What adventure beyond does

Adventure Beyond is a family-run outdoor adventure activity provider founded in 1997 by former international slalom kayaker Jethro Moore and headquartered in Llandysul, West Wales. The company delivers a broad portfolio of adventure activities including coasteering, canoeing, sea kayaking, white water rafting, gorge walking, paddleboarding, hill walking, and adventure racing, operating across multiple UK regions including Pembrokeshire Coast, Brecon Beacons, Snowdonia, and the Scottish Highlands. Its core technology is a safety- and compliance-driven activity delivery platform, anchored by AALA licensing (Reference R1121), which encompasses standard operating procedures, emergency action plans, risk assessments, and staff training frameworks. The company also maintains specialized safety protocols for TV/film production environments developed during the COVID-19 pandemic.

The business serves six primary customer segments: schools and youth groups (including Duke of Edinburgh Award expeditions), corporate and business clients, individual/family adventurers, stag and hen parties, TV/film productions, and aspiring outdoor instructors. Revenue is generated through per-person and per-group activity pricing (£15-£65pp), multi-day weekend packages (from £180pp), gift vouchers, corporate training programs, instructor training courses, and professional services for media productions. Distribution is direct-to-consumer via a proprietary booking portal and direct sales channels, with no third-party resellers. Notable enterprise clients include ITV, BBC Natural History, BBC Wales, Netflix, Amazon Prime, Red Bull, Ministry of Defence, and 20th Century Fox.

The company holds a strong regulatory position as a British Canoeing Delivery Partner, National Coasteering Charter member, DofE Award provider, Institute for Outdoor Learning member, and IRATA-certified provider. It has a wholly-owned subsidiary (Adventure Beyond Schools Ltd) for educational programs and has demonstrated brand strength through a TripAdvisor Travellers Choice Award (2025) and visible TV credits across major broadcasters. The business is founder-owned with no disclosed external investment and operates with a core team of approximately 10 named staff supplemented by seasonal instructors.

Name

adventure beyond

Legal name

Adventure Beyond Ltd

Website

https://adventurebeyond.co.uk

Company type

Private

Founded year

1997

Operating status

Operating

Short description

Adventure Beyond is a family-run UK outdoor adventure provider, founded 1997, delivering coasteering, kayaking, rafting, and expedition services to schools, corporate clients, families, and TV/film productions across Wales, Snowdonia, and the Scottish Highlands.

Ownership category

akta.pro rank

Product category

Outdoor Adventure Services

NAICS

Scenic and Sightseeing Transportation, Land (487110)

SIC

Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Hiking, Trekking & Backpacking Tour Operators (THAAADAA)

akta.pro secondary industries

Rock Climbing, Mountaineering & Via Ferrata Guides (THAAADAC), Extreme Water Thrill Experiences (Hydrospeed, Cliff Diving, Extreme Whitewater) (THAAAMAI)

Keywords

• Outdoor adventure activities
• Coasteering services
• Water sports instruction
• Corporate team building
• Outdoor education programs

Headquarters

HQ city

Llandysul

HQ country

United Kingdom

HQ region

Europe

Offices9 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Activity Bookings: Per-person and per-group pricing for adventure activities including coasteering, canoeing, kayaking, white water rafting, gorge walking, paddleboarding, surfing, and bushcraft. Prices range from £15pp (archery) to £65pp (sunrise/sunset tours).
2. Weekend/Hen/Stag Packages: Multi-day adventure packages including activities, accommodation, and meals. Prices start from £180pp with minimum group sizes of 6 people.
3. Gift Vouchers: Monetary vouchers (£10-£200+) and activity-specific vouchers sold online with instant email delivery. Vouchers valid for 12 months.
4. TV/Film Production Services: Location scouting, management, safety logistics, and adventure consulting for television and film productions. Developed as key revenue stream during COVID-19 pandemic.
5. Corporate Training Programs: Team building and leadership development programs for businesses, schools, and organizations. Includes half-day energizers to week-long intensive courses.
6. Expedition Services: Multi-day UK river and sea expeditions including equipment provision, qualified staff, logistics planning, and optional accommodation/food services.
7. Instructor Training Courses: NGB accredited training and coaching courses for aspiring outdoor instructors, including British Canoeing awards, IRF raft guide certifications, and coasteering validation.

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels8 records

Core offering

Adventure Beyond is a family-run outdoor adventure activity provider based in West Wales delivering coasteering, canoeing, sea kayaking, white water rafting and tubing, stand up paddle boarding, gorge walking, and hill walking, alongside expeditions, Duke of Edinburgh Award programmes, school residential trips, corporate team building, NGB-accredited instructor training, and TV/film production location management and safety services across multiple UK regions.

