About Us

About Us

- Founded by us
- Managed by us
- Tested by us
- Est. 1997
- 800+ Experiences
- 100+ Tested by Us Reports
Managed by 2 Founders and Team with 20+ years

Who Owns Activity Superstore?

Activity Superstore is independently owned and managed by Shaun and Vicki, who have been running the business together since 2006. Unlike many larger experience gift companies, we're not owned by a public company or investment fund. The owners are actively involved in the business every day and remain focused on building a company we're proud to put our names to.
How do you choose which experiences to offer?

We don't believe that bigger is always better. Rather than listing thousands of experiences, we carefully curate the activities we offer and build long-term relationships with trusted experience providers. We look for experiences that deliver great memories, represent good value and offer something genuinely special. That's why our range is smaller than some competitors, but deliberately so.
What is the Tested by Us programme?

Tested by Us is our commitment to personally experiencing as many of our gifts as possible. Every experience displaying the Tested by Us badge has been tried by a real member of the Activity Superstore team. There are now more than 100 first-hand test reports on our website, giving customers genuine insight from people who work here rather than outsourced reviewers or anonymous ratings.
What happens if something goes wrong?

We're human, and occasionally things don't go to plan. When they do, our team works hard to put things right quickly and fairly. Because we're independently owned and managed, we're able to make sensible decisions and treat customers the way we'd want to be treated ourselves.
What makes Activity Superstore different from Virgin Experiences or Red Letter Days?

We're one of Britain's longest-established experience gift companies, having started in 1997. We're still independently owned, still managed by the same people who helped build the business, and still focused on quality over quantity. We carefully curate our experiences, build long-term supplier relationships and personally test many of the gifts we sell through our Tested by Us programme. We like to think our difference can be summed up in three simple words: Founded by Us. Managed by Us. Tested by Us.

Where it all started.

Activity Superstore was born as an Experience Day Gift company in 1997, above the Post Office in Saffron Walden high street. Angus, the very first employee, happened to own and fly a Tiger Moth biplane, so funnily enough lots of the first Experiences were based on Flying! Vicki was employee number 2 straight from school, and she’s still here today. In 2006, Vicki became one of the Owners alongside Shaun.

Still Independent. Still here every day.

Shaun and Vicki took the baton from Angus and founded Days of Your Life Group in 2006 and brought it together with Activity Superstore. Together with our brilliant team, we’ve grown the business tremendously online, and worked with huge high street retailers like Boots, Debenhams, M&S, John Lewis and NEXT along the way. We are now one of Britain’s longest-established and leading Experience gift businesses, helping millions of people give unforgettable memories.

Unlike many companies in our industry like Virgin Experiences or Red Letter Days, we're still independently owned and managed by the same people who built the business over three decades. The “big boys” are either owned by large public companies or American private equity investors, whereas the Activity Superstore Founders are still here every day in the business trying to make the best gifts we can. This isn't a stepping stone in our careers—it's our life's work.

That independence shapes everything we do.

Quality over quantity.

Today we offer over 800 Experience Days across the UK which is much smaller than our big Corporate competitors, but that’s deliberate. We don't simply list Experiences and hope for the best; it’s not a numbers-game for us. We try to build lasting relationships with our Experience partners, carefully curate the activities we offer and continually look for new and interesting Experiences which our competitors haven’t found yet. We don’t always get it right, but on the occasion things don’t work out, we fix it quickly and try to serve customers the way we would expect to be treated ourselves.

Tested by Us – unique in our industry

As well as being managed by our Founders, Shaun and Vicki, many of our Team have been with us over 20 years which means there is deep understanding of what does, and crucially does not, work as a great Experience Day gift. To back that up, we personally test our Experience Days whenever we can; we call it our Tested by Us programme and there are over 100 test reports from team members on this website to help customers make the best choice of gift. Every Experience displaying our Tested by Us badge has been experienced by a real member of our team; no mystery shoppers, no outsourced reviewers and no AI-generated summaries—just genuine first-hand feedback from people who work at Activity Superstore.

We like to think that Activity Superstore is based on three important foundation stones: Founded by Us; Managed by Us; Tested by Us. We hope you like it too.