Developers are transforming shopping centers by incorporating sport and health-related activities, such as zip wires, cricket, football, rock climbing, and wild swimming, to attract consumers and utilize space left vacant by retailers. While competitive socializing options, like crazy golf and bowling, are well-established, landlords are embracing more innovative ideas amid declining interest in traditional shopping.
For example, Toca Social combines dining with football viewing in three shopping malls, while the US-based Five Iron is introducing tech-enhanced golf simulators in five UK locations, starting with Broadgate in London. Additionally, adventure operators like Zip World and Go Ape are in discussions with landlords to create new experiences in retail environments.
The emergence of these activities addresses gaps in shopping malls following the closure of numerous department stores due to a rise in online shopping. Currently, around one-fifth of former Debenhams sites remain vacant, and many former House of Fraser locations are also empty. In the last 12 months, footfall in shopping centres has declined, with a reported decrease of 0.9% in October, according to data from the British Retail Consortium and Sensormatic.
While large shopping centers tend to succeed, smaller malls struggle as retailers focus on fewer, larger outlets. About 60 of the UK’s 500 larger shopping centers may be demolished, with another 200 potentially facing partial demolition. This shift has resulted in retail deals being tied to sales performance, impacting landlords financially when stores underperform.
Some centers are heavily prioritizing sports and leisure, such as the Wimbledon Quarter, which features an upscale gym and sports facilities, and the redevelopment of Queens Arcade in Cardiff into a leisure-focused venue with various recreational offerings.
Industry experts note a significant change in consumer expectations, with a demand for immersive experiences over passive shopping. This shift is seen particularly among younger generations, who are interested in wellness and engaging activities. Innovations like climbing walls or immersive art experiences highlight a broader trend in retail spaces adapting to consumer preferences in a changing market landscape.
Source: https://www.theguardian.com/business/2025/nov/15/zip-wires-darts-wild-swimming-why-shopping-centres-are-trying-new-ways-to-bring-in-customers