Axe throwing is having a real moment. It’s not another one of those flash-in-the-pan TikTok trends. It’s a legitimate, “this is now a normal thing people do for fun” moment that won’t end anytime soon. Think about it: 5 years ago, you had to explain what axe throwing was.
Now? People Google “axe throwing near me” without a second thought. Corporate HR managers book large team-building events. Couples plan date nights. Bachelor parties and birthday celebrations fill weekend slots. The demand is real, growing and profitable.
But here’s what’s wild: most axe throwing venues are still marketing like they’re some weird niche activity that needs constant explanation. They’re timid about their pricing. They position themselves as “just another option” instead of the unique, Instagram-worthy, adrenaline-pumping experience they are.
The opportunity sitting in front of axe throwing venues right now is massive. You’re offering something that bowling alleys, escape rooms, and laser tag can’t match: you’re cool. You’re shareable. You’re something people brag about trying. Adults want to do this, not because their kids dragged them there, but because throwing axes sounds fun.
Yet most venues are underselling themselves, undercharging and under-booking because they’re operating on assumptions that simply aren’t true. Here are the 5 myths holding your venue back and what to do instead.
Myth #1: “We Need to Emphasize Safety or People Won’t Book”
Throwing sharp objects sounds dangerous. You’ve seen the insurance premiums. You know inexperienced throwers could hurt themselves. So you lead every piece of marketing with safety disclaimers, detailed rules and reassurances that it’s “very safe.”
Problem: leading with safety doesn’t generate conversions. The people Googling axe throwing venues aren’t worried about safety, they’re excited about the experience. By leading with safety concerns, you’re introducing doubt where none existed.
Think about it: do rock climbing gyms lead with “Don’t worry, you probably won’t fall”? Do zip line courses open with “Most people survive this”? No. They lead with the thrill, the experience and fun.
When you make safety the headline, you accidentally position axe throwing as scary rather than exciting. You’re signaling “this is dangerous and we’re really worried about it” when you should be signaling “this is a blast and we’ve got it handled.”
So, how do you turn this myth into a conversion opportunity? Lead with the experience:
“Throw axes. Crush targets. Feel like a total badass.”
Safety information belongs on your waiver and in your pre-throw briefing, not on your homepage or your first sentence to a potential customer.
Instead, show confident, smiling people throwing axes in your photos. Don’t show nervous people holding axes like they’re defusing bombs. Then address safety on an FAQ page:
“Is it safe? Yep. Our trained coaches walk you through everything, and we’ve hosted 10,000+ sessions without incident.” Then move on.
Trust that adults understand there’s inherent risk in throwing sharp objects and they’re okay with it. That’s part of the appeal.
Myth #2: “We Should Price Similar to Bowling and Other Entertainment”
You look at what bowling alleys charge per hour, what escape rooms cost per session and maybe even what laser tag runs for groups. You match or slightly undercut to stay competitive. You don’t want to price yourself out of the “entertainment options” category.
However, Axe throwing isn’t comparable to bowling. You’re not selling lanes and shoe rentals: you’re selling an experience. A unique, memorable, shareable experience that people can’t get anywhere else in town.
When you price like a commodity, you’re treated like a commodity. Customers comparison shop based purely on cost. They don’t value what makes you different because you’re not charging for what makes you different.
Meanwhile, you’re leaving money on the table. The group of coworkers planning their team outing? They’re not comparing your prices to the bowling alley. They’re comparing to the escape room, the paint and sip class, the cooking workshop—experiences that charge $40-60 per person without apology.
So, how can you overcome this?
Price based on the unique value you deliver, not what other entertainment venues charge. If you’re offering a 90-minute session with coaching, multiple lanes and an experience they can’t get elsewhere, charge accordingly.
Instead of “$30 per hour,” frame it as “The Ultimate Axe Throwing Experience for $45 per person (includes coaching, multiple throwing styles, tournament bracket and high-res photos).” You’re not more expensive: you’re offering more value.
Then create premium tiers. Offer VIP packages with private lanes, extended time and food and drink service. Corporate groups will pay $60-80 per person for a premium experience without blinking.
Lastly, make sure to always test your pricing. If you’re booking 90%+ of your capacity at current rates, you’re underpriced. Raise prices 15-20% and watch what happens. You’ll likely lose 5%-10% of bookings but increase revenue 8%-12%. That math works.
Myth #3: “We’re Competing With Other Axe Throwing Venues”
If you live in an average-sized city, there’s probably more axe throwing venues near you. Obviously you’re competing with them for the same customers. You check their prices, copy their packages and try to differentiate on minor features.
