{"id":2764,"date":"2026-07-04T09:10:20","date_gmt":"2026-07-04T09:10:20","guid":{"rendered":"https:\/\/crosscountrymovingteams.com\/?p=2764"},"modified":"2026-07-04T09:10:20","modified_gmt":"2026-07-04T09:10:20","slug":"the-world-cup-is-just-now-discovering-middle-americas-big-heart-these-irish-bingo-kingpins-built-a-24-million-business-knowing-it-all-along","status":"publish","type":"post","link":"https:\/\/crosscountrymovingteams.com\/?p=2764","title":{"rendered":"The World Cup is just now discovering Middle America\u2019s big heart. These Irish bingo kingpins built a $24 million business knowing it all along"},"content":{"rendered":"
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Will Meara knows the feeling. He\u2019s been having it for two-and-a-half years.<\/p>\n

\u201cThere\u2019s a great Twitter account \u2026 the Freddy LA one \u2014 it\u2019s a German guy and everyone\u2019s seeing America through his eyes and seeing real America,\u201d Meara told me recently. (The account has sadly already run its course, with Freddy commenting on Instagram that he shut it down because \u201ctoo many people seem to have a problem with us having a genuinely good time here in the country.\u201d)<\/p>\n

Read more The greatest startup in history: What we can learn from America\u2019s founders at today\u2019s AI frontier<\/a><\/p>\n

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Meara said that he was surprised, just like Freddy was, when he finally met the real America. \u201cI was obviously familiar with the New Yorks and LA\u2019s of the world, but because of the cities and towns that we now operate in, like on any given weekend, I could find myself in North Dakota, for example; I was there a couple of weeks back, or rural Virginia. And it\u2019s really getting to see the heartland of America and how great the people are and how friendly they are.\u201d<\/p>\n

Meara is one of three Irish co-founders behind Locomotive, the live entertainment company, and its flagship product Bingo Loco. One of them, Craig Reynolds, moved to Denver in 2025, and they headquartered their North American operations there the next year. Reynolds said he\u2019s spent the past year doing what no major entertainment promoter had thought worthwhile: driving to Frisco, McKinney, Plano, college towns across the South. Going to LSU football games. Tailgating at Ole Miss. \u201cI\u2019ve been to like Death Valley and LSU or Ole Miss and really experienced the heart of American culture, tailgating, getting to know folks and hear stories,\u201d Meara said. \u201cI think it\u2019s great that now the World Cup is here, other people are having that exact same experience and seeing what the real America is.\u201d<\/p>\n

That real America \u2014 gregarious, community-minded, hungry for shared experience and dramatically underserved by the industries nominally paid to entertain it \u2014 is the foundation of a quietly enormous, global $24 million business. Reynolds, Meara, and their co-founder, Stephen Lawless, found it first. The rest of the world is only now showing up.<\/p>\n

A Basement in Dublin<\/h2>\n

Locomotive\u2019s flagship product is called Bingo Loco, and the name undersells what it actually is. For two-and-a-half hours, attendees sit at long communal tables \u2014 Hogwarts-style, Reynolds said \u2014 and play bingo while a live MC works the crowd, a DJ runs throwback anthems from the \u201990s and early 2000s, and random audience members are pulled onstage for lip-sync battles, air guitar competitions, and comedy bits, with prizes ranging from international holidays to air fryers. It is, by design, the lowest-IQ game possible \u2014 Reynolds uses that phrase himself, approvingly \u2014 staged inside what amounts to a traveling participatory variety show.<\/p>\n

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It started in 2017, when Reynolds, Meara, and Lawless convinced 100 friends to show up to a Dublin basement on a rainy Thursday night. They had tried other things first \u2014 yoga disco nights, hot tubs inside nightclubs (\u201cnot great for insurance,\u201d Meara notes) \u2014 but Bingo was somehow the concept that clicked. Nine-and-a-half years later, they run 2,000 shows annually across 15 countries and 300 cities, selling over a million tickets and generating $24 million in ticket sales and roughly $8 million in profit, according to records reviewed by Fortune<\/em>. They did it without a dollar of outside investment, boosted, they say, by the millennial thirst for nostalgia, connection and a touch of their childhood.<\/p>\n

