The Leisure Company

What The Leisure Company does

The Leisure Company (UK) Ltd is a privately held, family-owned dealership specializing in the sale of static caravans and luxury lodges, operating from its Caravan and Lodge Village showroom on Sea Lane in Ingoldmells, Skegness, with a registered office on Burgh Road, Skegness, Lincolnshire. The company has been in the leisure industry for over 30 years and distributes new and pre-owned units from manufacturers including Willerby (for which it operates the regional Willerby Centre covering Lincolnshire and East Midlands), Swift, Europa, Atlas, Cosalt, ABI, and Carnaby. Its showroom displays approximately 40 new and pre-owned units and the company maintains partnerships with over 60 holiday parks across the UK for caravan siting, plus a nationwide delivery capability.

The business operates a multi-channel, primarily direct-to-consumer model: showroom-based sales supported by an online catalog, search and social media marketing, customer referrals, and WhatsApp-based inquiry handling. Revenue is generated from one-time unit sales of static caravans (from approximately £20,000 for pre-owned and £40,000+ for new) and luxury lodges, supplemented by finance brokerage commissions via Ideal4Finance, part-exchange facilitation, and after-sales/maintenance referrals to AJH Gas Services and WAF Electrical. A secondary B2B channel supplies trade pricing to holiday park owners, and a 'Holiday with TLC' sub-brand offers holiday rentals as a 'try before you buy' funnel.

The company differentiates on a 50-point Quality Control Inspection (QCI) process claimed to be unrivaled in Skegness, NCC-approved Willerby dealership status, up to 12-month warranty on pre-owned units and 3-year parts warranty on selected new units, flexible finance through Ideal4Finance, and a non-pressure advisor-led buying experience. The customer base is fragmented across individual/family buyers, retirees, off-park/private land buyers, and DIY sub-letters, with no disclosed large enterprise customers. The Leisure Company has no external funding, no parent company, and no subsidiaries; senior leadership consists of Managing Director Elton Mason, Team Lead James Ellis, and a small customer service and marketing team.

Name

The Leisure Company

Legal name

The Leisure Company (UK) Ltd

Website

https://theleisurecompany.co.uk

Company type

Private

Operating status

Operating

Short description

The Leisure Company is a family-owned UK dealership selling new and pre-owned static caravans and luxury lodges from its Skegness showroom, distributing brands such as Willerby, Swift, and Europa, and serving individual buyers and holiday park operators across the UK.

Ownership category

akta.pro rank

Product category

Holiday Home Dealership

NAICS

Recreational Vehicle Dealers (44121)

SIC

Retail-Mobile Home Dealers (5271)

akta.pro primary industry

Tents, Shelters & Sleep Systems Retail (CRAMAMAH)

Keywords

• Static caravan sales
• Luxury lodge dealership
• Holiday home sales
• Holiday parks network
• Caravan finance brokerage

Headquarters

HQ city

Skegness

HQ country

United Kingdom

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Static Caravan Sales: Sale of new and pre-owned static caravans from manufacturers including Willerby, Swift, Europa, Atlas, Cosalt, and ABI. Both on-park and off-park sales available. Includes trade sales to park owners at competitive wholesale pricing.
2. Luxury Lodge Sales: Sale of luxury lodges/park homes, including models from Willerby, Swift, and Europa. These represent higher-end holiday home options.
3. Finance Brokerage: The company acts as a credit broker (Introducer Appointed Representative of Ideal Sales Solutions Ltd t/a Ideal4Finance) to arrange financing for customers purchasing caravans. Commission-based revenue from facilitating finance agreements.
4. Caravan Part-Exchange: Customers can trade in their touring caravans, motorhomes, or static caravans as part-exchange. The company offers the valuation to 3 traders to get the highest price, then deducts the value from the purchase price.
5. After-Sales Services: After-sales support including warranty services, maintenance referrals (AJH Gas Services, WAF Electrical), gas testing, drain-down services, and general aftercare support.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels8 records

Core offering

The Leisure Company is a UK dealership that sells new and pre-owned static caravans and luxury lodges from manufacturers such as Willerby, Swift, Europa, Atlas, Cosalt, and ABI. It complements product sales with finance brokerage (Ideal4Finance), part-exchange, nationwide delivery, siting and installation, trade sales to park owners, and after-sales maintenance referrals. The company operates the Caravan and Lodge Village showroom in Skegness/Ingoldmells with approximately 40 units on display and partnerships with 60+ holiday parks across the UK.

