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Kindred Concepts launches Formula1 competitive socialising experience in London


February 2022



Deal Type


Our Role

Sell side & fundraising

About Kindred Concepts

Kindred Concepts is a brand new, global venture created to develop experiential leisure concepts founded by hospitality expert Adam Breeden. Adam, the pioneer of competitive socialising in the UK and entrepreneurial force behind some of the sector’s most successful concepts, is also the co-founder of Puttshack, Flight Club, Bounce, All Star Lanes and Hijingo. Formula 1 has partnered with the new venture to create an immersive, state of the art F1 racing simulation experience, made accessible to a mass audience in a unique global licence agreement.

About Imbiba

Imbiba are specialist investors in the UK leisure and hospitality sector.

About the deal

An undisclosed amount was raised from entertainment industry experts, Imbiba, alongside other investors. Formula 1 will take a meaningful equity position in the new company as part of its commitment to the exclusive, long-term partnership, with as many as 30 venues to be rolled out worldwide in the next five years.

Our work

We acted as the financial adviser to Kindred Concepts to prepare, market and successfully execute their required fundraise.

When people come to one of our venues, we have to wow them, and this new concept is going to take people’s breath away. With our knowledge of creating best-in-class concepts and operations, and the strength of the Formula One brand, we are going to break barriers in competitive socialising, marrying cutting edge technology, a premium F&B offering, and a visually stimulating setting, with the unrivalled glamour and excitement of F1, to create an unforgettable, adrenaline-fuelled experience.

Adam Breeden

Founder and Chief Executive Officer

Kindred Concepts




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