What Twycross Zoo does

Twycross Zoo is a UK conservation charity and zoological park located at Norton Grange, Norton-Juxta-Twycross, Atherstone, Warwickshire. Founded in 1963 and operated by the East Midland Zoological Society Limited (registered charity No. 501841, company No. 01060956), it houses over 500 animals across more than 125 species and is the only UK zoo to keep all four great ape species. Its mission centres on ex-situ and in-situ conservation: 72% of species participate in managed breeding programmes and 57% are classified as threatened with extinction in the wild. The zoo maintains institutional memberships in BIAZA, EAZA, WAZA, and IUCN and partners with field organisations including Borneo Nature Foundation and Friends of Bonobos to channel conservation outcomes beyond the site.

The business generates revenue across multiple streams: general admission tickets (starting from £20.35), Zoo Plus annual memberships (from £33.25) with bundled soft play and discounts, premium animal experiences, school trips and curriculum-aligned educational visits, charitable donations and fundraising, food and beverage, retail, and seasonal events such as Lanterns of the Wild. Distribution is omnichannel through physical gate sales, the zoo's own e-commerce website, dedicated iOS and Android mobile applications, a direct school-bookings sales team, and a marketplace app-store presence. Customer segments span families and the general public (primary), school groups and educational institutions (primary), conservation-minded donors, and premium experience seekers; the zoo educated 15,650 students through workshops and recorded 188,874 meaningful conservation conversations with visitors in the last year.

Technology infrastructure is operationally thin and consumer-facing: a mobile app with geofence tracking, digital booking and ticketing systems, and Species360 membership for zoological record-keeping and breeding programme coordination. The organisation employs 101–250 staff and contributed 1,944 volunteer hours. Capital deployment signals include a £19.9 million private investment secured in 2023 and a £25 million Global Conservation Centre announced in 2025, scheduled to open in 2027, which will extend facilities for research, education, and collaboration.

Name

Twycross Zoo

Legal name

Twycross Zoo – East Midland Zoological Society Limited

Website

https://twycrosszoo.org

Company type

Private

Founded year

1963

Operating status

Operating

Headcount range

101–250 employees

Short description

Twycross Zoo is a UK conservation charity operating a single-site zoological park in Warwickshire, England, housing over 500 animals across 125+ species. It serves families, school groups, and conservation supporters through admissions, memberships, animal experiences, education programmes, donations, retail, and seasonal events.

Ownership category

akta.pro rank

Product category

Zoological Park and Wildlife Conservation

NAICS

Zoos and Botanical Gardens (71213), Nature Parks and Other Similar Institutions (712190)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Zoos, Aquariums & Botanical Gardens (Educational Collections) (THAJADAL)

akta.pro secondary industry

Zoo & Aquarium Parks (Ticketed Wildlife Attractions) (THAJAEAE)

Keywords

• Wildlife conservation
• Zoo admissions
• Animal experiences
• Conservation education
• Family entertainment

Headquarters

HQ city

Atherstone

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Supply Chain

Revenue model

1. Admission Tickets: Revenue from general admission tickets to the zoo, with tiered pricing for different visitor categories (adults, children, seniors) and peak/off-peak times. Includes add-on options like Zoo Plus experiences.
2. Annual Memberships: Recurring membership subscriptions offering unlimited visits, member-exclusive events, and discounts on experiences and retail.
3. Animal Experiences: Premium paid experiences including animal encounters, behind-the-scenes tours, and special animal interaction programs.
4. Educational Programs: Revenue from school group visits, educational workshops, and curriculum-aligned learning experiences for students of all ages.
5. Donations and Fundraising: Charitable donations from visitors and supporters, including contributions to specific conservation projects and general zoo conservation funds.
6. Food, Beverage, and Retail: On-site food and beverage services, gift shop merchandise sales, and branded merchandise.
7. Event Hosting: Seasonal events such as Lanterns of the Wild and special themed experiences that generate additional admission revenue.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels6 records

Core offering

Twycross Zoo is a single-site zoological park and registered conservation charity operating in Warwickshire, England, housing 500+ animals across 125+ species. It sells general admission tickets, annual memberships, premium animal experiences, and themed attractions, alongside curriculum-aligned educational programmes for schools. The zoo's primary mission centres on conservation of endangered species through participation in international breeding programmes and in-situ field conservation projects.

Product overview

Twycross Zoo is a single-site conservation charity operating as a traditional zoological park. The core offering centers on zoo admission tickets providing access to animal exhibits and themed areas. The product portfolio includes add-on paid experiences (Animal Experiences, Lanterns of the Wild seasonal event, Wet 'n' Wild Play Park, Soft Play, Sleepovers) and ancillary services (School Trips & Educational Visits, Memberships). The Gruffalo Discovery Land is an integrated themed area combining storybook characters with real animal exhibits. A major upcoming addition is the £25 million Global Conservation Centre opening in 2027. The zoo also offers an official mobile app for visitor navigation.

