The Situation
Mulligans, part of Adventure Leisure, is one of the UK’s leading competitive socialising groups. Its venues combine adventure golf with games such as electro-darts, shuffleboard, pool and arcade experiences, all wrapped in an energetic, all-day hospitality offer.
With more than a dozen venues across the UK and major new openings on the horizon, Mulligans needed a website and digital ecosystem capable of scaling with its ambitions.
The previous site was no longer fit for purpose. It didn’t reflect the brand’s energy or the scale of its offer, and lacked the flexibility to support rapid new-venue rollouts. Each location operated with slight differences in structure and booking flow, resulting in inconsistent customer journeys and a heavy operational load for the internal marketing team.
Our brief was complex, including the:
- delivery a joyful, custom, branded booking experience;
- identification of user cohorts;
- delivery of journeys that seamlessly guide users through the vast range of available activity and food & beverage options;
- localisation of content and booking options, which varied venue to venue.
- supporting the group’s growth through a scalable, modular system;
- that is scalable, measurable and easy to use.
The Change
Working hand-in-hand with Adventure Leisure’s exceptional marketing team, we began with a full discovery process, analysing performance data, interviewing stakeholders, auditing the customer journey and assessing content needs across all venues.
From this foundation, we defined a digital strategy and delivered a new design system that brought the brand’s bold personality to life digitally. Vibrant, kinetic and full of movement, but grounded in clarity and usability. Each venue page became a self-contained hub with local content, live offers and easy routes to book.
We refined the customer funnel to focus attention on conversion: clearer activity choices, simplified steps, prominent call to actions and reassuring microcopy around age limits and timings.
On the backend, we delivered a CMS that enabled new venues to go live in days, not weeks, and created playbooks for content, SEO and social rollout to ensure consistency from the very first teaser to post-launch campaigns.
The Growth
The new Mulligans digital platform launched in 2024 and quickly became a cornerstone of the brand’s growth strategy.
Most importantly, the new site re-energised Mulligans’ digital presence. It is bold, dynamic and unmistakably on-brand, a destination in its own right that captures the excitement of the in-venue experience.
Website Performance & Results Summary
- Desktop Performance Score improved from 41 to 98, a 139% uplift in Google PageSpeed Insights
- Desktop load speed reduced from 1.8s to 1.0s, now 80% faster
- Mobile Performance Score increased from 59 to 77, a 30% improvement
- Mobile load speed improved from 6.1s to 4.6s, making it 32% faster
- Google SEO score rose from 69 to 100, a 44% improvement
- SEMrush Site Health increased from 69% to 87%, a 26% improvement
- Site health warnings reduced from 2,800 to 314, an 89% reduction
- A new on-site pop-up campaign generated 4 conversions in 20 minutes, compared with none on the previous setup
Independent review: “This site passes all the tests no website ever passes.”
Client feedback:
“All our GMs were raving about the new website and love the pop-up.”
“Over 1.3k sales in one week of our unlimited pass launch, one of our most successful product launches.”
Operational Improvements
- Content management updates can now be handled in-house without developer involvement
- Text changes previously took 3–4 days, now completed instantly via CMS
- New landing pages built from templates now created significantly faster (previously 3 weeks)
- Launching new sections or venues now streamlined (previously took over 4 weeks)
- SEO updates such as meta data and titles are now fully editable (previously not possible)
- Content migration reduced from 4 months to a fraction of the time
- Full website launch timeline reduced from 20 weeks to a much shorter delivery period
Technical Snapshot
- Old site: 41 performance, 81 accessibility, 74 best practices, 69 SEO
- Mobile load speed: 6.1 seconds, SEMrush site health 69%, large file sizes and limited SEO capability
- New site: 98 performance, 97 accessibility, 96 best practices, 100 SEO
- Mobile load speed: 4.6 seconds, SEMrush site health 86%, fully optimised and SEO-ready
The platform now underpins new venue launches, including the flagship 17,000 sq ft Guildford site, and provides the marketing team with the agility and analytics they need to keep pace with the brand’s rapid expansion.
“The new website perfectly captures the spirit of Mulligans - fun, energetic and effortless to use. It gives us the flexibility to scale fast and the tools to understand our customers better. Bert delivered exactly what we needed.”
Marketing Lead, Adventure Leisure Ltd
