Frasers Group acquires stake in leisure group to support national rollout
Frasers Group has acquired a minority stake in leisure and hospitality collective We Do Play, the group behind the Flip Out, Activate, Putt Putt Social, and Rumble Rooms brands.
This latest investment is expected to support the group’s nationwide expansion, including the rollout of 40 more Activate locations in the next few years.
Activate opened its first UK venue at London’s O2 in December and launched a venue in Gateshead’s Metrocentre in July. The operator also be opening in Leicester and London’s Oxford Street later this year.
Rich Beese, chief executive of We Do Play, said: “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.”
James France, chief acquisition officer at Frasers Group, added: “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.”