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Company Update
VenueSumo Names Robin Mills as Head of Growth UK / Europe / MENA
V
enueSumo, a fast-growing, all-in-one venue management software platform for the attractions and leisure industry,
today announced the appointment of Robin Mills as Head of Growth UK / Europe / MENA, international expansion. Mills joins VenueSumo after more than six
years with Rugged Interactive, where he served most recently as Global Sales Manager. During his time at Rugged Interactive, he worked closely with family entertainment centres, attractions, and leisure operators across international markets, visiting more than 1,000 trampoline parks and soft play centres worldwide and attending over 50 exhibitions across the UK, Europe, the US and the Middle East. Known for his energetic social media presence
and on-the-ground content inside attractions, Mills has become a familiar face across the family entertainment industry. Alongside his commercial leadership experience, Mills also serves as an Executive Committee Member of the Association of Indoor Play, where he contributes to industry collaboration and development within the indoor attractions sector.
investment in the UK and European attractions industry, as the platform continues to expand its global footprint supporting operators across attractions and leisure venues.
Built for Operators, Backed by Industry Experience VenueSumo is designed specifically for attractions and leisure venues, combining online ticket booking, POS, CRM, waivers, memberships, reporting, and operational tools into a single operator-focused system. Built by venue operators, the platform has seen rapid international adoption in Australia and the
USA as attractions look to replace fragmented systems with a unified operational foundation.
commitment to building local expertise in key global markets and hiring experienced people directly from the industry, helping operators across the UK modernise their venue operations.
Industry Experience from the Ground Up While Mills is widely recognised for his work supporting attractions through technology partnerships, his roots in the industry go back much further.
I was 15, working in holiday parks in Cornwall season until I was 22, alongside university. Over that time, I worked as a restaurant manager, takeaway manager, and even on the maintenance
Supporting the Next Phase of Global Growth As Head of Growth UK / Europe / MENA, Mills and European markets, working closely with operators to help them simplify operations, unlock new revenue streams, and deliver better guest experiences. relationships across the attractions sector, and a genuine understanding of what operators need VenueSumo.
with operators across global markets makes him an incredible addition to the team as we continue
Europe's Attractions Sector Is Ready for a Better Way to Operate The appointment comes at a time when attractions across Europe are increasingly seeking integrated operational platforms that connect booking, ticketing, POS, guest communication, and reporting.
positioned the platform as a strong partner for venues looking to modernise their technology stack without the complexity typically associated with enterprise systems.
Their platform is exactly the kind of smart, for years. It gives venue teams an intuitive, efficient system that genuinely makes day-to-day operations easier and the evidence showing its impact on revenue speaks for itself. For me, making the move to VenueSumo was an absolute no-brainer, and I
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