Toca Football, a technology-enabled football experiences and entertainment company, is swiftly emerging as a leader in the fast-growing world of experience-driven entertainment. It is transforming football into an engaging and accessible pastime for both fans and newcomers.
Yoshi Maruyama, CEO of Toca, brings a distinctive entertainment background that enriches the company’s growth, mission, and future aspirations. Maruyama takes us through Toca’s evolution from modest training technology into a diverse entertainment enterprise, sharing expansion strategies intended to spread Toca’s innovative approach globally.
Technology-powered football training
Toca Football’s roots trace back to American soccer legend Eddie Lewis, who, after creating his own touch and training technology, patented the widely used “Touch Trainer.” Initially, Toca’s emphasis was on marketing this technology to enhance players’ skills. Yet, the company soon identified a chance for a more substantial impact, says Maruyama:
“What originated as a technology shifted to an experiences business,” Maruyama says. “Rather than selling that technology to other operators, we decided to develop our own experiences. We opened our first indoor soccer centres using that core technology, and it grew like wildfire.”
Today, Toca Football is North America’s largest operator of indoor football centres under the brand Toca Soccer. It offers players venues that combine advanced training technology with a fun, social atmosphere.
Toca Football serves local communities across the United States and Canada, offering training centres that invite players and families to participate in classes, training sessions, and league play that meet players’ respective skill levels. Engaging and educational classes are available for children aged 1 to 13. Additionally, individual or group training sessions for ages 7 and up focus on progressive training levels, allowing players to push their limits while enjoying the experience.
Introducing Toca Social
As Toca’s training centres thrived, the company recognised a greater opportunity in football-related entertainment. Drawing inspiration from concepts such as Top Golf, it developed Toca Social, a football-themed social experience that has taken London by storm.
“Soccer is the world’s largest sport,” says Maruyama, “and there’s huge potential to create immersive experiences around it, especially when you see the success of concepts that gamify sports like Top Golf. So, we took our soccer technology and created Toca Social—a way to engage not just players but also families, friends, and casual fans who want to have a fun time around soccer.”
Toca Social provides a unique and engaging experience that merges football, dining, and social interaction within a vibrant, tech-savvy setting. This venue caters to dedicated football fans as well as casual visitors, offering a fusion of interactive sports, exceptional cuisine, premium cocktails, and a convivial atmosphere.
Tech-powered football fun
In tech-powered football zones, guests hit digital targets on large screens, merging real-life football with video game elements. The games suit all skill levels, allowing friendly competitions focused on accuracy, speed, and scoring. Technology tracks scores in real time, creating a competitive, arcade-like atmosphere that appeals to groups.
Toca Social features a club-like ambience with dimmed lighting, energetic music, and modern décor. These social zones offer a lively backdrop for gatherings with friends, colleagues, or family. Each area includes seating and tables for those looking to take a break or watch. This setup suits mixed groups, allowing some to play while others relax.
In essence, Toca Social offers a fresh and playful way to enjoy football in a welcoming, social environment that is as much about connecting with others as it is about the game. The balance of technology, food, and entertainment makes it a memorable destination for various occasions and groups.
Toca Social: gamifying football for all
The Toca Social concept quickly became a hit, attracting hundreds of thousands of visitors each year to its London site. Maruyama credits this success not just to the love of football but also to Toca’s knack for appealing to new demographics, particularly women, who constitute nearly half of Toca Social’s guests.
“What’s interesting about [Toca Social] is that almost half of the people who visit are women,” says Maruyama. “We have discovered that, much like Top Golf did for golf, we are able to expand the market and attract people who traditionally were not typical soccer fans to come and engage with us.”
This demographic shift is pivotal for Toca, establishing the company as an innovator in football and social entertainment. Maruyama underscores that the inclusivity of football is essential to its widespread popularity.
“You see participation in soccer as being very gender-balanced, particularly here in America,” he says. “It’s not only boys participating, but also more and more girls, thanks in part to the success of the women’s teams here and in other markets.”
Toca Social is set to attract a new wave of fans by expanding the appeal of football and reimagining how the sport is experienced. In addition to London, Toca Social has successfully launched a second venue in Birmingham, UK, and it recently revealed plans for its inaugural US location in Dallas, in collaboration with Major League Soccer (MLS).
Creating an enduring competitive socialising concept
Competitive socialising is on the rise, with everything from axe-throwing bars to mini-golf on offer. Yet Maruyama sees Toca Social’s football focus as an enduring concept. He believes football has a timeless appeal unlike trends that may come and go.
“Soccer is a lifestyle. It’s something that people are passionate about day in, day out. While competitive socialising is gaining popularity, concepts like axe-throwing may not have the same universal, long-lasting appeal as soccer.”
Adding to Toca’s uniqueness is its proprietary technology, which Maruyama sees as a critical differentiator. Rather than static experiences, Toca’s venues use dynamic, interactive technologies to create an immersive atmosphere. “We own our own technologies, such as the Touch Trainer, which is central to the Toca Social experience. The ball is moving, not stationary, which keeps the experience dynamic,” he explains.
