Aqua Parks Group

What Aqua Parks Group does

Aqua Parks Group is a UK-based operator of inflatable water parks, founded in 2016 by the James family at Rutland Water and privately held with no disclosed external investment. It runs three wholly-owned subsidiary sites — Aqua Park Rutland (East Midlands), Aqua Park Lakeside (Essex, within the Lakeside Shopping Centre) and Aqua Park Cardiff (South Wales) — each offering bespoke floating obstacle courses featuring cliff jumps, giant slides (Summit at 3.5m, the Mammoth at a 5.5m drop, the UK's tallest aqua park obstacle), monkey bars, balance beams, blast bags, diving towers and Tornado Tower flip stations. The core technology is the in-house design of large-scale bespoke inflatables, deployed and maintained on commercial water bodies under RLSS Industry Approved Aqua Park accreditation, with EU Bathing Standard water quality verified by Anglian Water, Swim Safety and a UKAS-accredited lab respectively at the three sites.

The business model is a hybrid of one-off consumer ticketing and recurring membership. Individual 1-hour sessions start at £18 per person and 2-hour upgrades at £10 per person on the day, with dynamic peak/off-peak pricing; season passes (Standard from £49, Super at £149 RRP) provide two free sessions per week across all three parks from May to September and represent the recurring-revenue layer. B2B channels include group bookings (10+ people, up to 15% off), school packages at £18–£27 per student with free wetsuit hire and 1 free teacher per 10 students, and exclusive venue hire for up to 150 guests at £2,500–£3,000. Ancillary revenue comes from merchandise (wetsuits, wetsocks, changing robes) and gift cards valid for 12 months. Distribution is direct-to-consumer via the Roller-powered booking platform, with marketing across the company website, email, Instagram/Facebook, TripAdvisor (10,000+ reviews) and partner promotions through NHS/Blue Light, Anglian Water and Lakeside Shopping Centre employees.

Name

Aqua Parks Group

Legal name

Aqua Parks Group Limited

Website

https://aquaparkgroup.co.uk

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

51–100 employees

Short description

Aqua Parks Group operates three UK inflatable water parks (Rutland, Lakeside, Cardiff) featuring bespoke obstacle courses with slides, climbing walls and diving towers. It serves families, schools, sports teams and corporate groups via ticket sales, season passes and group bookings.

Ownership category

akta.pro rank

Product category

Water-based leisure and 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

Inflatable Water Parks (Floating Obstacle Courses) (THAAABAF)

akta.pro secondary industries

Water Parks (Outdoor/Indoor, Wave Pools & Slides) (THAJAEAB), Aqua Adventure Parks (Water-Based Adventure Courses, Climbing/Zip Over Water) (THAAABAG), Outdoor Water Parks (Wave Pools, Lazy Rivers, Slides) (THAAABAA)

Keywords

• Inflatable water parks
• Aquatic obstacle courses
• Outdoor leisure recreation
• Aquatic adventure attractions
• Family water activities

Headquarters

HQ city

Oakham

HQ country

United Kingdom

HQ region

Europe

Offices4 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Ticket Sales: Individual session tickets sold online for 1hr or 2hr sessions at individual locations. Dynamic pricing with peak/off-peak rates.
2. Season Passes: Annual season passes granting unlimited admissions to all 3 locations during the summer season (May-September). Standard passes for 1hr sessions, Super passes for 2hr sessions. Wetsuit hire not included.
3. Group Bookings: Discounted group bookings for 10+ people including schools, corporate events, stag/hen parties, and sports teams. Up to 15% discount available.
4. Merchandise Sales: Online shop selling wetsuits, wetsocks, and changing robes for click and collect or delivery
5. Gift Cards: Gift cards sold online valid for 12 months from purchase date. Various denominations including Golden Ticket, Splash for Two, Double Double packages.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels6 records

Core offering

Aqua Parks Group operates giant inflatable obstacle courses on open water across three UK destinations (Rutland Water, Lakeside, and Cardiff). The company sells timed 1-hour and 2-hour session tickets, annual season passes, group and exclusive hire bookings, gift cards, and branded wetsuit/accessories merchandise. Sessions take place on bespoke engineered features including the UK's tallest Mammoth obstacle with a 5.5m drop, Summit slides, Tornado Tower, Blast Bags, Monkey Dome, and diving towers.

Product overview

Aqua Parks Group operates the UK's ultimate inflatable water parks across three locations: Rutland Water (East Midlands), Lakeside Shopping Centre (Essex), and Cardiff (Wales). The core product is a giant floating inflatable obstacle course featuring bespoke attractions including the Summit (3.5m slide), the Mammoth (5.5m drop - UK's tallest obstacle), Tornado Tower with flip stations, Blast Bags, Monkey Dome, Sea Dragon, Flip or Flop, Full Send, and I-Hop. The company offers a platform-plus-membership model with standard and SUPER Season Passes providing free sessions across all locations from May-September. Additional revenue streams include group bookings (schools, corporate, parties) with up to 15% discounts, exclusive venue hire for up to 150 guests, gift cards in multiple tiers, and retail merchandise (wetsuits, wetsocks, changing robes). The group also runs a charitable initiative in partnership with Above Water and RLSS for water safety education in schools.

