Latest News

Back to Latest News back


Recreation Collective launches, aiming ‘to change the game of competitive socialising’

Recreation Collective launches, aiming ‘to change the game of competitive socialising’
September 14, 2020

Newly formed consultancy and advisory service Recreation Collective is ready to offer services for the ‘re-creation’ of amusements and entertainment.

In a world where social distancing and social entertainment will, according to Recreation Collective co-founder Roy Menachemson, “need to learn how to play together”, the service will offer a balance of reinvigoration and reassurance is needed to bring customers back.

Explaining that, with “a clean sweeping of manuals, an emphasis on creativity and innovation to re-consider barriers to entry”, Menachemson explains that the re-creation of the recreation business starts now.

With 40 plus years of building multi-site leisure businesses, Menachemson has seen all of the challenges of building and adapting businesses to changing times first-hand.

He advises “in great change, there is always great opportunity.

“One of the greatest challenges is finding world class expertise in the diverse disciplines that make a recreation space a success. Whether you are adapting your space, or building a new entity from the ground up, a strong collaborative force that includes planning, design, branding, operations and marketing is needed. That’s what inspired The Recreation Collective to form.”

The Recreation Collective consists of Menachemson’s own Sydney based strategy, implementation and operations business NBRC, whose credits include pioneering properties such as Bowl Australia and Attractivity, partnered with London-based Zachary Pulman Design.

Pulman’s studio has set the global standard for competitive social spaces (*competitive socialising) for the likes of Swingers Golf UK, TopGolf International, and has extensive expertise in retail and residential innovation.

The Recreation Collective is completed by Melbourne creative branding consultancy The Thought Police, who have conceived and built branding, content and digital experiences for some of the world’s biggest brands.

The Thought Police Principals Ben Keenan and Dan Jones are internationally awarded creatives who cut their teeth at top ranked agency Clemenger BBDO Melbourne.

Menachemson goes on to state “we are here to help businesses reinvent their spaces, and reimagine new ones as the retail and social entertainment worlds adapt to changing times.

“We are tackling our industry's biggest problem - how do we innovate and make new safety precautions and expectations, something that adds to the customer experience?

“With our unique cross-disciplined approach, the Recreation Collective is the one-stop-shop our industry will embrace”.

For more information contact Roy Menachemson on email: or go to

*Competitive socialising is the fast-growing sector catering for people going out and playing games with their friends, family and colleagues at a location that is serving speciality food and drink - combined with activities such as boutique bowling, mini/crazy golf, bingo, axe-throwing or pool. Some venues offer a mix of these attractions as well as arcade games, air hockey and other speciality activities.

Images: The popular Swingers West End competitive socialising venue by Zachary Pulman Studio (top) and Roy Menachemson (below).

Related Articles

11th September 2020 - 2020 Asia Amusement and Attraction Expo draws more than 22,000 attendees

14th July 2020 - Embed delivers range of non-toxic Hygiene Defence products for the attraction and amusement industries

10th July 2020 - Funlab launches virtual ‘apart-y’ experiences across its brands

11th March 2020 - Amusements and attractions exhibitions in Dubai and Taiwan impacted by Coronavirus

23rd August 2019 - GTI Asia China Expo introduces new zone for virtual reality amusements

3rd May 2019 - Victoria Police issue arrest warrant for Melbourne amusement hire operator accused of arson against competitors

29th June 2017 - Attractions operator Funlab acquires AttracTivity entertainment centre brand

21st October 2015 - AttracTivity Entertainment announces expansion plans

29th April 2015 - New AttracTivity Entertainment centre to present a unique indoor attraction

10th March 2014 - Pacific Attractions to distribute products for attractions, bowling, entertainment and FECs