WildPlay
WildPlay Element Parks is a privately held Canadian outdoor adventure recreation operator running treetop obstacle courses, ziplines, bungy jumps, and summer camps across five locations in British Columbia, Ontario, and New York, serving families, thrill seekers, schools, and corporate groups.
- Company typePrivate
- Founded2005
- HeadquartersVictoria, Canada
- Headcount251–500
- GTM typeB2C
- OfferingServices
What WildPlay does
WildPlay Element Parks is a privately held Canadian outdoor adventure recreation operator founded in 2005 and headquartered in Victoria, British Columbia. The company designs, builds, and operates treetop aerial adventure parks, zipline courses, and extreme freefall experiences across five active locations: three in British Columbia (Victoria, Nanaimo, Maple Ridge), one in Ontario (Niagara Falls), and one in New York (Thacher State Park). Its product portfolio spans multi-level aerial obstacle courses (Kids, Classic, Extreme), signature zipline experiences (Zipline to the Falls, Canyon Zipline, Zipline Tour), and adrenaline attractions including a 150-foot Bungy Jump, the 140 km/h Primal Swing, and the 40-foot WTF Jump. The underlying technology centers on continuous belay safety systems, specialized aerial course infrastructure, and an orientation video system that prepares participants before arrival.
WildPlay monetizes through a hybrid revenue model combining per-activity one-time admissions ($34.99-$164.99), annual subscription passes (the 365 Pass at $79-$160 per year), group discounts and bundled packages, summer camp programs ($79.99-$425), birthday party packages, and gift cards/merchandise. The go-to-market is primarily direct-to-consumer via online booking (book.singenuity.com), phone reservations, walk-ins, and a dedicated group sales team. Customer segments are diversified across families, thrill seekers, school and youth groups, corporate team-building clients, and special occasion celebrations, with no disclosed enterprise anchor customers. The company also pursues community-led growth through partnerships with schools, youth organizations, and corporate groups, and has scaled charitable giving to over $166,000 and 900+ donated passes in 2025.
WildPlay firmographics
Firmographics- Name
- WildPlay
- Legal name
- WildPlay Ltd.
- Website
- https://wildplay.com
- Company type
- Private
- Founded year
- 2005
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- WildPlay Element Parks is a privately held Canadian outdoor adventure recreation operator running treetop obstacle courses, ziplines, bungy jumps, and summer camps across five locations in British Columbia, Ontario, and New York, serving families, thrill seekers, schools, and corporate groups.
- Ownership category
- akta.pro rank
WildPlay industry classification
Industry- Product category
- Outdoor Adventure Recreation
- NAICS
- Amusement Parks and Arcades (7131), Amusement and Theme Parks (713110), Amusement and Theme Parks (71311)
- SIC
- Services-Amusement & Recreation Services (7900), Services-Miscellaneous Amusement & Recreation (7990)
- akta.pro primary industry
- Aerial Adventure Parks (Multi-Element Courses) (THAAACAC)
- akta.pro secondary industries
- Zipline & Canopy Tour Parks (THAAACAA), Zipline, Ropes Courses & Aerial Adventure Parks (THAJABAC), Zipline Mega-Jumps & Giant Swing Experiences (Canyon Swing, Rope Swing) (THAAAMAD)
Keywords
Where WildPlay is headquartered
LocationHeadquarters
- HQ city
- Victoria
- HQ country
- Canada
- HQ region
- North America
Offices7 records
Markets served
WildPlay business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Infrastructure, Marketing or Sales, Technology or R&D, Supply Chain
Revenue model
- Per-Activity Admission: Customers pay per individual activity or adventure course experience, with pricing varying by activity type, duration, and location. Activities include Bungy Jump ($139.99-$164.99), Zipline to the Falls, Classic/Extreme/Kids Adventure Courses, Primal Swing, and more.
- 365 Pass Membership: Annual subscription pass providing unlimited access to Adventure Courses for a full year from purchase date. Adult pass $160 ($99 promotional), Kids pass $120 ($79 promotional). No blackout dates, includes friend discount benefits.