But here’s the truth: uou’re not competing with other axe throwing venues: you’re competing with every other way people spend their Friday night or Saturday afternoon:
When someone decides to go axe throwing, they’ve already won your battle. The real fight is getting them to choose “go do something” over “stay on the couch.” Once they’re Googling axe throwing, you’ve basically won. They just need to choose you and get booked.
This misconception leads venues to race to the bottom on pricing, over-focus on minor differentiators (“we have more lanes!”) and ignore the bigger opportunity: convincing people that axe throwing should be on their list of activities this month.
So, how do you bring this to life?
Market against boredom, not competitors. Your messaging should be “stop doing the same boring stuff every weekend” not “we’re better than the other axe place across town.” Position your business as the answer to:
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Date night ideas
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Unique birthday celebrations
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Unforgettable Bachelor parties
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Team-building that doesn’t suck
Instead of competing with other axe throwing venues, partner with them. When you’re both posting content, running ads and generating buzz, you’re growing the entire category. More people trying axe throwing means more demand for everyone.
Myth #4: “Our Marketing Should Appeal to Everyone”
Axe throwing is fun for lots of people: kids, adults, families, corporate groups and birthday parties. So your marketing shows everyone. Your website tries to speak to all audiences. Your ads target “people interested in entertainment.”
That’s a problem. Because when you market to everyone, you resonate with no one. The 25-year-old planning a bachelor party has different needs and motivations than the HR manager booking a team-building event. Generic messaging that tries to cover both ends up connecting with neither.
Worse, by trying to be family-friendly, corporate-appropriate, and party-ready simultaneously, you dilute what makes axe throwing actually cool: it’s edgy. It’s different. It’s not for kids. That’s part of the appeal for adults who want to do something their kids can’t tag along for.
Here’s how to nail your marketing and stand out:
Pick your primary audience and go all-in. Most profitable axe throwing venues focus on adults 21-45. Corporate groups, date nights, friend groups and celebrations. Market specifically to them.
Your social media pages should show groups of friends laughing, coworkers competing and couples having a blast. Use language that appeals to your target:
“Date night that doesn’t involve sitting in the dark”
“Team building your employees will actually remember.”
“The part of your bachelor party they’ll talk about for years.”
Make sure to create separate campaigns for different audiences. Don’t try to capture everyone in one message. Corporate outreach looks different than bachelor party marketing looks different than date night positioning.
The venues trying to be everything to everyone are the ones with empty lanes on Friday nights. The ones who picked their lane and owned it? They’re turning away bookings.
Myth #5: “If We Build It, They’ll Come”
Axe throwing is trendy. It’s unique. Word-of-mouth will spread. Once people know you exist, bookings will flow naturally. You just need to be patient and let organic growth happen.
As we mentioned above, there are probably 30+ other entertainment options within 10 miles of your venue. All of them are hoping for organic growth too. The venues that fill their calendars aren’t waiting for word-of-mouth. They’re aggressively driving awareness and making booking ridiculously easy.
Trendy doesn’t mean automatic. Even the coolest activity in town needs marketing systems:
So, how do you put this into action?
Build lead capture into every interaction. Email for online bookings, obviously. But also, use birthday club sign-ups for annual reminders, your text list for last-minute deals and corporate inquiry forms for team-building packages.
After you’ve captured a lead, make sure to follow up religiously. Someone booked once and had fun? Email them a week later with a discount to come back. If they haven’t returned in 60 days? Send a “we miss you” offer.
When looking to partner with other businesses, be strategic. Breweries, escape rooms, Top Golf and other entertainment venues are great to use in cross-promotion:
“Tried axe throwing? Try escape rooms next.”
Growing the entire entertainment ecosystem helps everyone.
Lastly, run hyper-targeted ads. Avoid anything generic. Facebook and Instagram ads targeting people interested in unique date ideas, team building and bachelor parties. Retarget everyone who visits your website but doesn’t book. Promote specific events aggressively.
The goal is to treat marketing like a system. Track what works. Double down on effective channels. Build automation that runs without you.
Turn These Myths Into Cash-Flowing Opportunities
The biggest mistake axe throwing venues make isn’t about marketing tactics or pricing strategies. It’s mindset. You’re operating like you’re a niche activity begging for attention when you should be positioning as the coolest entertainment option in town. You’re apologizing for being different when different is exactly what people want.
Axe throwing has everything going for it: it’s Instagram-worthy, it’s fun, social and there’s built-in demand. The venues crushing it aren’t the ones playing defense: they’re the ones owning what makes them special and marketing the hell out of it.
That’s exactly what Slamdot helps entertainment venues do. For 20+ years, we’ve built marketing strategies for businesses that offer unique experiences. We know how to position what makes you different, price for value instead of comparison and build systems that flood your calendar with bookings.
Ready to stop underselling your venue and start booking out your best time slots? Contact us today and we’ll dive into your marketing strategy!
