Hospitality and entertainment group SportsPlus has appointed its first Chief Commercial Officer, Jacques Bergh, a former marketing manager for Timezone and Kingpin.

The group which manages a growing network of virtual golf, AR darts, Formula One racing and batting cages for cricket, tennis, baseball and lacrosse nationally, has two venues open and plans for more over the next two years.

In his new role, Bergh will report to CEO and founder, Will Walker, and is tasked with creating a guest experience to drive repeat visitation and build the brand identity. Bergh's priorities include crafting the brand message, streamlining online and in-venue journeys, and enhancing the guest outcome beyond what the attractions offer.

"The business realised they would need a role that can curate guest outcome and drive repeat visitation and acquisition," Bergh said. "SportsPlus is a unique opportunity for me to marry my industry experience with the creativity and innovation that a newer player in a crowded market requires to set themselves apart."

Bergh brings eight years of experience working on brand and marketing strategy at The Entertainment and Education Group (TEEG), a private equity-owned group with brands such as Timezone, Kingpin and Zone Bowling. During his time at TEEG, Bergh built an in-house creative studio that delivered almost 1000 campaigns a year and operated at about 45 per cent of outside cost on a per-design hourly basis. Prior to TEEG, Bergh spent over 19 years at Medios Marketing Communications, an outsourced marketing services consultancy.