Over the last couple of years there has been a rise in the number of non-drinkers in the UK: according to a report carried out by University College London, the proportion of 16 to 24-year olds who do not drink alcohol has increased from 18 per cent in 2005 to 29 per cent in 2015.

October in particular is a month where drinking takes a dip as over 65,000 people take part in Macmillan Cancer Support’s ‘Sober October’ campaign. Being able to reach this growing market of non-drinkers will help set some leisure and trading business apart from others.

People are increasingly keen to spend their time and money on experiences, looking further afield than the traditional meeting places of pubs, bars and restaurants. Some of the more traditional, family friendly activities such as pitch and put or crazy golf are prime to ride the wave of ‘competitive socialising’. Our research shows that there are now 170 separate operators offering these types of concepts in the market as increasing demand drives expansion.

Places like Swingers golf bar in London are putting a new spin on the old model and can provide existing operators with inspiration. If there’s not a ready-made attraction on site, there are plenty of opportunities to create one.

Farmers can diversify their businesses by hosting tours or using additional buildings for classes or workshops. A farm can run classes on seasonal cooking or craft workshops that use their products in barns or converted stables for example.

The Garlic Farm on the Isle of Wight is a good example of this, hosting a range of activities including a half-term programme, pom-pom workshops and watercolour masterclasses. These communal activities are becoming more popular as people look for slightly different ways to spend time with their friends. An increasing awareness of farm-to-table concepts, and concerns about the environmental footprint of food, has meant there are ample opportunities for farms to educate and engage with the local community.

The general mood of the population has begun to turn away from unhealthy and unsustainable practices and activities. A whole range of new exercise trends have popped up across the country over the past few years and landowners can host boot camps, or use converted buildings for yoga space or even a trampoline studio – planning permission dependant of course.

Surplus space at a golf courses could be prime for conversion. For example, at Batchwoods Golf Course in St Albans, a fitness studio hosts a range of gym classes. It has now become far more mainstream to attend and exercise class with a friend or even as a corporate activity, providing a healthier alternative to a traditional meeting room or pub lunch.

As people continue to search for additional ways to socialise, there are certainly a whole variety of options for leisure businesses to capitalise on the growing trend away from an afternoon in the pub.

Further information

Contact Savills Leisure Valuation