“We’ve also developed our computer vision technology, which makes the experience feel more immersive and authentic.”
Toca’s attention to quality extends beyond technology to the design of its venues, which are created with the help of renowned architects like Gensler. Maruyama is committed to delivering a “world-class” experience, ensuring that Toca’s brand doesn’t just rest on novelty but builds on lasting customer satisfaction.
“Guest satisfaction is our proof point,” he says. “At the O2 venue, we rate 4.8 out of 5 on Google, sustained over three years. Our Birmingham location also holds a score of 4.9. Social media can be a double-edged sword, but we have been fortunate to receive such positive feedback.”
Driving innovation and growth with new investment
The success of Toca’s venues has attracted significant investment, with the company recently raising $100 million in private offerings from existing shareholders and new investors. Toca will invest the money in new technologies, upgrade its Toca Soccer training centres, and open new Toca Social entertainment venues, including its first in the US.
This capital injection will help expand Toca Social globally, particularly through a partnership with retail giant Unibail-Rodamco-Westfield (URW). The partnership will bring Toca Social to new flagship locations in Westfield London and Westfield Paris, extending its reach into European markets.
“We’ve made it very clear that we’re focusing on global expansion for Toca Social,” says Maruyama. “We’re looking at Dallas as our first US location, but we’re also looking at other major markets in North America in conjunction with the upcoming World Cup.”
The international expansion doesn’t stop in Europe and the US either. Toca has also announced a franchise partnership with Ventura Entertainment to bring Toca Social to Mexico, with the first location planned for Monterrey.
“We’re constantly exploring franchise opportunities in markets such as the Middle East and Asia, where we know the demand for high-quality, immersive entertainment experiences is growing,” he adds.
Building a global brand with an eye on the future
As Toca Football grows, Maruyama envisions the company becoming a household name synonymous with football entertainment. His ambitious vision includes taking Toca public through an IPO and positioning it as a global leader in sports entertainment.
“Five to six years out, we see Toca as a publicly traded company,” Maruyama says. “Our management has a clear vision for the future; however, the timing will depend on the market and our board of directors.”
Beyond business growth, Maruyama sees Toca’s journey as a broader part of football’s momentum in the U.S. With the upcoming men’s and women’s World Cups set to take place in North America, he believes Toca is positioned to benefit from a growing football culture across the continent.
The emotional connection at the core of Toca’s mission
For Maruyama, Toca’s growth and success are deeply personal. Having spent his career in themed entertainment, he is passionate about creating experiences that foster emotional connections, whether they are through Hollywood-based rides or football-themed entertainment.
“It’s about creating emotional connections with the guests we serve,” he explains. “At Toca, we’re not just delivering a sport; we’re delivering memories. Whether it’s giving kids confidence in our training centres or offering a fun, welcoming introduction to soccer at Toca Social, we’re building connections that resonate.”
Maruyama’s dedication to creating meaningful, memorable experiences drives Toca’s mission to “grow participation in the sport we love.” This commitment is evident in everything Toca does, from training young players to creating social spaces where fans and newcomers can enjoy the game.
Meeting global demand for experience-driven entertainment
In a time when individuals crave not only entertainment but also interaction and collective experiences, Maruyama sees the worldwide appetite for immersive, experience-driven entertainment as a significant advantage for Toca. The company’s commitment to providing world-class experiences aligns with evolving expectations across markets as consumers in emerging economies increasingly desire high-quality leisure and entertainment alternatives.
“As economies grow, people are looking for world-class experiences,” says Maruyama. “Soccer has universal appeal, with 5 billion fans worldwide, making it an ideal platform for expansion. Our goal is to capitalise on both the popularity of soccer and the demand for unique experiences.”
By combining a beloved global sport with innovative technology and a commitment to quality, Maruyama believes Toca is well-positioned to continue its growth trajectory. In markets where football is deeply ingrained in the culture, Toca’s venues offer something both familiar and fresh—a reimagined way to engage with the sport people love.
A bright future for Toca Football
As North America prepares to host the upcoming World Cups, the global focus on football will grow significantly, making Toca’s timing ideal. Maruyama is optimistic about the future, not just for Toca but for the sport of football in general.
“The tailwinds around soccer are powerful,” he says. “The World Cup, Messi’s presence in the MLS, and the sport’s growing popularity are all working in our favour. We have a lot to look forward to.”
As Toca prepares to bring football entertainment to new markets and audiences, Maruyama is clear about his mission. By providing an innovative space for people to experience football, Toca will become a central part of the sport’s global growth story.
In the years to come, Toca Football’s fusion of sports and social entertainment could make it a household name, reshaping how people worldwide play, socialise, and connect through football. Whether through its immersive training centres or the vibrant Toca Social venues, the brand’s future looks bright. It is built on a passion for football and a commitment to redefining sports entertainment.
By leveraging cutting-edge technology, fan-centred venues, and a commitment to inclusivity, Toca is creating an experience that is not only competitive but also accessible. Maruyama envisions universal engagement for the brand and strives to inspire seasoned football enthusiasts as well as newcomers to the sport.
