After 10 Years at Escapology HQ, Franchise Executive Becomes the Franchisee

For nearly a decade, Steve Croughan was the person helping Escapology franchisees open their doors and teaching them how to follow the brand’s system. After supporting the opening of the escape room franchise’s first 75 venues, he began asking himself, “If I know the model this well, why not use that experience to build something of my own?”

Croughan and his wife took that leap by purchasing an existing Escapology location, beginning a transition from corporate employees to multi-unit franchise owners. Today, Croughan and his business partner own five open locations, with two more planned for Kansas City and three expected in the St. Louis market, potentially bringing their portfolio to 10.

The move has given Croughan a firsthand perspective on both sides of franchising. After years of helping other owners build their businesses, he is now following the same systems himself while creating opportunities for a team that has grown to roughly 60 employees.

Croughan sat down with 1851 Franchise to discuss his transition from Escapology’s corporate team to franchise ownership, what he has learned from operating his own locations and why he believes in following the system he once helped other franchisees navigate. Here’s what he had to say:

1851 Franchise: Tell us your story.

Steve Croughan: I've worked for the Escapology HQ team since pretty much day one of the brand. I'm not quite the original employee, but I first started working there in June 2015 for the original founder. I was responsible for opening or supporting the opening of the first 75 venues before Escapology was bought by Peninsula Capital. Since then, my role has changed a bit. I'm now a director of training, but also a franchise owner as well. That's the biggest change.

1851: What was happening in your life that made you realize it was time to make a change?

Croughan: The opportunity presented itself. The first venue that I bought with my wife was an existing venue, and it was a lower entry price. After 10 years of watching other franchisees do it, and telling them what to do and giving them the process to do it, why don't I do it myself? I can do it at least as well and operate at least as well as anybody else in the network.

So we took that leap. As we get a little bit older, you think, "What am I going to be doing in five years or 10 years?" You don't particularly want to be working 9 to 5 every day. It's an opportunity to expand and live the life you want to live a little bit rather than live the life that you're told to live. That's my motivation for myself and my wife. We want to be in control of our destiny a little bit more.

1851: Why did you choose this franchise over every other opportunity?

Croughan: I love the brand. I think the brand is exceptional. Always have. The customer is also so broad. We have 7-year-old kids and we have 95-year-old grandparents coming in. It has such a broad market.

It seems to work in pretty much any market you put it in. Obviously, there are ups and downs and different seasonality, but I think the brand is so strong. Your customers are coming in to have fun. They're not coming in to buy a loaf of bread. They're coming in to do something that entertains them. They put their phones away. They can't use their phones for an hour.

It encourages people to chat and to talk and to work with their friends and colleagues. For me, that's the biggest thing. We're allowing people to have fun and allowing them to enjoy themselves and switch off for the time they're in the room, the hour or so. It's something that I know I can do and I'm good at. Why would you not use your skills to get this venue built and get this venue operating as well as possible?

1851: What is it really like owning an Escapology franchise?

Croughan: Of course, it's hard work because, as with any business, you have to put a lot of hours into it. I think it's really important that the business owner is involved in its operations and pays close attention to what makes it successful. You have to be focused on the guest experience. It's guest-focused. It's not just a business. You're running it as a business, but you're focusing on the guests as well.

It is fun, and it’s definitely a challenge. You go through the build process and get everything looking good, but there’s a real sense of achievement when you get it ready and open. The first customers come in and immediately say, ‘Wow, look at this. It’s amazing.’ For me, that’s the biggest thing — seeing people’s faces when they walk in and say, ‘Oh, this is different than I was expecting,’ and knowing we can deliver that great experience to them.

It’s definitely hard work, but it’s rewarding.

1851: How has owning this franchise changed your life?

Croughan: I think it’s slowly making us more independent and giving us the stability we need. It’s certainly proved that we can do it. You go through life thinking, “Am I good enough to do this? Can I actually do this?” Taking the leap into running a venue and seeing our existing venues grow sales year over year, while the new ones are performing very well, has given us confidence in ourselves.

The fact that we can now give people opportunities is also something that’s really important to me. Even when I was working at HQ in the early years, I always tried to identify people who had potential and help them move into different roles. A lot of the people I employed back in 2016 and 2017 are still part of the HQ team and are succeeding and growing. I’m really proud of them and the small part I played in their development.

Now I’m able to do that with people on my own team. We employ around 60 people, which is quite scary when you think about it, but being able to give them opportunities to learn and develop is really cool for me. I really enjoy that.

1851: If your best friend had enough money to buy this franchise tomorrow, what would you tell them?

Croughan: I’d tell them it’s definitely worth doing, but you have to put it in the right location. It’s very location-driven, in my opinion. You want a high-traffic area with lots of foot traffic and good co-tenancy. If you have that, I’d recommend it 100%.

A lot of the franchise owners I consider friends, and I’ve recommended Escapology many times over the years. I definitely think it’s worth doing.

1851: What's the one thing you wish someone had told you before you bought this franchise?

Croughan: I think you’ve got to commit to doing it properly. I know it sounds cliché, but you’re buying into a franchise model that we know works. Follow the system that’s been put in place and the steps that are there. Follow the marketing plan, the location plan and the build plan, and you can build a successful business. That’s probably the advice I would have wanted to hear if I didn’t already know it.

About Escapology

Escapology is the world's largest escape room franchise and a leading immersive entertainment brand, offering premium, always-private escape room experiences for families, friends, corporate groups and special events. Founded in 2014, Escapology features more than 20 original and licensed game experiences, including partnerships with globally recognized entertainment brands, combining cinematic storytelling, immersive environments and challenging puzzles. With locations across North America and around the world, Escapology continues to redefine the escape room industry through innovation, hospitality and unforgettable guest experiences. For more information, visit Escapology.com.