Luv 2 Play

Luv 2 Play was founded in 2012 and entered the indoor playground sector as a family entertainment concept focused on safe, engaging, weather independent play for children and families. Universal Entertainment Group, LLC, an Arizona limited liability company, was established on May 10, 2014, to franchise children's indoor play centers under the LUV 2 PLAY brand. The corporate headquarters and principal business address for both businesses is 13200 W. Foxfire Drive, Suite #144, Surprise, AZ 85378. Universal Entertainment Group, LLC is the parent company overseeing the franchise system. The specific founders of the broader franchise are not consistently identified in public information, although Indoor Playgrounds International is credited with pioneering Luv 2 Play as the first true indoor playground franchise model. The CEO is not publicly disclosed in the provided data. The listed executive team includes Jae Creech, General Manager; Bethani Heising, Assistant Manager; Cheryl Packham, Assistant To the Project Manager; Sheryl Hill, Kitchen Manager; Edward Gorman, Director of Franchise Training & Operation Support; Jodi Tarzwell, Director of Gaming; Michelle Gudino, Bookkeeper; Patricia Demoss, Office Assistant; and Lexie Stover, Assistant Store Manager. The most recent data shows 25 total units, including 24 franchised locations and 0 company owned units. There are 9 total locations in the United States. The 2018 Franchise Disclosure Document reported 3 franchised Luv 2 Play locations across California, Texas, and Virginia, with 2 units in the South region. Historical figures show growth from 0 units in 2015 to 3 units in 2017. The brand describes itself as the fastest growing franchise opportunity in the family entertainment industry for indoor playgrounds, and Kona Equity reports that its growth has exceeded the industry average since inception. Several locations are opening across the USA and Canada, and the company presents the concept as an international franchise opportunity. Luv 2 Play operates in the All Other Amusement and Recreation Industries category, classified under NAICS 7139. That total addressable market is valued at approximately $45 billion and has a Compound Annual Growth Rate, or CAGR, of 4.2%.

Luv 2 Play operates within a recreation sector supported by sizable consumer spending and continued growth across leisure categories. Its direct category, Other Amusement and Recreation Industries under NAICS 7139, has an approximate market value of $45 billion and a CAGR of 4.2%. Factors supporting this category include rising disposable income, advances in recreational technology, increased attention to health and wellness, tourism growth, and urbanization. Economic downturns remain a risk because they can reduce discretionary consumer spending. The broader recreation market was valued at $1.72 trillion in 2025 and is projected to reach $1.8 trillion in 2026, with a CAGR of 5%. It is forecast to reach $2.23 trillion by 2030, with an anticipated CAGR of 5.5%. Growth drivers include more available leisure time, continued development of urban recreation facilities, higher disposable income, stronger interest in social engagement, and the expansion of organized sports and arts programs. These factors can support demand for family entertainment centers. Consumer behavior also points toward experiential recreation, digital and virtual recreation platforms, wellness and stress relief activities, social and community based recreation, and experiences that combine physical and digital elements. Participation in outdoor recreation in the United States increased by 4.1% in 2023 to a record 175.8 million participants, equal to 57.3% of the U.S. population. The amusement parks market, which includes attractions related to Luv 2 Play's offerings, was valued at USD 110.28 billion in 2025. It is projected to grow from USD 117.1 billion in 2026 to USD 189.25 billion by 2034, representing a CAGR of 6.18%. Trends in that market include immersive, technology based, and experience focused entertainment using virtual reality, augmented reality, and interactive digital features. Themed experiences, cashless payment systems, mobile applications, and data based personalization are also used to increase visitor engagement. Indoor amusement parks may benefit from operating independently of weather and other environmental conditions.

The initial franchise fee for Luv 2 Play is $30,000. Total startup investment varies by format, building type, and location. One reported range places the expected initial investment at $127,000 to $506,000. A separate estimate for opening a franchised Play Center places total investment at $303,450 to $1,076,250. That range includes the $30,000 initial franchise fee paid to the franchisor and a $50,000 to $225,000 deposit for play center equipment payable to an affiliate of the franchisor. FDD Item 7 provides a broader range of $556,950 to $1,814,250. The overall project cost can range from $600,000 to $2,500,000. These differences reflect the available real estate and construction choices, including conversion of an existing structure, a freestanding site, an in line shopping plaza, a mall, or an airport. Each option can produce different costs for construction, leasehold improvements, and equipment. Franchisees pay a royalty of 6% of gross sales and contribute 3% of gross sales to an advertising fund. Reported minimum liquid capital requirements also vary. One source identifies $100,000 in minimum cash, while another identifies $175,000. Estimated working capital is $5,000 to $25,000 for initial operating needs and startup liquidity. The concept can range from a mid tier investment for a smaller format to a larger investment for a full Family Entertainment Center. The initial franchise agreement lasts 10 years, with an option for a renewal term of 5 years.

