Sophie McKay is a writer and journalist. She writes about issues including tech, social and political issues and the arts. She’s written for publications including iD and Novara Media.

Experience Hunters

When you think of roller skating, ‘glamour’ isn’t necessarily a word that comes to mind – until now. With Liberty Ross, Kevin Wall, and Usher at the helm, Flipper’s Roller Boogie Palace is a roller skating rink that’s bringing entertainment, community, and a touch of Hollywood to West London’s Westfield shopping centre. The 34,000-square-foot destination boasts a diner, live music venue, and pro skate shop, and hosts a mixture of public and private events. 

93ft

The Flipper’s brand comes with some serious Hollywood heritage. The original West Hollywood site was opened by Ross’ father, Ian, in the late 1970s. Often referred to as ‘Studio 54 on wheels’, it fused the era’s roller skating craze and disco music in one venue. Although the location closed after just two years, Liberty Ross revived the concept at New York’s Rockefeller Center in 2022 with a seven-month residency that attracted an array of celebrities as performers and guests. 

The Westfield site aims to create a new hub for London’s growing roller skating community while also appealing to 

 more generally with a selection of musical programmes, live performances, themed nights, and a menu featuring traditional American fast food with an indulgent twist. How might this permanent, year-round venture change the way people in the city engage with nightlife – and fitness?

In the wake of the pandemic, many Britons are not feeling as fit as they once were. A survey carried out in September 2021 found that 50% of adults were not as physically fit as they would like to be, and only 27% reported they were happy with their fitness levels. 

UKActive

 However, this is something they’re looking to shake up – among the 59% of people who say they are ready to make a change in their lives, fitness is the top priority. 

The Mirror

 But with 33% of non-gym-going women saying they ‘feel out of place’ (33%) and 29% saying they’ve felt uncomfortable for not knowing how to use the machines, there’s a burgeoning demand for alternatives to gym-based exercise. 

Women’s Health

 Some are looking to combine fitness with fun, whether that’s through puppy yoga, trampolining, fitness raves, or roller skating. 

Euronews

Secret London

City AM

During COVID-19 lockdowns, there was a boom in roller skating content on social media. In 2020, actor and dancer 

 shot to online fame when people discovered their videos on TikTok. As more people consumed such content, some picked up skates and indulged in the hobby themselves. “When lockdown hit, my business partner and I thought it would be curtains for our shop,” says Kitty Lee, one of the co-owners of 

 in London. “I imagined we’d sell a couple of sets of outdoor wheels for people who were roller derby people and wanted to skate around the block during lockdown. Then, we started getting orders for recreational skates, and before we knew it, we just couldn’t get enough stock, and all of the manufacturers globally couldn’t make enough skates fast enough.” 

Interview with Kitty Lee conducted by the author

 The lockdown period saw enthusiasts and newbies alike engage with roller skating as a way to alleviate boredom through exercise, and Flipper’s has built on this hobby with a space for people to improve their skills or merely have fun.

The cost of living crisis has hit social budgets hard – the average cost of a night out rose from £68.03 in March 2022 to £73.36 in October. 

TimeOut

With rising inflation continuing to affect everyday budgets, going out is becoming a hard-to-justify expense. However, by serving as both exercise and entertainment, Flipper’s is providing a night out that fulfils multiple social needs (like dining, skating, and shopping) into one experience. This kind of proposition will likely resonate with value-minded party-goers, with Peter Marks, the UK chairman of nightlife company Rekom, noting that “the hospitality and late-night leisure industry should remember that a good night out is just as relevant as it always has been, and if you can consistently provide a value offer, a good atmosphere, and quality experience, businesses should remain resilient.” 

The Morning Advertiser

A report published by PureGym suggests that 64% of Britons feel they don’t look after their health as much as they should, with being worn out or too tired (65%) cited as the main reason. Meanwhile, 36% think that they simply don’t have time in their day to exercise. 

Pure Gym

 These findings hint at how everyday life can pose a barrier to keeping fit, but there are various ways in which it may also facilitate exercise. As highlighted in a paper that examined Britons’ physical activity between 2015 and 2017, most of the activity that people report participating in each week is incidental (e.g. walking or cycling to work). 

New Scientist

 In this light, activities like roller skating that combine exercise with socialising may help people stay fit without the perceived time investment and fear of shame associated with going to the gym.

Many Britons are searching for a sense of connection post-pandemic, with 36% feeling that their levels of loneliness have increased since lockdowns ended and 53% wanting to ‘do their bit’ to reduce isolation within their communities. 

 Flipper’s is demonstrating how brands can build upon the online connections people formed in 2020/21 and translate them to the real world. Bumble has similarly recognised that people are seeking IRL engagement after years of screen-based interactions, launching a string of free dating events in London that ran between February and March 2023. 

Stylist

The classic night out as we know it is changing, with 25% of 18- to 25-year-olds saying they’re less interested in clubbing in the wake of COVID-19. 

Dazed

 However, they’re still eager to meet new people, especially in spaces that won’t break their limited budgets and are linked to their interests. Whether it’s by going roller skating or attending a 

, the ways that young people choose to socialise are shifting as they prioritise value for money and meeting others who have similar interests – all while enjoying the musical and boozy elements of a nightclub. "One of our suppliers said to us that whenever there is an economic decline in this country skating becomes popular again," says Lee. "It turns out people want something that brings joy to their lives. It captures that sense of fun and frivolity that we all need right now.” 

 of UK adults said they were not as physically fit as they would like to be, and only 

 of 18- to 25-year-olds say they’re less interested in clubbing in the wake of COVID-19

 of Britons think that they simply don’t have time in their day to exercise

Flipper’s 34,000-square-foot destination in London boasts a diner, live music venue, and pro skate shop, and hosts a mixture of public and private events

Roller skating content boomed on social media during the pandemic, spurring some to adopt it as a more enjoyable way to exercise than going to the gym

With rising inflation affecting everyday budgets, many young people are looking to maximise the financial and social value of a night out

Kitty Lee is one of the co-owners of Double Threats Skate, London’s first roller derby-specific store. She has played roller derby since 2006 with the England Women’s Roller Derby team as well as the Victorian Roller Derby team in Melbourne. She has coached and played in the UK, Europe, and Australia.

United Kingdom

Toys and hobbies

Physical health

A slice of West Hollywood glamour has rolled into West London, with formerly LA-based institution Flipper’s opening a site at the Westfield shopping centre in White City. As well as offering an alternative to clubs and bars for party-goers, it’s helping to make exercise more enjoyable.