Most clients arrive with a problem, not a brief.
You don’t need to know which service you need. Tell us what you’re trying to achieve and we’ll help work out the right way forward.
Who we are
Who is SHACADEMY?
SHACADEMY is an independent outdoor operational consultancy helping organisations develop places, operations and people.
We identify the gaps between what an organisation intends, what its systems and procedures say, and what customers and teams actually experience—then bring together the right practical expertise to improve what happens.
That might involve a landowner developing a venue, an existing operator wanting an independent view, an event that has to work first time, a production requiring safe water operations, or a team that needs developing.
How we help
Areas of Expertise
The areas organisations most often come to us with. Start wherever your challenge sits.
01
Venue & Destination Development
Helping landowners, estates and outdoor venues develop successful destinations.
Explore →
02
Tourism & Rural Diversification
Helping create places people choose to visit, return to and recommend.
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03
Water Safety & Operations
Building operations people can trust — planning, capable people, clear leadership, practical decisions.
Explore →
04
Events & Festivals
Independent operational advisory for organisers building memorable, safe and commercially sustainable events.
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05
Production Support
Independent operational partner for outdoor productions — planning, water safety, locations and trusted local support.
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06
Leadership & Workforce Development
Developing capable people through responsibility, mentoring and real operational experience.
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07
Qualifications & Safety Systems
Practical qualifications, operational systems and governance that people actually trust and use.
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08
Technology & Operational Systems
Independent, provider-neutral advice on the systems that run your operation.
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09
Risk Awareness & Prevention
Preventing incidents before they occur — through people, behaviour, communication and culture.
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Independent Operational Review
Don’t assume what’s happening. Go and see.
Operational reality is rarely what the plan says it is.
Secret Swimmer is an independent operational review. We visit as a customer would, observe what actually happens on the day, and come back with objective feedback and practical recommendations on experience, safety and operations — written by people who have run venues themselves.
- Independent observation in real operating conditions.
- Experienced operational judgement, not a checklist.
- Practical recommendations you can act on.
Who we help
The people, places and organisations we work with
- Venue operators
- Landowners
- Events
- Production companies
- Governing bodies
- Brands & organisations
- Local authorities
- Schools & Education
- Individuals
Coaching & Team Training
Practical development for people and teams.
SHACADEMY delivers site-specific team training for venues and operators, alongside founder-led private coaching for individuals.
For venues & operators
Lifeguard Team Training
Site-specific ongoing training for qualified lifeguard teams, built around the venue, procedures, equipment and operating environment — including Winter Lifeguard Readiness, SUP Rescue Craft Training and ongoing competency development.
Explore lifeguard team training →For individuals
Swimming & Open Water
Founder-led private swimming and open-water coaching in Surrey and the Surrey Hills, including cold-water development.
Private swimming & open-water coaching →For individuals
Paddleboarding / SUP
Private SUP lessons and paddleboard coaching in Surrey and the Surrey Hills, from first sessions to technique and longer journeys.
Private SUP lessons & coaching →Preparing for an endurance event or a personal challenge? Expedition & Challenge Preparation
Explore coaching & team training →The SHACADEMY Network
The right people, not just one person.
Complex outdoor projects rarely need a single expert. They need the right combination of experienced practitioners, and the judgement to know who fits where.
SHACADEMY works out what expertise a project needs, brings together the right people from a network built over decades, and coordinates the work. You engage SHACADEMY, not a list of individuals.
Our philosophy
People first. Technology second.
Whether it is a venue, event, production, expedition or training programme, the things that matter most are judgement, communication, leadership and experience.
Technology has an important role, but only when it helps people do their jobs more effectively.
Technology supports people.
People create great outcomes.
Connect where possible. Build where necessary.
Technology supporting operations
We are provider-neutral and work with capable systems already in place. Where technology helps, it should help the people doing the work make better operational decisions.
Ask Matt is a working example of how organisational knowledge can be turned into practical guidance and decision support for the people who need it. It is currently being tested in a live operational environment at The SHAC.
How we work
A simple, practical way of working.
Most projects move through four stages. The early conversations are free.
01
Initial Conversation
Understand the project, challenge or opportunity.
02
Review & Recommendations
Identify priorities and practical options.
03
Delivery Support
Provide guidance, implementation and specialist expertise.
04
Ongoing Development
Help projects evolve and grow.
Experience
Built Across the Outdoor Sector.
SHACADEMY is built on more than three decades of practical experience across safety, outdoor operations, business development and project delivery.
Projects, venues, organisations and events connected to Skip’s founder-led experience, The SHAC and SHACADEMY’s growing consultancy work. Inclusion does not imply endorsement, accreditation or a formal partnership.
- The SHAC
- Buckland Park Lake
- Birtley House Estate
- Belmont School
- National Trust waterways (River Wey & River Mole)
- GLAGLA UK
- Big Swim Series
- SUP BIKE RUN
- Mustang Survival
Track record
Proven through real experience.
Buckland Park Lake
Read case study →
From former sand quarry to one of the UK's best-known inland outdoor activity venues. A practical example of long-term collaboration, community building and operational delivery.
About Skip
A career built through experience.
SHACADEMY was created by Scott “Skip” Innes, a lifelong outdoor practitioner who has spent his career building venues, leading teams and bringing good people together around good projects.
- Started as a lifeguard and swimming instructor at age 16.
- Former Scout Leader and Chief Scout Award holder.
- Winner of the 2023 Yukon 1000 SUP division and, with his teammate, part of the first British pair to attempt and successfully complete the event.
- Founder of The SHAC and GLAGLA UK.
How to start
Tell us what you're trying to achieve.
Most clients arrive with a problem, not a brief. You don't need to know which service you need. Tell us what you're trying to achieve and we'll help work out the right way forward.
Takes about two minutes. Every discovery is personally read by founder Scott ‘Skip’ Innes.