What Adventure Plus does

Adventure Plus is a UK-registered charity (Charity No. 1081059; Companies No. 3976979 and No. 4537790) founded in 1990 by Jon and Tessa Cox, operating from an 80-acre site at Windmill Farm in Clanfield, West Oxfordshire. It delivers adventure-based youthwork and outdoor education programmes within an explicit Christian ethos, including residential holiday camps for ages 8-17, GAP year and internship training, school residential trips, Duke of Edinburgh expeditions, SEND-specific provision through its Adventure Impact (AIM) unit, corporate team-building, church retreats, and accredited outdoor training courses (BCU, MIAS, Mountain Skills). On-site facilities include a Cosy Timber Yurt Village, a 60-seat Wellspring conference centre, and an Adventure Base under development with planned unique infrastructure such as an artificial inland coasteering wall and an adventure lake.

The organisation earns revenue through four streams: programme and activity fees (one-off bookings across holidays, residentials, and training), donations and fundraising (standing orders, payroll giving, text-to-donate, legacy gifts, and trust grants), merchandise sales via an online shop, and venue hire at Windmill Farm Conference Centre. Go-to-market is direct-to-consumer and direct-to-institution: bookings are taken via the website and email/phone, with customer acquisition driven by church and school referral networks, social media (Instagram, Facebook, YouTube), email newsletters, and community fundraising events such as the Witney to Westminster canoe marathon and Yorkshire Three Peaks challenge. The Co.Stars corporate sponsorship programme has delivered an estimated £255,000 of in-kind contributions toward the Adventure Base build.

The operating geography is primarily the UK, with international expeditions to Switzerland and France. Headcount is in the 11-50 range; the organisation reports reaching more than 15,000 young people per year, and states an ambition to roughly double that figure following completion of the Adventure Base. Distribution is dominated by direct channels and referral networks, with no third-party reseller or marketplace layer.

Name

Adventure Plus

Legal name

AdventurePlus Ltd

Website

https://adventureplus.org.uk

Company type

Private

Founded year

1990

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Outdoor Adventure Education and Youthwork Services

NAICS

Recreational and Vacation Camps (except Campgrounds) (721214), Tour Operators (56152)

SIC

Services-Miscellaneous Amusement & Recreation (7990), Hotels, Rooming Houses, Camps & Other Lodging Places (7000)

akta.pro primary industry

Youth Adventure Camps & Summer Programs (THAAAOAB)

akta.pro secondary industries

Educational Adventure Programs (Outdoor Education, Skill Development) (THAAAAAO), Instructor-Led Skills Academies (Climbing, Paddling, Mountaineering Schools) (THAAAOAI), Adventure & Aerial Parks (Ropes Courses, Zipline Parks, Climbing Parks) (THAJAEAI), Zipline, Ropes Courses & Aerial Adventure Parks (THAJABAC)

Keywords

• Outdoor adventure education
• Youth development programmes
• Residential activity camps
• Outdoor training courses
• School residential trips

Headquarters

HQ city

Clanfield

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Programme and Activity Fees: Revenue generated from fees charged for Total Adventure Holidays, GAP year programmes, SEND outdoor programmes, Duke of Edinburgh expeditions, school residential trips, corporate team-building events, and training courses.
2. Donations and Fundraising: The charity relies on charitable donations, standing orders, payroll giving, text-to-donate campaigns, legacy gifts, and grant funding from trusts to support bursary places and the Adventure Base development.
3. Merchandise Sales: Sale of branded merchandise including T-shirts, hoodies, and mugs through the online shop.
4. Venue Hire and Conference Facilities: Revenue from Windmill Farm Conference Centre facilities including the Wellspring centre accommodating up to 60 people and timber yurt village for groups up to 150.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels9 records

Core offering

Adventure Plus is a registered charity that delivers outdoor adventure education programmes for children, young people, schools, churches, and corporate groups. It runs residential adventure holidays, school residentials, SEND outdoor programmes, GAP year training, weekly adventure clubs, accredited outdoor training courses, and venue hire from an 80-acre site in Clanfield, West Oxfordshire. All programmes are delivered within a positive Christian ethos by qualified, DBS-checked instructors.

