ASM Experience

Imagine a place where a passion for sport meets high-tech innovation—this is the best way to describe ASM Experience. It is a unique interactive museum and theme park in Clermont-Ferrand, entirely dedicated to the world of rugby and the legendary club ASM Clermont Auvergne. Located in the heart of France, it was the country's first museum ever created in honor of a single sports team.

Situated within the grounds of the famous Stade Marcel Michelin, the museum covers 600 square meters. You won't find any dusty display cases here: the space is divided into ten themed zones where the club's history comes to life through augmented reality, digital simulators, and multimedia installations. It's a place where every visitor can feel like part of a professional team.

ASM Experience harmoniously combines educational value with pure entertainment. The exhibits showcase great achievements, tactical secrets, and the daily lives of athletes, emphasizing the importance of sport to the local community. The museum is equally engaging for die-hard rugby fans and families with children looking for a unique and dynamic way to spend their leisure time.

When planning your visit to this unique sports center, it’s helpful to have all the necessary contact details at hand. The official staff is always ready to assist with ticket bookings and group tour arrangements. Below is the up-to-date contact information for the ASM Experience administration.

At ASM Experience, a complete immersion into the behind-the-scenes world of professional rugby awaits you. Here, you can do more than just look at exhibits; you can actively interact with them: test your skills in rugby simulations or challenge your agility in special interactive games. With augmented reality technology, you'll have the chance to take a unique photo with virtual players or even try your hand as a sports commentator, narrating key match moments.

A highlight for many visitors is the chance to peek into the inner sanctum—the professional locker rooms where players prepare for decisive battles. Digital touch panels will help you determine your own "player profile" and find out which position on the field you might be best suited for. It’s an ideal spot for a family outing, where both adults and children can learn the rules and nuances of this noble sport in a fun, playful way.

Be sure to book a guided tour of the Stade Marcel Michelin. Accompanied by a guide, you'll walk through the famous entrance tunnel, explore the stands, and hear many intriguing stories about this "temple of rugby." This comprehensive approach allows you to see the life of the ASM CA club from many different perspectives—from the emotions of loyal fans to the daily work of staff and coaches.

Getting to the "temple of rugby"—the Stade Marcel Michelin, where ASM Experience is located—is easy thanks to the city's well-developed transport network. The most convenient way is to use T2C public transport. You can take Tram Line A or Bus Line B, which will quickly bring you to the Stade M. Michelin stop.

For those who prefer active travel, there is a C-Vélo city bike rental station near Place du 1er Mai. A bike ride from the city center takes only a few minutes and allows you to enjoy the views of Clermont-Ferrand's streets. If you prefer comfort, a taxi from the city center or the main railway station will get you to the museum entrance in just a few minutes.

The facility is fully accessible for people with disabilities, making it convenient for all categories of tourists. For precise navigation, it is recommended to use the coordinates 45.7900765, 3.1057778 in mobile maps.

The history of ASM Experience is inextricably linked with the legendary ASM Clermont Auvergne club, which was founded back in 1911 by Marcel Michelin. For over a century, the club has shaped the sporting identity of the region, becoming one of the leading forces in French rugby. The museum, which opened in 2016, was a natural progression of this journey, serving as a repository for memories of the team's great victories and dramatic moments.

Notably, ASM Experience became the first museum in France entirely dedicated to the history and life of a single rugby club. This highlights the special bond between the team and the local community. The exhibits cover every stage of the club's development, honestly recounting not only the triumphs but also the challenging periods that only served to strengthen the players' character and the fans' loyalty.

The Stade Marcel Michelin itself, where the museum is located, is considered a cult destination for sports enthusiasts. During the tours, visitors learn how this "temple of rugby" evolved decade after decade, transforming from a modest ground into a modern, world-class arena. The museum doesn't just display artifacts; it focuses on the role of rugby in the culture of the entire Auvergne province.

To fully enjoy all the interactive zones and multimedia exhibits at ASM Experience, a typical visitor will need about 1.5–2 hours. This is enough time to try out the simulators and explore the museum's main collection.

However, if you plan to complement your visit with a full tour of the Stade Marcel Michelin, we recommend setting aside half a day (about 3 hours). This will allow you to peek into the players' locker rooms, walk through the pitch tunnel, and hear all the fascinating anecdotes from professional guides without having to rush.

Typically, ASM Experience is open to visitors daily from 14:00 to 18:00, though on Wednesdays, the museum may close slightly earlier at 16:00. During the summer season, opening hours are often extended until 19:00 so that everyone can enjoy the exhibits during daylight hours.

Please note that the schedule may change depending on the club's match calendar and public holidays (for example, the museum is closed on December 25th). We strongly recommend checking the current schedule on the official website before your trip to ensure your visit goes perfectly.

After immersing yourself in the world of professional sports, it’s worth taking some time to stroll around the neighborhood. Clermont-Ferrand is rich in historical treasures and cozy squares, all within walking distance or a short ride from the stadium. Exploring these locations will help you get a better feel for the city's atmosphere and its rich heritage.