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Our Values

Living by our values

We test all we do against the core values that our founders Tris and Becs Mayhew wrote down in 2002. They are Go Ape’s guiding lights and inform all our decisions. These values remain integral to Go Ape’s employee-owned governance. 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


At Go Ape, we understand that adventure is not just about seeking thrills, it's about living life to the fullest and embracing new experiences. We’re a purpose driven company passionate about creating unforgettable adventures while encouraging people to step out of their comfort zones and live boldly.

Our commitment to being socially and environmentally responsible is an essential part of our mission and we believe that we have a responsibility to make a positive impact on the world around us.

As an employee owned company since 2021, we take pride in creating worthwhile and rewarding jobs and careers for our co-owners. We believe fairness and respect are the cornerstones of strong relationships, and that's why we aim to treat everyone - customers, co-owners, suppliers, and partners - with the same respect and kindness we would like to receive. Our inspired group of environmentally conscious co-owners work hard to ensure that we leave our corner of the forest better than when we arrived. We're committed to being a force for good in our community and beyond.

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. It’s not just leadership we’re talking about here, as co-owners we all take responsibility for doing the right things every day, by our customers, each other, and the environment.

There will be many considerations for us when making these types of decisions, but ultimately, anything we do must be congruent with the mission, vision and values that guide us.

Since becoming employee owned, we have even greater checks and balances in place to ensure we are doing the right things in the right way.

This includes our Co-owner Council which is a representative body made up of Go Ape co-owners. Councillors act as the eyes and ears of co-owners and represent their views and interests on the topics that matter most to them. This insight in turn influences leadership thinking and decision-making.

We also have our Trust Board who ensure Go Ape’s legal obligations to co-owners and the Employee Ownership Trust company are discharged. They act as guardians of our company ethos, values and culture and work collaboratively with leadership on this. Two members of our Co-ownership Council are elected on to this Board, which ensures important co-owner topics are represented at Trust Board level.


Two chilren holding up Go Ape medals

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