- Group Bookings and Packages: Discounted rates for groups of 5+ participants, with tiered discounts for 15+, 25+, and 50+ participants. Bundle packages like Triple Play, Do-It-All, Bridge Bundle offer savings on multiple activities.
- Birthday Party Packages: Birthday bundles starting at $24.99/person (Kids Course) or $44.99/person (Classic Course), including WTF Jump, bandana, stickers, and party host services.
- Anti-Gravity Summer Camps: Week-long summer camps for ages 5-14, single-day Pro-D camps, and half-day Mini camps. Starting at $425/week, $79.99/day, and $219.99/week respectively.
- Gift Cards and Merchandise: E-gift cards and physical gift cards sold through Canadian and US online stores. Souvenir photos and videos available for purchase at parks.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Adult 365 Pass - Unlimited annual access to all Adventure Courses |
| Subscription | Annual | Kids 365 Pass - Unlimited annual access to Kids Adventure Courses |
| Unit Pricing | Pay-as-you-go | Bungy Jump - 150ft freefall over Nanaimo River |
| Unit Pricing | One time/ perpetual license | Week-Long Summer Camp (Ages 10-14) |
| Unit Pricing | Pay-as-you-go | Pro-D Day Camps (Ages 7-14) |
| Unit Pricing | One time/ perpetual license | Half-Day Summer Camps / Minis (Ages 5-9) |
| Unit Pricing | Pay-as-you-go | Whirlpool Adventure Course - Niagara Falls |
| Unit Pricing | Pay-as-you-go | What's To Fear (WTF) Jump Add-on |
| Transaction based/ take rate | Pay-as-you-go | Bundle Packages - Multiple Activities |
| Unit Pricing | Pay-as-you-go | Birthday Party Bundles |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels5 records
WildPlay product offering
Product offeringCore offering
WildPlay Element Parks operates outdoor adventure parks featuring aerial obstacle courses, ziplines, bungy jumps, primal swings, freefall jumps, and axe throwing across multiple locations in British Columbia, Ontario, and New York. The company sells per-activity admissions, an annual 365 Pass membership, youth adventure camps, birthday party packages, and group bookings for corporate and school groups. Operations span six parks with a strong emphasis on family-friendly and thrill-seeking experiences in natural outdoor settings.
Product overview
WildPlay Element Parks is an outdoor adventure company operating treetop aerial adventure parks across Canada and New York. The portfolio consists of core adventure activities including multiple difficulty levels of aerial obstacle courses (Kids, Classic, Extreme), various zipline experiences (Zipline Tours, Canyon Ziplines, Zipline to the Falls, Jones Beach Zipline), extreme freefall activities (Bungy Jump, Primal Swing, What's To Fear Jump), and Axe Throwing. The company also operates youth camps (Anti-Gravity Camp), offers annual membership passes (365 Pass), and provides group/event booking services including birthday parties and team building. WildPlay Nanaimo is the original flagship location featuring the iconic Bungy Jump and Primal Swing, while the Niagara Falls location offers the signature Zipline to the Falls experience. Operations span 6 locations: Victoria, Nanaimo, Maple Ridge (all BC), Thacher NY, Niagara Falls ON, and Jones Beach NY (currently paused).
Differentiator
Problem solved
Functional benefit
Products and services
- Classic Adventure Course Three-level aerial obstacle course with ziplines, log bridges, rope swings, and wobbly bridges that progressively increase in height and difficulty, available at all WildPlay locations for guests seeking a moderate adventure challenge.
- Extreme Adventure Course Highest and most challenging single-level obstacle course reaching up to 65 feet, featuring giant ziplines, tarzan swings, and physically demanding obstacles; requires completion of the Classic Course first.
- Kids Adventure Course Single-level course designed for children ages 5-12, reaching up to 15 feet high with bridges, tightropes, cargo nets, and buoy ziplines where participants complete two rounds.
- Zipline Tour (Victoria) Six zipline flights criss-crossing through treetops near downtown Victoria, with a guide attaching harnesses to each zipline for a lean-back aerial experience.
- Canyon Zipline (Nanaimo) Zipline tour over 90 feet above the Nanaimo River, offering a 300-foot open-air ride with guides clipping harnesses to each zipline.
