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Building a better axe-throwing experience.

The beginning.

Bad Axe-Throwing came to light one morning in fall 2014 when Mario Zelaya, the founder of Majestic, woke up after a bachelor party hosted at an axe throwing club in Southern Ontario. He enjoyed the in-real-life experience so much that he started doing a little research into the category.

A guy prepared to throw an axe A guy looking to the axe he just threw A guy pointing to the bullseye, smiling because of the axe aimed to the center A girl and others throwing axes

The thinking.

What was found was an opportunity. An opportunity to create something better. The customer wasn’t first wherever we looked, and yet the thrill of the experience needed to resonate more strongly. So we got to work and created a brand from the ground up that lived and breathed axe-throwing culture and most importantly, put the customer experience at the front of our vision.

Bad Axe logo
T-shirts with Bad Axe logo Bad Axe space Drawing the logo 1 Drawing the logo 2 Baseball cap with Bad Axe logo

The experience.

Our digital marketing had to be equally innovative to convert "passive" interests into actual bookings. We drove engagement through FB/IG posts humanizing the axe-throwing experience, showing real people having fun, how-to videos, beard-shaving with axes and everyone’s favorite, slo-mo trick shots.

Our online registration and booking system made the process much simpler with fewer clicks and easy to understand instructions on making an event happen fast - as well as live-chat to put potential event planners at ease in real time.

Responsive Design.

Media logos: ABC, Thrillist, CNN, dnainfo, USA Today, Fox News
World Axe Throwing League logo Woman throwing an axe while smiling to camera People throwing axes

Sharp Results

Since launch, we've opened 23 locations in Canada and the US (fastest category growth), formed the inaugural World Axe Throwing League (WATL), and hosted the WATL Championships in 2017.

Certificate of Excellence - Tripadvisor
TripAdvisor has rated us with a Certificate of Excellence in 2016 and 2017 (and we hope in 2018), and we've been featured in such news outlets, as CNN, WaPo, Globe and Mail, CTV, and the New York Times.
Young guy posing with an axe in his shoulders

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