BeWILDerwood Cheshire

What BeWILDerwood Cheshire does

BeWILDerwood Cheshire is a UK family outdoor adventure park operated by Moss Wood Limited (Company No. 09985024), located at Bickley Moss, Whitchurch, Cheshire (SY13 4JF). The park opened in April 2021 as the second site in the BeWILDerwood group, the original being BeWILDerwood Norfolk, which has operated since May 2007 under Bure Valley Adventures Limited. The business is built around a published children's book series by Tom Blofeld; physical attractions — wooden treehouses, slides, zip wires, rope bridges, mazes, den-building areas, themed woodland villages and live storytelling theatre — are designed to immerse visitors in the books' fictional world of Swampy the Marsh Boggle, Mildred the Crocklebog and the Twiggle and BeWILDerbat characters. There is no proprietary technology platform; visitor operations run on a third-party ticketing system (Digitickets), with email marketing via Campaign Monitor and website analytics through Google Analytics and Microsoft Clarity.

The revenue model is direct-to-consumer and multi-stream. Core income comes from height-banded day tickets (free under 92cm; £17.95–£26.50 for paying visitors), annual memberships covering both Norfolk and Cheshire parks (£45–£75), gift vouchers, and pre-booked school and group rates (school trips at £10.50/child; groups of 15+ at £18.95–£19.95). Secondary income is generated through on-site catering (operated under partnership with Pizza Vesuvio at the Munch Bar) and merchandise, including Tom Blofeld's books and character-themed products at the Bizarre Bazaar retail shop and the dedicated online BeWILDerwood Shop. Marketing is multichannel, anchored by organic social media (Facebook, Instagram, YouTube), the Twiggle Times email newsletter, SEO-driven content marketing, and seasonal event-led campaigns such as BeWILDerfest (summer) and BeWILDerwood Presents Christmas (winter).

The group is in active expansion: it is taking over stewardship of Brockhole on Windermere from the Lake District National Park Authority in April 2026, adding a third UK site in a National Park setting with phased catering buildout (grab-and-go kiosk, sit-down cafe, restaurant) and new indoor and outdoor play elements. The parks operate seasonally from February to October, with the Christmas event extending into late November–December. Headcount is seasonal — 31 is the stated core figure, but operational hiring across Performers (£12.71/hour), Cooks (£15.50/hour) and management roles (£29,000/year for Assistant Catering Manager) implies a workforce likely in the hundreds during peak season. The company is privately held with no institutional investor or public listing disclosed.

Name

BeWILDerwood Cheshire

Legal name

Moss Wood Limited

Website

https://bewilderwood.co.uk

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

11–50 employees

Short description

BeWILDerwood Cheshire is a UK outdoor woodland adventure park in Whitchurch operating since April 2021, part of the BeWILDerwood group. It serves families, schools and groups with story-led play, height-banded day tickets, annual memberships, on-site catering and merchandise based on Tom Blofeld's children's books.

Ownership category

akta.pro rank

Headquarters

HQ city

Whitchurch, England

HQ country

United Kingdom

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Day Tickets: Entry tickets priced by height band (Almost WILD 92-105cm, BeWILD Now 105cm+, Still WILD 65+, Born to BeWILD under 92cm free). Tickets are non-refundable but transferable to another date via Digitickets. Single-visit revenue; peak season pricing ranges from £17.95 to £26.50 per person.
2. Annual Memberships: Unlimited-entry annual passes valid February-October at both Norfolk and Cheshire parks. Three tiers priced at £65 (Almost WILD 92-105cm), £75 (BeWILD Now over 105cm), £45 (Still WILD 65+). Memberships include a free 'Bring a Friend' voucher, 15% off food/drink/gifts, and 15% off special events. Recurring annual subscription model.
3. Gift Vouchers: Day Ticket Gift Vouchers and Membership Gift Vouchers sold as perfect gifts. Vouchers are site-specific, valid for 12 months, non-refundable, and can be purchased in bulk at group rates (100+ vouchers).
4. Catering and Food & Beverage: On-site food and beverage outlets (Munch Bar, Cosy Cabin, Bizarre Bazaar retail shop) operated in partnership with Pizza Vesuvio at Cheshire. Catering at Brockhole (Lake District) is planned to open in phases including a grab-and-go kiosk, sit-down cafe, and restaurant. Revenue from food, drinks, and merchandise sold to park visitors.
5. School Trip Bookings: School groups (15+ paying visitors) receive a discounted rate of £10.50 per child during term time, with one free teacher per five paying children. Revenue from pre-booked educational group visits.
6. Group Rate Day Tickets: Groups of 15 or more receive discounted rates of £18.95-£19.95 per person, including scout groups, children's clubs, and charities. Revenue from pre-booked group day visits.
7. Special Event Tickets: Paid special events such as BeWILDerfest and BeWILDerwood Presents Christmas require separate admission tickets on top of day tickets. These are non-refundable and non-transferable.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels9 records

