Stumbling Into Business Success

Back in 2015, we had a brilliant space for a HotFut Sports (India), but the caveat was, it included an F&B space which we had to undertake as part of the larger property proposition.?

Much like every business I’ve embarked upon, I knew nothing about the food and beverage industry.? My theory has, in passing humor , always been, “ My success is directly proportional to the number of times I've said ‘ screw it, I’ll figure it out’ “?

But I did understand one thing. Does it align with my purpose and is it on brand?

Being the founder of HotFut Sports (India) Sports, I learned how to build communities. So when we stepped into the F&B space, it was only natural to carry this spirit forward.

We had in our travels across the world, experienced some amazing? sports bars like Tap 42 and Bo campers in Miami, to F5 by Zidane in Marseilles. These places overflowed with energy and excitement, even with seating capacities of 500 and more, cometh match day and your couldn't get a inch to stand on in these places. The community was quite epic and the vibe always upbeat and high tempo. Right up our brand frequency. Knowing this concept was “on brand” was all we needed to say yes to taking on the commitment of a sports bar at Kumar Pacific mall in Pune.?

It was not all hunky dory at first, we lost ALOT of money “figuring it out” and endangered our core business in the process. But where most would have given up, or walked away, we dint have the choice. We HAD to make it work.?

Aufside @ Hotfut went a step beyond and developed a cult following. The impact was immediate: turfs and sports facilities with an Aufside @ Hotfut sports bar started generating double the revenue compared to those without one. Nothing like an allied F&B business to a) get the community gelling outside of the immediate game itself and b) the facility and the bar synergized the top line while providing a buffer to costs thereby reducing the 2 biggest points of failure in the F&B and sports business. I.e - High Fixed cost and, low top lines respectively. In the end its been a big win for us, a big win for the developer and most importantly the biggest win for the community.??

From playing on the turfs to cheering with friends, we wanted customers to feel the vibe, the atmosphere, and the camaraderie. We Indianized the experience with hyperlocal strategies tailored to that specific community and that locations consumer behaviour. Whether it was launching jersey into the crowds and doing dhol guys for cricket or mass match day screenings for football. We became? the home of fan clubs. We were the only venue to officially screen Premier League games without purchasing the official IP rights. How? Because of our community. We became the official home of fan clubs through sheer camaraderie and shared passion. We changed the way people wanted to consume the content.?

?? Looking Ahead:

• We’re on track to open 25 Aufside @ Hotfut locations in 3 years. Across 15 cities
• Each Aufside @ Hotfut adding 25-30% to the clubs top lines despite its on profitable P&L.?
• Staying true to our philosophy of building healthier happier active lifestyle communities

I always tell the next generation this

If I only did the things I was qualified to do, I would be an accountant at best.?

Say yes. Do things. Get into situations. Be resilient, Stumble your way into success.

That’s how legends are made.