{
  "id": 10970350,
  "title": "Mike Ashley continues leisure push with Boom Battle Bar deal",
  "url": "https://urgent.news/2026/09/30/mike-ashley-continues-leisure-push-with-boom-battle-bar-deal",
  "topic": "business",
  "section": "Business",
  "published": "2026-09-30T14:53:08.000Z",
  "source": {
    "name": "City AM",
    "slug": "city-am",
    "url": "https://www.cityam.com/mike-ashley-continues-leisure-push-with-boom-battle-bar-deal/"
  },
  "original_language": "en",
  "account": "Mike Ashley's investment firm, Frasers Group, has acquired the leisure company Boom Battle Bar for £11 million, reinforcing the investor's expansion into the leisure and hospitality sector. Boom Battle Bar, founded by Richard Beese, is a unique franchise that combines bar service with axe-throwing, mini-golf and augmented reality darts. The leisure operator, We Do Play, which Frasers acquired a minor stake in, has now bought back the business from experiential leisure group XP Factory. This deal marks Ashley's continued push into leisure as he began his retail career with discount activewear brand Sports Direct.\n\nBeese expressed excitement about the brand's return, stating that Boom Battle Bar could revolutionize competitive socializing. The company aims to expand the chain to 50 locations across the UK by the end of the decade, targeting towns and cities with significant untapped demand. The acquisition allows We Do Play to enhance Boom Battle Bar with new technology, games, and experiences, signaling a shift towards stronger experiences, innovation, and technology in competitive socializing.\n\nFrasers Group, which also owns Sports Direct and luxury fashion brands like Jack Wills and Harvey Nichols, sees substantial potential in Boom Battle Bar's growth. The company's chief acquisition officer, James France, described the investment in We Do Play as a \"significant milestone in our strategy to diversity and create more dynamic consumer and leisure experiences.\"",
  "summary": "A company backed by Mike Ashley has snapped up Boom Battle Bar for £11m, extending the retail tycoon’s push into leisure and hospitality. Leisure operator We Do Play, which is backed by Ashley’s Frasers Group, has bought back the business its bosses founded from experiential leisure group XP Factory. Mike Ashley began his retail empire [...]",
  "key_points": [],
  "editors_take": null,
  "illustration": null,
  "coverage": {
    "outlets": 1,
    "also_reported_by": []
  },
  "ai_generated": true,
  "disclaimer": "Summaries, key points and the editor’s take are written by software from other outlets’ reporting and may contain errors — always check the linked original."
}