Oxbow Adventure

What Oxbow Adventure does

Oxbow Adventure Co. (legal entity Oxbow Limited) is a privately held adventure tourism operator headquartered in Gibbston Valley, Queenstown, New Zealand. Founded in 2012 by Lloyd and Julz Ferguson on their Clutha River property and relocated to its current Nevis Bluff site in 2020, the company operates a single adventure park delivering three core paid experiences: Jet Sprint Boating aboard the world's only 4-seater commercial Jet Sprint Boat (custom-built by 7-time World Champion Peter Caughey, reaching 100 km/h in 2.5 seconds with up to 4G lateral forces), Ultimate Off-Roading in a custom 4-seater 4-wheel steer vehicle built by 5-time NZ 4x4 Champion Dan Cowper, and Clay Target Shooting at the purpose-built Oxbow Gun Club with eight automatic throwers and one-on-one instructor guidance. Underlying capabilities are physical-asset and operations-driven rather than software-driven; booking runs through the IBIS reservation platform with Windcave payment processing.

The company monetizes through transaction-based per-person pricing (NZD 149 per adult for single activities, NZD 285 for the two-activity Epic Duo, NZD 409 for the all-three Thrill Seeker), gift vouchers (NZD 50-300), branded merchandise, and an NZD 30-per-person shuttle from Queenstown. Go-to-market is hybrid: direct-to-consumer via book.oxbow.co.nz and phone, plus a trade agent portal and co-marketed packages with Queenstown anchors (AJ Hackett Bungy, Highlands Motorsport Park, Kinross winery, Alpine Luxury Tours, helicopter operators). Customer segments span individual tourists, corporate/MICE groups, lifestyle/wine tourists, and conscious travelers, with formal sales leadership dedicated to Asia (Tracy Cui, BDM-Asia) and a newly created Events Coordinator function supporting group and incentive markets. Marketing is multi-channel: website, Facebook, Instagram, TikTok, YouTube, Mailchimp newsletters, trade partner resources, and tourism body partnerships (Destination Queenstown, Tātaki Auckland Unlimited, Auckland Airport).

Name

Oxbow Adventure

Legal name

Oxbow Limited

Website

https://oxbow.co.nz

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

11–50 employees

Short description

Oxbow Adventure Co. is a privately held Queenstown adventure tourism operator offering Jet Sprint Boating, Ultimate Off-Roading, and Clay Target Shooting at a single Gibbston Valley site, serving individual tourists, corporate groups, and wine-tourism visitors through direct booking and trade partnerships.

Ownership category

akta.pro rank

Product category

Adventure Tourism

NAICS

Amusement Parks and Arcades (7131)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Off-Road & Overland Adventure Tour Operators (4x4, ATV/UTV) (THAAADAF)

akta.pro secondary industry

Motorized Adventure Rentals & Guides (ATV/UTV, Snowmobile, Dirt Bike) (THAAALAJ)

Keywords

• Adventure tourism
• Jet boating
• Off-road driving
• Clay target shooting
• Combo packages

Headquarters

HQ city

Gibbston

HQ country

New Zealand

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Activity Bookings: Direct sales of adventure activity experiences including Jet Sprint Boating, Ultimate Off-Roading, and Clay Target Shooting. Customers book individual activities or combo packages. Revenue is transaction-based with per-person pricing.
2. Gift Vouchers: Sale of gift vouchers at various denominations ($50-$300) and pre-set experience packages. Vouchers valid for 12 months from purchase date.
3. Merchandise/Retail: Sale of branded merchandise including hoodies, T-shirts, singlets, hats, drink bottles, and stubby coolers through the online retail store.
4. Transport Services: Shuttle service from Queenstown to Gibbston Valley location at $30 per person, with minimum 2 passengers required.
5. Package Combinations: Bundled adventure packages combining multiple activities (Epic Duo, Thrill Seeker) and partnership packages with Highlands, Kinross, and Alpine Luxury Tours at per-person pricing.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels9 records

Core offering

Oxbow Adventure Co. operates an adventure tourism park in Queenstown's Gibbston Valley offering three core adrenaline activities: Jet Sprint Boating in a custom-built 4-seater boat, Ultimate Off-Roading in a custom-built 4-seater 4-wheel steer vehicle, and Clay Target Shooting at a purpose-built 8-thrower range. Activities can be purchased individually or bundled into combo packages, and are sold alongside gift vouchers, branded retail merchandise, and shuttle transport from Queenstown.

