The transition marks the end of an era for a much-loved family business that began in April 1990 as a small toddler gym club and has since grown into one of the region’s most respected children’s activity centres.
Jack in the Box will continue to operate as it does today, maintaining its strong reputation for providing high-quality play in a fun, friendly, and safe environment. The current management team and staff will remain in place, ensuring continuity for customers, with Simon Lunn continuing as centre manager.
The new owners, Simon and Sarah Jesson, bring significant experience in the sector. They already operate four successful play centres across South Yorkshire under the “Play Valley” brand and are committed to preserving the unique character and standards that have defined Jack in the Box.
Gail Lunn, founder of Jack in the Box, said: “Starting Jack in the Box all those years ago with just an hour a week in a church hall, I could never have imagined what it would become. We are incredibly proud of what has been built and the community that has grown around it. We’re confident Simon and Sarah are the perfect people to take it forward.”
Simon Jesson added: “Jack in the Box has an outstanding reputation and a loyal customer base. We’re honoured to be taking it on and are committed to maintaining everything families already love about it, while continuing to invest in its future.”
A Community Legacy
Jack in the Box began when Gail Lunn identified a lack of activities for toddlers in Beverley. Renting Beverley Minster church hall for just one hour a week, she started a small toddler gym club with a group of friends. Demand quickly grew, and within a few years, the sessions had expanded across East Yorkshire, operating in eight leisure centres as well as multiple church and village halls.
In 2011, the business reached a major milestone with the opening of its first permanent base on Annie Reed Road, Beverley. This allowed the consolidation of toddler, pre-school, and after-school gymnastics programmes, with more than 500 children attending weekly classes at its peak.
The same year also saw the launch of the Jack in the Box Soft Play Centre, which rapidly gained an enviable reputation for its high standards and attention to detail.
Following Gail’s retirement from coaching, the gymnastics club closed in 2023. The space was transformed into Jack’s Mini Village Role Play, an innovative play concept that was recognised as the best role play centre in the UK in 2024.
Looking Ahead
As Jack in the Box enters this new chapter, both the outgoing and incoming owners share a commitment to ensuring its continued success as a cornerstone of family life in Beverley.
About Jack in the Box
Founded in 1990, Jack in the Box is an award-winning children’s play centre based in Beverley, East Yorkshire. Originally established as a toddler gym club, it has grown into a leading destination for soft play and role play experiences, known for its high standards, safety, and welcoming environment