Core offering

BeWILDerwood Cheshire operates a story-led outdoor woodland adventure park where families enter the world of Tom Blofeld's published BeWILDerwood children's books through 20+ physical attractions including treetop treehouses, zip wires, slides, mazes, den building, and live theatrical storytelling. The park sells height-based day tickets, annual memberships valid at both Norfolk and Cheshire parks, gift vouchers, school and group bookings, plus seasonal event admission (BeWILDerfest, Christmas) and on-site catering and retail. The park is positioned as a full-day, screen-free family experience accommodating ages from toddlers to grandparents.

Product overview

BeWILDerwood is a story-led outdoor woodland adventure park offering family experiences inspired by Tom Blofeld's book series. The product portfolio consists of core ticketing products (Day Tickets with height-based pricing tiers, Toddlewood Tickets for toddlers, and Annual Memberships), gift vouchers, and school/group visit packages. On-site activities include 22 distinct attractions spanning treetop structures (Sky Maze, BeWILDerville, Towering Treetop Tangles), slides (Slippery Slopes with 6 slides, Twiggle Whizzers), zip wires (Wobbly Wires, Wobbly Wires), interactive experiences (Storytelling Stage, Meet & Greets, Den Building), themed areas (Boggle Village, Twiggle Village, Witch's House), crafts (The Big Hat), toddler zones (Toddlewood on the Hill, Tip Toe Valley), and natural features (Loopy Lakes, Treacherous Trail, Restful Retreat). Seasonal events include BeWILDerfest (summer) and BeWILDerwood Presents Christmas. Food amenities include the Munch Bar operated by Pizza Vesuvio. Merchandise includes the online BeWILDerwood Shop selling books and character products. The company operates two UK parks (Norfolk since 2007, Cheshire since 2021) with a third site (Brockhole on Windermere) planned for 2026.

