Freedome

Leisure Profile – Issue 122


Always on the lookout for new ways to play, gather and compete, the originators of wall-to-wall aerial action Sky Zone has begun operations in Europe. Here, RLI talks to Vice President of International Development Lesley Hawks about the next steps for the company’s new Freedome concept…

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A new concept from the international inventors of the Trampoline Park, Freedome is Sky Zone’s first venture into Europe. It offers a unique opportunity to mix fitness, sport and fun, all in a gravity-defying environment. The concept features exclusive cutting-edge equipment mixed with digital technology and new take-it-to-the-edge challenges for people of all ages. “We took everything we’d learned in the past ten years and applied it to developing a brand consistent with the Sky Zone voice, but targeted it specifically to the European market to create a cool and edgy next generation theme park,” says Vice President of International Development Lesley Hawks. “As shopping centres are looking to increase foot traffic and reach the family demographic, we present the best option in retailtainment, ranging in size from 1,500sq m and up.”

“We took everything we’d learned in the past ten years and applied it to developing a brand consistent with the Sky Zone voice, but targeted it specifically to the European market to create a cool and edgy next generation theme park.”

Lesley Hawks, Vice President of International Development, Sky Zone

The premier operator of trampoline parks across the globe, Sky Zone has evolved from humble beginnings in secondary industrial estates to being situated alongside shopping centres and retail parks. The company now operate parks in the US, UK, Australia, Canada, Mexico and Saudi Arabia. The highlight of last year is the new company-operated park at the Cheshire Oaks Designer Outlet in the UK. This initial launch into Europe has been performing well and is trading ahead of target, and with a footfall of more than 38,000 since opening, it represents a springboard for potential future development across Europe.


LEAPS AND BOUNDS AHEAD

The key attraction of Sky Zone’s new concept is its location. Situated alongside mainstream shopping at the Cheshire Oaks outlet, Freedome represents an attraction that can appeal to the whole family. If the adults do not want to indulge, they can instead shop and leave the children to jump around! “Cheshire Oaks features our new-and-unique interlaced trampoline system that eliminates the need for padding between trampolines. We’ve also added sprung walls for acrobatics and incorporated exciting new features in addition to trampolines, such as climbing walls, a ninja warrior-style obstacle course, areas for fitness and gymnastics, social amenities such as a café, party rooms, after-dark parties, live DJs and a zip-line area,” explains Hawks.

“Cheshire Oaks features our new-and-unique interlaced trampoline system that eliminates the need for padding between trampolines.”

Lesley Hawks, Vice President of International Development, Sky Zone

Following on from the success of Cheshire Oaks, the company is looking for additional sites across the UK and further expansion is set across Europe starting with a location in Oslo, Norway, whilst other target markets include Spain, France, Germany and the Netherlands. Stepping away from the new Freedome concept, Sky Zone has plans for additional expansion outside of Europe. Asia and South America are two continents on which the company is directing its focus for growth, plans are also afoot to enter new markets such as India, Guatemala and Kuwait soon. So what is the unique factor that differentiates the company from the competition? “In the UK, Freedome is unique, the new interlaced system was developed exclusively for us and is a key differentiator between our park and the rest of the industry we’ve inspired. We are the largest and the originators of the concept,” says Hawks.


For the full article, please see the March 2017 issue or subscribe here