Franchise watch: Exciting opportunities in a changing world with Gravity Active Entertainment

From multi-level e-karting to high ropes and trampolines, plus much, much more – there is an experience for everyone at Gravity Active Entertainment.

And despite these unprecedented times, Gravity continues to grow its franchise and wholly-owned businesses by signing franchisees and new leases. The reason? Opportunities and returns in this market have never been greater.

Growth and expansion

In fact, in Q1 of 2020, the brand experienced its most significant period of growth, exceeding all previous results and targets by 18 per cent. Embracing the shift towards experience-based retail has been key to Gravity’s growth. And the brand continues to innovate within the marketplace, with more than 30 experience-led products to choose from.

“Post COVID-19, the desire for family-led, active, fun and safe activities will never be higher,” explains CEO, Harvey Jenkinson. “Gravity franchisees will benefit from being at the forefront of that growth, which we expect to be reignited in Q3 of 2020.”

Franchise model

Gravity was established in 2014, but the founders soon realized a one-product offering was not what the market or real estate owners wanted. The Gravity model, therefore, adapted to provide a one-stop-shop of activities.

Gravity boasts a premium brand offering and the products installed in locations reflect that positioning. The franchise team assesses every site individually and provides franchisees with a product mix specifically for their site, with local demographics and market environment taken into consideration.

The brand continues to provide franchisees with start-up contributions and investment to support product development. In some instances, this had led to individuals benefiting from up to £1.5m in start-up support.

This shift soon established a reputation with landlords. These relationships mean that Gravity can provide franchisees with the best real estate, rents, rates and contributions to support their success.

European growth plans

Gravity has ambitions to grow its franchise network across Europe, with a central contribution of over €1m to support set up. A 7,800-square-meter unit that benefits from an excellent location and strong transport links will expect to receive more than 1.4 million visitors annually, and turn a €620,000 net profit in year two.

Backed by Guinness Asset Management and recently listed in the Sunday Times Fast Track 100, Gravity continues to push the boundaries of what excellence looks like in the leisure industry.

Number of franchise locations: Four, plus one master (15 sites)

Location of units: U.K., Europe, Middle East

Investment range: £250,000-£4m

Minimum required capital: £200,000

Contact number: franchise@gravity-uk.com