Opening an axe throwing facility can be an exciting venture, but it requires careful planning and execution to ensure success. Here are the steps you should consider when opening an axe throwing facility.

Step 1: Research the Market 

Before opening an axe throwing facility, research the market to determine if there is a demand for it in your area. Look at the number of competitors, their prices, and their marketing strategies. This information will help you determine if there is a viable market and how you can differentiate your facility from the competition.

One crucial aspect of this research is understanding the population and other recreation options in the area. This includes analyzing demographics such as age, income, and interests to determine if there is a demand for axe throwing. It is also important to research the competition and other recreational activities in the area to assess the level of demand and potential saturation in the market.

Step 2. Develop a Business Plan

If you are going into the market with competition, you need a USP (Unique Selling Proposition). In an empty market, axe throwing IS the USP. Where there is competition with venues that offer extra amenities (arcade, escape room, smash room, cornhole leagues, bar and food, etc), great customer service, or leagues, etc, you can’t create the SAME product and expect just to be successful. Differentiate yourself!

Develop a business plan that includes your objectives, target market, financial projections, and marketing strategies. This will help you stay focused on your goals and make informed decisions throughout the process.

Overall, the costs of opening an axe throwing facility can range from tens of thousands to hundreds of thousands of dollars, with some exceeding a million dollars, depending on the size and scope of the facility and the location. It’s important to carefully budget and plan for these costs to ensure the success of the business.

Creating a business plan for a niche sport requires careful consideration of the unique characteristics and challenges of the sport, as well as the target market and competition. Here is a step-by-step guide to help you create a business plan for a niche sport:

Developing a business plan is a crucial step in starting or growing a business.

A meticulously crafted business plan outlines the company’s objectives, target market, competitive analysis, financial projections, and operational strategies. This not only facilitates a clear understanding of the market landscape, but also enables informed decision-making and prudent resource allocation. By identifying potential challenges and opportunities in advance, a business plan allows for adaption and to pivot as needed, minimizing risks and maximizing the chances of sustainable success. In its absence, a business operates without direction, making it vulnerable to unforeseen pitfalls and unable to capitalize on emerging trends. Without a robust plan, the axe throwing venue might stumble into unforeseen pitfalls, struggle to differentiate itself in a saturated market, and grapple with financial instability. In essence, a well-crafted business plan serves as the rudder steering the axe throwing venue towards sustained prosperity and guards against uncertainty.

Step 3. Choose a Location 

Choose a location that is easily accessible and has ample parking. Make sure the space is large enough to accommodate the number of throwing lanes you plan to have, as well as seating areas for customers.

When looking for a location, try seeking locations that were previously restaurants. These facilities share a lot of amenities that axe throwing venues provide and are required to have. 

Below is a short list of items that can become unforeseen costs. Using an already established building will save costs upwards of $100,000 or more!

• accessible access (ADA compliance)
• fire rated drywall
• sprinkler system (if applicable)
• ventilation (HVAC system & distribution)
• kitchen w/ventilation
• bar
• restrooms (ADA accessible & fits occupancy load)

The choice of location comes with decisions regarding many aspects of the venue. If you’re concerned about how the choice will impact specific aspects of the facility, such as lane placement and customer seating, you should consider creating a list of the key features and requirements that you need for your particular use. Then, you can compare how each facility meets those requirements and make an informed decision based on your priorities.

Examples of Large & Small Venue Layouts

Small Format (5 Lanes)

The below images show two venues with approximately the same amount of square footage, but layouts change based on permanent walls and fixtures.

Notice the extra space left behind customer seating in order to allow for safe foot travel and avoiding the possibility of walking into the throwing space. In addition, it enables patrons to exit quickly and safely in case of an emergency. 

It is a best practice to never anchor anything (tables, seating, etc.) that is not a permanent fixture (throwing lanes), to allow for movement and adjustment to comply with safety measures of axe throwing and changes in the sport. The best practice is to leave a 20-23 foot range from the front of the target to any seating or walkways.

