53° is more than a latitude — it’s a line in the sand. Born from 13 years at the sharp end of the adventure industry, 53° exists to give outdoor founders the tools, clarity, and momentum to do what they do best: create life‑changing experiences.
Apart from being the latitude of Yorkshire — the place I proudly call home — 53° is the start of something really exciting.
Thirteen years ago, I walked away from a comfortable IT career to pursue a life of passion in the great outdoors.
Like every new instructor, I started at the bottom — shadowing, learning the ropes, and pinching myself each day that this was now considered “work.” I took on freelance roles, volunteered wherever I could, and even found myself leading a group of school kids on expedition through Cambodia and Vietnam — and yes, I was actually paid to do it.
It wasn’t long before I felt the pull to go it alone. Founding Live For Today was my leap into the unknown, and it showed me just how powerful adventure can be.
What started as a small dream has grown into a team of 20+ staff, three incredible outdoor activity centres at Swinton Park Hotel, Ripley Castle, and Hazlewood Castle, offsite adventures in the Yorkshire Dales, and — in 2024 — the acquisition of Harrogate Climbing Centre, the very place where I first volunteered. That addition gave us year-round consistency, with indoor climbing bringing stability to cash flow and the ability to deliver adventure no matter the weather.
Since those early days, we’ve delivered hundreds of thousands of sessions, received over 3,000 five-star reviews, won multiple awards, and watched eyes light up every single day. From the three-year-old reaching the top of a climbing wall for the first time to the 94-year-old paddleboarder proving that adventure has no age limit, I’ve been reminded daily why this work matters.
But alongside the magic, I’ve also seen the hard side of the industry. Endless admin. Rising costs. Taxes that squeeze tighter each year. And too often, a spark that should burn bright gets buried under paperwork.
When people reflect on life, they don’t talk about pension pots or the colour of their kitchen wall.
They talk about moments that made them feel alive. Do you remember that time we went Gorge Walking at Howstean, Zip Lining in Wales, Axe Throwing in Leeds or that time we slept under the stars?
These are the moments that matter — and our industry creates them every single day. That’s what makes it so powerful. But too many business owners are being dragged away from this purpose, lost in spreadsheets, emails, and firefighting just to stay afloat.
53° was created out of both passion and frustration.
Passion for adventure and the impact it has on people’s lives. Frustration that so many good people are struggling to run good businesses in this space.
It’s time to change that. 53° exists to amplify the industry, to give founders the tools and support they need to focus on what they love, and to help more people find experiences that change their lives.
We’re starting with our focus on 53° OS — an all-in-one toolkit designed specifically for adventure businesses.
It brings everything into one place: enquiries, bookings, proposals, payments, tasks, team communication, and marketing tools. No more juggling five different platforms or losing leads in the cracks. And it works wherever you are — on your laptop in the office or your phone while you’re out on site.
The impact is simple but huge: less time on admin, more time creating unforgettable experiences.
More control, more visibility, and more momentum in your business.
The mission is clear:
To help people turn passion into livelihood so work never feels like “work.”
To give founders the support and tools that really matter for growth.
To help adventure companies get found more easily so they spend less time marketing and more time making memories.
53° isn’t just software. It’s a way of life. A commitment to helping the adventure industry thrive so more people, in more places, can live for today and hold onto the moments that truly last.
And why now? Because the industry needs it more than ever.
This is only the beginning and I hope you’ll join our journey.
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About the author
For over 13 years I've led Live For Today—Yorkshire’s leading independent activity centres—growing to 4 sites plus off‑site adventures in the Yorkshire Dales. I'm passionate about business development, sales, and problem solving.
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