With losses reduced by £3m, We Do Play is eyeing new sites and concepts as it looks to accelerate its expansion across the UK.

We Do Play has significantly reduced its losses as the experiential leisure operator said it was in an “excellent position to capitalise on opportunities in the marketplace”.

The group, which operates concepts including Activate, Putt Putt Social and Flip Out, reported turnover of £20.1m for the year to 29 March 2025, compared with £20.8m the previous year. Losses after tax narrowed to £4.9m from £7.9m, while gross profit margin fell from 61.7 percent to 59.4 percent.

We Do Play said profitability continued to face pressure from inflation, higher wages and reduced discretionary consumer spending, while overheads increased as the business prepared for expansion of its managed and franchise operations. Despite the challenging environment, customer numbers remained stable, with the operator continuing to implement “small price increases” while seeking to maintain value for customers.

“We believe the group is in an excellent position to capitalise on opportunities in the marketplace,” commented the operator. “We are in a position to open new sites across the different brands with an experienced and motivated leadership team.”

We Do Play is actively sourcing a “large number” of new property deals across the UK, with its position as an anchor tenant helping secure attractive incentives from landlords.

“We are actively exploring different brands to add to our portfolio,” added the operator. “This strategic move aligns with our commitment to diversify and expand our business offerings.”

The expansion plans follow Frasers Group’s acquisition of a 49 percent stake in We Do Play last summer, marking the retail group’s first move into the leisure sector.