Frasers acquires minority stake in We Do Play
Building on the success of openings in London and Newcastle, Frasers plans to launch more than 40 Activate locations nationwide in the coming years
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Frasers Group has announced the acquisition of a minority investment in UK leisure, retail, and hospitality experts, We Do Play.
The group said this strategic investment marks Frasers’ debut into the leisure market, diversifying its consumer offering through synergies with its existing ecosystem, including Sports Direct and its growing real estate portfolio.
We Do Play is a 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.
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.”
Earlier this month, Frasers revealed its pre-tax profits rose 2.8% to £560.2m in the year ended 27 April 2025. Trading was particularly strong in the second half, where profits were up by 8.3%, but overall full-year sales fell by 7.4% to £4.92bn.
This was in part offset by £127.2m of underlying cost-savings and synergy benefits over the period, largely from investments in warehouse automation and acquisitions.
The group also welcomed another period of sales growth in Sports Direct UK, where profit from trading rose by £7.4m, or 1.6%, to £475.8m.
Looking ahead, Frasers currently expects profit-before-tax in the range £550m-£600m for the next financial year.
