The UK’s competitive socialising sector has witnessed remarkable growth over the past five years, becoming a significant trend in the leisure industry. Recent research by Savills, a leading international real estate advisor, highlights the dynamics of this sector’s growth and its implications for property investors.
Understanding Competitive Socialising
Competitive socialising combines leisure activities with a competitive edge, creating unique experiences for participants. This sector includes activities like golf, bowling, virtual reality (VR), and innovative games like stop the clock (STC). The sector has evolved significantly since 2018, diversifying into sub-sectors like ‘solo’ and ‘combo’ competitive socialising.
The Rise of ‘Combo’ and ‘Solo’ Experiences
The market has seen a significant rise in ‘combo’ attractions, which offer a blend of different activities under one roof. Brands like Boom Battle Bar and Lane7 have contributed to a 455% increase in these attractions. In contrast, ‘solo’ competitive socialising focuses on single activities like darts, axe-throwing, or ping-pong, growing by 162%. Mini-golf has also seen a resurgence, growing by 96% due to innovative designs and themes.
The Changing Landscape of Established Activities
Bowling, a well-established activity, has grown by 10%, primarily in the ‘combo’ market. STC has seen a 13% increase due to its low entry barriers and property availability. However, standalone VR experiences have declined by 5%, as they are more commonly integrated into blended concepts.
Regional Growth Patterns
The growth of the competitive socialising sector varies across regions. Birmingham leads with a net increase of 14 units in five years, followed by Liverpool and Leicester. London, a more mature market, has seen a smaller proportionate rise. This regional disparity is partly due to factors like property affordability and market saturation.
Emerging Hotspots and Future Developments
Major shopping centers like Birmingham’s Bullring and Liverpool’s One are becoming hotspots for competitive socialising venues. Upcoming brands and concepts, including football simulation activities and immersive entertainment, are set to further enrich the sector.
Insights from Industry Experts
Carlene Hughes and Tom Whittington, leading figures at Savills, emphasize the importance of innovation and quality in sustaining growth in this sector. They highlight the potential for UK brands to expand internationally and the necessity for brands to either create a strong identity or merge multiple concepts under one roof.
Implications for Property Investors
For those considering property investments, this sector presents exciting opportunities. The growth trajectory suggests a continuing demand for properties that can host such activities. However, investors must be mindful of regional variations and the evolving nature of consumer preferences in the competitive socialising sector.
In conclusion, the competitive socialising sector in the UK is not just a passing trend but a significant development in the leisure industry. Its rapid growth and continuous evolution offer promising avenues for property investors, provided they stay attuned to the sector’s dynamics and regional differences.