The Summer Soft Play Meltdown: Why UK Operators Are Struggling with UK Heatwaves and My Advice
If you run a Soft Play centre in the UK, you already know this summer hasn’t just been “quiet”, it’s been a full-blown meltdown (literally). Five consecutive heatwaves have pushed the industry into one of the toughest trading periods we’ve ever seen, and for many soft play operators, it’s been catastrophic.
For years, operators have talked about summer being “hit or miss”. This year, for venues that have got no air conditioning, it’s certainly proved it’s more miss than hit - and if you’re planning to open a Soft Play centre, you must stop assuming summer will save you. It won’t. And it never has.
Five UK Heatwaves: A Timeline of Chaos for Soft Play Operators
This summer wasn’t just warm, it was relentless. Here’s how the season unfolded:
Heatwave one - everyone thought it was a one-off and we usually only get one a year
Heatwave two - we all thought it was rare. Bookings started dropping
Heatwave three - we felt this was really rare. People wanted to make the most of this rare summer and birthday parties were cancelled
Heatwave four - we had no idea it would still be going on, staff were melting, customers vanished in the non-air conditioned venues.
Heatwave five - it had gone on way too long and centres began closing their doors entirely
We’ve never had five consecutive heatwaves in the UK, and the impact has been brutal.
The Summer Reality Check: Why You Can’t Rely on Summer Business
Some summers, you’re fully booked for six straight weeks. Other summers, you’re empty throughout the entire school holiday. There is no pattern, no guarantee, no stability.
The golden rule for new operators in my opinion is:
Never build your business model around summer revenue. Any money you make in July and August is a bonus and not something that should be expected. This year proved that point more clearly than ever.
UK Soft Play Centres are Closing Fast
I’ve seen multiple Soft Play centres shutting down every week this summer. Not because they’re bad businesses, but because they simply couldn’t survive 12 weeks of unbearable heat with no air conditioning.
Customers weren’t willing to sit in 35°C (95 degrees Fahrenheit) indoor spaces. Staff couldn’t cope, and owners couldn’t justify staying open. Some venues that have been staples in their communities for years have closed their doors altogether.
The Air Con Question: Is It Worth It?
Quick answer: Absolutely.
People often ask me whether air conditioning is worth the investment. Before I worked in this industry, I spent years selling and installing air con systems, so I know exactly how they work and what they cost.
One of the other things to consider is that air con isn’t just cooling, it’s heating too, and in some venues in the UK, heating the place in the winter can be a problem too - you could be killing two birds with one stone here.
These systems are designed to keep your venue comfortable all year round. They’re as valuable in winter as they are in summer.
Cost Reality
Small venue: £20,000
Large venue: £200,000+
A typical installation cost for a standard Soft Play centre or similar FEC in the UK is around £70k.
It’s a big investment, but this year proved it’s a necessary one, and the revenue difference is staggering.
I recently spoke to an operator with three venues:
Two with air con - they averaged £2,000 per day
One without - they averaged less than £300 per day
That’s over 12× more revenue.
Air con isn’t a luxury anymore for UK venues, it's becoming a necessity to survive.
Solar + Air Con: The Ultimate Power Couple for UK Heatwaves
If you’re considering air con, you should also consider solar PV. In the UK, solar panels are one of the best partners for air conditioning systems.
When the sun is strongest, your air con is working hardest and your solar panels are producing the most energy. Generally speaking though, they do get less efficient if it gets super hot. Every kilowatt generated goes straight into your building, offsetting your cooling costs, and your electricity bill doesn’t take the hit you’d expect.
I still have strong connections in the air con and solar industries, so if you want introductions, just drop me a message!
The UK Is Becoming a Hot Climate Market
In countries like the Middle East, Southern Europe, and parts of the US, indoor play centres thrive because of extreme heat. When it’s unbearable outside, Soft Play becomes the only safe place for families.
We’re starting to see the same pattern emerging in the UK.
My Theory: Hot Summers Usually Mean Wet Winters
If you’re a venue without air con, here’s one thing that might make you feel better.
Historically, when we get extremely hot summers, we get long, wet winters - and wet winters are Soft Play heaven, so make the most of it.
What New Operators Must Understand
If you’re planning to open a Soft Play centre, here’s my advice:
Don’t rely on summer
Invest in air con if you can
Consider solar
Build your model around winter, weekends, wet weather and a good party setup.
Treat summer revenue as a bonus, not a guarantee
This summer has exposed the weakness in the traditional UK Soft Play business model. The operators who have adapted with air con, solar, and flexible planning have survived, and some even thrived. The ones who didn’t are struggling.
Is This the New Normal?
It’s starting to look that way. The UK is heating up, weather patterns are becoming more extreme, and indoor venues must evolve if they want to survive.
If you’re setting up a Soft Play centre, plan for heat, plan for unpredictability, plan for chaos. But whatever you do - don’t plan for a “good summer”. Those days might be gone. If you could utilise an outdoor space, maybe that’s the way to go as well! More on that soon...
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