August 27 2025
Frasers Group plc today announced the acquisition of a minority investment in UK leisure, retail, and hospitality experts, We Do Play. This strategic investment marks Frasers Group's debut into the leisure market, diversifying its consumer oDering through synergies with its existing ecosystem, including Sports Direct and its growing real estate portfolio.
We Do Play is UK-headquartered specialist operator of experience-led brands including Flip Out, Activate, 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.
This expansion further elevates the Group's status as a leading retail destination - bringing diverse, high-energy experiences to communities across the UK.
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. 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."
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For further information, please contact:
Frasers Group Communications, FGPR@frasers.group