“We want to become Center Parc on steroids,” says Sean Taylor as we chat at the Tyn-Y-Coed hotel in North Wales. For now, however, he’s happy to offer, “World-class experiences in iconic locations.”
There are now 29 individual adventures at Zip World’s seven sites in Wales and North West England. With a top speed of 100 miles per hour (160km/h), Velocity at Zip World Penrhyn Quarry is the world’s fastest zipline. Spanning almost one mile (1.55km) over a working quarry and lake in the heart of Eryri – the Snowdonia National Park – it’s an unforgettable sight whether you’ve ridden or simply seen a picture.
Zip World enters the short break market
Described as “A traditional Welsh hotel and pub”, Tyn-Y-Coed sits roughly midway between Penrhyn Quarry and Zip World Betws-y-Coed.
It was something of an emotional purchase for Taylor, who grew up locally. Now Zip World president, following the promotion of Andrew Hudson to CEO in August, he returned to North Wales after four years as a security consultant, following a 22-year career in the Royal Marines. “There was a company from London that wanted to buy this place and change the name to the Three Blind Mice,” he explains. “My grandfather would have been turning in his grave.”
So he bought the hotel in May 2022. He installed a new local manager but kept everything else largely as it was. There is land, however, on the hillside at the back to develop the kind of accommodation he hopes will become a hit as Zip World steps up its offer for the short break market.
Adventures for everyone
Outdoor activities have always been popular in North Wales. But when Taylor returned in the early noughties, things were a little different. “Unless you had your own canoe or your own boat, you went walking. That was it. We’ve opened up the market, and provided ways for people to see the national park from a different angle.”
As we tour Zip World’s sites at Penrhyn Quarry and Betws-y-Coed, we are accompanied by Taylor’s dog, Ifor, sporting a Zip World bandana (best sellers in the gift shop apparently). Animals are welcome at each location since they are part of guest’s families. Inclusivity is key to the Zip World model, despite the intense nature of some of its experiences.
“Two words we’ve always left out of our marketing are ‘adrenaline’ and ‘extreme’,” says Taylor. “We are mass market. It just happens that what we do is pretty fast and exciting.”
Disabled people, amputees and blind people have all experienced Velocity. He’s hoping soon to ride his first centenarian (applications welcome). The visitor profile varies from site to site according to the collection of experiences offered. Betws-y-Coed, with its Fforest Coaster (Wiegand Alpine Coaster), Zip Safari treetop adventure, Skyride swing and Plummet drop, is more family-focused than Penrhyn Quarry, for example.
Zip World: from Basecamp to Summit
Taylor launched what is now Zip World Betws-y-Coed as Tree Trop Adventure in 2007. Then he and former partner Nick Moriarty, who has since left the business, got started at Penrhyn Quarry in 2013. Welsh Slate remains Taylor’s landlord and Velocity, expanded from two to four ziplines, is his ultimate calling card. Other experiences here include mountain carts that travel on the slate-covered quarry terrain.
Zip World now has three sub-brands. These will be used more widely as the operator expands across the UK and beyond. Summit describes top-tier destinations such as Penrhyn Quarry and Zip World Tower in South Wales. Expedition is the title given to woodland offerings such as Heaton Park in Manchester (formerly Treetop Trek). Then there’s Basecamp, for entry-level sites with a smaller number of activities, such as Zip World Rhyl with its single Sky Flyer blimp.
Added to the portfolio in 2014, Zip World Llechwedd was developed on the site of a former slate mine and visitor attraction outside Blaenau Ffestiniog. The deep mine tours have been retained but added experiences now include a 1km sit-down zipline as well as an underground adventure golf course, created in partnership with Greenspan Projects Ltd., a creative design and build specialist for the visitor attraction industry.
It’s also home to Bounce Below subterranean trampolining and a particularly challenging cavern course.
The zipline with the Midas touch
Taylor, a former parachute instructor, has been careful with the activities he’s chosen for each Zip World location. Skydiving and bungee jumping? Too niche.
“Generally in our industry, you are high throughout with a low price point, or low throughput at a high price point. We are fortunate that we have a high-yield, high-volume model. Velocity is without doubt the most commercially successful zipline in the world.”
Both this and the Fforest Coaster take bookings from 8 in the morning until 8 in the evening. Each also operates a dynamic pricing model, the world’s fastest zipline costing between £92 ($117/€107) and £115 ($145/€135) per descent.
On the coaster, sunset packages are bundled with burgers or hot dogs for £35 ($45/€40). Videos are understandably popular for certain experiences. Seasonal events include Ffear Fforest in Betws-y-Coed, Monsters of the Mine at Zip World Tower and Zipmas at Zip World Llechwedd.
Around 85% of experiences are pre-booked. Across all its sites, Zip World delivers around 800,000 rides a year – or adventures as it prefers to call them. It also employs around 850 staff.
The goal is for two million guests by the end of 2025. About a third of visitors, often the lead booker, do not participate in any activities. However, experiments are being made with VR so that, “Even your grandmother in Australia can participate”.
Zip World: more than just ziplines
A minority investment in 2019 from private equity fund LDC provided the catalyst for some of Zip World’s more recent developments. As the brand evolves, ziplines now represent less than half of its offerings.
Opened on the site of a former colliery in 2021, Zip World Tower is nestled within the Rhigos mountain range of South Wales. Its twin Phoenix zipline (920m and 620m) is joined by the Tower Climber obstacle course from Kritstall Turm and Tower Coaster, the UK’s only Wiegand CoasterKart.
