Partner Article

Oxygen indoor activity parks' latest acquisition

The UK’s first choice indoor family activity brand, Oxygen, has announced the acquisition of regional trampoline operator, Jump Evolution. Building further presence within Greater London, the deal takes Oxygen’s portfolio to ten parks across the UK.

Jump Evolution, based in Romford in Essex and covering 27,500 sq ft, is a well-established operation that will become the fourth largest site by revenue in Oxygen’s portfolio. It is also the second acquisition by Oxygen in the last six months, following the brand’s purchase of RedKangaroo last November, and demonstrates Oxygen’s continued commitment to growth and transforming the indoor leisure market.

Coinciding with the acquisition, Oxygen has committed to investing in its portfolio with over £1.23m being spent to introduce its latest customer experience-led proposition at its Croydon location. First introduced at Oxygen’s Wilmslow and Acton leisure parks, the proposition is based on extensive customer research and focuses on the visitor experience, introducing a range of unique features that complement the play element.

These include enhanced facilities for parents, with a ‘lounge’ concept providing best-in-class F&B and more comfortable environments, complemented by the use of technology to enhance every stage of the visit. The proposition also features nine dedicated suites for children’s parties, combining technology and innovative design to create a unique setting. Oxygen has also invested in its team, introducing a new training programme to deliver an enhanced experience. The transformation of Croydon will take six weeks, with the site due to re-open in time for Easter.

Stephen Wilson, Managing Director at Oxygen, commented: “The acquisition of Jump Evolution is another key moment in Oxygen’s growth. The park is an established and high-performing location with a great team in place who we look forward to working with to further improve the already fantastic customer experience.

“This milestone comes at an exciting time for the group as we are soon to roll-out the next evolution of our customer experience in our Croydon park.

“As consumers face ever more pressures on their time and money, seeking greater value and enjoyment from both, we believe it is imperative to exceed their expectations. As we have seen from the two sites to have received our new proposition so far, doing so creates greater loyalty, frequency of visit, dwell time, and ultimately customer experience.”

Russell Tiller, Managing Director of Jump Evolution, added: “We are very proud to have created a successful business in Jump Evolution, one that has great customer loyalty due to our ethos of customer service. Having taken the business this far, becoming part of Oxygen, who share our approach and commitment to the experience, opens even more opportunities that will take us to the next level. The Oxygen Team were great to deal with from start to finish, and we can’t wait to see their plans for Jump Evolution come to fruition.”

Oxygen was acquired by Literacy Capital Plc in July 2021 and has provided growth capital to support delivering the brand’s vision to lead the consolidation of the sector while also transforming it through an enhanced customer experience.  Oxygen’s ownership has increased nationwide across 10 high-performing trampoline parks including Wilmslow, Rayleigh, The O2, Croydon, Derby, and Acton in West London.

This was posted in Bdaily's Members' News section by Nick Thornton .