The monoculture thesis<\/h2>\n

The first insight behind the business is obvious in retrospect. Millennials \u2014 roughly 30 to 45 today \u2014 are the last generation with a shared musical memory. Before the internet fractured culture into a thousand niche streams, there was a time when everyone, everywhere, knew every word of\u00a0\u201cEverybody (Backstreet\u2019s Back)\u201d. Bingo Loco is built on that fact.<\/p>\n

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\u201cMonoculture kind of went away when the internet fractured everything,\u201d Reynolds told me. \u201cBut millennials are walking into a room with \u201990s, 2000s nostalgia \u2014 and it\u2019s like, oh, we all know this one.<\/em>\u201c<\/p>\n

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The second insight is harder to articulate but ultimately more valuable: millennials aren\u2019t just nostalgic. They\u2019re lonely. They grew up before smartphones, carry a physical memory of what it felt like to be genuinely present with other people, and now spend their days in a world of hyper-connectivity that somehow produces deep disconnection. Reynolds and Meara sensed this before \u201cthe loneliness epidemic\u201d became a standard entry in every public health report.<\/p>\n

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\u201cIn today\u2019s post-AI world, people are seeking connectivity more than ever,\u201d Reynolds said. \u201cAs someone who\u2019s operated in live events since university, I\u2019ve never seen such appetite for it \u2014 people really seeking that moment of togetherness that can\u2019t be replicated outside of a live experience.\u201d The World Cup, with its delirious cross-cultural mingling in stadium concourses and Buc-ee\u2019s parking lots and late-night barbecue joints, is essentially a massive live demonstration of the same thesis. Locomotive just had the ticketing infrastructure in place first. <\/p>\n

Bingo Loco\u2019s format is the solution, engineered almost accidentally. You\u2019re dancing, then you\u2019re sitting. You\u2019re watching the stage, then you\u2019re in conversation with strangers at your table. You\u2019re playing a game that requires just enough attention to keep you present, but not so much that you can\u2019t hold a conversation. \u201cWe\u2019re just a conduit to connect people a little faster,\u201d Meara says. The shared joke. The spontaneous singalong. The stranger who wins the air fryer and becomes, briefly, the hero of your evening \u2014 these are the micro-moments Locomotive has industrialized at scale.<\/p>\n

The co-founders shared that they\u2019ve grown organically through constant engagement with their fanbases, with a huge range of discretion up to each local host. The company recently launched in mainland Europe with shows now in Finnish, Swedish, Norwegian and Danish, and a key part of the appeal is cultural nuance, they explained to me, just as it would be different in, say the Dallas or Denver suburbs. <\/p>\n

Read more JPMorgan built a pipeline of female CEO candidates that was the envy of Wall Street. How did it fall apart?<\/a><\/p>\n

The distribution insight<\/h2>\n

What turned a successful touring concept into something resembling a platform is a third insight, this one about geography.<\/p>\n

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Live Nation and AEG are extraordinary businesses. They own the rooms, control the ticketing, and book tours six to eight months out. What they structurally cannot do, Reynolds argues, is fill the weeks in between. \u201cIn the two-, three-, or four-month range, they\u2019ve got a lot of empty spaces that might not have been able to fill,\u201d he said. \u201cAnd they don\u2019t have anything in-house to fill those dates.\u201d<\/p>\n

