ASM Experience

Imagine a place where sport meets innovation, and history comes to life thanks to modern technology. ASM Experience is a unique interactive museum and theme park located in the city of Clermont-Ferrand, right at the legendary Marcel-Michelin stadium. It is a one-of-a-kind space in the entire country of France, fully dedicated to rugby and the history of the renowned local club.

Here visitors don't just look at exhibits, but become part of the team. The complex combines educational elements with active entertainment, allowing everyone to feel like a professional athlete. This is an ideal location both for devoted fans of the "oval ball" and for families looking for unusual leisure.

The atmosphere inside is imbued with the spirit of competition and victory. ASM Experience uses advanced digital technologies to immerse guests in the backstage of professional sports, revealing the secrets of training and game strategies.

To plan your visit and clarify details, we recommend checking the museum's contact information. This will help you quickly find the location on the map.

Visiting this place is a real active quest. The main "highlight" is the opportunity to test your physical skills. You can try taking a penalty kick, practice pass accuracy, measure strength in a scrum on a special simulator, and even check your reaction time and jump height in comparison with professional players.

Be sure to look into the recreated players' locker room. Here you can hear the coach's pep talk before the match and feel the tension before stepping onto the field. This gives a unique chance to see the game through the eyes of the athletes themselves, not the spectators in the stands.

Besides activities, take time to explore the Hall of Fame. The famous "Brennus Shield" (Bouclier de Brennus) and other club trophies are kept here. Interactive screens will tell stories of great matches, and at the end of the tour, you can feel like a commentator in a special media booth.

Getting to the Marcel-Michelin stadium, where the museum is located, is quite simple, as it is not far from the city center. The most convenient way is to use tram line A. You need to get off at the Stade Marcel-Michelin stop, which is in the immediate vicinity of the entrance.

If you prefer the bus, pay attention to line B, which also stops next to the sports complex. Public transport in the city is well developed and runs regularly.

For those traveling by car or planning to take a taxi from the center, the trip will take only about 10–15 minutes. There are parking spaces around the stadium, but on match days, finding a free spot can be difficult.

The history of this place is inextricably linked with the legendary sports club ASM Clermont Auvergne, founded in 1911 by Marcel Michelin. The museum itself is a modern project created to immortalize the more than century-long history of the team and convey the Auvergne region's passion for rugby.

Interestingly, the "theme park" concept was a deliberate choice. The creators wanted to move away from the format of a traditional museum with dusty showcases, focusing on emotions and physical involvement, which reflects the spirit of the sport itself. Here, the traditions of the famous "Yellow Army" — the club's devoted fans, considered some of the best in Europe — are honored.

The exposition also tells about the evolution of the Marcel-Michelin stadium itself, which over the years of its existence has turned from a factory ground into a modern arena hosting top-level matches.

For a full visit to ASM Experience, it is recommended to set aside from 1.5 to 2 hours. This time is enough not only to view the exhibition but also to try your hand at the interactive simulators without rushing.

If you are an avid rugby fan and want to study every trophy in detail, read all the information stands, and take the pass accuracy tests several times, the visit may extend to half a day. For families with children, time flies by unnoticed thanks to the playful format of the museum.

Museum opening hours may vary depending on the season and, most importantly, on the rugby club's match schedule. On game days, access may be restricted or operating hours changed.

To avoid disappointment, we strongly recommend checking the current schedule on the official website before visiting. Usually, the museum is open from Tuesday to Sunday, but it is better to clarify exact hours in advance.

The surroundings of the Marcel-Michelin stadium offer an excellent opportunity to continue exploring the culture and history of the region. Literally a stone's throw away is another major museum of the city, and driving a little closer to the center, you will find yourself amidst magnificent volcanic stone architecture.