SBC News Voice of the Sports Betting Industry
Fitzdares has upped the ante on its on-track betting operations, opening ‘The Fitzdares Arms’ pub at Royal Windsor Racecourse this week. 
The pub is open to Fitzdares members and racegoers on 3 July, enhancing the members experience with a traditional focus on racecourse wagering and hospitality.
Based in West London, Fitzdares operates with a ‘strong focus on customer relationships’ via a ‘uniquely tailored’ in-person and online betting offering.
William Woodhams, Fitzdares CEO, said: “We do so love Windsor and have really made it our home over the last three years. Therefore it only made sense for us to give the pub the old Fitzdares make over. We cannot wait to welcome our members and the Windsor faithful. I look forward to seeing you all there.” 
The opening of The Fitzdares Arms at Royal Windsor complements the bookmaker’s existing suite of locations in Mayfair, the Cotswolds and at Ascot racecourses.
Earlier this year, it was reported in London media that the company would uproot from its historic base in Mayfair, West London. The company’s customer-base stands at over 2,000, paying an annual membership fee of £600.
However, Woodhams confirmed to SBC News that whilst a move to a new location was underway due to a need for more space, Mayfair – which he described as the ‘traditional home of bookmakers’ – would continue to be its base.
Meanwhile, the company has also successfully taen its brand of ‘luxury betting’ to an international customer base, launching in Ontario, Canada in February 2023 after receiving a licence in March last year.
In a follow up interview, Woodhams emphasised the potential of Ontario, explaining: “There is an engaged wealthy audience and a sensible compliance and legislation structure, and the province has invested to make this work. What we’re hopefully going to see is a safe gambling environment from the start.”
