Forget the smelly bars, the sticky linoleum floors, the grimy countertops. Forget standing in line between two smokers to place a bet: France is gentrifying its horse betting venues. The iconic PMU spots are getting a facelift.
Across the country, PMU outlets are often housed within bar-tabacs, serving as hubs for a wide range of local needs: a pack of Gauloises, a quick espresso, or the latest tip on which horse might win. The clientele is predominantly male, and while some find these places deeply authentic, others might be put off by just how authentic they are.
But now, the French can place their bets in style. The historic betting operator has just opened a new venue in Lyon—France’s third-largest city—called Le Cheval des 3. Exposed stone walls, dark wood furniture, leather seating… no expense was spared, and it shows. The inspiration? “A 1930s French bistro,” says the company.
The only thing that clashes with the vintage look is the presence of several state-of-the-art flat screens, constantly showing live races, and digital terminals where customers can place their bets.
At the tables—where players find paper slips with boxes to tick—a waiter, who used to manage a stable, serves drinks and, as a former insider, reassures guests that “horse racing isn’t rigged.”
The company plans to open another twelve venues soon, targeting major cities like Bordeaux, Strasbourg, and Paris. This is just the beginning: by 2027, PMU aims to operate 150 of these stylish establishments across France.
Rooted in local life
In many rural parts of France, PMUs are considered—especially by the predominantly male clientele—as one of the last remaining bastions of social life. As the company describes itself, PMU is “a driver of unique conviviality and a creator of social bonds.”
“Deeply rooted in the local fabric, PMU also plays a crucial role in keeping social connections alive across France,” explains Richard Viel, Chairman of the Board. “Its 14,200 partner points of sale are essential meeting and exchange venues.”
A new urban audience
However, in large cities, where options for spending your time—and your money—are much broader, simply being there isn’t enough. People want more, and that “more” is exactly what PMU is offering with its new concept.
These revamped venues are designed to attract a new kind of customer—one that values premium experiences and isn’t too keen on the usual atmosphere found in traditional PMUs. A customer who might otherwise turn to online betting altogether if brick-and-mortar venues don’t reinvent themselves.
PMU’s new strategy could help the company stay at the top of its game. It remains the leading horse betting operator in Europe and the third largest globally, with an impressive €9.1 billion in horse race bets placed in 2024.
Recently, France’s gambling regulator, the ANJ, approved PMU’s action plan to tackle problem gambling. However, it also called on the company to “strictly enforce the ban on sales to minors by implementing a rigorous point-of-sale control policy.”
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