Gravity Fitness

About Gravity Fitness

Gravity Fitness, officially Gravity Active Entertainment, is a UK-based operator of active entertainment venues. Founded in 2014 by childhood friends Michael Harrison and Harvey Jenkinson, along with Simon Whicker, the company started with a single trampoline park in Castleford, Yorkshire. Harrison, who grew up in a family operating a funfair, and Jenkinson, with a background in project management from the super yacht industry, combined their expertise to build the business from the ground up, initially handling all roles themselves.

The company's business model centers on establishing large-scale, multi-activity leisure destinations in high-footfall retail locations like shopping centers and former department stores. This strategy provides a solution for landlords facing declining traditional retail and increases footfall for surrounding businesses. Revenue is generated from the sale of timed sessions for its various attractions, food and beverage sales, and corporate event bookings. The business operates through a mix of wholly-owned sites and a franchise model, which it began pursuing in 2019 for global expansion.

Initially focused on trampoline parks, Gravity has significantly expanded its product portfolio. Its flagship 'Gravity Max' venues now feature a wide array of activities, including e-karting, augmented reality bowling and darts, indoor golf, climbing walls, virtual reality arenas, and family entertainment centers. These venues cater to a broad demographic, from families with toddlers to young adults and corporate clients, with offerings that transition from family-focused during the day to adult-oriented in the evening. The company has received significant investment to fuel its growth, including funding from Guinness Asset Management in 2017 and a subsequent £30 million injection from Sculptor Real Estate in 2023. This capital has supported the launch of new flagship sites and international expansion into markets like Saudi Arabia, Mauritius, and Germany.