Product overview

Oxbow Adventure Co. is a Queenstown-based adventure tourism company operating from Gibbston Valley, offering three core adventure activities: Jet Sprint Boating (world's only 4-seater Jet Sprint Boat), Clay Target Shooting (at Oxbow Gun Club), and Ultimate Off-Roading (custom 4-wheel steer vehicle). The company offers bundled Epic Duo and Thrill Seeker packages combining these activities, plus Taste & Thrill packages incorporating Gibbston Valley wine experiences and partner packages with Highlands Motorsport Park. Additional offerings include transport shuttles from Queenstown, retail merchandise, and gift vouchers.

Differentiator

Problem solved

Functional benefit

Products and services

• Jet Sprint Boating A 15-minute Jet Sprint Boat experience in the world's only 4-seater commercial Jet Sprint Boat, accelerating from 0 to 100 km/h in 2.5 seconds with up to 4G forces on tight corners. Built by 7-time World Jet Sprint Champion Peter Caughey and operated in Queenstown's Gibbston Valley. Minimum height 1.2 m; per-person $149 adult pricing.
• Clay Target Shooting A 45-minute Clay Target Shooting experience at the purpose-built Oxbow Gun Club with one-on-one instructor guidance, eight automatic clay throwers including a run-away rabbit, and Beretta Under/Over 12 gauge shotguns. Minimum age 13; no firearms licence required; $149 adult / $109 child.
• Ultimate Off-Roading An Ultimate Off-Roading experience in a custom-built 4-seater, 4-wheel steer 4WD vehicle, professionally driven through cliff drops, rock climbs and steep gullies. Built by 5-time NZ 4x4 Trails Champion Dan Cowper. Minimum height 1.2 m; $149 adult / $109 child.
• Epic Duo Packages Combo packages combining any two of the three core activities (Jet Sprint Boating + Clay Target, Jet Sprint + Off-Roading, or Clay Target + Off-Roading) at $285 per adult and $209 per child.
• Thrill Seeker Package Premium package combining all three activities — Jet Sprint Boating, Ultimate Off-Roading and Clay Target Shooting — at $409 per adult / $299 per child.
• Taste & Thrill Packages Adventure-plus-wine packages: The Rosa from $169PP, The Vine from $229PP, The Pinot from $249PP, The Epic from $259PP and Stay & Play (two activities + Kinross cottage accommodation) from $999 for two.
• Oxbow & Highlands Packages Partner packages combining Oxbow activities with Highlands Motorsport Park Go-Kart Racing: Jet Sprint + Go-Karts ($159 child / $199 adult), Off-Roading + Go-Karts ($199), and Clay Target + Go-Karts ($199).
• Central Otago Adrenaline and Aroma Full-Day Tour A full-day (9:00am–4:00pm) tour combining the Oxbow Epic Duo package, Highlands Go-Karts & Supercar Fast Dash, a three-course lunch and wine tasting at Carrick Winery, with transfers via Alpine Luxury Tours.
• Earnslaw Burn + Oxbow Experience Combo experience pairing Oxbow activities with a helicopter flight to Earnslaw Burn alpine valley: 1-hour landing or add-on glacier landing; minimum two people.
• Queenstown Shuttle Transport Service Shuttle transport from Queenstown (Athol Street and Frankton Bus Interchange) to the Gibbston Valley adventure park, $30 per person with morning and afternoon departures; minimum 2 passengers.
• Gift Vouchers Open-denomination ($50, $100, $150, $200, $250, $300) and activity-specific gift vouchers (Adult/Kids Epic Duo, Adult/Kids Thrill Seeker, single-activity); valid 12 months from purchase.
• Oxbow Branded Merchandise Branded 'Epic Every Day' and 'OX' apparel (singlets, T-shirts, hoodies), headwear (beanie, bucket hat, trucker, cap), drink bottles and stubby coolers; $5–$89 NZD.

Quantifiable outcome

• Accelerates 0-100km/h in 2.5 seconds
• +3 more outcomes

Named customers10 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

Integration3 records

Feature3 records

Partnerships

Twelve partnerships are on record, tiered core and minor.

