Dementia Adventure Community Interest Company

Name

Dementia Adventure Community Interest Company

Legal name

Dementia Adventure Community Interest Company

Website

https://dementiaadventure.org

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Dementia Social Care Services

NAICS

Services for the Elderly and Persons with Disabilities (62412)

SIC

Services-Nursing & Personal Care Facilities (8050)

akta.pro primary industry

Dementia Companion & Engagement Care (HSABAEAA)

akta.pro secondary industries

Memory Care Adult Day Programs (Dementia/Alzheimer’s) (HSABANAC), Adult Day Memory Care Programs (Dementia Day Care/Day Health) (HLADACAH), Dementia & Alzheimer’s Respite Care (HSABAGAF)

Keywords

• Dementia supported holidays
• Dementia training services
• Dementia-inclusive day experiences
• Carer respite breaks
• Nature-based dementia care

Headquarters

HQ city

Essex

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Supported Holidays and Breaks: Revenue from supported group and tailored holidays for people living with dementia and their companions. Pricing averages £2040 per person with subsidies available. The charity does not profit from holidays; pricing reflects cost delivery with charitable subsidies making them accessible.
2. Training and Consultancy: Income from training services for organizations, professionals, and volunteers. Free training for family carers is funded by grants. Professional training like Managing Risk courses costs £40 per person. Bespoke organizational training generates variable income.
3. Donations and Fundraising: Voluntary donations from individuals, corporate partnerships, and major gifts. The organization receives donations, legacy gifts, and in-memory donations. Events fundraising includes sponsored activities and The Big Green Picnic.
4. Grants: Significant grant funding from organizations including players of People's Postcode Lottery, trusts, and foundations. In 2024, grants totaled £565,000 out of total income of £1,027,852.

Pricing tiers

Go-to-market motion3 records

Distribution channels7 records

Marketing channels15 records

Core offering

Dementia Adventure is a UK charity that designs and delivers supported dementia holidays, training, and dementia-inclusive day experiences (Green Letter Days) for people living with dementia, their carers, and the professionals who support them. Its holidays provide 24-hour dementia-trained staff with accommodation, meals, transport, activities, and personal care across UK destinations; its training arm covers free family carer sessions and paid organisational/professional courses; and its Green Letter Days offer accessible outdoor experiences at gardens, water, sports venues, and allotments in partnership with specialist operators.

Product overview

Dementia Adventure is a UK-based charity offering supported dementia holidays, training, and day experiences. The core offering comprises Supported Holidays (group and tailored) providing 24-hour dementia-trained support across UK destinations; Training and Support services including free sessions for families (Understanding Dementia Better, Mood and Motivation, Brain Health Matters) and professional/organisational training; Green Letter Days offering dementia-inclusive everyday experiences (garden visits, boat trips, cricket, golf, cycling, tennis, allotments); and the Unpacking Dementia monthly webinar series. The organisation operates as a not-for-profit, subsidising holiday costs through charitable funding and donations to ensure accessibility regardless of financial circumstances.

Differentiator

Problem solved

Functional benefit

Brands

• Green Letter Days: Dementia-inclusive day experiences including garden visits, boat trips, cricket, golf, cycling, tennis, and allotment activities.

Products and services

• Supported Holidays Small-group and individually tailored supported holidays for people living with dementia and their carers, providing 24-hour dementia-trained support, accessible accommodation, personalised outings, and inclusive meals across UK destinations.
• Dementia Adventure Support Fund Financial assistance programme providing support for holiday costs, transport, equipment, or personal care for people with formal dementia diagnosis, UK residency, and demonstrated financial need.
• Training and Support Range of dementia training for friends, family, volunteers, staff, and organisations delivered by qualified and experienced trainers, focusing on thinking differently about dementia and equipping participants with skills and confidence.
• Managing Risk and Nature Experiences Training Online training for professionals and volunteers on creating inclusive outdoor or nature-based experiences for people living with dementia, covering the Six Steps to Success approach, positive risk-taking, and site auditing.
• Dementia Training for Organisations Tailored training solutions for organisations, professionals, and volunteers including dementia audits, bespoke training for care settings and outdoor organisations, and Managing Risk and Nature Experiences training at £40 per person.
• Green Letter Days Curated dementia-inclusive day experiences including garden visits, boat trips, cricket days, golf days, cycling sessions, tennis activities, allotment adventures, and flower arranging workshops, facilitated with trusted partners to spark joy, build meaningful connections, and offer uplifting breaks from everyday routines.

Quantifiable outcome

• 97% of family carers who attend training have increased understanding of how to support someone with dementia
• +5 more outcomes

Named customers28 records

Segments6 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Partnerships

38 partnerships are on record, tiered core, secondary and minor.

