About FEC Ventures
What is FEC Ventures?
FEC Ventures was founded a simple principle: operational excellence drives guest experience.
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The founder, Robin Mills, brings a grounded, practical understanding of attractions and the leisure industry to FEC Ventures, shaped by experience of 1,000+ indoor play venues and attendance of 50+ industry events and conferences around the world.Â
Known for his memorable on-site content and high-energy, enthusiastic personality, he offers a well-rounded perspective that spans both day-to-day operations and guest experience.
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Where it all began
Robin’s journey in the leisure sector began early, starting work at just 14 years old in Cornish holiday parks. He got stuck in gaining experience across multiple areas of operations, including restaurants, kids’ activities, ice cream and arcade outlets, swimming pool facilities and maintenance.
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After refining his commercial expertise in the sales sector, he returned to the leisure industry in 2018, bridging the gap between traditional operations and modern business strategy.
Trusted by the indoor play industry
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Robin is one of the most positive and enthusiastic people I know in the play and entertainment industry. What truly sets him apart is the depth of experience he has gained through visiting and studying an incredible number of play facilities around the world.
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Through these firsthand visits, Robin has developed a unique perspective on the operational strengths and weaknesses of a wide variety of facilities. His observations come from direct experience, not theory, which allows him to provide thoughtful insights into how these environments function and how they can be improved.
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Beyond his knowledge, Robin brings a great attitude and genuine passion for the industry. He is always curious, always learning, and always willing to share what he has discovered with others.
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Robin’s combination of positivity, curiosity, and real-world insight makes him someone I always enjoy speaking with and learning from. I would happily recommend him to anyone looking for someone with a deep understanding of play and entertainment environments.
Rob Lothian
Leader of Development in Active Entertainment Venues
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Robin Mills is genuinely passionate about what he does — and it shows. He’s likely visited more family entertainment centres than anyone else I know, and brings that global insight to every conversation.Â
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Robin has an exceptional eye for play value, but equally impressive is his deep understanding of customer needs and market trends. He’s a huge asset to any operator looking to create fun, engaging, and commercially sound play spaces.
Maria Cantarella
CEO, Association of Indoor Play (AIP)
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Robin is highly experienced in the indoor experience / entertainment / play industry. His extensive knowledge gives him a great understanding of what will work for the end client and their customers. There are not many people who have seen as many venues as Robin.Â
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If you are looking to improve your indoor venue, anywhere in the world, your starting point should be a conversation with Robin. You won’t go wrong.
Gordon Forster
Owner, Safari Adventure Play & Party Venues
Head of Sales, Next Level Parks
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Robin is an absolute dream to work with. Not only is he an outstanding salesman for his customers and company, he is also a fantastic coach and leader that can take organisations forward.
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His impact in the family entertainment space has been transformative across Europe, North America and Asia. I am excited to witness his continued success over the years to come.
Sam Torrance
The future of FEC management
About VenueSumo
VenueSumo is an all-in-one venue management platform built specifically for the leisure and attractions industry, covering:
...and beyond!
It brings together everything operators need to run their venue in one place: online booking and ticketing, a powerful point-of-sale system, party and events management, membership and pass management, gift vouchers, inventory control, and detailed reporting and analytics.
Family entertainment centres
Soft play centres
Farm parks
Trampoline parks
Socialtainment bars
Today, Robin leads the growth of VenueSumo, an all-in-one management software designed to revolutionise how soft play centres, trampoline parks and FECs operate.
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Based across the UK, Europe and MENA, he works directly with operators to modernise their technology, simplify operations and unlock new revenue opportunities.
Unlike many competing platforms, VenueSumo is founder-owned with no VC backing and, uniquely, the founders own and operate their own venues, meaning the platform is genuinely built from the inside out by people who use it themselves every day.
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That operator-first DNA shows in everything from the transparent all-inclusive pricing to the 7-day customer support and a customer success team made up of former venue managers who truly understand the industry.
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Robin is proud to represent a platform he's believed in for years, having worked across the industry and recommended VenueSumo to venues long before he ever picked up the phone to ask if he could join the team.