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and love it as much as we do

Our history, mission, values and ambition - simply put, what makes us special

Our Story Our Story


Since our humble beginnings, it's our products, services and prices that have kept our customers happy.

We're the only UK outdoor retailer to offer good, better and best choices from a £10 walking shoe to a £900 air tent. It's what our customers expect from an Aladdin's cave of outdoor gear and it's part of what makes us special. From experienced mountaineers to dog walkers and their dogs, everybody's welcome. We care more about those people than ticking boxes and we know it's what keeps them coming back.

Our values aren't just posters on the wall

We welcome everyone with open and enthusiastic arms, helping them to step into the outdoors whether it's to go walking, camping or fishing. Value matters too so we'll keep offering cracking deals and only selling customers what they need. Innovation is who we are. From unique product areas to exclusive brands, we're constantly looking for fresh ideas to keep things fun for our customers.

Our mission is clear:

inspiring everyone to get outdoors for less and love it as much as we do.

Founded to help customers get the most out of the outdoors, it's our name and it's our nature. This hasn't changed a bit and it never will.

Our Values Our Values


We are Welcoming.

Everyone is welcome to our club. You'll find us honest, open and inclusive. We're down to earth and we don't talk fluff. We tell the whole truth. It's the way we talk to each other and our customers, so that we are always understood. We always do what we say and want to make things easier for you. If you want to talk, our door is always open and if something's not right, we'll change it.

We are Enthusiasts.

We're positive by nature, always friendly and eager to help. We have a "can do" attitude. We're passionate about great service and will do our best for our customers. We love what we do and we want to inspire you to love the outdoors as much as we do.

We are Innovative.

Our experts are knowledgeable and are always looking for new products and brands to inspire our customers, and to make our range the best in the industry. We are constantly looking for new ideas, processes and technologies to make our business better, faster, more efficient... and to impress you. We are not wasteful and find ways every day to save customers and the business money and time.

We are Value.

Like you, we love fantastically low prices. We make savings everyday so we can offer you great deals, helping to make sure you can do the activity that you love whatever your budget. We do everything to keep costs low and quality up. We are super thrifty and watch the pennies. We want to give you our time and knowledge to help you get what's right for you.


Steve joined in January 2016 and leverages his 30 years of retail, operations and general management experience to lead store management, development and HR.

Steve was previously Managing Director of Makro Cash & Carry Wholesale, where he drove a very customer focused agenda.

Prior to this Steve led the store teams in Currys, and then onto leading Carphone's warehouse store teams across Europe, where he was instrumental in changing staff reward structures to achieve customer focus as well as leading store development.

Since joining the business in 2014 Carly has led her team in transforming the look and feel of GO in its marketing communications and POS ins our stores with our customer in mind.

She has utilized her broad retail marketing experience to implement strategic initiatives in improving our media buying, research and advertising and spearheaded the work to redefine our mission and values.

Carly has over 15 years retail experience gained in various roles at Marks and Spencer and Matalan. She lead the Brand Marketing and Visual Merchandising teams at Matalan and was responsible for driving the business identity across all channels.