Matt Grech-Smith
The Institute of Competitive Socialising

Matt has an extensive experience of creating and marketing groundbreaking events and brands. With his business partner, Jeremy Simmonds, he founded Rough Hill in 2004 and the company rapidly became the UK’s largest organiser of youth events (selling over a million tickets a year), as well as becoming a youth and experiential marketing agency. Rough Hill was bought by Chime Plc in 2012 and placed into the international ad agency VCCP where Matt and Jeremy worked on events and experiential campaigns for clients that included O2, Coca-Cola and McLaren. 

 At the end of 2014, Matt and Jeremy completed their earn-out at VCCP and left to set up the Institute of Competitive Socialising. Their first venture was the Swingers pop-up which ran for 5 months at Factory 7 in Shoreditch. Following the overwhelmingly positive reaction to the pop-up which was sold-out for its entire run, Matt set to work on the first permanent Swingers site which opened in the City of London in an 18000 square foot site in May 2016. Swingers City comprises 2 nine hole crazy golf courses, 5 bars and 3 street food vendors and turned over £10m in its first year. British GQ called Swingers City “London’s new Friday night hotspot” and “One of the 60 best things in the world right now”. They opened Swingers West End in March 2018 in 22,000 square feet of the former BHS flagship store in Oxford Circus. 

Matt and Jeremy are currently developing further Swingers sites.