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Living by our values

We test all we do against the core values that Becs and Tris wrote down in 2002. They are Go Ape’s North, South, East and West and guide our decisions. If a course of action doesn’t pass the values tests – we won’t do it.

Keeping the "adventure" in adventure


We believe zero risk equals zero development. Without an element of developmental risk it isn’t an adventure, it’s a ride. We boost confidence and risk management skills and get a buzz turning "I can't" into "I can". We aim to challenge, surprise and excite, designing in customer wow.

We support the Campaign For Adventure which seeks to show that life is best approached in a spirit of exploration, adventure and enterprise.


A man in a red hoodie ona  Go Ape zip wire in the forest

Be socially and environmentally responsible, but not preachy


Go Ape is for purpose as much as for profit. We are about "creating adventures and encouraging everyone to live life more adventurously," because we believe life is so much more rewarding when lived boldly, out of your comfort zone.

We share success and create worthwhile, rewarding jobs. We will be fair and reasonable, and a tad more so. Strong trust and respect based relationships forge strong business. We aim to treat customers, colleagues, suppliers and partners how we would like to be treated ourselves. We seek to be two steps better in everything we do and are on a journey towards becoming a B Corp.


A go ape instructor talking to a young male customer on Go Ape Treetop Adventure

Do the right thing


We want to do right. Ultimately, before finally green lighting any decision, we ask ‘is it the right thing to do?’. If we reflect that it isn’t, we won’t do it.


Two chilren holding up Go Ape medals

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