Gravity Active Entertainment Brand Guidelines: A 2014 Yorkshire Trampoline Park & Gravity Max

Three founders and a single trampoline park.

Gravity Active Entertainment began in 2014 as a trampoline-park business. In a June 2023 cover interview, the trade magazine Retail & Leisure International (RLI) said the company was created by Michael Harrison, Harvey Jenkinson and Simon Whicker, and that it began life as a single trampoline park in Yorkshire. A 2025 profile of Harrison on the recruitment site COREcruitment gives the early name as Gravity Trampoline Parks.

Companies House, the UK register of companies, lists the operating company as Gravity Fitness Limited, incorporated on 7 February 2014 with its registered office in Castleford, West Yorkshire. Individual venues sit in their own subsidiaries, most of them named after the town or scheme they serve, such as Wandsworth, Stratford and Liverpool. When TheBusinessDesk.com reported the Liverpool opening in August 2023, it described Gravity as a Wakefield-based leisure and entertainment group.

The idea, Harrison told RLI, was that shopping malls needed something more than shops, and that leisure on a larger scale would draw people in. He said he always wanted a “multi-choice, multi-leisure” concept, and that the company added climbing and then golf to the trampolines, with a strong focus on children aged four to twelve. By 2023 Harrison held the title of co-founder and chief growth officer, and Jenkinson was chief executive, according to City A.M.

The business grew by placing its parks inside shopping centres and town-centre retail schemes. City A.M. reported in February 2023 that Gravity had 17 sites across the country; in its June 2023 interview, RLI gave a figure of 27 entertainment parks, most of them in the UK, with one in Germany and one in Saudi Arabia, and a site under construction in Mauritius. The two counts were published four months apart and may be measured differently, so both are given here as reported.

From trampolines to Gravity Max.

Gravity’s offer moved well beyond trampolines. RLI described Gravity Wandsworth, a 75,000 sq ft venue at the Southside shopping centre in south-west London, as the site that changed the business: Harrison said it brought many activities together under one roof and added footfall to the wider centre. In February 2023 City A.M. reported that Wandsworth was still the group’s only London venue, with a second planned at Westfield Stratford.

The larger format took the name Gravity Max. Harrison told RLI that a Gravity Max site is aimed at families during the day, and that from about 8 or 9pm the lights go down, the music goes up and it becomes a venue for young adults until 1am. He also described rooms set aside as workspaces, so that groups could work for a few hours and then play. The COREcruitment profile in March 2025 described Gravity Max as a mix of competitive socialising, immersive entertainment, live music, live sports screenings and food and drink.

The flagship is at Liverpool ONE. TheBusinessDesk.com reported on 10 August 2023 that Gravity Max had opened there in part of the former Debenhams department store, over two floors and about 100,000 sq ft, with twelve activities and room for up to 2,500 people at a time, and that it was the group’s largest site and its biggest investment. In the RLI interview, Harrison described a rooftop area with a retractable roof, bars, stages and a food hall, and said the company was moving from leisure supported by food and drink to a stronger mix of both.

The investment behind this growth came from outside backers. City A.M. reported on 27 February 2023 that Gravity had secured funding from the investor Sculptor to help it open more venues in UK cities and overseas.

How the category presents itself.

Bowling, competitive-socialising and indoor-leisure operators sell an evening out rather than a product, so their identities live mostly in rooms and on screens. Their own websites lead with venue interiors: lanes lit in neon, bars set beside the games, and photographs of groups mid-throw or mid-putt. Some build a whole venue around one period theme; Swingers, according to The Caterer, styles its crazy golf clubs on 1920s English country golf clubs.

Naming does a lot of the work. Swingers names its venues after their districts, such as the West End or Back Bay, and operators give house names to games that turn familiar pastimes into branded attractions: an arcade called Carnival, a shuffleboard called Supercharged Shuffle, a shooting game called HotShots. Kingpin’s 2017 identity, Mumbrella reported, put a bowling spare mark inside the name and adopted the line “Roll like a Royal.”

Booking is part of the identity too. Kingpin’s website, for example, opens with a venue picker, a date selector, party packages and gift cards, placed ahead of any story about the company. Some operators add a scoring tool inside the venue; Time Out listed a scorecard app among the features of one Swingers site.

Behind the venues sit owners that are often less visible than the brands. Kingpin belongs to TEEG, a group formed in 2017 by the family company behind Timezone and Quadrant Private Equity, and it is TEEG’s corporate website, rather than the venue site, that sets out the timeline and the brand list. This guide sets out what can be checked about each brand, from founding and ownership to how it presents its venues, and marks clearly what rests on the company’s own word.

A restructuring and new shareholders.

The company’s ownership and finances have changed since the 2023 expansion, and the public register records each step. Companies House shows that on 15 April 2025 Michael Harrison and Harvey Jenkinson ceased to be persons with significant control of Gravity Fitness Limited, and that Gfl Holdco Ltd was notified as a person with significant control from the same date.

Later that year the operating company entered a company voluntary arrangement (CVA), a formal deal with creditors that lets a business keep trading while it restructures what it owes. The Companies House insolvency record gives 4 December 2025 as the date of the meeting that approved the CVA, with insolvency practitioners from the advisory firm Interpath acting on it, and the company’s status on the register now reads “Voluntary Arrangement.” In October 2026 the register recorded new share allotments and new articles of association, and on 19 October 2026 Rithm Capital Corp was notified as a person with significant control.

Through these changes the brand stayed in use. The March 2025 COREcruitment profile described Gravity as operating several concepts, with trampoline parks under the Gravity name and larger multi-activity venues under Gravity Max, and Harrison told RLI in 2023 that landlords and franchise partners from around the world had approached the company after the Wandsworth opening.

For a design guide, Gravity shows how a trampoline-park name can be stretched into a family and young-adult leisure brand that sits inside shopping centres, with one word carrying both a day-time and a late-night offer. Compare Flip Out, another trampoline-park brand in UK shopping centres, and Sky Zone. For this guide we use indigo, ultraviolet and a sharp lime with a sans, an unofficial interpretation; no product or logo is reproduced.

Keep Gravity Active Entertainment’s identity on hand — save it to a board in the Made Good inspiration library.