Differentiator

Problem solved

Functional benefit

Products and services

• Aqua Park Rutland Flagship aqua park location at Rutland Water, East Midlands. Features the UK's tallest obstacle (The Mammoth with 5.5m drop), Summit slide (3.5m), Tornado Tower, Blast Bags, Monkey Dome, Sea Dragon, and Flip or Flop diving tower. Home to the largest collection of bespoke big impact water obstacles.
• Aqua Park Lakeside Aqua park location at Alexandra Lake within Lakeside Shopping Centre, Essex. Features the Summit slide, Mammoth, Tornado Tower, Blast Bags, Full Send slide, I-Hop obstacle, and Flip or Flop diving tower. Adjacent to extensive shopping and dining facilities.
• Aqua Park Cardiff

Quantifiable outcome

• Season passes pay for themselves in 3-4 visits
• +3 more outcomes

Named customers9 records

Segments7 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• Above WatercoreStrategic or Co-development PartnerCharity partnership focused on water safety and drowning prevention education. Aqua Parks Group contributes to Above Water's efforts to teach water safety in schools. Above Water is working with 75+ schools in Oxfordshire, London, Devon and Cornwall. The partnership involves facilitating qualified teacher-lifeguards to deliver water safety talks.
• Royal Life Saving Society (RLSS)coreStrategic or Co-development PartnerLong-standing partnership for lifeguard training and accreditation. Aqua Parks Group was the first UK operator to achieve Approved Training Centre status in 2018. Jointly developed Aqua Park Training Module recognized as a qualification in 2022. Company has trained over 300 employees through RLSS courses.
• Anglian WaterminorOthersAnglian Water provides regular Water Quality Testing for Aqua Park Rutland location, ensuring water meets EU Bathing Standards. Also provides parking facilities and operates the wider Rutland Water park area.
• Swim SafetyminorOthersSwim Safety provides regular Water Quality Testing for Aqua Park Lakeside location, ensuring water meets EU Bathing Standards and is safe for activities.
• Lakeside Shopping CentreminorChannel Partner/ Reseller/ DistributorPartner providing free wetsuit hire benefit to Lakeside Shopping Centre employees (max 4 suits per booking). Aqua Park is located within the Lakeside Shopping Centre complex at Alexandra Lake.
• UKAS-Accredited Lab (South Wales)minorOthersUKAS-accredited laboratory in South Wales provides water quality testing for Aqua Park Cardiff location.
• NHS / Blue Light / MilitaryminorGTM or Marketing PartnerFree wetsuit hire offered to NHS, Blue Light (emergency services), and military personnel as a staff benefit. Max redemption 4 suits per booking. On-the-day offer requiring work email or card.
• Roller (roller.software)coreTechnology or IntegrationBooking and ticketing platform provider powering online reservations, season passes, gift cards, and waiver management system

Scale indicators6 records

Recent moves5 records

Expansion highlights5 records

Regional players

• Rutland Watersports Centre: On-site watersports operator at Rutland Water offering sailing, kayaking, paddleboarding and related activities; comparable as a co-located leisure partner/competitor sharing the same Rutland lake customer base.
• Lakeside Shopping Centre: Major Essex retail and leisure destination where Aqua Park Lakeside is physically co-located; relevant as the landlord/footfall partner and as a competing retailtainment destination (cinema, dining, indoor leisure).

Broad incumbents

• Aquaglide: US-based manufacturer of inflatable aqua park systems and water play platforms sold globally to commercial operators; relevant as an alternative product supplier and competitor to bespoke in-house obstacles.
• Center Parcs UK: UK family short-break resort operator offering extensive water-based activities (subtropical swimming paradises, waterslides, lake sports); broad incumbent competing for the same family leisure day/overnight spend in the UK.
• Wibit Sports: German-headquartered global manufacturer and licensor of modular inflatable aqua park obstacle courses used by operators worldwide; comparable because it defines the product category and licensing model that Aqua Parks Group competes within.

Others

• Royal Life Saving Society UK (RLSS UK): UK drowning prevention charity that accredits Aqua Parks Group as an Approved Training Centre and accredits all three sites; directly comparable as the regulatory/training body whose standards define competitive eligibility in the UK aqua park category.
• Anglian Water (Rutland Water): Utility and operator of Rutland Water reservoir/park providing water quality testing, parking and broader site infrastructure to Aqua Park Rutland; relevant as a critical infrastructure partner whose commercial terms directly affect unit economics.

Direct peers

• Aqua Park Plymouth: UK regional inflatable aqua park operator offering floating obstacle sessions, group bookings and season passes in a single regional market; direct competitor for the same leisure pound.
• Liquid Leisure: UK-based operator of one of Europe's largest inflatable aqua parks (Thorpe Lake, Surrey), offering the same floating obstacle course experience, group bookings, and school trips that Aqua Parks Group provides.
• Hove Lagoon Watersports: South Coast UK watersports centre operating inflatable aqua park obstacle courses alongside paddleboarding and windsurfing; directly comparable operating model, customer segments (families, schools, groups), and pricing structure.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/aquaparkgroup
• Facebookfacebook.com/AquaParkGroup
• Xx.com/AquaParkGroup

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries3 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 Aqua Parks Group