In the ever-changing world of UK nightlife, few companies have been through as much transformation in recent years as NEOS Hospitality. Born from the ashes of Rekom UK, NEOS is now positioning itself as one of the country’s most ambitious operators, with a growing stable of brands and a strategy built around experience-led venues.
From Rekom to NEOS
The story begins with Rekom UK, itself descended from the once-mighty Luminar and Deltic nightclub empires. In early 2024, Rekom UK faced financial collapse, entering administration and closing 17 sites in a pre-pack deal.
Out of that restructuring came NEOS Hospitality, backed by private investment and led by CEO Russell Quelch, formerly operations director at Rekom. The company rebranded with a mission to reshape its venues into the “next generation of party bars,” reflecting changing consumer tastes and a shift away from traditional nightclub models.
Building a Portfolio
Today, NEOS operates around 19–24 venues across the UK, and continues to expand. Its portfolio blends reinvented legacy sites with new investments, with an emphasis on distinct themed brands designed to stand out in a crowded market.
The group’s core brands include:
- Barbara’s Bier Haus – après ski themed party bars inspired by Alpine lodge culture.
- Bonnie Rogue’s – stylish cocktail-led venues.
- Circuit – high-energy party bars with modern sound, lighting and VIP features.
- District – a late-night bar concept.
- Heidi’s Bier Bar and Proud Mary – international crossover brands that continue under NEOS.
Each brand is aimed at a specific demographic and atmosphere, part of the group’s strategy to diversify rather than compete with itself in the same towns.
Investment and Expansion
NEOS has already made some bold moves since launching.
- In Bournemouth, it acquired the former Vodka Revolution site on Old Christchurch Road and committed £1.5 million to refurbish and relaunch it as Barbara’s Bier Haus in March 2025.
- In York, it opened a new Circuit venue in May 2025 after a £500,000 investment, creating new jobs and modernising a city-centre site.
These projects reflect NEOS’s confidence in UK nightlife, even as pubs and bars across the country face difficult trading conditions. By focusing on themed, experience-driven concepts, the company is betting on a market that values novelty and atmosphere as much as it does drinks and dance floors.
A New Kind of Night Out
Unlike the older nightclub model that dominated the 1990s and 2000s, NEOS’s venues are designed as social, multi-purpose bars. Customers expect more than a DJ and a dark dancefloor; they want immersive décor, themed cocktails, VIP booths, Instagram-friendly moments and unique brand identity.
This shift is part of a wider trend across the hospitality industry. Where pubs struggle against supermarkets and traditional clubs fade under changing habits, experience-led venues have become a growing niche. NEOS has carved out space here, appealing particularly to younger crowds who want “a night out with personality.”
Leadership and Direction
At the helm, CEO Russell Quelch has been clear about the company’s goals: grow a stable of brands that can scale nationally, create themed venues that feel distinctive, and keep pushing into key city-centre locations across the UK.
Quelch has described the Bournemouth Bier Haus as “a vibrant social bar channelling Alpine vibes in the heart of the town,” and York’s Circuit launch as “a reflection of NEOS’s confidence in delivering fresh late-night concepts that match consumer trends.”
What’s Next for NEOS
The company’s expansion is ongoing, with plans to grow each of its core brands across more UK cities. In a sector that has seen thousands of pubs and clubs close in the past decade, NEOS’s investment and growth stand out as a rare vote of confidence.
Whether it’s ski-lodge steins, cocktail lounges, or high-energy party bars, NEOS Hospitality is betting big on the idea that themed, immersive nights out are the future of British nightlife.