• Nevis Playground (AJ Hackett Bungy New Zealand)coreStrategic or Co-development PartnerPartnership for ultimate group/team building day combining AJ Hackett Bungy activities (Bungy, Swing, Catapult) with Oxbow adventure experiences. Creates comprehensive corporate event packages with adrenaline activities.
• Highlands Motorsport ParkcoreStrategic or Co-development PartnerCo-marketed package combining Oxbow activities with Highlands Go-Kart Racing and Supercar Fast Dash experiences. Approximately 20-minute drive between locations. Creates comprehensive adventure day packages.
• KinrosscoreStrategic or Co-development PartnerWine tour partner for Taste & Thrill Packages combining Oxbow adventure activities with Kinross wine tasting, pizza/platters, and fine dining experiences. Also provides boutique cottage accommodation for Stay & Play packages.
• Alpine Luxury TourscoreChannel Partner/ Reseller/ DistributorPrivate driver and transport provider for Central Otago Adrenaline and Aroma Full-Day Tour. Provides luxury accommodation pickup and transport throughout the tour experience.
• Carrick Winery & RestaurantminorStrategic or Co-development PartnerPartner for Central Otago Adrenaline and Aroma Tour offering three-course lunch and wine tasting experiences. Part of comprehensive day tour packages.
• Mt RosaminorStrategic or Co-development PartnerFamily-owned winery partner for The Rosa Taste & Thrill Package offering award-winning local wine selection at their cellar door in Gibbston Valley.
• Mana Tāhuna Charitable TrustminorStrategic or Co-development PartnerCommunity partner for Love Queenstown Industry Planting Day event. Participated in collaborative wetland restoration project at Lake Hayes with 70 individuals from 17 local tourism businesses.
• Wakatipu Reforestation TrustminorStrategic or Co-development PartnerEnvironmental partner for Love Queenstown Industry Planting Day. Collaborated on wetland restoration project planting more than 1700 native seedlings.
• Queenstown Resort CollegeminorStrategic or Co-development PartnerInternship program partner for Adventure Tourism Management students. Provides real-world training and experience in adventure tourism operations.
• RYD - EV Car HireminorChannel Partner/ Reseller/ DistributorRecommended alternative transport partner for customers seeking EV car hire options in Queenstown area.
• Dream Days by LifetimeminorStrategic or Co-development PartnerCharitable initiative providing memorable experiences for children affected by health conditions or disabilities. Oxbow hosts Dream Days participants for adventure experiences.
• Crowe & Co Crafted GiftsminorChannel Partner/ Reseller/ DistributorCrafted gift supplier for Oxbox corporate gift box offerings. Provides customized gift boxes with NZ products for conferences and incentive programs.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Shotover Jet: Queenstown-based commercial jet boat operator offering high-speed canyon jet boating experiences. Directly comparable to Oxbow's Jet Sprint Boating activity in the same catchment and customer segment.
• KJet Queenstown: Kawarau Jet operator running 1-hour jet boat tours on the Kawarau and Shotover Rivers from Queenstown. Direct competitor in jet boating with overlapping tourist clientele.
• Highlands Motorsport Park: Cromwell-based motorsport and go-kart attraction approximately 20 minutes from Oxbow. Co-markets bundled packages with Oxbow and competes for the same adrenaline-seeking visitor segment.
• Off Road NZ: New Zealand 4x4 and off-road adventure operator offering guided off-road driving experiences. Directly comparable to Oxbow's Ultimate Off-Roading activity in format and target customer.
• Dart River Safaris: Queenstown-region jet boat and wilderness adventure operator (part of Ngāi Tahu Tourism). Directly competes with Oxbow for adventure-seeking tourists and offers similar adrenaline-format experiences.

Broad incumbents

• Skyline Queenstown: Established Queenstown multi-attraction operator (gondola, luge, stargazing, dining). A broader incumbent in the same Queenstown adventure tourism category competing for similar inbound visitors.
• AJ Hackett Bungy New Zealand: Queenstown-based adventure tourism pioneer (Bungy, Swing, Nevis Catapult) that co-markets corporate team-building packages with Oxbow. A larger incumbent in the broader Queenstown adrenaline tourism category.
• RealNZ: Major New Zealand tourism operator (formerly Real Journeys) offering cruises, wilderness jet boating, and attractions across the South Island. Overlaps with Oxbow in jet boating and broader Queenstown/Doubtful Sound tourism demand.

Others

• The Helicopter Line: Queenstown-based helicopter tourism operator offering scenic flights and alpine landings. Adjacent rather than directly competitive — Oxbow bundles Earnslaw Burn helicopter experiences, positioning The Helicopter Line as a complementary partner.
• Queenstown Combos: Online aggregator bundling multiple Queenstown attractions and tours into discounted packages. Functions as both a reseller channel for Oxbow activities and an indirect competitor on price-bundled multi-activity itineraries.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/oxbowadventureco
• Instagraminstagram.com/oxbowadventureco
• TikToktiktok.com/@oxbowadventureco
• Xx.com/Oxbowadventure
• LinkedInlinkedin.com/company/oxbow-adventure-co

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 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 Oxbow Adventure