Adventure Park Insider—Frederick, Md., June 26, 2025—Go Ape is relaunching its brand. With 16 adventure parks in 11 states, the company aims to expand its mission beyond thrills and recreation to encompass personal growth, relationship strengthening, and a deeper appreciation for the outdoors. The rebrand has been rolling out over the past month.
“Go Ape has always been known for thrilling treetop adventures, but now we’re redefining what it means to truly connect,” said senior director of marketing Chrissy Very. “We’re not just building zip lining and rope courses. We’re creating experiences that reconnect people with their inner strength, their environments, and their loved ones.”
While Go Ape says it has added or updated some course elements, the major change is in its primary aim: to integrate purpose and education into every experience.
“In a digital age that often leaves us disconnected,” said Very, “Go Ape offers something essential—real experiences, real connections, and real adventures that stay with you long after your feet touch the ground.”
This new mission has led to the creation of several programming additions and changes aimed at specific audiences. Among the changes:
- updated team-building and leadership experiences, including a new branch called Primal Dynamix
- accessible and inclusive course formats for all ages and abilities
- STEM-aligned curricula supporting social-emotional learning
- Scout-friendly COPE challenges that emphasize both adventure and achievement
- trails, Tentsile hammock stations, and wellness zones designed for reflection
- customizable events that aim for transformation, not just recreation
Aerial adventure parks, by their nature, provide a measure of discovery and education, although these have simply been the by-product of the experience. By making these connections more intentional, Go Ape is incorporating an element of experiential education across all its activities, not just in explicit team-building programs.
It will be interesting to see how this shift impacts visitation. Could this more comprehensive approach to adventure and education become a model for other adventure parks?
