For owner Mike Speets, the idea behind Crush It! started with a desire to build something of his own. Inspired by watching his father grow a business from two employees into a 500-employee company operating in 14 countries, Speets eventually decided he wanted to follow suit.
He also wanted to build a business around the things he enjoyed most, including golf, entertainment, food, drinks and creating an environment where people can gather, socialize and, most importantly, have a good time.
When Speets launched Crush It! in 2020, indoor golf simulators were beginning to gain popularity. But the timing presented an immediate challenge: The COVID-19 pandemic shut down the country just two weeks before his grand opening.
“My whole business was at risk, and when I finally opened, it was a really rough start. I was close to calling it quits because I couldn't keep up with my expenses,” Speets said. “Thankfully, the people of Texas and the local community really supported us during that tough time. I not only survived, but since then, [Crush It!] has been a growth story.”
How has Crush It! evolved beyond an indoor golf lounge?
As indoor golf continued to grow in popularity, and more competitors entered the market, Speets recognized the need to diversify his offerings. So, he expanded the building by 4,000 square feet in a $2 million project known as Crush It! 2.0, completed in the summer 2024.
The expansion was designed to give customers more reasons to stay, accommodate larger groups and create additional opportunities for creating fun memories.
Each of the added activities were designed to be easy to enjoy, allowing guests to jump in and have fun without a significant learning curve.
The new space includes virtual pickleball, which Speets said no one else has at this time, augmented reality darts and duckpin social bowling. The golf simulators remain a central part of the business, and were recently upgraded to include the latest infra-red technology this year.
“I've had to evolve to continue to thrive; I've become a lot more than just a golf lounge,” Speets said.
That evolution is continuing this year with the company’s rebrand to Crush It! Social, as well as its upcoming facility refresh, called Crush It! 3.0, which is slated for 2027.
The new name reflects how Speets sees the business today: as a place for people to gather and connect, whether they are actively playing a game or simply enjoying food and drinks together.
What can guests expect from Crush It! Social going forward?
Speets is planning a refresh to the bar, dining areas, decor and furniture.
The upgraded menu will focus more on shareable plates designed for groups, while sticking to familiar favorites such as wings, flatbreads, tacos and burgers, all of which are made from scratch.
Speets recently introduced more globally inspired options, including brisket-based French dip empanadas, bison meatballs and a Thai chili based flatbread, with more menu enhancements to come next year.
What’s new at the bar and restaurant this fall?
This fall, limited time offer food and drinks will include an espresso martini flight, featuring pumpkin spice, salted caramel, and spiced chai options, a shareable charcuterie board, a pumpkin spice loaf dessert and an NFL-inspired buffalo chicken dip.
A margarita tasting flight was also recently added to the menu with over 10 flavors to choose from. Also, a new specialty cocktail called the Texas Smokeshow was added. Crush It! is already crafting some Halloween inspired cocktails and shots, including a Full-Moon Tini, Bitten-Smitten and Witch’s Kiss to name a few. Building decorations will also pair with the drinks starting mid-October.
“Our goal is to keep creating items that fit the seasons, that are only for a limited time so when our guests return, they are able to enjoy new experiences,” Speets said.
In the future, Crush It!’s famous sliders will be available to mix and match.
“Let’s say someone wants the avocado chicken slider, someone else wants the Nashville fried chicken slider and someone wants the Jammin’ Bacon slider, they can have all of those options if they want,” Speets said.
Gaming packages that include a bundled offering for all of the attractions will also be available in the coming months, which Speets said would make it easy for anyone to enjoy all that they have to offer.
What is the long-term goal for Crush It! Social?
Ultimately, Speets wants Crush It! Social to become a community staple where people celebrate birthdays, graduations, showers and other milestones. He wants guests to receive a premium experience while feeling personally welcomed.
Those interested in learning more can find resources here:
Website: https://crushitsports.com/
Phone number: 817-270-9600
Address: 401 W. SH 114, Grapevine
Hours: Mon., Pre-booked events only, Tues.-Wed., 1 to 9 p.m., Thurs. 1 to 10 p.m., Fri.-Sat., 11 a.m. to 11 p.m., Sun., 11 a.m. to 7 p.m.
A quick recap FAQ
What games and activities does Crush It! Social offer?
Crush It! Social features golf simulators with the latest technology, virtual pickleball, augmented reality darts, duckpin bowling and more. Each activity is designed to be easy to pick up, so guests can jump in without a learning curve. The venue also offers food and craft beverages, making it a spot where guests can play, eat and hang out all in one place.
Is Crush It! Social a good option for group events?
Yes. Accommodating larger groups and events was a central goal of the $2 million expansion completed in summer 2024. The added space and variety of activities give groups more options for how to spend their time. One of owner Mike Speets' long-term visions for Crush It! Social is to be the go-to spot for birthdays, graduations, showers and other milestone celebrations in the community.
What's new on the menu this fall?
This fall, Crush It! Social is adding an espresso martini flight with a pumpkin spice option, a charcuterie board, a pumpkin dessert and an NFL-inspired buffalo chicken dip. A permanent margarita flight, where guests pick four flavors to taste, will also be added. The famous sliders will be available to mix and match across flavors like avocado chicken, Nashville fried chicken hot and all-American. Gaming packages that bundle activities with food and drinks may also launch this fall.
The above story was produced by Senior Multi-Platform Journalist Sydney Heller of Community Impact's Storytelling team, with information solely provided by the local business as part of their "sponsored content" purchase through our advertising team.