A company supported by Mike Ashley has purchased Boom Battle Bar for £11m. Leisure operator We Do Play, which is backed by Ashley’s Frasers Group, has reacquired the business its founders established from XP Factory.
This acquisition is part of Mike Ashley's continued expansion into leisure and hospitality. We Do Play also owns Flip Out trampoline parks, Laser Quest, and Rumble Rooms axe-throwing bars.
Boom Battle Bar, which combines bar service with activities such as axe-throwing, mini-golf, and augmented-reality darts, currently has 29 venues across the UK. We Do Play plans to introduce new technology, games, and experiences at these sites.
The company aims to increase the number of Boom Battle Bar locations to 50 nationwide by the end of the decade, focusing on large towns and cities where it believes there is significant demand.