Sea Trust

Name

Sea Trust

Legal name

Sea Trust Wales

Website

https://seatrust.org.uk

Company type

Private

Founded year

2003

Operating status

Operating

Headcount range

1–10 employees

Ownership category

akta.pro rank

Product category

Marine Conservation Services

akta.pro primary industry

Marine Conservation & Citizen-Science Experiences (reef monitoring, turtle walks) (THAAAIAH)

akta.pro secondary industries

Marine & Freshwater Conservation (BPAGAGAE), Marine Wildlife & Coastal Nature Tours (Whale/Dolphin Watching, Sea Kayaking) (THAAAEAD)

Keywords

• Marine conservation services
• Aquarium visitor experiences
• Citizen science programs
• Wildlife education services
• Marine research charity

Headquarters

HQ city

Wales

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Aquarium Admission: Ticket sales for Sea Môr Aquarium visits, with pricing for adults, children, concessions, and free entry for under 2s and carers
2. Adopt a Porpoise Program: One-off adoption payments providing yearly subscription with cuddly toy, updates, aquarium tickets, and shop voucher
3. Donations & Fundraising: Charitable donations, lottery participation, and business donations that fund conservation projects and wildlife surveys
4. Cafe & Gift Shop: Ocean Lab Cafe (voted second-best cafe in Wales 2025) and gift shop selling sustainable/ocean-themed products
5. Grants & Funding: Funding from government bodies (Welsh Government, Pembrokeshire County Council), charitable trusts, and organizations
6. Activity Fees: Fees for Seashore Safaris, VR experiences, school visits, and guided surveys

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels9 records

Core offering

Sea Trust is a marine conservation charity that operates the Sea Môr Aquarium (a catch-and-release aquarium showcasing local Welsh marine species), runs paid guided activities such as Seashore Safaris and a VR Experience, and conducts marine wildlife surveys and education outreach in Pembrokeshire. Its commercial offerings include aquarium admissions, gift shop and cafe retail, school and group education programs, and the Adopt a Porpoise sponsorship scheme, all supporting its charitable marine conservation work including the Môr Mammals photo-ID research and Recycle Môr fishing gear recycling project.

Product overview

Sea Trust is a marine conservation charity operating primarily from Ocean Lab in Goodwick, Pembrokeshire. The organization offers a portfolio of visitor experiences including the Sea Môr Aquarium (catch-and-release aquarium showcasing local marine species), Seashore Safaris (guided beach exploration), VR Experience (immersive marine discovery), and Gardd y Môr (biodiverse garden). Educational programs include School Visits, Marine Biology Club, and free Educational Resources. The organization conducts research through projects like Môr Mammals (porpoise and seal photo-ID), Recycle Môr (fishing gear recycling), and Connect Môr (biodiversity education). Visitors can support through Adopt a Porpoise programs, donations, and the Gift Shop and Cafe. The offering functions as a unified visitor center model combining conservation, education, and community engagement rather than a traditional software platform.

Differentiator

Problem solved

Functional benefit

Brands

• Sea Môr Aquarium: Catch and release aquarium at Ocean Lab in Goodwick, showcasing local marine wildlife from Welsh waters including Harbour tank, Rock Pool tank and deep sea Monsters tank.
• Recycle Môr
• Connect Môr
• Môr Mammals

Products and services

• Sea Môr Aquarium A catch-and-release aquarium at Ocean Lab in Goodwick showcasing local marine species from Welsh waters, with tanks emulating marine ecosystems including Harbour tank, Rock Pool tank and deep sea Monsters tank; available to families and general visitors through self-guided or guided tours led by marine biologists.
• Seashore Safari Guided one-hour tours along Goodwick beach and rockpools led by marine biologists providing hands-on exploration of local marine wildlife using identification cards, buckets and hand nets; aimed at families and general visitors.
• Discover Môr VR Experience On-site 15-minute immersive virtual reality experience exploring Pembrokeshire's underwater marine world as part of the Discover Môr project, using VR headsets to connect individuals and families with the local marine environment.
• Gardd y Môr (biodiverse garden) A free-to-visit biodiverse garden at the Ocean Lab featuring pollinator plants, educational information boards and activity sheets; designed to raise biodiversity and awareness of pollination for general visitors and school groups.
• Adopt a Porpoise Annual one-off adoption sponsorship supporting Sea Trust's harbour porpoise conservation; adopters receive a certificate, photo, recycled-plastic cuddly toy, monthly updates, two free aquarium tickets and a 10% gift shop voucher, aimed at conservation supporters.
• Marine Biology Club A free weekly club for budding marine biologists aged 10–14 plus a monthly 15–17-year-old club, providing scientific surveys and hands-on aquarium activities led by Sea Trust's education team.
• School Visits Two-hour structured school sessions at Ocean Lab combining aquarium tours and Seashore Safaris, plus outbound marine conservation sessions delivered at schools for educational groups in Pembrokeshire and surrounding areas.
• Môr Mammals research project Long-running marine conservation research project focused on Harbour porpoise and grey seal photo identification and Risso's dolphin sightings in North Pembrokeshire, building a photo-ID dataset and informing marine protected area management.
• Recycle Môr fishing gear recycling project Environmental project run with Waterhaul that collects and recycles end-of-life fishing gear from 10 Pembrokeshire harbours, converting recovered materials into products such as sunglasses, litter pickers and knives.
• Connect Môr biodiversity project Educational biodiversity project connecting local schools and the community to Pembrokeshire biodiversity through educational sessions, community walks, biodiversity talks and new planters in the Gardd y Môr garden.
• Ocean Lab Cafe Café at the Ocean Lab visitor centre serving hot drinks, traditional Welsh food and takeaway options with coastal views; open seven days a week to visiting members of the public.
• Ocean Lab Gift Shop Visitor centre gift shop selling sustainable, eco-friendly, recycled and reusable ocean-themed products, with proceeds supporting Sea Trust's conservation and education projects.
• Wildlife Sightings Reporting Community citizen-science programme collecting reports of whales, dolphins and porpoises around the Welsh coast and feeding them into a sightings database that supports research and conservation work.