Differentiator

Problem solved

Functional benefit

Brands

• The Gruffalo Discovery Land: A themed area within Twycross Zoo featuring The Gruffalo storybook characters alongside real-life animals including owls, Jamaican boas, and butterflies.
• Conservation In Action
• Lanterns of the Wild

Products and services

• Zoo Admission Tickets
• Zoo Plus Memberships
• Animal Experiences
• School Trips & Educational Visits
• The Gruffalo Discovery Land
• Lanterns of the Wild
• Wet 'n' Wild Play Park
• Soft Play
• Sleepovers
• Nature Reserve
• Global Conservation Centre

Quantifiable outcome

• 15,650 students educated through conservation workshops annually
• +4 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Six partnerships are on record, tiered core.

• BIAZAcoreOthersBritish and Irish Association of Zoos and Aquariums. Twycross Zoo is a full member of BIAZA, the professional body representing zoos and aquariums in Britain and Ireland. Membership provides access to best practices, collaborative conservation programmes, and industry standards.
• EAZAcoreOthersEuropean Association of Zoos and Aquaria. Full membership enables participation in European Endangered Species Programmes (EEPs), collaborative research, and access to conservation funding opportunities.
• WAZAcoreOthersWorld Association of Zoos and Aquariums. Global membership providing international conservation coordination, best practice sharing, and participation in worldwide species survival programmes.
• IUCNcoreOthersInternational Union for Conservation of Nature. Institutional membership connects Twycross Zoo with global conservation science, policy, and advocacy efforts. IUCN Red List assessments inform zoo conservation priorities.
• Borneo Nature FoundationcoreStrategic or Co-development PartnerConservation partnership supporting field conservation work in Borneo. Twycross Zoo contributes to and collaborates on species protection initiatives including orangutan conservation. The partnership involves a 3-year project commitment supporting habitat protection and species monitoring.
• Friends of BonoboscoreStrategic or Co-development PartnerConservation partner focused on bonobo (pygmy chimpanzee) protection in the Democratic Republic of Congo. Twycross Zoo supports field conservation efforts through funding and expertise sharing for one of our closest primate relatives.

Scale indicators13 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Colchester Zoo: A privately-owned UK zoological park with conservation focus and BIAZA membership. Comparable as a mid-sized UK zoo with similar product mix including animal experiences, school programs, and seasonal events.
• Marwell Zoo: A registered charity zoo in Hampshire operated by Marwell Wildlife. Directly comparable as a conservation-focused UK zoological park with BIAZA membership, educational programs, and similar charitable operating structure.
• Edinburgh Zoo (RZSS): Operated by the Royal Zoological Society of Scotland, a registered conservation charity. Comparable as a UK conservation zoo with international breeding programmes, educational outreach, and similar member-based revenue model.
• Whipsnade Zoo (ZSL): Operated by the Zoological Society of London, a major UK conservation charity. Comparable in mission (conservation, education, research), membership in EAZA/WAZA, and tiered admission/membership pricing structure.
• Chester Zoo: The UK's largest and most visited zoo, also a registered conservation charity. Directly comparable as a UK zoological park with conservation mission, educational programming, and similar revenue model across admissions, memberships, and experiences.
• Yorkshire Wildlife Park: A large UK zoo and conservation-focused attraction in the north of England. Comparable in business model (ticketed wildlife attraction, family focus, conservation messaging) and competes for similar UK family leisure spend.

Regional players

• Knowsley Safari Park: A UK safari park with conservation and breeding programmes. Comparable in offering wildlife experiences and educational programming, but operates primarily as a drive-through safari format rather than a walk-through zoo.
• Woburn Safari Park: A UK safari and wildlife park in Bedfordshire with conservation involvement. Comparable as a regional wildlife attraction competing for UK family leisure spend, but focused on safari-style experiences over walk-through zoo exhibits.
• West Midland Safari Park: A safari and theme park located in the West Midlands, in the same regional catchment area as Twycross Zoo. Comparable as a UK family wildlife attraction competing for the same Midlands discretionary leisure market.

Broad incumbents

• SEA LIFE (Merlin Entertainments): A global network of aquariums operated by Merlin Entertainments. Comparable as a ticketed marine wildlife attraction with educational programming, but operates at much greater scale as part of a diversified leisure portfolio.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/twycrosszoo
• LinkedInlinkedin.com/company/twycross-zoo
• Instagraminstagram.com/twycrosszoo
• TikToktiktok.com/@twycrosszoo
• Xx.com/twycrosszoo

Compliance7 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 records

Funding overview

Funding rounds1 record

Investors1 record

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 Twycross Zoo