company operates 16 locations across Canada and is actively developing additional sites, including a 17th currently under construction in Barrie. Several more locations are already signed for 2027 and beyond, reflecting a long-term national growth plan.
Strategic Real Estate and Retail Integration
A defining element of the Splitsville Canada expansion is its focus on co-location within retail and mixed-use environments. Rather than operating as standalone venues, Splitsville centres are deliberately integrated into high-traffic commercial nodes.
“We look for co-location with other reasons to visit,” Keen explained. “That could be cinema, retail, or restaurants. It reminds people about bowling and gives them a reason to return.”
Recent openings in Edmonton Northwest, Calgary’s Creekside, and Ottawa’s Kanata reinforce this strategy. Future locations are planned for markets including Pickering, South Edmonton Common, and Legacy in Calgary, alongside additional undisclosed sites.
The company has also evaluated former department store spaces, including those vacated by Hudson’s Bay Company. However, Keen emphasized that large-format retail boxes must be part of a broader ecosystem.
“I wouldn’t want to take a large department store space and be isolated,” he said. “We need surrounding activity and complementary uses.”
This approach aligns with a broader shift in Canadian retail, where experiential tenants are increasingly filling anchor vacancies and driving foot traffic to shopping centres.
Splitsville is working with Savills Canada for its Eastern Canada real estate representation, and JLL for the West.
Redefining the Bowling Experience
Splitsville’s growth is underpinned by a repositioning of bowling as a premium social activity. The company has invested heavily in upgrading its offer, combining bowling with food, beverage, and arcade experiences.
“We have a credible food and drink offer, and an exceptional arcade,” said Keen. “Guests often say they weren’t expecting that level of quality.”
Centres feature diner-style menus, cocktails, and corporate-friendly group offerings, appealing to families, young adults, and workplace gatherings. Notably, the Canadian market has shown strong demand for corporate and team-based bookings.
“People in Canada engage with coworkers more than in the UK,” Keen noted. “That’s been a great sign for us.”
The company has also removed traditional friction points associated with bowling. One notable innovation is allowing guests to wear their own shoes, eliminating rental fees and simplifying the experience.
“The headline price is the real price,” Keen said. “You don’t have to pay extra for shoes.”
Growth Backed by UK Expertise
While the brand draws on operational insights from the UK, Splitsville has tailored its approach specifically for Canadian consumers.
“We’re not bringing the UK model directly,” Keen explained. “We’re bringing the learnings and adapting them to the Canadian guest.”
The appointment of Keen, formerly Group CFO, as CEO of Canada signals the importance of the market within Hollywood Bowl Group’s global strategy. His mandate includes scaling the business toward a target of 30 or more locations nationwide.
Canada is viewed as a key growth platform due to favourable demographics and relatively low competition in the premium bowling segment.
Clustering Strategy and Market Opportunity
Splitsville is also pursuing a clustering strategy in key regions. Alberta, for example, is emerging as a major focus, with multiple locations in Calgary and Edmonton and potential for further expansion.
“We’ll have three in Edmonton within the next 12 months and four in Calgary,” said Keen. “There’s still room to grow.”
British Columbia and Saskatchewan present additional infill opportunities, while Ontario remains central to the company’s national expansion due to its population density and retail infrastructure.
Despite some competition from independent operators, Keen noted that the market remains underpenetrated for modern, large-format entertainment venues.
“There isn’t a huge amount of direct competition,” he said. “What we bring is a fresh approach and financial strength.”
Positioning as a Retail Traffic Driver
As Canadian retail continues to evolve, Splitsville is positioning itself as a traffic-generating tenant for landlords seeking to replace traditional anchors.
The concept aligns with a broader industry shift toward experiential retail, where entertainment, dining, and social activities complement traditional shopping.
For Splitsville, the opportunity lies in capturing discretionary spending while offering an accessible, repeatable experience.
“We’ve got the capacity and the financial firepower to expand,” Keen said. “It’s about finding the right opportunities.”
