Horse’s Axe Entertainment

In the latest interview with Horse’s Axe co-founder Mike Roberts, we dive into the fun and fascinating nature of the company. The Horse's Axe has locations in Denton, McKinney, and Denison. It has an Axe Wagon package where you can have them at your own venue. Axe throwing, pool, and drinks are included in each business. Kitchens are in the McKinney and Denison location, and Denton will launch their kitchen soon.

The company was started as a joke among Roberts and his family. He and his coworkers from his former job went  to an axe throwing venue for a team meeting. The idea was brought up to Roberts as a retirement idea. After working at the same  company for 16 years, he was laid off, and his family returned to the idea of opening an axe throwing location  starting an axe throwing venue. As part of the business plan, Roberts talked to his brother-in-law who had a lot of pool tables in storage. 

Roberts wanted their business to stand out. He wanted to do more than axe throwing. He decided to include drinks and merchandise.They serve over 100 different options of beer, wine and seltzers with a rotating selection. Roberts wanted a comfortable, pleasing, and aesthetic venue. He even got rustic reclaimed barn wood from local barns to decorate the interior. 

“The business started with one joke and turned into a hundred.” 

Roberts has built a fun and inviting atmosphere with the help of a  fun staff. This establishment has puns everywhere, and they ensure this through goofy employees, family support, and dedication. His daughter went to the University of North Texas and worked at the Horse’s Axe in Denton with her father for several years. He recalls hanging out with his daughter every weekend for a couple hours as an amazing experience. 

There are four owners:  Mike Roberts, his wife, Mike’s brother-in-law and his brother-in-law’s wife. COVID-19 took over the entire country the week after the owners signed the lease on 400 South Elm St. location in Denton. As businesses shut down around the world, the owners were tasked with the difficult decision to continue their business. They thought as many of us did that COVID-19 would last a couple of months and life would return to normal, sothey continued with the opening of the Horse’s Axe. 

Despite the pandemic not getting better in the summer of 2020, they didn't give up. In six months, the co-owners thought the place would be ready, and COVID-19 would be over. As summer passed and winter arrived, the pandemic continued, and another set of problems arose. 

The handle of an axe is porous wood. As a result, they can't be fully cleaned after use. To see if they could clean the handles, Roberts spoke with a company manufacturing blue light sanitization. The idea of wearing gloves was also considered but was deemed still unsafe for their customers. In order to reduce the spread of COVID-19, the company followed protocol. They decided to outsource thousands of axes. Customers saw an axe on a table, ran through safety rules, and picked one up. Holding it up in the air, they would hear: "Congratulations! You own an axe now." The axes were theirs to keep, and so the Horse’s Axe stayed open and customers and employees stayed healthy.In order to spread the word about the business, Roberts and his team made merch, including masks that they gave out  to people. The masks worked as marketing, spreading awareness of COVID-19, showing that the company cares about its customers. Even better, the masks had puns on them too.

“Creating something that makes you smile and gives you joy.”

After the mask mandate was removed, the company allowed customers to use community axes at a slightly discounted price called "House Axes." You can get an axe that is brand new or an axe that has made the crowd say “Bullseye! ” before. 

Axes are available in different styles and made thanks to customer suggestions. Roberts found a manufacturer that produces amazing quality axes. Based on samples, four different types of axes were chosen: Clyde, Mustang, Stallion and one more to come called Bronco. All of these axes were just recently launched. Their hackett shop offers these axes, but these are not included in the price range.

In his previous job, Roberts had only participated in the one team meeting venue and had "zero experience" with axe throwing. Roberts credits his knowledge of rules and learning from watching people come in and have fun.

The Horse’s Axe is a fantastic opportunity for family, friends and strangers to come together and raise a glass to amazing food and fun. They battled with problems that many businesses faced during the shutdown and prevailed as they maintained customer safety and exciting memories in three locations.