HG50: Gravity Active Entertainment

Location, location, location appears to be the recipe for success for co-founders Harvey Jenkinson and Michael Harrison who have transformed Gravity Active Entertainment into one of the UK’s leading leisure destinations.

Gravity, which launched its first site in Castleford in 2014, started life as a pure play trampolining business. It has since expanded to include climbing, golf, darts, bowling, VR, sports bars, go-karting, and much more to cater for all ages.

The firm’s strategy has been very much property focused, offering a solution for landlords on high streets where traditional retailers are shutting up shop. “Our mindset has always been about prime location and natural footfall,” says Jenkinson, CEO at Gravity.

Gravity now operates 25 sites across the whole group and is on track to hit turnover of £40m this year. It employs close to 1,000 people in the UK, and started to expand internationally in 2018 through a franchisee model.

Gravity now has overseas sites in Saudi Arabia, Mauritius, and Malta, where firms are looking to tap into its best-in-class knowledge when it comes to health and safety regulation.

The business, which is backed by Sculptor Real Estate and Guinness Ventures, has faced a number of challenges over recent years with covid and a continued squeeze on consumer spending.

Jenkinson adds: “Whether it’s young families, adults, or professionals – everyone has had to change their spending habits. But we have brilliant products and there’s huge demand from people wanting to take part in unique experiences.”

Gravity sits in a category with huge amounts of growth ahead of it. “It’s an exciting sector with loads of potential for us to evolve. We’re looking at more outdoor activities and how we can bring our concept to more cities across the UK,” says Jenkinson.

There’s certainly no coming down for this gravity-defying business.

For more information on the High Growth 50, click here.