Product overview

The Leisure Company operates as a holiday home dealership offering a portfolio of new and pre-owned static caravans alongside luxury lodges/park homes. The core product lines are Static Caravans (from brands including Willerby, Swift, Europa, Atlas, Cosalt, ABI, and Carnaby) and Luxury Lodges (including Willerby Vogue Lodge, Willerby Pinehurst Lodge, Swift Moselle Country Lodge). These are complemented by a network of over 60 partner holiday parks, trade sales services for park owners, caravan finance via Ideal4Finance partnership, maintenance contractor services, a caravan finder service, and quality inspection and siting services. The company also offers 12-month holiday park options for year-round access.

Differentiator

Problem solved

Functional benefit

Brands

• The Caravan and Lodge Village: The company's showroom and display village for holiday homes and lodges located at Sea Lane, Ingoldmells, PE25 1NU
• Holiday with TLC

Products and services

• Static Caravans (New and Pre-Owned) New and pre-owned static caravans sold as holiday homes for placement on UK holiday parks or private land, drawn from manufacturers including Willerby, Swift, Europa, Atlas, Cosalt, ABI, and Carnaby. Available to individual buyers, families, and trade park owners, with nationwide delivery and on-site siting and installation.
• Luxury Lodges Park homes and luxury lodges positioned as premium holiday accommodation alternatives to standard static caravans, sourced from Willerby, Swift, and Europa. Sold to buyers seeking higher-spec holiday living on UK parks or private land, including comprehensive siting and installation.
• Caravan Finance Brokerage Credit brokerage service introducing caravan and lodge buyers to Ideal4Finance for tailored loan solutions on holiday home purchases. Available to consumers financing new or pre-owned units.
• Trade Sales for Holiday Park Owners Wholesale/distributor offering of new and pre-owned static caravans at competitive trade prices, exclusively for holiday park owners seeking fleet stock and high-quality pre-owned inventory with delivery and siting assistance.
• Holiday with TLC (Holiday Home Rentals) Holiday letting service letting consumers rent static caravans and lodges at TLC partner parks, positioned both as a standalone holiday booking offering and a try-before-you-buy funnel for the main sales business.
• Maintenance Services for Holiday Homes After-sales maintenance service comprising contractor referrals for gas, plumbing, and electrical work on holiday homes, including annual drain-downs, gas safety tests, and emergency repairs. Provided to existing caravan and lodge customers via partner contractors AJH Gas Services and WAF Electrical.

Quantifiable outcome

• 50-point quality control inspection on every caravan
• +3 more outcomes

Named customers7 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Ten partnerships are on record, tiered core, major and minor.

