Bluehenge Capital Partners Announces Partnership with Amuze Products
Baton Rouge, La. – Bluehenge Capital Partners is excited to announce its most recent partnership with Amuze Products (“Amuze”) to provide growth capital.
For the past decade, Amuze has developed customized electronic massage chairs and hurricane simulators featuring in-house live telemetry monitoring for trampoline parks, family entertainment centers and truck stops.
After merging with Bar Partners, the company now operates the same model for an expanded lineup of games, such as arcade basketball, photobooths, claw machines, etc., to the same end markets and event venues and bars. Amuze provides their clients with a hassle and investment-free way to keep their patrons engaged while generating additional revenue from otherwise unused space.
Owned by Surge Private Equity and the company’s original founders, Amuze resulted from a strategic merger between Amuze Products II, LLC and Bar Partners Operating, LLC in April 2022.
“We are thrilled to partner with the Amuze and Surge team to assist with the exciting growth of the company. The business is well positioned to capitalize on cross-selling opportunities and further its growth in the industry with the merger of Amuze Products and Bar Partners last year,” said Bluehenge Vice President Robert Davis.
In partnership with management and Surge Private Equity, Amuze recently acquired Pipeline Games. This acquisition provides a unique vertical integration opportunity to accelerate growth and expand the company’s reach, Davis said.
With its large scale and commitment to best-in-class service, Amuze serves as a market leader in the vending amusement space. Since COVID, Amuze has experienced significant growth, and its diffuse base of assets across hundreds of locations creates a stable foundation for Bluehenge to support its significant growth opportunities.
“Bringing Bluehenge on as a lending partner was an obvious decision. They were a great culture fit, took the time to truly understand our business and created a credit structure that met our needs. We appreciate their personalized approach and commitment to helping us achieve our financial goals,” said Amuze Products CFO Stephen Lahti.
About Bluehenge Capital Partners
Bluehenge Capital Partners is a Louisiana-based private equity and private credit investment firm offering creative capital solutions for lower middle-market businesses across various industries. With over $400 million of assets under management, Bluehenge provides capital for growth, buyouts and acquisitions to management teams across a nationwide footprint. For additional information, please visit bluehenge.com.
About Amuze Products
For almost a decade, Amuze has developed proprietary, customized electronic massage chairs and hurricane simulators featuring in-house live telemetry monitoring and maintenance services primarily for trampoline parks, amusement parks and truck stops under a revenue-sharing model. Clients can generate additional revenue in otherwise unused space hassle and investment free by allowing Amuze to install, maintain and monitor Amuze’s massage chairs and other vending products under a revenue-sharing agreement.
About Surge Private Equity
Surge Private Equity is a lower-middle market private investment firm focusing on the business services, consumer, healthcare and technology industries. Surge’s investment team of seven manages investments in eleven portfolio companies located throughout the United States. Surge was founded in 2017 by Tom Beauchamp and Lewis Sharp.