In a vote of confidence for the UK leisure market, Mike Ashley’s Frasers Group has invested an undisclosed sum in We Do Play, fuelling the company’s expansion plans that include opening 40 new sites across the country.

Mike Ashley’s Frasers Group has backed the success of Britain’s leisure sector by taking a minority stake in We Do Play, the operator behind competitive socialising brands including Activate and Rumble Rooms.

The Sports Direct owner has invested an undisclosed sum in the company, which also runs trampoline parks under the Flip Out name and themed mini-golf venues through Putt Putt Social.

“Today’s announcement marks a significant milestone in our strategy to diversify and create more dynamic consumer and leisure experiences,” commented James France, chief acquisition officer at Frasers. “We Do Play’s innovative brands align perfectly with our vision for a modern, experience-led consumer ecosystem.” 

Frasers said it plans to open more than 40 new Activate sites across the UK in the coming years, capitalising on rising consumer demand. The investment reflects a broader strategy to turn parts of the group’s retail portfolio into mixed-use destinations. Some of the new venues could be housed within department store properties Frasers has acquired in recent years, such as Princesshay in Exeter, the Olympus Centre in Quedgeley and Fremlin Walk in Maidstone. 

And it doesn’t stop there; Rich Beese, chief executive of We Do Play, has also sights farther afield saying Frasers’ investment would enable it to grow across Britain and beyond. 

“We’re incredibly proud to partner with Frasers Group as we enter this next phase of growth,” concluded Beese. “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.”

Data from Savills show the number of competitive socialising venues in Britain surged by 40 percent between 2018 and 2024 to around 600. That figure is forecast to climb to 800 by 2029.

Activate action plan

Rich Beese said… “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…