• 60+ Holiday ParkscoreChannel Partner/ Reseller/ DistributorExtensive network of over 60 partner holiday parks across the East Coast and throughout the UK. Includes parks in Skegness, Ingoldmells, Chapel St. Leonards, Mablethorpe, and other locations. Parks offer diverse amenities including fishing lakes, swimming pools, entertainment venues, and family-friendly facilities.
• WillerbycoreChannel Partner/ Reseller/ DistributorTrusted Willerby dealership approved by the National Caravan Council (NCC). Willerby is the UK's holiday homes market leader with over 75 years of experience. TLC is the Willerby Centre regional distributor covering Lincolnshire & East Midlands with over 35 Holiday Homes & Lodges on display.
• Swift CaravansmajorChannel Partner/ Reseller/ DistributorDealership partner offering Swift caravans and lodges including popular models like Swift Moselle Country Lodge, Swift Royan, and Swift Vendee Lodge.
• Europa CaravansmajorChannel Partner/ Reseller/ DistributorDealership partner offering Europa caravans including Europa Cypress, Europa Mulberry, and Europa Willow models known for modern designs and affordability.
• Atlas CaravansminorChannel Partner/ Reseller/ DistributorDealership partner offering Atlas holiday homes alongside main brands Willerby, Swift, and Europa.
• ABI CaravansminorChannel Partner/ Reseller/ DistributorDealership partner offering ABI holiday homes as part of the diverse product range available.
• Cosalt CaravansminorChannel Partner/ Reseller/ DistributorDealership partner offering Cosalt holiday homes as part of the pre-owned and new static caravan range.
• AJH Gas ServicesminorImplementation/ SI/ Consulting PartnerReputable plumber and gas contractor specializing in holiday homes. Offers drain down, gas testing, and gas appliance services for holiday home owners.
• WAF ElectricalminorImplementation/ SI/ Consulting PartnerWell-established local electrical contractor specializing in holiday home electrical needs. Services include adding sockets, outdoor lighting, and general electrical work.
• National Caravan Council (NCC)coreOthersUK trade body for the holiday homes industry. TLC is an NCC-approved dealership partner for Willerby, providing credibility and industry recognition.

Scale indicators7 records

Recent moves6 records

Expansion highlights2 records

Broad incumbents

• Willerby: UK market leader in static caravans and lodges (75+ years) and TLC's principal brand partner. Comparable as the upstream supplier whose products TLC distributes; relevant for assessing brand strategy, allocation, and competitive positioning of the dealer channel.
• Swift Group: Major UK manufacturer of touring caravans, motorhomes, and holiday homes/lodges, including models TLC retails (Swift Moselle Country Lodge, Royan, Vendee). Comparable as a supplier whose product portfolio and pricing directly shape TLC's inventory and margin.
• Haven Holidays: Largest UK holiday park operator (owned by Bourne Leisure) with 40+ parks. Comparable as a major trade buyer of holiday home inventory and as the dominant competitor for end-customer holiday budget that ultimately drives TLC's buyer pool.
• Park Holidays UK: One of the UK's largest holiday park operators with parks across the south coast. Comparable as a partner/customer channel for TLC's siting and trade sales, and as a competitor for end-customer holiday spend in the broader UK staycation market.
• ABI: UK manufacturer of holiday homes and lodges, part of the broader Swift Group ecosystem. Comparable to TLC's offering as a stocked brand and as a competing distribution source for park operators purchasing trade stock.
• Europa Caravans: UK caravan manufacturer known for modern, affordable designs (Cypress, Mulberry, Willow) and a TLC brand partner. Comparable as a value-tier supplier whose product mix complements TLC's premium Willerby/Swift lines.
• Verdant Leisure: Independent UK holiday park operator running multiple parks in Scotland, the North East and southern England. Comparable to TLC's partner park profile and a potential trade customer purchasing new and pre-owned holiday homes for park expansion.
• Atlas Leisure Homes: UK holiday home and lodge manufacturer whose caravans (e.g., Atlas Image 2 referenced in TLC customer testimonials) are stocked by TLC. Comparable as an upstream supplier with overlapping dealer network and similar product positioning in the mid-market.

Direct peers

• Salop Leisure: One of the largest independent multi-brand static caravan and lodge dealerships in the UK, operating several showgrounds. Directly comparable to TLC as a multi-brand, multi-park distributor serving similar holiday-home buyers across a broad regional footprint.
• Allens Caravans: Long-established family-run caravan and lodge dealer in East Anglia offering new and pre-owned units from major manufacturers. Comparable to TLC in business model, manufacturer mix, and family-owned, multi-park-partner structure.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/theleisureco
• Facebookfacebook.com/theleisurecompanyuk

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about The Leisure Company