When GLL Better took over Newham Leisure Centre, they knew families needed more than just swimming pools and gyms. We worked with them to create an indoor play area that’s transformed this East London leisure facility into a true family destination. This case study explores how our commercial soft play installation solved their space challenges, boosted family engagement, and created sustainable new revenue through party bookings and daily sessions.
GLL operates Newham Leisure Centre under the Better brand as part of its 10-year partnership with Newham Council. Located in Plaistow, East London, this community leisure facility serves one of the capital’s fastest-growing boroughs. When they took control in April 2024, the centre offered excellent adult fitness provision but lacked dedicated family play facilities for younger children.
Despite having two swimming pools, a 62-station gym, a sports hall and outdoor pitches, the leisure centre was missing something vital, an indoor play area for families with young children. Newham has some of London’s lowest physical activity levels and faces ongoing challenges with childhood obesity rates. Parents visiting the centre had nowhere suitable for toddlers and babies to play, limiting family dwell time and preventing the venue from maximising its potential as an all-ages destination. Better needed to repurpose underutilised gym space into a family-focused attraction that would drive footfall, increase revenue, and support Newham Council’s health strategy without compromising their adult fitness offering.
We designed and installed a vibrant multi-storey soft play area, transforming previously underused space into a premium family attraction. The bespoke multi-level junior play frame features three exciting floors connected by slides, tunnels, climbing challenges, ball pits and sensory zones designed to spark imagination and encourage active play.
Understanding that accessibility matters, we included a dedicated padded baby area specifically for under-2s, complete with age-appropriate toddler play equipment, ensuring even the youngest visitors have their own safe exploration space.
The entire soft play installation is fully SEN accessible with secure, padded flooring throughout, reflecting Better’s commitment to inclusive leisure facilities. Our team managed the complete project from design through to installation, creating a commercial play area that balanced safety standards with the exciting, energetic environment families expect.
The soft play area has exceeded expectations, quickly becoming described on social media as “already a hit with families” and a “colourful world of adventure.” Family footfall has increased significantly, with parents now having a compelling reason to visit the leisure centre with children of all ages. The indoor play facility operates seven days a week with pre-bookable hour-long sessions, generating consistent daily revenue while supporting Newham Council’s ’50 Steps to a Healthier Newham’ initiative to tackle childhood obesity.
Better has launched successful party packages offering both shared use, creating additional income streams. Most importantly, Newham Leisure Centre has evolved from primarily an adult-focused facility into a genuine family destination where parents can exercise, swim, or relax with coffee, knowing their children are engaged in safe, active play in a purpose-built environment.
Ready to transform your leisure venue with commercial soft play equipment that drives family engagement and creates new revenue opportunities? Let’s discuss how we can design an indoor play area solution tailored to your space.
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