Large Format (11 lanes + other activities)

The large format venue shown below has a lot more square footage and provides for expansion of extra lanes or the ability to host large tournaments and leagues.

TIPS TO SAVE TIME AND MONEY: hire an architect! You will need to submit building plans to the city. Your architect will then follow local codes and will include fire exits, seating, lane build out, need for sprinkler systems, etc… It would be valuable to engage an architect before you sign a lease so you can get an idea of what the rough build out costs would be for your facility.

For more information on how to build an axe throwing venue to WATL specifications, check out the link below.

Step 4. Obtain Permits and Licenses

Step 5. Purchase Equipment 

Purchase high-quality axes, targets, and safety gear for your facility. Make sure the equipment meets safety standards and is in good working condition.

Other supplies to purchase:

• Wood
• Drills/screws for hanging and changing targets
• WATL stencil/markers/footer stencil
• Gloves/glasses for safety
• Misc. tools – mallets, hammer, pliers, vice grips, etc.
• First aid kits
• Grinder/sander 
• Work bench
• Bathroom supplies
• Consider the quality of your lane dividers – if you buy thin/cheap fencing you’ll just have to replace it within a year
• Flooring – for example horse stall mats, gym mats, turf, wood chips, etc.
• How will you store the axes? Buckets with pellets, magnets on the wall, custom built holders in the lane?
  • NEVER put axes into a stump, we never recommend that
• Chalk or white boards for each lane – for customers to keep track of their games

WATL axes are designed specifically for axe throwing. They are not only the safest choice, but will also last longer than ones purchased at local hardware stores.

TOP THREE EXPENSES (After Open):

1) Rent and utilities: The cost of leasing a space to operate the axe throwing facility, as well as the costs of electricity, water, and other utilities needed to run the facility. Please be aware that facilities that do not have a drywall roof and metal roofing systems will be much more expensive to heat or cool since it lacks insulation.

2) Staffing: Hiring and training staff to run the facility, including axe throwing coaches, receptionists, and cleaning crew.

3) Wood: Using the best kinds of wood for targets will provide longevity for targets and lower the cost of ordering wood. Most local lumber yards can work with you for purchasing, but may not provide delivery or have the rates that are provided to only WATL Affiliated venues. WATL Affiliates have  access to our exclusive Wood Distributor Program where we will connect you directly to the distributors for the lowest price available in the industry for cottonwood and poplar boards.

Step 6. Hire and Train Staff 

Hire and train staff to ensure they are knowledgeable about axe throwing, safety procedures, and customer service. Consider offering incentives for exceptional performance to motivate your staff.

One of the most important assets for any company is their staff. Hiring a team that embodies company values and safety will ensure your clients have not only fun, but a safe time.

WATL’s goal is not only to foster the growth of our sport, but to help ensure the safety of the public and the axe throwing community.

​​Hiring and training staff for an axe house requires careful consideration to ensure the safety and satisfaction of your customers. Here are some ways you can go about hiring and training staff for an axe house:

• Define job roles and responsibilities: Clearly outline the different positions you need to fill, such as axe throwing instructors, bartenders, and receptionists. Define the specific tasks and responsibilities associated with each role.
• Advertise job openings: Use various channels to advertise your job openings, including online job boards, social media platforms, local newspapers, and community bulletin boards. Be sure to highlight the unique aspects of working in an axe house and the skills you are seeking.
• Conduct thorough interviews: Screen candidates through interviews to assess their skills, experience, and suitability for the job. Look for individuals who are enthusiastic, customer-oriented, and demonstrate a strong commitment to safety.

Once the recruitment process is complete and the new staff members have been hired, the next crucial step is to provide them with effective training to ensure their success within the organization. Training plays a pivotal role in equipping employees with the necessary skills, knowledge, and tools to perform their roles efficiently and contribute to the overall growth of the company. Here’s a segment that outlines the key steps involved in properly training new staff:

Coach Certification Program

Through the WATL Coach Certification the resources provided can help you or your staff become the best axe throwing coaches possible. You will receive a total breakdown of an axe throwing event, what you should be doing along the way and a ton of useful information to help everyone fall in love with this amazing sport by the time they leave your venue. 

