New leisure operator unveils ambitious UK rollout plans
Lightlease and new leisure client Action Stadium were featured in industry magazine, Estates Gazette.
By Pui-Guan Man | Leisure | 04-10-2018 | 04:00
Digital sports arena operator Action Stadium is to launch its first site in the UK next year, as part of plans to roll out 25 sites by 2023.
Action Stadium has instructed specialist retail and leisure agency Lightlease on its launch and expansion strategy.
The Chester-based business, in partnership with Finnish games supplier Fantasia Works, aims to promote an active lifestyle for children and teenagers through technology.
Darren Zabinski, managing director of Action Stadium, said: “We are very much multi-dimensional, offering a plethora of familiar sports games that use technology (gamification) to encourage healthy competition and healthy lifestyles, thus encouraging kids, teens and adults to become a returning customer to one of our Action Stadiums rather than a ‘been there, done that’, which is one of the major issues for lots of leisure operators.”
Action Stadium is searching for a flagship site measuring 30,000-60,000 sq ft along with a minimum ceiling requirement of 5m, with a strong preference for spaces without columns. It also requires parking areas for more than 300 vehicles. Future sites have a minimum requirement of 25,000 sq ft.
The firm is in talks with landlords at leisure parks, retail parks and both regional and London shopping centres to take space.
It is aiming to launch its first site by the beginning of April 2019, and is currently in advanced discussions with landlords for locations in West London, East London and Scotland.
As part of its strategy, the first three sites will be company-owned before Action Stadium rolls out franchise options to potential licensing partners.
The digital games, provided by Fantasia Works, include traditional sports such as basketball, football and dodgeball as well as “footpinball”, American football, ice hockey and curling. Each site will also include a running track.
Players can gain points and compete in leaderboards, in a similar style to mobile games. Participants are equipped with a radio-frequency identification (RFID)-technology wristband, which collects information on each game.
Action Stadium looks to house 15-25 games in each venue as well as conference rooms, a café and changing rooms.
The venture aims to work with schools and other public operators, as well as cater for birthday audiences and company events.
Its target locations include:
Greater London
Manchester & North West
Birmingham & West Midlands
Nottingham & East Midlands
Leeds and Yorkshire
Southampton & South Coast
Bristol & South West
Newcastle & North East
Glasgow & Edinburgh
Milton Keynes