At Zip World Rhyl, Skyflyer offers panoramic views of the North Wales coast from a height of up to 121m (400ft). It also acts as a 32m aerial billboard. There are plans to place further blimps in cities across the UK to spread the Zip World name; just as Taylor did a few years ago with a zipline in London. Whilst this venture did not last, it’s worth noting around a third of visitors to the sites in North Wales now come from the British capital.
The role of PR and influencers in building the brand should also not be underestimated.
In-house teams and working with local business
New this year at Penrhyn Quarry was Aero Explorer. Here passengers build anticipation by climbing two spiral towers. They’re then on their own as they speed through 400m of twists and turns over the quarry’s ‘blue’ lake (reflections from the slate). Arguably it’s the way you fly out on the bends that creates some of the most exhilarating moments.
The attraction was supplied by Zip Zag Rides from Chester, just over the border in England.
“We always strive to engage with local businesses where possible,” says Taylor. He also has his own construction team. “With the Fforest Coaster, they [Wiegand] brought two technicians over from Germany, but we had about 12 lads working on it.”
In fact, adds Taylor, “About the only thing we don’t do are our legals, and the big planning applications. We do our own training, IT, HR, finance, marketing, and social media, and have our own call centre. Andrew, our new CEO, is very strong on data. When you approach a land owner who is going to be your business partner, it gives them a lot of reassurance.”
Rigour, determination and luxury accommodation
Sean Taylor credits his resourcefulness both to his background in the Marines and early graft with his dad.
“He came over to North Wales from Northern Ireland; a big Ulsterman and rugby player. I left school and joined his lumberjack business. After 18 months I thought, ‘This is too much like hard work’. So I joined the Royal Marines for an easier life! That taught me rigour, determination and resilience. I pity any young person trying to start a business with all the red tape and hurdles in the way today.”
Right now he’s excited about launching six Forest Lodge retreats. Overlooking the Conwy Valley, they will welcome their first guests this October. Each is within walking distance of the Fforest Coaster, Zip Safari and other attractions, yet all appear secluded. Clad in a mirrored skin, the lodges have a certain ‘blingy’ quality and will be luxuriously appointed inside. The exterior also reflects the forest surroundings, for minimal external impact
“I’m very passionate about protecting the special qualities of the national parks,” says Taylor. “What upsets me is when things turn a bit elitist and it’s said the wrong people are attracted to the national parks. They are for everyone.”
Packaging the adventure
When it comes to how he might integrate his accommodation offer into the wider Zip World experience, Taylor, who is president of his local rugby club, was inspired while attending a British & Irish Lions tour of New Zealand back in 2017.
“It was all about package, package, package. So you get your accommodation, you get your transport, and you get your activities. It’s all seamlessly put together. You don’t know what you’re paying [for each one] and you don’t care so long as it’s a great experience.”
To deliver world-class experiences, you need world-class service. “People are paying a lot of money for our adventures, with videos and merchandise on top,” says Taylor. “For that to happen, your toilets need to be clean, your safety needs to be bob on, and your staff need to be absolutely engaging. One of the most important people you are going to meet is the car park attendant; they set you up for your day.”
Whilst Zip World’s president insists, “We’re non-corporate” there’s a polished look to his Penrhyn Quarry visitor centre/gift shop. The colours chime with those of the Virgin brand, of which he is an admirer. “They take ideas and make them better,” says Taylor.
Zip World’s (inter)national plans
Operators like the treetop adventure chain Go Ape already offer some of the same activities as Zip World. Meanwhile, Adrenalin Quarry in Cornwall features everything from an aquapark and axe throwing to ziplines and coasteering. Yet Taylor believes: “We don’t really have a competitor because we have such a differentiated offer and variety of experiences.”
When it comes to new sites, he says he likes to go where the tourists are (“they’re geared up to spend money”) rather than a large local population. He has plans, however, to develop a “world-first” zipline experience in a major UK city. “Because then we wouldn’t be so seasonal”.
Planning permission was recently refused for a cavern experience at the Elterwater Quarry in the Langdale Valley. However, the Lake District remains part of Zip World’s expansion plans. Already part of the company portfolio, Treetop Trek Windermere will soon be rebranded Zip World Expedition.
“We are also looking at the Peak District, Scotland, South West of England, Ireland, the Mediterranean and the Alps. I would consider certain States in the US as well.”
Such expansion will be via a mix of organic growth and acquisition rather than franchising. “We are massively protective of our brand. Health and safety is our number one priority, closely followed by customer experience. With a franchise, it’s your name, whatever happens.”
Responsible adventure
Back in North Wales, e-buses will eventually ferry guests between Zip World’s sites in Snowdonia. Meanwhile, a cable car system at Penrhyn Quarry will replace the chunky trucks that currently take adventurers to the summit.
Helping fund this will be £6.2 million ($7.8m) of matched funding secured this summer via the North Wales Growth Deal. This follows an Economic Impact Assessment by North Wales Tourism which found Zip World contributed an estimated £251 million ($315m) boost to the region. All the more significant given how deprived some locations previously were. A report covering the last five years is due soon.
“Responsible adventure” is the name of the game, says Rhodri Owen, Zip World’s head of projects. “The funding from the bid is an extremely positive next step towards us becoming a B Corp company, helping us to build a more vibrant, sustainable, and resilient local economy.”
At the Tyn-Y-Coed hotel, where local residents enjoy a year-round discount, Zip World leaflets feature prominently in reception. Take one if you like, but Taylor won’t lose much sleep if you don’t.
“Things have changed since I started Treetop Adventure in 2007,” he says. “Those hours in the morning between 8 and 10:30 used to be really important. That was when a family was deciding what to do for the day. Now they’re coming to North Wales having already decided they’re going to Zip World.”
