Venture Xtreme is more than just a multi-sport, shopping and leisure complex on an unprecedented scale: it is a cultural and lifestyle destination venue that has a unique ability to combine sports participation with spectator attraction. As a major showcase for many forms of extreme sport, it will be a world first and could be the UK’s National Extreme Sports Centre.
With up to 30 adventure activities supported by a wide range
of specialist shops, bars, restaurants and hotels, Venture
Xtreme will be like no other venue. The concept offers
something for everyone whether they are interested onlookers
or participants.
Above all, it is a true sports venue that is designed to
appeal to novices, enthusiasts and elite performers.
Venture Xtreme will act as a teaching venue, a holiday
centre and information hub. It will be the
Venture Xtreme is a response to the exponential growth in demand by people wanting to try and be involved in adventure sports. It is a concept that is designed to meet the needs of today but with the ever changing demands of tomorrow’s consumer in mind.
The Market
“Venture Xtreme is far more than an extreme sports centre though — it’s a cultural lifestyle destination”
The world of extreme sports, also commonly called adventure sports or lifestyle sports, is growing at an almost unbelievable rate.
The Times in 2003[1] reported that “this ever growing world of extreme sports enthusiasts represents a global market worth in excess of £6 billion.” Growth is occurring at a bewildering speed in all sectors fuelling associated growth in the fashion industry and tourism.
“5.8 million people in the UK have expressed an interest in trying out an extreme sport. 50% of the population are currently active participants in outdoor activities. [2]“
Demand is considerably outstripping supply, this recently illustrated by an outline market assessment comissioned by North Yorkshire County Council on Transforming Outdoor Adventure [3], which confirms “there is considerable latent demand across the country for a wide range of adventure activities.”
Venture Xtreme - the first site
The first Venture Xtreme is likely to be built in Rotherham as part of the £270m YES! Project, on a 350 acre site adjacent to the Rother Valley Country Park. In the long term the development team conceive there will be 5 or 6 major Venture Xtreme projects strategically located around the country supported by a number of smaller projects.