- Zipline to the Falls (Niagara Falls) 2,200-foot signature zipline that soars past the American Falls and lands atop the base of the Horseshoe Falls; a hands-free, fully-guided experience for ages 7-97.
- Bungy Jump (Nanaimo) 150-foot freefall jump over the Nanaimo River from the Bungy Bridge, secured with elastic rope for smooth rebound; features 16 jump styles across 6 difficulty levels including Swan Dive, Corkscrew, and Front Flip.
- Primal Swing (Nanaimo) Giant swing from the Bungy Bridge 150 feet above the Nanaimo River Canyon, reaching speeds of up to 140 km/h with super-long arcs through the natural rock canyon, available solo (min 170lbs) or tandem.
- Whirlpool Adventure Course (Niagara Falls) Four levels of aerial obstacle courses and ziplines overlooking the Niagara Falls Whirlpool, featuring 41 games, obstacles, and ziplines with lower level challenges up to 20 feet and upper level up to 40 feet.
- Axe Throwing Axe throwing experience at the end of a 14-foot alley where participants throw razor-sharp axes into wooden targets, available at WildPlay Maple Ridge, Nanaimo, and Victoria locations.
- Anti-Gravity Camp Youth adventure camp program for ages 5-14 offering outdoor education, empowerment, and play; participants conquer aerial activities with coaching while learning teamwork, problem-solving, and resilience at Victoria, Maple Ridge, and Nanaimo locations.
- 365 Pass Membership Annual subscription pass providing unlimited access to Classic, Extreme, and Kids Adventure Courses for a full year from purchase date with no blackout dates, including friend discount savings up to $10/person.
- Birthday Party Packages Celebration packages including Kids Birthday Bundles (starting at $24.99/person) and Classic Birthday Bundles (starting at $44.99/person), with a free WTF Jump for the birthday person, bandana, stickers, and Birthday Board shoutout.
- Group Bookings & Team Building Group adventure packages with discounts available for 15+, 25+, and 50+ participants, including team building for businesses, field trips for schools, and special occasion celebrations.
- Gift Cards & E-Gifts Digital and physical gift cards available for purchase in Canada and USA, with e-gifts delivered instantly to the recipient's inbox through separate Canadian and US online stores.
Quantifiable outcome
- Most guests recover the full cost of their 365 Pass in about three visits
- +2 more outcomes
Companies that use WildPlay
Customer profileNamed customers5 records
Segments5 records
Ideal customer profiles5 records
WildPlay technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration4 records
Feature2 records
WildPlay partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered core and minor.
- 1% For the PlanetcoreEnvironmental partnership where WildPlay donates 1% of all Extreme Adventure Course purchases towards environmental preservation and restoration initiatives globally.
- Responsible Tourism Institute / Biosphere CertificationcoreSustainable business certification through the Responsible Tourism Institute, aligned with UN Sustainable Development Goals. Recognizes WildPlay's sustainable operating practices.
- Neo FinancialminorCashback partnership allowing Neo Financial users to earn up to 20% cashback on WildPlay visits, plus cashback on Season Passes and Gift Cards.
- SPC (Student Price Card)minorStudent discount partnership offering SPC members 10% off Classic Adventure Course at all WildPlay parks in British Columbia.
- Horne Lake CavesminorBundle partnership 'Caves & Canopies' combining WildPlay's Classic Adventure Course with Horne Lake Caves Action Pack Tour for Vancouver Island's two iconic outdoor adventures.
- TownePlace Suites by MarriottminorRecommended accommodation partner for WildPlay Thacher visitors. Located at Marriott Latham Albany Airport area.
- IMAX VictoriaminorCross-promotional partnership offering WildPlay Season Passholders 20% off admission at IMAX Victoria.
Scale indicators8 records
Recent moves7 records
Expansion highlights6 records
WildPlay competitors and assessment
Company assessmentDirect peers
- Go Ape: Largest North American/UK operator of aerial adventure courses and ziplines. Closely comparable product mix (treetop obstacle courses, ziplines) and target market (families, corporate team-building), serving as a scaled reference point for WildPlay's category.
