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UNITING THE WORLD OF FITNESS
Health Club Management

Health Club Management

News

Merlin Entertainments opens first Bear Grylls attraction in Birmingham

This is the UK’s ultimate adventure destination where people can experience so many of the world’s most exciting challenges
– Bear Grylls

Celebrity survivalist Bear Grylls’ new £20m (US$26.3m, €22.5m) adventure attraction in Birmingham, UK, has opened its doors to the public, with Grylls promising to bring the “spirit of endeavour” to the new destination.

The Bear Grylls Adventure is split into five zones and offers users the chance to take part in a series of high-octane challenges, including a survival maze, an assault course, target archery and code-cracking escape rooms.

A number of headline adventures are also on offer and will replicate some of Grylls’s televised adventures, taking in skydiving, climbing high ropes and diving among other activities.

“It was incredible to see this for the first time, after two years of planning," said Grylls. "It’s all about bringing that spirit of endeavour into one place.

“This is the UK’s ultimate adventure destination where people can experience so many of the world’s most exciting challenges.”

The site was developed by Merlin Entertainments, which holds an exclusive deal for the running of the attraction under the Bear Grylls name. That agreement runs until 2026, with an extension option available if the attraction proves to be a success.

The site employs 140 staff in total and is based at Birmingham's National Exhibition Centre.

Sign up here to get HCM's weekly ezine and every issue of HCM magazine free on digital.
Celebrity survivalist Bear Grylls’s new £20m ($26.3m, €22.5m) adventure attraction in Birmingham, England has opened its doors to the public with a promise from Grylls to bring the “spirit of endeavour” to one destination.
VAT,PHR
THUMB28896_24662.jpg
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News

Merlin Entertainments opens first Bear Grylls attraction in Birmingham

This is the UK’s ultimate adventure destination where people can experience so many of the world’s most exciting challenges
– Bear Grylls

Celebrity survivalist Bear Grylls’ new £20m (US$26.3m, €22.5m) adventure attraction in Birmingham, UK, has opened its doors to the public, with Grylls promising to bring the “spirit of endeavour” to the new destination.

The Bear Grylls Adventure is split into five zones and offers users the chance to take part in a series of high-octane challenges, including a survival maze, an assault course, target archery and code-cracking escape rooms.

A number of headline adventures are also on offer and will replicate some of Grylls’s televised adventures, taking in skydiving, climbing high ropes and diving among other activities.

“It was incredible to see this for the first time, after two years of planning," said Grylls. "It’s all about bringing that spirit of endeavour into one place.

“This is the UK’s ultimate adventure destination where people can experience so many of the world’s most exciting challenges.”

The site was developed by Merlin Entertainments, which holds an exclusive deal for the running of the attraction under the Bear Grylls name. That agreement runs until 2026, with an extension option available if the attraction proves to be a success.

The site employs 140 staff in total and is based at Birmingham's National Exhibition Centre.

Sign up here to get HCM's weekly ezine and every issue of HCM magazine free on digital.
Celebrity survivalist Bear Grylls’s new £20m ($26.3m, €22.5m) adventure attraction in Birmingham, England has opened its doors to the public with a promise from Grylls to bring the “spirit of endeavour” to one destination.
VAT,PHR
THUMB28896_24662.jpg

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