Book4Time Announces Growth Investment From Serent Capital

Book4Time Announces Growth Investment From Serent Capital

Setting the Foundation for Expansion and Further Innovation

January 12, 2021

Book4Time, a leading cloud-based business management solution for the global hospitality, spa, and wellness industry, announced it received a significant growth investment from Serent Capital, a growth-focused firm that invests in technology and tech-enabled services companies.

Founded in 2004, Book4Time manages the end-to-end guest experience – from booking to inventory management to payment processing. The company’s secure platform delivers an exceptional client experience to its customers in the hotel & resort, casino, spa, and fitness industries, while helping them run their businesses smoothly and efficiently. Book4Time is one of the only global cloud-based providers with products purpose-built to serve the wellness and recreation market, boasting high satisfaction from its roster of marquis global customers in over 85 countries.  Additionally, with over 50 ready-to-use integrations, Book4Time’s exceptional interoperability allows it to seamlessly plug into customers’ existing systems and applications.

“When we first met Serent, we instantly recognized a partner who understood our company and shared a similar growth-centric culture,” said Roger Sholanki, Founder of Book4Time. He continued, “With their partnership, we look forward to continuing that culture through expansion and more innovation.”

“Roger and the Book4Time team have developed a phenomenal platform that customers love,” stated Lance Fenton, Partner at Serent Capital. He continued, “When Roger shared his vision for Book4Time, we knew that our experience growing sales and marketing teams, driving product innovation, and executing M&A could help him expand upon that vision.”

The company recently announced one of its largest multi-channel platform upgrades to its product, including adding an end-to-end contactless guest experience and robust multi-location/ currency business intelligence reporting.  Book4Time was also recently recognized as a Top Growing company by The Globe and Mail.

Book4Time represents the 7th platform investment in the hospitality space for Serent Capital. Some of Serent’s other recent hospitality investments include BirchStreet Systems and SHR.


About Book4Time:

Book4Time is a global leader in wellness and recreation management solutions for the hospitality market. Founded in 2004, Book4Time manages the end-to-end guest experience for international hotels, resorts, casinos, and golf clubs. The company’s customers include world-renowned hospitality brands such as Marriott, Accor, Hilton, Four Seasons, Hyatt, Shangri-La, Caesars, Canyon Ranch, and Equinox. The system’s architecture is cloud-based and fully scalable for complete management control of multi-location businesses from a central online service platform and is used in over 85 countries globally.

Book4Time’s features include integrations with over 50+ Hotel Systems (PMS, Payment Gateway, Guest Interaction), reservations management, demand generation, guest CRM, memberships, point-of-sale, business intelligence, and comprehensive consumer-facing apps for mobile bookings, classes/ activities, eCommerce, and digital waiver forms. To learn more about Book4Time, visit

Serent Capital invests in growing businesses that have developed compelling solutions that address their customers' needs. As those businesses grow and evolve, the opportunities and challenges that they face change with them. Principals at Serent Capital have firsthand experience at capturing those opportunities and navigating these difficulties through their experiences as CEOs, strategic advisors, and board members to successful growing businesses. By bringing its expertise and capital to bear, Serent seeks to help growing businesses thrive. Learn more about our portfolio companies.



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Nothing presented herein is intended to constitute investment advice, nor sales material, and no investment decision should be made based on any information provided herein. Information provided reflects Serent's views as of a particular time and are subject to change without notice. Any forward looking statements or forecasts are based on assumptions and actual results are expected to vary from any such statements or forecasts. While Serent has used reasonable efforts to obtain information from reliable sources, we make no representations or warranties as to the accuracy, reliability, or completeness of third party information presented herein. Past performance is not indicative of future results. There can be no guarantee that any investment strategy employed by Serent will be successful. A full list of portfolio holdings is available on Serent's website.