Product overview

Adventure Beyond is a family-run outdoor adventure activity company offering a diverse portfolio of adventure activities and services. Core water-based activities include Coasteering, Canoeing, Sea Kayaking, White Water Rafting, White Water Tubing, Stand Up Paddle Boarding (including Monster SUP), and Gorge Walking. Land activities comprise Hill Walking, Adventure Racing, and climbing. The company provides expedition services including UK River Expeditions (Wye, Teifi, Severn, Thames), Sea Kayak Expeditions, and Duke of Edinburgh Award expeditions for walking, kayaking, and canoeing at Bronze, Silver, and Gold levels. Additional services include Corporate Team Building & Training, School Residential Trips, Stag & Hen Party Packages, TV & Film Production Support, and Instructor Training & Coaching courses. The company operates primarily in West Wales (Cardigan Bay, Pembrokeshire) with operations extending across the UK including Brecon Beacons, Snowdonia, and Scottish Highlands.

Differentiator

Problem solved

Functional benefit

Products and services

• Coasteering Coastal adventure activity combining swimming, climbing, and scrambling around Cardigan Bay and Pembrokeshire coastlines with cliff jumps and cave exploration. Targeted at individuals, families, schools, and stag/hen groups seeking adrenaline-filled outdoor experiences.
• Canoeing Guided canoe trips on the River Teifi through the Teifi Gorge, suitable for families with dog-friendly options. Open to individuals, families, and groups.
• Stand Up Paddle Boarding (SUP) Paddle boarding activities including gorge trips, Cardigan fun sessions, and Monster SUP (giant multi-person paddle boards for groups of 4-12 people). Targeted at families, individuals, and group bookings.
• White Water Rafting Guided rafting trips through Grade 2-4 rapids on the River Teifi, including Rapids Run and Gorge Tour options. Targeted at groups of 6+ seeking adrenaline experiences.
• White Water Tubing Guided river tubing sessions on the River Teifi with White Water Tubing and Lazy River Float options. Open to individuals, families, and groups.
• Sea Kayaking Coastal kayaking tours in Cardigan Bay with options for Aberporth and Moylegrove routes, including multi-day expeditions up to 60+ km. Targeted at individuals, families, and DofE participants.
• Gorge Walking Adventure activity involving scrambling, jumping, sliding, and swimming through natural gorges at Dinas Rock (Neath Valley) and Mid Wales locations. Targeted at school groups, families, and corporate teams.
• Hill Walking Guided hiking and mountaineering trips covering navigation, route planning, night navigation, hazards, and camp craft skills in Welsh hills and mountains. Targeted at DofE participants, schools, and individual adventurers.
• Adventure Racing Multi-sport endurance events combining kayaking, canoeing, hiking, biking, and running with corporate and charity challenge options (The Ten 'K' Mission, Brecon Beacons Triple Treat, Bike & Hike Three Peaks). Targeted at corporate teams and group bookings.
• Corporate Team Building & Training Tailored corporate events including team bonding, leadership development, 1-day team building, and adventure challenges for businesses. Customers include Red Bull, Ministry of Defence, 20th Century Fox, Arriva Trains Wales, and Scarlets Rugby.
• Stag & Hen Party Packages Weekend adventure break packages including Wild & Wet Weekend, Wilderness Weekend, Stay Dry, and Pure Adrenaline options, with prices from £180pp including activities, accommodation, and meals. Targeted at stag, hen, and group celebrations (minimum 6 persons).
• School Residential Trips Educational outdoor programs for schools covering curriculum-linked activities (Geography, Geology, PE, History, Environmental Studies), safety training, and multi-day residential packages with full documentation. Delivered through wholly-owned subsidiary Adventure Beyond Schools Ltd.
• UK River Expeditions Canoe and kayak touring expeditions on UK rivers including River Wye, River Teifi, River Severn, and River Thames with equipment provision, qualified staff, and logistics planning. Targeted at DofE participants and group adventurers.
• UK Sea Kayak Expeditions Coastal sea kayaking expeditions around Cardigan Bay, Pembrokeshire Coast, and Scottish Lochs with wild camping options. Targeted at DofE participants and experienced paddlers.
• DofE Kayak Expeditions Duke of Edinburgh Award kayak expeditions at Bronze, Silver, and Gold levels with open water and Great Glen trail options. Targeted at DofE participants and schools.
• DofE Walking Expeditions Duke of Edinburgh Award walking expeditions with training in navigation, camp craft, and expedition skills across the UK. Targeted at DofE participants and schools.
• TV & Film Production Support Location management, safety logistics, and adventure consulting for TV and film productions including location scouting, permits, risk assessments, and water/land safety services. Production credits include BBC Natural History, ITV, Netflix, Amazon Prime, and S4C productions.
• Instructor Training & Coaching National Governing Body training courses for British Canoeing awards, Coasteering validation, IRF Raft Guide certification, and personal coaching at £100–£250 per course. Targeted at aspiring outdoor instructors and career paddlers.
• Activity Vouchers Gift vouchers available as monetary vouchers (£10–£200+) or specific activity vouchers with 12-month validity and instant email delivery. Targeted at gift purchasers and individual adventure seekers.

Quantifiable outcome

• 27+ years continuous operation with successful COVID-19 pivot to media production
• +2 more outcomes

Named customers14 records

Segments6 records

Ideal customer profiles6 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Twelve partnerships are on record, tiered core and minor.

