Indoor soft play centres face uncertain future amid seasonal struggles

Owners of indoor soft play centres across the region are reporting significant financial strain as they struggle to maintain viable operations. The industry, which relies heavily on seasonal footfall, has faced a challenging summer, leaving many operators questioning the long-term sustainability of their businesses. For families searching for an indoor soft play area, the reality behind the scenes is one of rising operational costs and unpredictable demand.

Jessica Harvey, who purchased Funzone in Whitchurch in October 2025, described her first summer as extremely demoralising. Despite investing significant personal time into renovations, she noted that there were weeks where the centre saw only 10 to 15 visitors. Harvey, whose venue has been a staple in the community for 17 years, emphasized that the business relies on consistent patronage to cover overheads. While she has attempted to diversify by building a mobile soft play trailer for events, she warned that the business remains in a "use it or lose it" situation as colder months approach.

Rising operational costs and seasonal dips are threatening the viability of many independent indoor play venues.

The reality of operating an indoor soft play area

Financial pressures are also being felt by newer entrants to the market. Connor and Nicole Galbraith, who opened Wacky Playland in Kidderminster two years ago, recently shared an itemised breakdown of their expenses on social media to highlight the challenges of the sector. The couple reported that electricity costs reached £9,756.42 over a three-month period, while annual building insurance costs totaled £6,410.47. Additionally, they face quarterly service charges of £5,837.33, excluding liability insurance.

While the Galbraiths have managed to keep their business operational through measures like VAT relief and air conditioning, they noted that the margins are increasingly tight. With 10-year leases that include incremental rent increases, they expressed concern about the long-term impact of rising costs on their ability to remain open.

The industry has already seen casualties. Last month, The Kidz Barn in Kidderminster announced it would close its doors in January 2026 and be put up for sale. The owners stated the decision was not made lightly, noting that they had previously navigated difficult periods, including the COVID-19 pandemic, but could no longer sustain the business.

Why it matters

The closure of these centres impacts local families who rely on them for children's activities and highlights the fragility of small businesses facing high fixed costs. As rent and utility prices rise, owners are forced to weigh the viability of their long-term leases against declining seasonal revenue.