Product overview

Adventure Plus is an outdoor adventure charity providing a portfolio of youthwork and education programmes centred on outdoor activities in a positive Christian environment. The core offering consists of Total Adventure Holidays (residential camps for ages 8-17), Group Adventures (school and church bookings), Adventure Impact (specialist support for vulnerable/SEND youth), and the GAP Year Programme (training internships). Supporting services include weekly Adventure Club and Canoe Club sessions, public Training Courses in outdoor skills, and charity challenge events (Witney to Westminster canoe marathon, Yorkshire Three Peaks). The organisation operates from its Adventure Base at Windmill Farm in Oxfordshire, featuring timber yurt village accommodation and activity facilities, with ongoing development of new amenities including an adventure lake and coasteering wall. A merchandise shop sells branded apparel and accessories.

Differentiator

Problem solved

Functional benefit

Brands

• Total Adventure Holidays: Residential holidays and day camps for individuals and groups of friends, including Easter Camp (Ages 8-11), Summer Camp Beacon (Ages 8-12), and Summer Camp Peak (Ages 12-17).
• Adventure Impact (AIM)
• GAP
• Adventure Club
• West Oxon Canoe Club
• Adventure Base
• Witney to Westminster
• Co.Stars

Products and services

• Total Adventure Holidays Residential multi-day adventure holiday programmes for children and young people aged 8-17, including Easter Camp (Ages 8-11), Summer Camp Beacon (Ages 8-12), Summer Camp Peak (Ages 12-17), Adventures in Worship, Ski Trips, and One 2 One weekends, delivered at the Adventure Base site.
• Group Adventures Tailored adventure activities and residential trips for schools, youth groups, churches, and corporate teams, including school residential trips, Duke of Edinburgh expeditions, corporate team-building events, and church away days.
• Adventure Impact (AIM) SEND Outdoor Programmes Specialist outdoor adventure programme for vulnerable, disadvantaged, and SEND young people aged 8-21, providing tailored activity sessions and youthwork support through the Adventure Impact team.
• GAP Year Adventure Programme Adventure training and discipleship gap year and internship programme for school leavers, combining outdoor skills training with Christian youthwork development and practical ministry experience.
• Outdoor Training Courses Externally marketed accredited and non-accredited training courses covering Mountain Skills, Whitewater Kayaking, Sea Kayaking, Rock Climbing, Paddlesports (BCU-recognised), Mountain Biking (MIAS), Archery Instructor, Bushcraft, and First Aid, available to the public with discounted rates for volunteers.
• Adventure Base Venue Hire and Accommodation Venue and accommodation hire at the Windmill Farm site including the Wellspring Conference Centre (up to 60 people), Cosy Timber Yurt Village, shower/WC block, marquee, outdoor dining, and activity areas for retreats, away days, and corporate events.
• Term-Time Adventure Club and West Oxon Canoe Club Weekly after-school adventure club for local young people and a Wednesday evening canoe club running May to October, providing regular outdoor activity participation during term time.
• Adventure Plus Merchandise Shop Online shop selling branded merchandise including vintage and current t-shirts featuring inspirational Christian messages, ceramic mugs, and hoodies, with designs spanning 2005 to 2026.

Quantifiable outcome

• Over 15,000 young people reached per year
• +2 more outcomes

Named customers5 records

Segments6 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

18 partnerships are on record, tiered core and minor.

