What Activity Superstore does

Activity Superstore is a UK-based, privately held experience gifting company founded in 1997 in Saffron Walden, Essex, and operated under the Days of Your Life Group since 2006 by founders Shaun and Vicki. The company sells face-value gift vouchers that recipients redeem against a curated catalogue of more than 800-1,000 experience days across driving, flying, spa, dining, short breaks, adventure, days out and themed collections at venues throughout the United Kingdom. Its underlying technology stack is a cloud-based e-commerce platform paired with a dedicated voucher management and redemption system at usemygift.com, supported by product features including a Gift Finder tool, fully exchangeable vouchers with credit carry-over, voucher merging and extension, and a 'Tested by Us' program in which team members personally trial and review more than 100 experiences.

The business earns revenue primarily through one-time voucher sales via its direct-to-consumer website, augmented by distribution through major UK retail partners including Boots, Argos, Next, Very, Amazon and Debenhams where physical and online gift packs are also sold. Pricing is unit-based across budget (under £50), mid-range (£50-£150) and premium (£150+) tiers, with mega-choice multi-experience vouchers at fixed prices and optional presentation packs for additional fees. Customers are individual gift buyers, families, couples and thrill-seekers purchasing for occasions such as birthdays, anniversaries, weddings, Christmas, Valentine's Day, Mother's Day and Father's Day.

The company employs 101-250 people and reports serving 12 million customers since founding. It operates alongside sister brands Find me a Gift, The Gift Experience, Indytute (acquired in 2025) and Uniquely Local within the Days of Your Life Group, indicating a roll-up strategy within the UK gifting sector rather than rapid organic expansion. No external funding rounds, no AI/ML capabilities, no public revenue disclosure and no institutional investors are documented.

Name

Activity Superstore

Legal name

The Activity Superstore Ltd

Website

https://activitysuperstore.com

Company type

Private

Founded year

1997

Operating status

Operating

Headcount range

101–250 employees

Short description

Activity Superstore is a UK-based, founder-owned experience gift voucher retailer founded in 1997, selling 800-1,000+ curated UK experience days via its own e-commerce site and major retail partners such as Boots, Argos, Next and Amazon to individual gift buyers, families and couples.

Ownership category

akta.pro rank

Product category

Experience Gifts

NAICS

Gift, Novelty, and Souvenir Retailers (45942), Gift, Novelty, and Souvenir Retailers (459420)

SIC

Retail-Miscellaneous Shopping Goods Stores (5940), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Novelty & Humor Gifts Retail (CRALAJAB)

akta.pro secondary industry

Prepaid, Gift Cards & Voucher-Based Payments (MPAEALAE)

Keywords

• Experience gift vouchers
• Experience days
• Gift experiences
• Adventure activities
• Experience booking

Headquarters

HQ city

Saffron Walden

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Experience Gift Vouchers: The company sells face-value vouchers that entitle holders to choose experiences from their curated range. Vouchers can be purchased online or through retail partners and redeemed at usemygift.com. Revenue is generated through one-time transaction fees when vouchers are sold.
2. Retail Distribution: Partnerships with major UK retailers (Boots, Argos, Next, Very, Amazon, Debenhams) where physical gift vouchers are sold, generating revenue through these distribution channels.
3. Group Portfolio: Days of Your Life Group operates multiple gift experience brands including Activity Superstore, Find me a Gift, The Gift Experience, Indytute, and Uniquely Local, generating revenue across the portfolio.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

Activity Superstore retails experience gift vouchers that give recipients access to over 800 curated experience days across the UK, spanning driving, flying, spa, dining, short breaks, adventure activities, and themed days-out. Vouchers are available as instant e-vouchers or physical gift packs, are fully exchangeable, valid for 12 months, and are redeemed at hundreds of partner venues including Silverstone and London Steakhouse Co locations.

Product overview

Activity Superstore is an independent experience gifting company offering over 1,000 unique gift experiences across the UK since 1997. The core product is experience gift vouchers that recipients can exchange for any experience in their portfolio. The product portfolio includes Days Out (theme parks, theatre, stadium tours), Driving Experience Days (supercars, karting, racing), Short Breaks (hotels, glamping, city escapes), Flying Experience Days (helicopters, lessons, Spitfire flights), Food & Drink Experiences (dining, afternoon tea, wine tasting), Adventure Experiences (bungee, skydiving, paintballing), and Spa & Pamper treatments. Individual products like Pet Portrait, Paintballing for Four, Family Treasure Hunt, and Mega Choice vouchers are offered alongside curated collections. Delivery options include instant eVouchers and physical gift packs. The company operates under Days of Your Life Group alongside related brands Find me a Gift, The Gift Experience, Indytute, and Uniquely Local.