Operating a Luv 2 Play location requires regular cleaning, birthday party planning, café order management, child supervision, and deep cleaning. Employee feedback on Indeed.com describes the work as stressful because of the range of responsibilities, while also describing the setting as a great, safe, clean space where parents can use free Wi Fi. Employees frequently call the environment fun and energetic and report satisfaction from helping families enjoy their visits and working with their colleagues. Staffing needs reflect the services offered and include child supervision, café service, facility cleaning, and party management. Luv 2 Play offers several formats. The full Family Entertainment Center model includes a 2 to 4 level indoor playground, baby and toddler areas, redemption games, mini bowling lanes, trampoline parks, climbing walls, interactive bumper cars, laser tag arenas, and a café menu. The smaller Indoor Playground & Cafe format includes a 2 to 4 level indoor playground, baby and toddler areas, redemption games, and a café menu. It is intended for sites that need limited improvements and may require a lower initial build out cost. Initial franchisee training generally lasts one week at the corporate headquarters. The program contains 27 hours of instruction, including 12 hours of classroom training and 14 hours of practical, on the job training. Luv 2 Play provides continuing support, marketing guidance, operational resources, and access to other franchisees for shared experience and practices. Support services include site selection assistance, lease negotiation, market analysis, custom playground design, professional installation, décor packages, furniture and fixture design guidance, café food and refreshment guidance, continuing training, local and national advertising support, signage, marketing materials, territorial protection, equipment purchase discounts, and project management. The company describes its relationship with franchisees as a partnership and a family environment, with support extending from location selection and staff training through design and décor implementation.

One source states that prospective franchisees would need to access system specific financial data during due diligence with qualified candidates. The unit history shows growth from 0 units in 2015 to 3 units in 2017, followed by 3 franchised locations across 3 U.S. states in the 2018 FDD, and then 9 total U.S. locations and 25 total units, including 24 franchised units. Kona Equity reports that Luv 2 Play has grown faster than the industry average since its founding. A franchisee has said that owning a playground was a dream come true and that the franchisee's spouse left a job to join the business within two weeks of opening. That account suggests personal satisfaction and owner involvement, but it does not provide a verified financial return.

Luv 2 Play's unit history shows expansion from 0 units in 2015 to 3 units in 2017. Its 2018 FDD reported 3 franchised locations in the USA across California, Texas, and Virginia, with 2 in the South region. The latest information shows 9 total U.S. locations and 25 total units, of which 24 are franchised. The company has been described as the fastest growing franchise opportunity in the family entertainment industry for indoor playgrounds, while Kona Equity says its growth has exceeded the industry average since its founding in 2012. Company statements say it has reached its current goals because of high demand and that more franchise and business opportunities are coming soon. Several locations are opening in the USA and Canada, and the company website identifies an international opportunity. In 2020, a Luv 2 Play business in Chino Valley owned by Jovan Romero and Martin Mariano encountered major construction challenges connected to the COVID 19 pandemic, including issues involving the reallocation of promised funding. The location eventually opened and became known for community service. It hosted events for cancer patients and children with special needs and completely closed and sanitized the facility to create a safe play environment for a child with cancer. Former State Senator Connie Leyva commended those efforts. The business model offers a full Family Entertainment Center with a 2 to 4 level indoor playground, baby and toddler areas, redemption games, mini bowling, trampoline parks, climbing walls, bumper cars, laser tag, and a full café menu. The smaller Indoor Playground & Cafe format includes a 2 to 4 level playground, baby and toddler areas, redemption games, and a selected café menu for locations requiring limited improvements. This format range allows the brand to address different markets and investment levels. Its support services, including custom design, installation, décor, furniture and fixture guidance, and territorial protection, may give franchisees operating resources that are difficult for a new independent competitor to assemble. The focus on indoor, weather independent entertainment also supports consistent access for families when outdoor conditions are unfavorable.

A suitable Luv 2 Play franchisee is likely to value positive experiences for children and families, show entrepreneurial initiative, and participate in the local community. The available research does not specify prior experience requirements. Still, management experience in customer service, operations, or hospitality may help with the pace of birthday party planning, café management, child supervision, and general facility operations. The account of a franchisee's spouse leaving a job within two weeks of opening points to the appeal for owner operators who want to work directly in the business. Franchisees receive territorial protection and exclusive rights within their designated market areas. Current territories include locations in California, Texas, and Virginia, while the brand is expanding across the wider USA and into Canada. The two primary formats, the full Family Entertainment Center and the smaller Indoor Playground & Cafe, allow investors to consider different market sizes and capital levels. The formats may apply to dense urban areas as well as suburban communities. A specific period from signing the agreement to opening is not provided. Luv 2 Play does offer support with site selection, lease negotiations, market analysis, custom playground design, professional installation, and project management, creating a guided opening process. The franchise agreement has a 10 year initial term and an option for a 5 year renewal term. Transfer and resale provisions are generally addressed in the Franchise Disclosure Document and can provide a framework for an owner who later wants to exit the business.

Luv 2 Play operates in the family entertainment sector and addresses demand for indoor play that is experiential, safe, and independent of weather. Available growth figures show an increase from 0 units in 2015 to 25 total units in the latest data, including 24 franchised units. Employee and franchisee accounts provide qualitative information, but they do not replace location level financial verification. The company's support offering covers site selection, custom design, installation, operational guidance, training, and marketing assistance. Investors can compare the smaller Indoor Playground & Cafe format with the full Family Entertainment Center and consider the related differences in capital requirements and operating scope. The brand is classified under All Other Amusement and Recreation Industries, or NAICS 7139, a sector valued at $45 billion with a 4.2% CAGR. It also operates within the broader $1.72 trillion recreation market, where rising disposable income and interest in immersive, experience focused activities support continued demand. PeerSense provides independent due diligence information that includes SBA lending history, a Loan Activity Score of 49, Fair, location maps with Google ratings, FDD financial data, and side by side comparison tools. PeerSense is a commercial capital advisory firm that introduces franchise buyers to SBA and conventional lenders. It is not a lender. Buyers can review the complete Luv 2 Play franchise profile on PeerSense as part of their research.