- Treetop Trekking: Canadian operator of aerial adventure parks and ziplines across Ontario and Quebec. Directly comparable to WildPlay in core offering (ropes courses, ziplines) and customer base (families, schools, corporate groups) within Canada.
- Boundless Adventures: Operator of aerial adventure parks in the US Northeast, including multiple difficulty levels of treetop obstacle courses. Comparable to WildPlay Thacher in geography and product mix, competing for similar weekend and group traffic.
- The Adventure Park at Sandy Spring: US aerial adventure park featuring multiple difficulty levels of self-guided tree-to-tree climbing and ziplining. Directly comparable to WildPlay's Classic/Extreme/Kids course structure and pricing model.
- Adventures on the Gorge: West Virginia adventure resort offering ziplines, aerial courses, and extreme experiences. Comparable to WildPlay's mix of ziplines, bungy-style drops, and outdoor adventure packages for families and thrill-seekers.
- TreeRunner Adventure Parks: US-based aerial adventure park operator with multiple locations in the Midwest. Directly comparable to WildPlay's Classic/Extreme/Kids aerial courses and zipline offerings, targeting similar family and group customers.
Others
- Costa Nostra Zipline / regional zipline tour operators: Regional zipline tour operators across Canada and the US that compete with WildPlay's individual zipline products at the destination-experience level. Relevant as adjacent comparables for pricing and tourism positioning, though smaller and less diversified than WildPlay.
Broad incumbents
- Boyne Mountain Resort: Large multi-activity resort offering ziplines, aerial adventures, and family attractions in Michigan. Comparable as a broader incumbent in the family adventure category, though with a wider portfolio (skiing, lodging) than WildPlay's specialized parks.
- Hersheypark: Large US theme park offering rides, ziplines, and family attractions. Comparable as a broader amusement-industry incumbent whose family entertainment offering partially overlaps with WildPlay's adventure park concept at much larger scale.
Regional players
- Niagara Parks: Operator of the major attractions and trails along the Niagara River corridor in Ontario. Comparable as a co-located tourism operator at Niagara Falls where WildPlay's Zipline to the Falls and Whirlpool Adventure Course are based, sharing the same addressable tourist demand.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
WildPlay social profiles
Digital presenceWildPlay compliance and trust
Trust signalCompliance2 records
WildPlay financial estimates
Financial estimateRevenue estimate
Valuation estimate
WildPlay leadership team
Management profileNumber of profiles
Profiles1 record
WildPlay funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
WildPlay M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about WildPlay
What does WildPlay do?
WildPlay Element Parks operates outdoor adventure parks featuring aerial obstacle courses, ziplines, bungy jumps, primal swings, freefall jumps, and axe throwing across multiple locations in British Columbia, Ontario, and New York. The company sells per-activity admissions, an annual 365 Pass membership, youth adventure camps, birthday party packages, and group bookings for corporate and school groups. Operations span six parks with a strong emphasis on family-friendly and thrill-seeking experiences in natural outdoor settings.
Is WildPlay a public or private company?
WildPlay is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was WildPlay founded?
WildPlay was founded in 2005. It employs 251 to 500 people.
Where is WildPlay based?
WildPlay is headquartered in Victoria, Canada, in the North America region.
How does WildPlay make money?
Six revenue lines are on record. Per-Activity Admission is the primary driver. The others are 365 Pass Membership, group Bookings and Packages, birthday Party Packages, anti-Gravity Summer Camps and gift Cards and Merchandise.
Who are WildPlay's main competitors?
Direct peers on record are Go Ape, Treetop Trekking, Boundless Adventures, The Adventure Park at Sandy Spring, Adventures on the Gorge and TreeRunner Adventure Parks. Costa Nostra Zipline / regional zipline tour operators is listed as an others. Broad incumbents are Boyne Mountain Resort and Hersheypark. Niagara Parks is listed as a regional player.
Does WildPlay have an API?
No public API is recorded for WildPlay.
What industry is WildPlay in?
WildPlay's product category is Outdoor Adventure Recreation. Its primary akta.pro industry code is THAAACAC, Aerial Adventure Parks (Multi-Element Courses), with a secondary code of THAAACAA, Zipline & Canopy Tour Parks. Its NAICS code is 7131 and its SIC code is 7900.