Quantifiable outcome

• Over 10 tonnes of end-of-life fishing gear diverted from oceans
• +3 more outcomes

Named customers4 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature3 records

Partnerships

Five partnerships are on record, tiered core and minor.

• WaterhaulcoreStrategic or Co-development PartnerRecycle Môr project partnership to collect and recycle end-of-life fishing gear from Pembrokeshire harbours. Waterhaul transforms collected materials into products like sunglasses, litter pickers, and knives. Operational since September 2021 with over 10 tonnes collected.
• JWJT MediacoreTechnology or IntegrationCreated the VR Experience content for the Discover Môr project, filming Pembrokeshire's marine life over several months
• Celtic DeepminorStrategic or Co-development PartnerContributed to filming for VR Experience by taking team out on boat to capture marine footage
• Y Môr a Ni (The Sea and Us)coreStrategic or Co-development PartnerListed as partner organization in Welsh marine conservation network
• Abergwaun Walks (David Pepper)minorStrategic or Co-development PartnerCollaborated on community biodiversity walk as part of Connect Môr project

Scale indicators8 records

Recent moves1 record

Direct peers

• Scottish Seabird Centre: Charity running a wildlife observation and education centre on the Scottish coast with citizen science sightings reporting and school programmes. Closely analogous to Sea Trust's combination of visitor centre, citizen science, and marine conservation in a regional UK setting.
• Yorkshire Wildlife Trust: Regional Wildlife Trust combining visitor centres, education programmes, citizen science and species recovery work. Comparable governance, charitable funding model, and breadth of activities from a similar-sized regional base.
• National Marine Aquarium: The UK's largest public aquarium (Plymouth), combining public education, conservation research and a visitor centre model that closely mirrors Sea Môr Aquarium at Ocean Lab. Comparable in operating an aquarium as the anchor for citizen science and education revenue.
• Scottish Wildlife Trust: Scottish member-based wildlife charity running reserves, education, and citizen science with a marine focus. Comparable UK regional conservation charity model with grant funding and volunteer programmes.
• Ocean Conservation Trust: UK marine conservation charity focused on ocean literacy, education, and citizen engagement. Similar combination of marine education, public-facing programmes, and research communication.
• Cornwall Wildlife Trust: Regional UK wildlife trust operating marine conservation, citizen science, and education programmes along the Cornish coast. Comparable governance structure (charity), regional scope, and marine wildlife focus including seals and cetaceans.

Broad incumbents

• Marine Conservation Society: UK-wide marine conservation NGO running citizen science, beach cleans, and policy campaigns. Already a Sea Trust partner/funder via Recycle Môr; comparable mission with much broader national scale.
• The Wildlife Trusts: UK federation of 46 regional wildlife trusts — the umbrella body Sea Trust originally split from in 2013. Competes for the same grant streams and donor audiences at a national scale.
• Royal Society for the Protection of Birds (RSPB): Europe's largest wildlife conservation charity running reserves, education, citizen science and policy advocacy. Competes for similar UK grant and donor pools as Sea Trust, though focused primarily on birds.

Regional players

• Pembrokeshire Coast National Park Authority: Public-sector body managing the same coastline where Sea Trust operates, also a current Sea Trust funder. Comparable regional scope and educational outreach but operates under statutory rather than charitable governance.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@SeaTrustWales
• Facebookfacebook.com/SeaTrustWales
• Instagraminstagram.com/seatrust_wales
• TikToktiktok.com/@seatrustwales
• LinkedInlinkedin.com/company/sea-trust-wales

Revenue estimate

Valuation estimate

Number of profiles

Profiles18 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 Sea Trust