Four years ago, the UK saw the arrival of a new type of cricket venue one that blends bar, restaurant, and cricket in an unconventional but highly popular way. Known as Sixes, this venture is a game-changer in the world of competitive socialising, and since its first opening, it has expanded rapidly, with 18 locations across the UK. Another 20-30 sites are planned, alongside international expansions in the Caribbean and the USA. The rapid growth of Sixes and its model is catching the attention of many, including current and former England internationals, who have all invested in the concept. Calum Mackinnon, the CEO, even claims that more people now play in Sixes than the entire cricket-playing population of the UK.
The idea behind Sixes is not born from a deep love of cricket but rather the desire to create a new social space that combines fun, competition, and entertainment. The venue offers a stark contrast to the traditional cricket ground, being warmer, drier, and far more attractive to a younger crowd. It’s a far cry from the typically sober, weather-dependent cricket environment that requires patience and skill.
The concept of competitive socialising, where fun activities are combined with food, drinks, and a lively atmosphere, has been gaining popularity for several years. This trend started with establishments like All Star Lanes, a bowling and cocktail bar that launched in London in 2006, followed by the table tennis venue Bounce in 2012. These ventures were part of a larger movement that took traditional games and reimagined them in an indoor, entertainment-driven setting. Entrepreneur Adam Breeden, behind these ventures, continued this trajectory with the launch of Flight Club, a darts bar in 2018, and mini-golf bar Puttshack in the same year. These concepts set the stage for Sixes.
The story of Sixes itself began in 2019 when Calum Mackinnon and Andy Waugh, owners of the Scottish restaurant Mac & Wild, decided to pivot after the pandemic hit. They had initially tried their hand at creating a “virtual hunting and whisky bar” but faced criticism, and their project didn’t survive the economic downturn brought by COVID-19. Faced with the challenge of rethinking their business model, Mackinnon and Waugh looked at what hadn’t been done yet. While the idea of bringing fishing into a bar was briefly considered, it was quickly discarded in favor of cricket.
The duo, having never played cricket before, ventured into a cricket training facility where they used technology to simulate the sport. They quickly realized that, despite their lack of experience, the game was surprisingly enjoyable. The next step was to combine this technology with a social setting that involved food, drinks, and a lively atmosphere, which they believed would appeal to a younger crowd. Thus, Sixes was born.
The experience at Sixes involves a high-tech cricket simulator. Players face a bowler on a screen, and an orange, plastic ball is projected at them, mimicking the spin and movement of a real ball. There are different game modes, including one based on The Hundred, and six difficulty levels to cater to both beginners and more experienced players. The aim is to hit the ball into panels placed around the netted area of the simulator. Although the experience might feel far from the traditional cricket game, it is engaging and fun, especially when shared with friends over drinks and food.
Sixes has become especially popular with young people, with a customer base that’s predominantly in their 20s and 35% female. This demographic is often seen as the future of cricket, and Sixes has proven successful at drawing them into the sport in a way that traditional formats struggle to achieve. However, the question remains: can this interest translate into participation in the traditional game of cricket?
Mackinnon believes that it can. He and Waugh, both originally unfamiliar with the sport, have developed a genuine love for cricket, regularly attending matches and watching games at Lord’s. The success of Sixes in nurturing interest in the sport is already evident in Mackinnon’s own family. His nine-year-old son, Casper, who has spent hours practicing at Sixes venues, was recently asked to trial for Surrey, a professional cricket team.
While it remains to be seen how many other players might transition from the indoor experience of Sixes to outdoor cricket fields, the model is undeniably successful in getting people to engage with the sport in a new, entertaining way. As the brand continues to expand, it may well reshape the future of cricket fandom in the UK, drawing in a new generation of players and fans.