• One Tribe TVcoreStrategic or Co-development Partner · 12 August 2021Adventure Beyond provides location management, safety logistics, and adventure consulting for One Tribe TV documentary productions. Managing Director Jet Moore quoted in press release as key partner. Worked on Wonders of the Celtic Deep for BBC Wales Natural History.
• South Shore ProductionscoreStrategic or Co-development PartnerFull logistical support and challenge development for ITV's 'Don't Rock the Boat'. Adventure Beyond designed and delivered 5 unique adventure challenges from Pembrokeshire to Scotland. CEO Andrew Mackenzie personally thanked the team for professionalism and safety expertise.
• BBC WalescoreStrategic or Co-development PartnerLocation management and safety services for 'Extreme Wales with Richard Parks' series. Provided water safety for presenter and film crew, taught kayaking skills, and conducted coasteering sessions. Two-season collaboration.
• BBC Natural HistorycoreStrategic or Co-development PartnerLocation safety and management for 'Wonders of the Celtic Deep' documentary. Managed safety for crews filming in challenging Welsh waters using boats, free diving, and rope access to capture marine life footage.
• ITVcoreStrategic or Co-development PartnerCreated and ran opening sequence abseiling event for 'I'm a Celebrity Get Me Out of Here!' Welsh edition 2020. Second year involved securing steep rock faces above camp due to adverse weather. Iconic location used for show.
• Boom CymruminorStrategic or Co-development PartnerProduction company for S4C's 'Y Gemau Gwyllt' children's challenge show. Adventure Beyond provided 4 challenges over multiple seasons including tubing race, climbing, raft building, and pitch black assault course.
• Coasteering.co.ukminorGTM or Marketing PartnerListed among Top 20 Coasteering providers in UK on industry directory. Marketing referral partnership driving coasteering-specific bookings.
• British CanoeingcoreChannel Partner/ Reseller/ DistributorOfficial Delivery Partner for British Canoeing awards and qualifications. Provides NGB accredited training and assessment for paddlesport instructors.
• Cardigan Bay ActivecoreChannel Partner/ Reseller/ DistributorPartner agency for activity bookings. Operates separate booking platform (cardiganbayactive.cinolla.com) with own terms and conditions. Handles real-time availability and instant bookings.
• TripAdvisorminorGTM or Marketing PartnerTravel review platform where Adventure Beyond maintains active presence and has won Travellers Choice Award 2025. Key channel for tourist and family bookings.
• Operation Team Leader LtdminorStrategic or Co-development PartnerPartnership for corporate leadership development programs. Jointly developed 'Ultimate Leadership Experience' using 1500-acre forest in Brecon Beacons.
• Adventure Activities Industry Advisory Committee (AAIAC)minorOthersManaging Director Jet Moore is a member of this committee providing advice to UK government on outdoor safety. Industry leadership and regulatory influence role.

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Celtic Quest Coasteering: Pembrokeshire-based coasteering and adventure activity provider operating in the same Abereiddy/Blue Lagoon and Cardigan Bay venues with comparable pricing model and customer segments. Direct head-to-head competitor for tourist, family and school bookings.
• Preseli Venture: Pembrokeshire-based multi-activity adventure provider (coasteering, kayaking, climbing) with a comparable mix of tourist, school and group bookings in the same West Wales market.
• TYF Adventure: St Davids (Pembrokeshire) outdoor adventure company and fellow coasteering pioneer in West Wales. Overlapping activity set (coasteering, surfing, sea kayaking), similar DofE and school focus, and shared TripAdvisor/coasteering-directory positioning.
• Robinwood Activity Centre: Award-winning school residential and outdoor activity provider in Shropshire offering multi-activity programmes to primary schools. Directly comparable on the school/curriculum-linked segment and bookable packages.
• Big Blue Adventures: Cardigan Bay-based coasteering and sea kayaking provider operating out of New Quay. Closest geographic overlap with Adventure Beyond's Cardigan/Aberporth venues; competes for the same tourist and family segment.
• SkyBlue Adventures: Wales-focused coasteering and adventure provider with overlapping Pembrokeshire venues and a similar activity lineup, competing for the same tourist and stag/hen segments.
• Manor Adventure: Family-run UK activity centre operator running residential multi-activity programmes for schools and youth groups. Comparable bookable packages, school focus and instructor-led delivery model.

Broad incumbents

• PGL Travel: UK's largest provider of school residential trips and activity holidays, operating multiple centres across the country. Much larger scale, broader portfolio and dedicated centres; competes for the same school residential and DofE business.
• Outward Bound Trust: UK-wide outdoor education charity providing residential adventure programmes for young people. Larger incumbent with national footprint and school/youth programmes that overlap the schools and DofE segment.

Regional players

• Llangorse Multi Activity Centre: Wales-based multi-activity centre in the Brecon Beacons offering water sports and land activities for tourists, families and schools. Comparable activity mix and Welsh geographic market, though broader centre/resort positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/adventure-beyond-limited

Compliance9 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 records

Subsidiaries1 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 adventure beyond