Differentiator

Problem solved

Functional benefit

Products and services

• Day Tickets Height-based single-visit admission tickets to the BeWILDerwood Cheshire woodland adventure park. Tiers include Born to BeWILD (under 92cm, free), Almost WILD (92-105cm, from £20.95), BeWILD Now (over 105cm, from £22.95), and Still WILD (65+, from £17.95). All visitors including adults require tickets; non-refundable but transferable to another date via Digitickets.
• Toddlewood Tickets (Twiggle Tots) Weekday toddler-friendly ticket priced at £12.50 for one adult and one preschooler (additional preschoolers £3 each). Available on selected weekdays in May, June, July, and September, excluding school holidays, weekends, and bank holidays. Part of the award-winning Twiggle Tots toddler programme.
• Annual Memberships Annual passes valid February-October at both BeWILDerwood Cheshire and Norfolk parks. Three tiers: Almost WILD 92-105cm at £65, BeWILD Now over 105cm at £75, and Still WILD 65+ at £45. Includes free Bring a Friend voucher, 15% off food/drinks/gifts, 15% off special events, guaranteed entry on sold-out days, and discounted entry to partner attractions.
• Gift Vouchers Day Ticket Gift Vouchers and Membership Gift Vouchers sold as presents. Vouchers are site-specific, valid for 12 months from purchase (day tickets) or redemption (memberships), non-refundable, and available in bulk at group rates for purchases of 100+ vouchers.
• School Trips Educational visits for preschool, infant, primary, and special schools during term time for groups of 15+ paying children. Priced at £10.50 per child with one free teacher per five paying children; each paying child receives a free play-again voucher. Booked via the Digitickets event booking system at least 10 days in advance with payment by debit/credit card or BACS.
• Group Visits Group bookings for 15+ paying visitors at £18.95–£19.95 per person, covering Scouts, Guide groups, children's clubs, charities, and similar organizations. Must be pre-booked and paid at least 10 days in advance via the Digitickets event booking system.
• BeWILDerwood Presents Christmas Award-winning annual Christmas event featuring magical woodland Christmas experiences, running 28 November – 23 December 2026. Requires separate admission tickets on top of standard day tickets; tickets are non-refundable and non-transferable.
• BeWILDerfest Summer-long seasonal event featuring live music at the Storytelling Stage, interactive Flower Power Trail, character meet-and-greets, and new stories brought to life with music. Held July 2026 with combined promotional discounts via Government VAT reduction and additional BeWILDerwood offers.
• BeWILDerwood Book Series Series of children's books by Tom Blofeld that form the IP foundation for BeWILDerwood parks, including A Boggle at BeWILDerwood, The BeWILDerbats, A BeWILDermuddle, The Ballad of BeWILDerwood, Minty and the Big Stink, and Minty and the Four Feathers. Sold in on-site Bizarre Bazaar shops and via the online retail store; audiobooks also available.
• BeWILDerwood Online Shop Online retail store selling BeWILDerwood books, character plush toys, branded clothing, and souvenirs tied to the park's woodland characters and story world.
• Munch Bar (Food and Beverage) On-site food and beverage outlet at BeWILDerwood Cheshire operated in partnership with Pizza Vesuvio, serving pizzas, grill items, sandwiches, toasties, loaded fries, ice cream, and hot drinks. Members receive a 15% discount on food and drinks.

Named customers1 record

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Partnerships

Nine partnerships are on record, tiered core and minor.

• Lake District National Park Authority (LDNPA)coreStrategic or Co-development Partner · 1 April 2026LDNPA is the governing authority that owns the Brockhole on Windermere site. BeWILDerwood is taking over the lease/stewardship of this site from April 2026, operating it under BeWILDerwood's brand values of nature, wellbeing, imagination, and family outdoor time. LDNPA will continue to deliver school outdoor learning at the site. The transition includes plans for new indoor play and outdoor adventure elements.
• Tom Blofeld (Author and Creator)coreStrategic or Co-development Partner · 1 April 2026Tom Blofeld is the author and creator of the BeWILDerwood book series which directly inspired and serves as the IP foundation for both BeWILDerwood parks. The parks are based on his books (A Boggle at BeWILDerwood, The BeWILDerbats, A BeWILDermuddle, The Ballad of BeWILDerwood, Minty and the Big Stink, Minty and the Four Feathers). Tom Blofeld is also Vice Chairman of Autism Anglia (a supported charity). His books are sold in the on-site Bizarre Bazaar shops.
• Brockhole Tenants (Zip World, Windermere Lake Cruises)minorOthers · 1 April 2026Existing on-site tenant operators at Brockhole on Windermere including Zip World and Windermere Lake Cruises. These tenants will continue to operate independently under the Brockhole site when BeWILDerwood takes over stewardship in 2026. School trip bookings made through the LDNPA outdoor learning team will also remain unaffected.
• Pizza VesuviocoreStrategic or Co-development PartnerPizza Vesuvio is the exclusive external catering partner providing food and beverage services at BeWILDerwood Cheshire. They operate the Munch Bar and food outlets, serving pizza, grill items, sandwiches, toasties, loaded fries, ice cream, and hot drinks. At BeWILDerwood Norfolk, a similar catering operation exists under the Cosy Cabin and Munch Bar. A dedicated catering manager and team oversee the food offering across all sites.
• Cholmondeley Castle GardensminorGTM or Marketing PartnerBeWILDerwood members receive 20% off tickets to Cholmondeley Castle Gardens (on the gate tickets only). This cross-promotional partnership provides added value to BeWILDerwood membership.
• Trentham Monkey ForestminorGTM or Marketing PartnerBeWILDerwood members receive 15% off tickets to Trentham Monkey Forest (on the gate tickets only). Cross-promotional partner attraction offering member benefits.
• ROARR! (Dinosaur Adventure Park)minorGTM or Marketing PartnerBeWILDerwood members receive 20% off ROARR! tickets by booking the 'Concessions: seniors, registered disabled, partners' ticket online. Cross-promotional partner attraction.
• Jimmy's Farm & Wildlife ParkminorGTM or Marketing PartnerBeWILDerwood members receive 30% off Jimmy's Farm & Wildlife Park tickets via the 'partner attraction holder tickets' section when booking. This is the highest discount offered among the partner attractions.
• Clacton PierminorGTM or Marketing PartnerBeWILDerwood members receive 20% off wristbands onsite and 20% off everything online at Clacton Pier using code WILDPIER20 at checkout.

