Frasers Group Acquires Minority Stake in UK Leisure Company We Do Play

Frasers Group, led by British retail tycoon Mike Ashley, has made its entry into the leisure activity market by acquiring a minority stake in UK-based We Do Play, which operates experience-driven brands such as Flip Out, Activate, Putt Putt Social, and Rumble Rooms. This strategic partnership aims to leverage synergies with Frasers' existing retail portfolio, including Sports Direct, to diversify its consumer offerings and create more dynamic leisure experiences. The company plans to significantly expand the leisure footprint by opening over 40 new Activate locations across the UK in the coming years, enhancing its position as a leading retail and leisure destination. Frasers Group's Chief Acquisition Officer, James France, highlighted the alignment of We Do Play's innovative brands with the group's vision for a modern, experience-led consumer ecosystem. We Do Play’s CEO, Rich Beese, expressed optimism about scaling their mission to deliver memorable and energetic social experiences with Frasers' support. This move reflects Frasers Group's broader strategy of investing in diverse sectors, including fashion and electrical retail, to drive growth.