Merging sporting activities and augmented reality (AR) is increasingly popular in Europe as “sportainment” venues continue to open across the continent. These location-based entertainment venues allow guests to experience a variety of sports and physical activities via AR simulators and other applied technologies.
With AR blending existing environments and utilizing 3D programs, virtual content can provide visitors with an immersive digital experience in real time. Guests can now enjoy multiple sports in a fun and active atmosphere—without having to be on a football field, golf course, or kayaking river. The technology can allow guests to try extreme sports that may be too hazardous for a beginner, like cliff jumping, wingsuit flying, and bouldering.
In spring 2023, Sparkx Sportainment opened its first location in Hasselt, Belgium (where it’s headquartered). Co-founder Mathieu Renier shares with Funworld why the venue has proved popular in Europe.
“People want to connect and come together for their wellbeing, but also have fun at the same time. We had more than 60,000 visitors in the first five months,” Renier says. “I don’t think it’s going to be popular just in Europe, but worldwide.”
The Spark of Inspiration
Renier says a few personal priorities gave him the idea for Sparkx. Both of his daughters play hockey, but then decided they wanted to try dancing. Next, they wanted to do ballet. He told them they can’t do that all at once…but they could if he created a place like Sparkx. Renier believes there’s an unconscious need that brings people together around sports, and he wants Sparkx to do that in an intergenerational way.
The name Sparkx is derived from “sports park experience.” The facility allows guests to try out more than 50 sports across 36 AR attractions. The difficulty/intensity level of each sport can be adjusted from level 1 to 10.
“We are not passive entertainment in a physical sense…we’re adding a further dimension by being physically active,” Renier says. He says that Sparkx employs some “very expensive” attractions simulators (but when asked, Renier’s reluctant to name the suppliers. He believes there are too many to list and says it wouldn’t be fair to those he skipped).
Like all attractions, he says safety is a top priority. “Everyone is well-trained, and we do everything we can to keep people safe. We’re combining a focus on the physical and the mental wellbeing of guests,” Renier says.
Planning for What’s Next
As for the future, Sparkx would like to open additional locations in Belgium and adjacent countries like France, Germany, and the Netherlands.
“I would like to say we’re humble, and I don’t want to be stating numbers that are not possible, but there are 1,000 sportainment centers in the world, and I’d be lying if I said we will stay at one Sparkx,” reveals Renier. “We’re interested in franchising because we’ve had a lot of interest. It will take some time because this is new, but it’s going to be big.”