• A Rocha UKcoreStrategic or Co-development PartnerAdventure Plus has a formal partnership with A Rocha UK for conservation and environmental education. The partnership involves practical conservation tasks, wildlife survey skills development, and conservation site management planning for the Adventure Base. A Rocha also jointly sponsors internship positions (e.g., Adventure Education and Conservation Coordinator) with Adventure Plus.
• MEB DesignminorGTM or Marketing PartnerCo.Star supporter contributing design services to the Adventure Base build. Estimated total Co.Stars contribution value of £255,000.
• Polythene UKminorGTM or Marketing PartnerCo.Star supporter providing materials to the Adventure Base build. Estimated total Co.Stars contribution value of £255,000.
• Mobius WorksminorGTM or Marketing PartnerCo.Star supporter contributing to the Adventure Base build. Estimated total Co.Stars contribution value of £255,000.
• ChurngoldminorGTM or Marketing PartnerCo.Star supporter contributing to the Adventure Base build. Estimated total Co.Stars contribution value of £255,000.
• Authentic MediaminorGTM or Marketing PartnerCo.Star supporter contributing to the Adventure Base build. Estimated total Co.Stars contribution value of £255,000.
• Edge SignsminorGTM or Marketing PartnerCo.Star supporter providing signage services to the Adventure Base build. Estimated total Co.Stars contribution value of £255,000.
• SOLID EngineeringminorGTM or Marketing PartnerCo.Star supporter providing engineering services to the Adventure Base build. Estimated total Co.Stars contribution value of £255,000.
• PlumminorGTM or Marketing PartnerCo.Star supporter contributing to the Adventure Base build. Estimated total Co.Stars contribution value of £255,000.
• TecsewminorGTM or Marketing PartnerCo.Star supporter contributing to the Adventure Base build. Estimated total Co.Stars contribution value of £255,000.
• Oxford SignsminorGTM or Marketing PartnerCo.Star supporter providing signage to the Adventure Base build. Estimated total Co.Stars contribution value of £255,000.
• Wiltshire ConcreteminorGTM or Marketing PartnerCo.Star supporter providing concrete and construction materials; played a key role in shower block foundations. Estimated total Co.Stars contribution value of £255,000.
• Webbs (Woodland Barn Farm)minorGTM or Marketing PartnerCo.Star supporter contributing to the Adventure Base build. Estimated total Co.Stars contribution value of £255,000.
• FurrowsminorGTM or Marketing PartnerCo.Star supporter contributing to the Adventure Base build. Estimated total Co.Stars contribution value of £255,000.
• Witney Plant HireminorGTM or Marketing PartnerCo.Star supporter providing plant hire to the Adventure Base build. Estimated total Co.Stars contribution value of £255,000.
• Plowman CravenminorGTM or Marketing PartnerCo.Star supporter contributing surveying and professional services to the Adventure Base build. Estimated total Co.Stars contribution value of £255,000.
• CSCBGminorGTM or Marketing PartnerCo.Star supporter contributing to the Adventure Base build. Estimated total Co.Stars contribution value of £255,000.
• Pure RadiominorGTM or Marketing PartnerPure Radio is a Co.Star charity supporter, designated as one of the Yorkshire Three Peaks Challenge 2025 charity beneficiaries with funds split 50:50 between Adventure Plus and Pure Radio.

Scale indicators6 records

Recent moves7 records

Expansion highlights7 records

Broad incumbents

• YMCA England & Wales: Larger national charity delivering youth programmes including outdoor activities and residential experiences; comparable as a broad charitable competitor for schools, families and youth group bookings.

Direct peers

• Rock UK Adventure Centres: Christian charity operating adventure centres offering school residentials, family activities and outdoor skills courses with a faith-based ethos broadly similar to Adventure Plus's Christian youthwork model.
• The Bushcraft Company: UK provider of residential bushcraft and outdoor adventure camps for children aged 7–17, directly comparable to Adventure Plus's Summer Camp Beacon/Peak and bushcraft programmes.
• JCA-Adventurous Learning (Condover Hall): UK residential adventure centre provider focused on primary and secondary school trips with activities including climbing, canoeing and archery, directly overlapping Adventure Plus's school residential offering.
• Kingswood (formerly Camp Beaumont): Operates residential activity centres across the UK delivering school trips, summer camps and team-building events with a comparable menu of outdoor adventure activities to Adventure Plus's programmes.
• PGL Travel: UK's largest provider of activity and adventure holidays for children and school groups, operating multiple residential centres offering similar outdoor programmes (canoeing, climbing, archery) to Adventure Plus's school residentials and Total Adventure Holidays.

Others

• A Rocha UK: Conservation charity partner of Adventure Plus; comparable as a faith-rooted environmental NGO that also runs education programmes and internships, representing an adjacent ecosystem participant rather than a direct competitor.

Regional players

• Caldecotte Xperience: Regional South East England outdoor activity provider offering water sports, climbing and team-building for schools and groups, geographically overlapping Adventure Plus's Oxfordshire catchment.
• Bewerley Park Outdoor Education Centre: Yorkshire-based outdoor education centre delivering school residentials and adventure activities to a similar age and segment profile as Adventure Plus's school residential and DofE programmes.

Emerging players

• Fairthorne Manor (YMCA): Outdoor activity and residential camp provider for children and schools under the YMCA umbrella, comparable in mission (youth development through outdoor activity) and customer base to Adventure Plus.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/AdventurePlusVideos
• Facebookfacebook.com/AdventurePlusUK
• Instagraminstagram.com/AdventurePlusUK
• Xx.com/AdventurePlusUK
• LinkedInlinkedin.com/company/adventure-plus-uk

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 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 Adventure Plus