Locomotive does. And because their shows don\u2019t require fans to travel far \u2014 \u201cyou\u2019ll spend maybe 20 to 30 minutes in your car,\u201d Reynolds says \u2014 they can carve up a sprawling metro in ways a touring act never could. In Dallas-Fort Worth alone, they operate in eight or nine micro-cities simultaneously: Frisco, Plano, McKinney, Arlington, Fort Worth. \u201cWhen we heat-map and see where ticket buyers are coming from, we actually don\u2019t see huge cannibalization,\u201d Reynolds said. The same is true in greater Los Angeles, where they run shows in Long Beach, Anaheim, Costa Mesa, Oxnard, Riverside, Pomona, Hollywood, and Downtown \u2014 some of them weekly.<\/p>\n

They may have built one of the most granular maps of American entertainment demand ever assembled by a company most Americans have never heard of.<\/p>\n

The World Cup stumbled onto the same geography and reached the same conclusion. Kansas City, once questioned as a soccer market, became what one reporter called \u201cthe heart of soccer\u201d during the tournament, its fans memorably warm, its barbecue instantly mythologized. An Argentine supporter whose entire culture is built around the asado tried the Kansas City dry-rub and offered perhaps the highest possible compliment: \u201cThe Argentine barbecue is my favorite. But this one is truly excellent.\u201d<\/p>\n

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Reynolds has a theory for why the warmth keeps surprising people. \u201cWhen you\u2019re in the US and you show up, you want to do a deal, and you can show it\u2019s win-win-win, or roll the dice \u2014 we\u2019ll all get in together,\u201d he told me. \u201cYou can see why America is an economic powerhouse: everyone\u2019s willing to take a risk. That\u2019s because the whole country is built on people who got in a boat and took a risk.\u201d The same disposition that makes a stranger in Kansas City offer you a ride to the stadium in the rain is the one that makes a mid-market millennial in Frisco say yes to a bingo rave on a Wednesday night.<\/p>\n

Denver as a command center<\/h2>\n

When asked why Reynolds chose Denver as Locomotive\u2019s North American headquarters (and really its de facto global hub), he was pragmatic and business-minded, much like his adopted country. It sits near the center of the country. It punches above its weight in live entertainment \u2014 Red Rocks, Mission Ballroom, Fiddler\u2019s Green. It attracts millennials drawn to mountains and outdoors culture. And it\u2019s the third most-connected airport in the United States.<\/p>\n

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There\u2019s also a more tactical reason. \u201cDenver has the ability to cater to a huge diverse level of interest without the ad competition you get in New York or LA,\u201d Reynolds explains. \u201cIt\u2019s so much more expensive to experiment when you have those marketing budgets.\u201d Locomotive tests a new concept roughly every two weeks; about one in five succeeds, and one in 20 becomes a blockbuster. Dallas-Fort Worth and Denver are their twin laboratories \u2014 cities where residents have enough disposable income to take a chance on something new, enough population to generate signal, and not so much competitive noise that a rough first weekend kills a good idea.<\/p>\n

Co-founder Lawless, who didn\u2019t join the Fortune<\/em> interview, is similarly located in the Dallas area, a hotbed of Locomotive activity.<\/p>\n

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There is an almost anthropological quality to how Reynolds and Meara describe their American education. They arrived from the outside \u2014 without the ambient condescension of coastal media or the indifference of the major touring industry \u2014 and they were simply, genuinely delighted by what they found.<\/p>\n

Locomotive figured out how to sell tickets to that friendliness years before it went viral. The World Cup will pack up after this summer. Their 2,000 annual shows will not.<\/p>\n

Read more How a third-generation Texas oilman transformed an organic farming company into a leading advanced nuclear startup at a small Christian college<\/a><\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

Craig Reynolds and Will Meara launched Bingo Loco in a Dublin basement in 2017. Nine years later, Locomotive sells a million tickets a year in 300 cities.<\/p>\n","protected":false},"author":1,"featured_media":2763,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[383],"tags":[],"class_list":["post-2764","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-entrepreneurship"],"yoast_head":"\nThe World Cup is just now discovering Middle America\u2019s big heart. 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