Redline Racing has launched in a former hairdresser unit just off the main pedestrian routes, offering six high-end racing simulators.
The studio is run by Ben and Joe Walker, who grew the idea from a shared interest in cars and motorsport. The concept became more serious after they visited similar venues elsewhere in the UK.
Ben Walker, co-owner, said:
“We went for a short session and ended up staying for nearly an hour.”
“You get hooked very quickly, and I realised it was something Swindon didn’t really have.”
Inside the venue, six simulators sit side by side with bucket seats, force-feedback steering wheels and ultra-wide screens. All of the rigs can be linked together, allowing groups to race simultaneously.
The brothers say the focus is on shared experience rather than quick, casual play. Sessions are designed around group bookings, birthdays, work socials and nights out rather than walk-in use.
Unlike many home simulator setups, Redline Racing allows spectators to follow races on a large broadcast-style screen. Live leaderboards also display results throughout sessions.
Early bookings suggest customers are staying longer than expected. While shorter sessions are available, the most popular bookings have been 30 minutes to an hour.
Groups using the venue have included families, friends groups and corporate teams. The brothers say the audience has been broader than they anticipated, with women and mixed-gender groups forming a significant proportion of visitors.
From a town centre perspective, the business reflects a shift away from retail-led regeneration. Leisure venues can encourage people to stay longer and combine activities in one trip.
The Walkers are now planning to strengthen links with the evening economy. An alcohol licence is in progress, with a focus on pre-night-out bookings.
The total investment was around £30,000, covering equipment and fit-out. Most of the funding came from the brothers themselves, with additional help from family and friends.
Ben works full-time as an electronics engineer. Joe returned to Swindon after spending several years living and travelling abroad.
Joe Walker, co-owner, said:
“I’ve lived in Australia and New Zealand and travelled a lot.”
“Coming back and helping set this up felt like a really good use of that time, building something new here rather than just passing through.”
The brothers chose a council-owned unit because of its central position and potential to draw people into the wider town centre.
Ben Walker said:
“This isn’t just about sitting on a simulator.”
“It’s racing next to your mates, seeing the leaderboards, watching the race on the screens. It’s a different kind of multiplayer experience.”
While Redline Racing is not expected to transform Swindon town centre on its own, it highlights a growing emphasis on experience-led uses. For the Walkers, the aim is to offer something exciting for people to do together as part of a night out.
