CASE STUDY
Unleashed Brands
Unleashed Brands is a franchise growth accelerator supporting growth-oriented brands geared at furthering child and adolescent development in three core areas – Learning (Science, Technology, Engineering, Arts and Mathematics), Playing (Celebrating, Escaping, and Connecting) and Growing (Music & Arts, Martial Arts, Swimming, Sports).
DEAL OVERVIEW
- Mantucket partnered with an independent sponsor to lead the investor group and invested initially in Urban Air as a platform, with a plan to launch a platform of brands during the hold period (Unleashed Brands).
- Completed a majority-recapitalization in early 2018.
Value-Added Involvment
- Hired former CEO of Top Golf, Ken May, as Executive Chairman, Jay Thomas, former Six Flags VP of International Park Development as Chief Commercial Officer, former Chief Development Officer of Christian Brothers, Josh Wall, as Chief Growth Officer, and Chris Tanco, former EVP and COO of 7-11 joined Board of Managers.
- Developed internal expertise to design floorplans, sell IP-protected attractions direct to franchisees and install equipment on location and launched captive insurance arm to transform insurance into a profit center.
- Launched Unleashed Brands, a platform to leverage Urban Air C-Suite to acquire and grow other family/children focused franchisor brands, successfully acquiring and integrating five concepts to-date, including The Little Gym, Snapology, Premier Martial Arts, Class 101, and XP League.
Progress & Impact
- Urban Air is #1 in its category and #46 overall in Entrepreneur Magazine’s “Franchise 500” national rankings.
- Systemwide sales increased from ~$50m in 2017 to 2022 of $800m+.
- Grew footprint by 3,000%+ across the Unleashed system, with significant growth expected in 2023.
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