Frasers Group makes move into leisure market with stake in We Do Play

After securing a new £3 billion war chest to fund growth and acquisitions last month, Frasers Group is now dipping its toes into the leisure activity market, having acquired a minority stake in UK leisure company We Do Play.

The strategic investment sees Frasers Group “diversifying its consumer offering through synergies with its existing ecosystem”, including Sports Direct and its growing real estate portfolio.

We Do Play is a specialist operator of experience-led brands, including Activate, Flip Out, Putt Putt Social and Rumble Rooms. Building on the success of openings in London and Newcastle, Frasers plans to launch more than 40 Activate locations nationwide in the coming years.

Frasers Group Chief Acquisition Officer, James France, said: “Today’s announcement marks a significant milestone in our strategy to diversify and create more dynamic consumer and leisure experiences.

“We Do Play’s innovative brands align perfectly with our vision for a modern, experience-led consumer ecosystem. Together, we look forward to bringing these brands to more communities nationwide.”

Rich Beese, CEO of We Do Play, added: “We’re incredibly proud to partner with Frasers Group as we enter this next phase of growth. Our mission has always been to create memorable, energy filled experiences that bring people together — and with Frasers’ backing, we’re now able to scale that vision faster and further.

“This partnership gives us the platform to innovate, expand our footprint and elevate leisure across the UK and beyond.”

Following a spate of acquisitions over the past year, including expanding its property portfolio with purchases of the Princesshay shopping centre in Exeter, Fremlin Walk in Kent, Frenchgate in Doncaster and Gloucester’s Olympus Centre retail park, as well as investment in the Overgate Centre in Dundee, The Mall in Luton and Junction 32 outlet in Yorkshire, last week saw Frasers Group reportedly considering making a move for a 50% stake in Manchester’s Arndale Centre.

The retail giant, which has stakes in Hugo Boss, Debenhams Group and ASOS, also recently pulled out of the bidding process for Revolution Beauty, after the cosmetics retailer told shareholders it had been exploring a possible takeover.

We Do Play’s portfolio gives Frasers Group a gateway into further destinations and leisure activities. Flip Out is the UK’s leading trampoline park operator, serving 15 million customers worldwide, with a network of owned and franchised sites.

Activate is described as “state-of-the-art interactive and live gaming venues” with a variety of physical and mental challenges for all levels. Putt Putt Social is an immersive mini-golf entertainment concept with five sites across the UK, and Rumble Rooms is “a dynamic leisure and entertainment venue”.