Sky Zone Case Study: Next Generation

Sky Zone, the world’s first all-walled trampoline park, expands to the UK under the brand Freedome®

They say it takes people just one-tenth of a second to form an impression, meaning a brand’s name and logo may be all consumers consider before making a snap judgement.

As Sky Zone planned an expansion to the UK with that in mind, they realised they could better address the market’s needs and develop a brand that would resonate with its consumers by repositioning themselves – including revamping their core offerings. Enter Freedome®.

UK SPECIFIC

In developing Freedome, the company took everything they learned over the past decade and applied it to develop a brand consistent with the Sky Zone voice, but targeted specifically to the UK market - what they’re calling “the next generation adventure park.”

In the last two years, the UK has seen an explosion of live entertainment parks. In response, Freedome has expanded beyond its traditional offerings in the US, creating a multigeneration retail park that offers activities for consumers of all ages, including:

• A new and unique interlaced trampoline system.
• Sprung walls for acrobatics and parkour.
• Dedicated trampoline basketball slam dunk areas.
• Dodgeball courts.
• An urban climbing experience.
• A ‘Ninja Warrior’ assault course.
• Areas for fitness and gymnastics.
• Social amenities such as a café, party rooms, after-dark parties and live DJs.

DIFFERENT CONSUMER SEGMENTS

Freedome’s goal is to have a constant flow of different consumer segments at various times throughout operating hours. For example, adults taking morning aerobics courses, children’s birthday parties in the afternoon and teens and young adults for dodgeball and open gym in the evening.

Consumers also will be able to enjoy a sharable experience, as Freedome rolls out the latest wearable technology and video capture systems to measure and record individual performance for park-goers to share seamlessly on social media.

FEELING OF FREEDOM

With broader demographics in mind, the company adjusted its brand position to reflect expanded activities. The two biggest changes are the brand name and logo.

Freedome is intended to capture the feeling of freedom that the park instills in consumers as they soar through the air on a trampoline or scale a rope course. The extra ‘e’ serves as a reminder of the brand’s intent to be energised, effervescent, easy going and edgy. The logo is an extension of that emphasis on freedom, with the simplified shape of an arrow representing freedom of flight.

The first Freedome park is set to open in summer 2016 in Cheshire Oaks in the Manchester/ Liverpool area, with additional locations to follow. The company’s goal is to identify an investment partner for each country in Europe to power growth for the brand.