Scale indicators6 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Drayton Manor: Mid-sized UK family theme park with on-site accommodation (Drayton Manor Hotel) and a wide age-range offering, comparable in scale, target audience, and ticketing model to BeWILDerwood's family day-out positioning.
• Gulliver's Theme Parks: Family-focused UK theme park chain with multiple regional sites targeting families with young children, similar age-band pricing and a multi-location portfolio model closely analogous to BeWILDerwood's Norfolk/Cheshire/Brockhole structure.
• Go Ape: UK outdoor adventure operator running treetop high-ropes, zip wires and woodland obstacle courses, directly comparable to BeWILDerwood's Slippery Slopes, Wobbly Wires, Sky Maze and Towering Treetop Tangles offering.
• ROARR! Dinosaur Adventure: Norfolk-based outdoor family adventure park with dinosaurs, slides, and trails; a regional direct peer to BeWILDerwood Norfolk and a cross-promotional partner, competing for the same family day-trip segment in East Anglia.
• Paultons Park: UK family theme park anchored to a strong IP (Peppa Pig World) and home of the broader Paultons branded attractions, directly comparable to BeWILDerwood's use of Tom Blofeld's book IP to drive family visits.

Broad incumbents

• Center Parcs UK: Established UK family short-break operator with extensive woodland activities, indoor pools, and adventure playgrounds; broader and more upscale than BeWILDerwood but competing for the same nature-based, family-weekend wallet.
• Alton Towers: UK's largest theme park (Merlin) targeting families and thrill-seekers; overlaps with BeWILDerwood on the family day-out ticket but is materially larger in scope, ride intensity, and revenue scale.
• LEGOLAND Windsor: Major UK family theme park targeted at the 3–12 age band, similar to BeWILDerwood's core audience but with a global IP backbone, scale, and Merlin-owned marketing reach that gives it a much broader incumbency.

Emerging players

• The Enchanted Forest (Forestry England): Author-led woodland experience operator working with Forestry England on immersive story-based woodland trails, sharing BeWILDerwood's story-meets-nature thesis but with a transient, festival-style model rather than a permanent park.

Regional players

• Woburn Safari Park: Bedfordshire family attraction with safari and adventure playground elements, overlapping with BeWILDerwood on the under-12 family day-out segment in the South/Midlands region and with comparable school/group pricing levers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Customer concentration

• Xtwitter.com/BeWILDerwood
• YouTubeyoutube.com/@BeWILDerwoodTV
• Facebookfacebook.com/BeWILDerwoodCheshire
• Instagraminstagram.com/bewilderwood_cheshire
• Pinterestpinterest.com/BeWILDerwood
• LinkedInlinkedin.com/company/bewilderwood-cheshire

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 BeWILDerwood Cheshire