Tristram Mayhew, Go Ape!

Ex-soldier Tristram Mayhew started high wire activity chain GoApe! with his wife Rebecca after he decided to leave corporate life behind to work in a more rural setting. In 2001, Mayhew landed a deal with the Forestry Commission which gave him a 26-year exclusivity deal if he could create six courses in six years. Eight years on, GoApe! is one of the UK's leading adventure companies, with 22 courses across the country.

In this video interview, Mayhew takes us through his unusual business plan for GoApe! and the surprise of getting the full support from the Royal Society of the Prevention of Accidents. He gives expert advice on marketing and finding premises, as well as his reasons for hiring a financial director.

The successful entrepreneur relates how customer experience is his number one priority and shares tips on how to engage customers for feedback. Tristram also stresses the importance of creating brand value and how business growth helps to retain the best employees. GoApe! is a unique example of a company that encourages its own employees to become entrepreneurs and support them through their journey.

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