• Driving Miss DaisycoreChannel Partner/ Reseller/ DistributorInternational companion and driving service recommended for door-to-door transport to holiday meeting points. 30+ service delivery teams across UK. Drivers DBS checked, private hire licensed, first aid trained. All drivers Dementia Friends. Provides transport assistance for those who cannot make their own way to holiday destinations.
• Social Farms and GardenssecondaryStrategic or Co-development PartnerPartner organization for dementia training and support. Works to promote green care and nature-based activities for wellbeing.
• Mental Health FoundationsecondaryStrategic or Co-development PartnerPartner organization for dementia training and support initiatives.
• Natural EnglandsecondaryStrategic or Co-development PartnerGovernment partner supporting dementia-inclusive outdoor experiences and nature access.
• University of WorcestersecondaryStrategic or Co-development PartnerAcademic research partner contributing to evidence base on nature-based dementia care.
• University of EssexsecondaryStrategic or Co-development PartnerAcademic research partner for dementia research and evaluation.
• TCV (The Conservation Volunteers)secondaryStrategic or Co-development PartnerVolunteer conservation organization partner for nature-based dementia support.
• Royal Voluntary ServicesecondaryStrategic or Co-development PartnerVolunteer services organization partner for dementia support.
• Essex County CouncilsecondaryStrategic or Co-development PartnerLocal authority partner receiving dementia training and support services.
• Norfolk County CouncilsecondaryStrategic or Co-development PartnerLocal authority partner receiving dementia training and support services.
• AbbeyfieldsecondaryStrategic or Co-development PartnerHousing and care charity partner for dementia training.
• MHA (Methodist Homes Association)coreImplementation/ SI/ Consulting Partner75+ years experience delivering care for older people. Dementia Adventure developed tailored training programme to enable staff to support people living with dementia and families. Case study partner demonstrating training impact in care home settings.
• ProvidesecondaryStrategic or Co-development PartnerSocial care organization partner for dementia support services.
• The Wildlife TrustssecondaryStrategic or Co-development PartnerNature conservation partner for dementia-inclusive outdoor experiences.
• FroglifecoreImplementation/ SI/ Consulting PartnerPartner for Leaping Forward for Dementia project supported by City Bridge Trust. Project empowers people living with dementia to access nature and outdoors through positive risk-taking.
• Bradgate ParksecondaryImplementation/ SI/ Consulting PartnerCase study partner for sensory walks and outdoor experiences. 850-acre public park near Leicester with special protection status. Worked with Dementia Adventure on making park more dementia-inclusive.
• Caversham Golf ClubsecondaryGTM or Marketing PartnerSelected Dementia Adventure as Captain's charity of the year 2021. Successfully raised £10,000. Partnership created legacy of support for people with dementia in Reading area beyond just financial contribution.
• Hanbury Manor GolfminorGTM or Marketing PartnerGolf venue partner supporting dementia-inclusive golf experiences.
• Carers FirstsecondaryStrategic or Co-development PartnerCarer support organization partner for dementia training and support referrals.
• Action for Family CarerssecondaryStrategic or Co-development PartnerCarer support organization partner for dementia support referrals.
• Carers in BedfordshiresecondaryStrategic or Co-development PartnerLocal carer support organization partner for dementia referrals.
• Carers West SussexminorStrategic or Co-development PartnerLocal carer support organization partner.
• PlantlifeminorStrategic or Co-development PartnerPlant conservation charity partner for nature-based dementia support.
• Middlesex County Cricket ClubcoreGTM or Marketing PartnerGreen Letter Days cricket partnership delivering events for people with dementia. Successful summer events reaching 100+ people over 4 events. Combined match attendance with walking and clock cricket activities.
• Lord's Cricket GroundcoreGTM or Marketing PartnerIconic cricket venue partner for dementia-inclusive cricket experiences. Hosting events combining match attendance with participatory cricket activities.
• Old Trafford Cricket GroundsecondaryGTM or Marketing PartnerCricket venue partner for dementia-inclusive cricket events.
• Essex County Cricket ClubsecondaryGTM or Marketing PartnerCounty cricket club partner for dementia-inclusive cricket days.
• ZingHub and CricketQubesecondaryTechnology or IntegrationTechnology partners for care home cricket sessions. Delivering cricket activities in care home settings in partnership with Jewish Care and Sheffcare.
• Jewish CaresecondaryImplementation/ SI/ Consulting PartnerCare home partner for cricket sessions delivered through ZingHub/CricketQube partnership.
• SheffcaresecondaryImplementation/ SI/ Consulting PartnerCare home partner for cricket sessions delivered through ZingHub/CricketQube partnership.
• Golf In SocietycoreImplementation/ SI/ Consulting PartnerCharity partnership delivering dementia-inclusive golf days at venues including Rudding Park and Goodwood. Provides trained volunteers for supported golf experiences with adapted equipment and flexible rules.
• Goals Beyond GrasscoreImplementation/ SI/ Consulting PartnerPartnership delivering dementia-inclusive cycling experiences at Gloucester Athletics Club and Forest of Dean Cycle Centre. Provides accessible equipment, relaxed pace, and knowledgeable support.
• Wet WheelscoreImplementation/ SI/ Consulting PartnerProvides specially adapted, accessible vessels with step-free access and wheelchair-friendly design for dementia-inclusive boat trips. Operating in Portsmouth, Whitby, and Loch Ness with trained crew on hand.
• Another Place (Cumbria)secondaryChannel Partner/ Reseller/ DistributorVenue partner for dementia-inclusive garden days in the Lake District area.
• Chippenham Park (Cambridgeshire)secondaryChannel Partner/ Reseller/ DistributorGarden venue partner for dementia-inclusive garden experiences in East Anglia.
• Jubilee Allotment Site, Great DunmowsecondaryChannel Partner/ Reseller/ DistributorLocal allotment partner for weekly gardening sessions. Led by volunteer Debbie Anderson (former Head of Training). Free sessions funded by Fowler Smith and Jones Trust.
• Green Care Quality MarkminorStrategic or Co-development PartnerQuality assurance accreditation for green care providers. Dementia Adventure holds Green Care Quality Mark showing safe, professional, caring standards.
• MoneyHelperminorGTM or Marketing PartnerRecommended by Dementia Adventure for travel insurance guidance for people with pre-existing conditions. Free guide on getting insurance with medical conditions or disability.

Scale indicators9 records

Recent moves5 records

Expansion highlights5 records

Market position

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCb5ZAusrmxW7aZ2TmYluSoA
• Facebookfacebook.com/DementiaAdventure
• LinkedInlinkedin.com/company/dementia-adventure
• Instagraminstagram.com/dementia_adventure
• Xx.com/DementiaAdv

Compliance4 records

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 Dementia Adventure Community Interest Company