Urban Air acquires Snapology and creates Unleashed Brands

urban air adventure park

The new umbrella franchisor plans continued growth with experience-based family entertainment brands

Kids of all ages will have more ways to learn and have fun thanks to the newly-launched Unleashed Brands. Founded by the Urban Air Adventure Park team, Unleashed Brand’s first acquisition is Snapology, a franchised enrichment program that provides kids with STEAM-based activities (Science, Technology, Engineering, Arts, and Mathematics). Founded in 2010, Snapology has 165 locations in the U.S. and internationally.

Unleashed Brands will function as the parent company 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). Unleashed Brands plans to continue acquiring, integrating, and scaling experience-based consumer brands.

Snapology offers STEAM-based programming for kids.

“As we look for ways to strengthen our portfolio of brands, Snapology presented as a strong, strategic fit with programming that allows our founding company, Urban Air, to expand its offerings into STEAM education, something that is extremely important in the development of young minds,” said Michael Browning, President, and CEO of Unleashed Brands and Founder of Urban Air. “Urban Air and Snapology will join forces to create additional offerings for their guests and revenue opportunities for franchisees by offering Snapology classes, camps, and birthday parties within Urban Air locations.” As a fast-growing, dynamic brand with a dedicated purpose, we are thrilled to welcome the like-minded Snapology team to the family and look forward to providing kids with best-in-class learning experiences.”

As part of Unleashed Brands, Snapology will leverage space throughout Urban Air Adventure Park giving the Snapology brand a permanent home to deliver its camps, birthday parties, and STEAM courses. Snapology was founded by Laura Coe and her sister who started the brand because of a lack of non-athletic activities in their area, particularly for elementary-aged boys. “After learning about Michael’s vision for the portfolio brands, our decision to join the Unleashed Brands team was an easy one. Snapology’s alignment with Unleashed Brands will provide us access to other thought leaders in the children’s enrichment franchise space and the ability to leverage support and dedicated resources that will allow us to increase the value we bring to our franchisees and the families we serve,” said Laura Coe.

Urban Air Adventure Park’s variety of attractions includes ropes courses, go-karts, climbing walls, mini-golf, and laser tag.

Dallas-based Urban Air pioneered the adventure park concept and is the largest adventure park operator in the world. Urban Air’s purpose is to help kids have fun and aim higher, achieving those things that they never thought they could do.

The vision for Unleashed Brands is a multi-branded, multi-sector portfolio of family-focused brands. “Now that we have launched Unleashed Brands and completed Snapology’s acquisition, we look forward to further building out the brand and sharing any future developments on the horizon with our customers – all while providing fun, engaging and inspiring experiences that help kids become who they are destined to be,” Browning says.

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