Differentiator

Problem solved

Functional benefit

Products and services

• Experience Gift Vouchers Core gift vouchers that allow recipients to choose from over 1,000 unique experience days across the UK, including driving, flying, spa, dining, adventure, and short break experiences; vouchers are valid for 12 months and fully exchangeable.
• Days Out Curated collection of experience days including theme parks, animal experiences, theatre shows, sporting events, stadium tours, sightseeing, river cruises, and immersive experiences across the UK.
• Driving Experience Days Supercar driving, on-track racing, karting, multicar experiences, off-road driving, classic cars, junior driving, and single-seater racing experiences at venues including Silverstone.
• Short Breaks Hotel breaks with dinner, city breaks, country breaks, glamping, romantic escapes, seaside breaks, unusual escapes, and activity breaks across the UK.
• Flying Experience Days Helicopter flights, flying lessons, pleasure flights, Spitfire experiences, vintage biplane flights, and wing walking experiences.
• Food & Drink Experience Days Dining experiences including afternoon teas, wine tasting tours, beer and spirit tasting, cookery lessons, and gourmet meals at restaurants including Marco Pierre White's London Steakhouse.
• Adventure Experience Days Adrenaline experiences including bungee jumping, skydiving, segway rallies, climbing, paintballing, powerboats, watersports, zombie horror experiences, and army skills.
• Spa & Pamper Spa days, spa breaks, and pamper treatments for relaxation and wellness experiences.
• Pet Portrait 1-hour professional pet photoshoot at 52 locations nationwide with a complimentary 12"x8" photo, priced at £24 (was £39), valid for 12 months.
• Paintballing for Four Action-packed paintball experience for four people with 100 paintballs each and protective clothing, available at 19 UK locations, priced at £29 (was £49).
• Family Treasure Hunt Interactive treasure hunt experience available via app or PDF, suitable for all ages, with rural or urban routes nationwide, priced at £34.
• Mega Choice for Kids and Teens Experience-day voucher offering choice of 20+ experiences for children and teens including adventure activities, driving experiences, escape rooms, and ghost tours, priced at £39.
• Classic Afternoon Tea for Two Classic afternoon tea experience for two at venues nationwide including Caffe Concerto locations and independent tea rooms, available throughout the year.
• 3 Course Meal & Cocktail at Marco Pierre White's London Steakhouse Co Three-course meal with cocktail for two at Marco Pierre White's London Steakhouse Company, including optional Shard viewing, priced at £69 (was £155), available Monday to Sunday.

Quantifiable outcome

• 12 million customers served since 1997
• +2 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

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

• BootsmajorChannel Partner/ Reseller/ DistributorMajor UK pharmacy and health retailer where Activity Superstore gift experiences are available for purchase in stores and online.
• ArgosmajorChannel Partner/ Reseller/ DistributorUK catalogue retailer where Activity Superstore vouchers are sold through their physical stores and online platform.
• NextmajorChannel Partner/ Reseller/ DistributorPremium UK fashion and home retailer offering Activity Superstore gift experiences through their retail network.
• VeryminorChannel Partner/ Reseller/ DistributorOnline retailer where Activity Superstore products are available for purchase.
• AmazonminorChannel Partner/ Reseller/ DistributorGlobal online marketplace where Activity Superstore gift experiences are listed for sale.
• DebenhamsminorChannel Partner/ Reseller/ DistributorUK department store chain (now online-only) where Activity Superstore vouchers are available.
• Days of Your Life GroupcoreStrategic or Co-development PartnerParent company that owns Activity Superstore along with Find me a Gift, The Gift Experience, Indytute, and Uniquely Local. Founded by Shaun and Vicki in 2006, the group has saved three other gift businesses and added them to Activity Superstore.
• Delta Force PaintballpreferredStrategic or Co-development PartnerPrimary paintball experience provider with 19+ locations across the UK offering adventure experiences sold through Activity Superstore.
• iFLY BirminghampreferredStrategic or Co-development PartnerIndoor skydiving experience provider at Birmingham location offering adventure experiences sold through Activity Superstore.
• London Steakhouse Company / Marco Pierre WhitepreferredStrategic or Co-development PartnerPremium dining experience partner offering 3-course meals with cocktails at London Steakhouse Co locations including The Shard.

Scale indicators6 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• Etsy: Global online marketplace for unique and personalised gifts. Competes for the same 'experiences over stuff' gifting wallet share, especially for handmade and personalised alternatives.
• Moonpig: UK-listed digital greeting card and gift retailer. Overlaps in occasion-driven gifting, voucher/card delivery mechanism, and direct-to-consumer e-commerce, but core product is physical greeting cards rather than experiences.
• Not On The High Street: UK curated gift marketplace with broader category scope including home, jewellery, and personalised gifts. Overlaps on the occasion-gifting customer but operates as a multi-seller marketplace rather than direct experience provider.

Emerging players

• Find me a Gift: Sister brand within the same Days of Your Life Group portfolio, focused on novelty and unusual gifts. Comparable as a peer within the parent company's brand portfolio strategy and overlapping customer base.
• Indytute London: London-focused experience gift brand acquired by Days of Your Life Group in 2025. Comparable offering (masterclasses, tastings, experiences) and now part of the same parent group.

Direct peers

• Red Letter Days: Long-established UK experience gift company with overlapping catalogue of driving, adventure, and dining experiences. Directly comparable product offering and B2C gifting model.
• Experience Days: Smaller UK-based experience days retailer with comparable driving, flying, and adventure product set. Direct peer with similar voucher/exchange mechanics and target audience.
• Buyagift: Major UK experience gift voucher retailer offering driving, flying, spa, and short breaks. Directly comparable in product mix, target customer (gift occasion buyers), and voucher-based exchange mechanism.
• Virgin Experience Days: UK's largest experience days aggregator with a comparable 1,000+ experience catalogue across driving, flying, spa, and dining. Closest direct competitor with overlapping supplier base and similar gifting use cases.

Regional players

• Cloud 9 Living: US-based experience days retailer with very similar catalogue (driving, flying, dining, spa). Comparable business model and product categories but operates in a different geography.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights5 records

Customer concentration

• Xx.com/activitysstore
• LinkedInlinkedin.com/company/activity-superstore

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Activity Superstore