In the Axe Coaching Certification Program you’ll learn:

Judge Certification Program

Utilizing and training your team with the Judge Certification Program will allow your business to host WATL sanctioned leagues and tournaments in the future giving your business and extra offering to your customers with regular weekly bookings.

WATL Certified Judges are held to the highest standard in understanding and implementing official rules when overseeing sanctioned events such as leagues, tournaments, qualifiers, and more. Certified Judges allow venues to organize and run these sanctioned events to the highest standards and best practices.

Step 7. Marketing Strategies

Develop marketing strategies to promote your facility to potential customers. This may include social media, email marketing, and advertising in local publications. Consider offering special promotions or discounts to attract new customers.

JOIN WATL! The largest and fastest growing axe throwing organization in the world, assists venues who are new to the sport and veterans of the community market their business with affiliation memberships. 

All Affiliates are listed on the searchable WATL membership map on the official World Axe Throwing League website.

WATL frequently sends out press releases for Affiliates to help get local news buzz about big events. These press releases provide tools, local news pitches, and strategies to help get coverage for venues. WATL also helps promote Affiliates on social media through notable posts directly from Affiliates, and announcements on official WATL social media channels.

Current affiliates have used unique strategies such as:

• League nights
• Special events (ex. blood donor clinics, fundraising for not for profits etc)
• Partnering with local businesses (ex. breweries, restaurants)
• Become part of the local Better Business Bureau (BBB)
• Host local business nights
• Set up networking group meetings

Step 8. “The Home Stretch” 

Once you have completed all the above steps, you are ready to open for business. Make sure you have a plan for managing customer traffic, collecting payments, and ensuring a safe and enjoyable experience for all customers.

What to look for when choosing a payment and booking system:

• Needs to be able to handle bookings/reservations
• Integrated with waivers
• Payment collection
• Does the system offer any extras like axe throwing games?
• Is it adjustable to your business model?
• Can YOU edit the system, or does a company representative have to do it?

The importance of having a waiver:

A waiver is essential (and required) for an axe throwing business for several reasons.

It’s crucial to consult with a legal professional to ensure the waiver is properly drafted and complies with local laws and regulations. While a waiver provides important protections, it does not absolve the business from all liabilities, especially if negligence is involved. Therefore, maintaining a safe environment and adhering to proper safety protocols remain essential aspects of running a responsible and successful axe throwing business.

Overall, a well-crafted and properly executed waiver can provide valuable protection for both individuals and organizations engaged in various activities, reducing the potential for legal disputes and offering peace of mind to all parties involved.

Step 9: Remember the passion!

In the whirlwind of launching your business venture, it is easy to get lost in the complexities and challenges that lie ahead. Yet, amidst the hustle and bustle, never forget the passionate spark that ignited your dreams—the very essence of your entrepreneurial journey.

Your passion for this endeavor has been the driving force behind every decision, and every step taken. It’s the fuel that powers your creativity and perseverance, propelling you forward when obstacles loom large.

Moreover, let your passion resonate with your team and customers alike. Share the story of why you started this venture, painting a vivid picture of the inspiration behind it all. By doing so, you’ll foster a genuine connection with those around you, creating a community that believes in the mission you carry forward.

Disclaimer: The information provided herein is for general informational purposes only and should not be construed as professional advice. While we strive to provide accurate and up-to-date information, we make no representations or warranties of any kind, express or implied, about the completeness, accuracy, reliability, suitability, or availability with respect to the information, products, services, or related graphics contained in this communication for any purpose.
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It is important to note that every situation is unique, and outcomes can vary greatly depending on numerous factors beyond our control. Therefore, we cannot guarantee the success, efficacy, or suitability of any actions, strategies, or recommendations discussed or suggested in this communication.
It is always advisable to seek professional advice or consultation specific to your individual circumstances before making any decisions or taking any actions. Any reliance you place on the information provided is solely at your own discretion and risk.