WHO ARE WE

Sustainability is at the heart of everything we do and has been driving the way we make decisions since our launch in 1986. We are a Founding UK B Corp, supported 1% for the Planet, created Wales first certified organic hotel and try to make every decision with the future of community, nature and impact in mind. 


We seek out and work with the best people we can find to improve our performance and help others do the same. TYF are on a mission to make change of epic scale happen, and invite you to join us for a wild, enjoyable and rewarding ride. 

  • TIMELINE
  • OUR TEAM
  • ThrEE GeNERATIONS

1980s

Andy Middleton

"Start Something With A Purpose And You'll Find Your Own Luck"

1983

After a spell setting up a small outdoor adventure operation at the legendary Druidstone Hotel, Andy Middleton and then business partner Nick Sime started Union Sundown Windsurf & Surf School at Whitesands.  


They got busy quickly; Andy saw the opportunity to offer more activities year-round to a wider audience of people


1986

With a business partner, Andy & Sarah bought Twr-y Felin-Hotel on the outskirts of St.Davids and built the foundations of what was to become a unique adventure hotel. 


The old temperance hotel became Twr Y Felin Outdoor Centre and later an eco lodge. Customers loved Twr-y-Felin but often couldn’t pronounce it, calling us TYF instead, and the name stuck for good.


1986 was also the year we introduced coasteering to the world, drawing on skills from surfing, white water rescue and climbing, and hundreds of hours’ childhood exploration of the cliffs around us. The first routes, around St. Non's Bay were within walking distance of our centre and we committed from the outset to never offer motorised adventures or ones that required our customers to fly. That was our first major commitment to carbon reduction. 


The early days saw us running many Youth Training Scheme residential programmes with teenagers experiencing the wilds of the coast for the first time. The grandchildren and children of some of our earliest customers regularly working with us as they move through learning and university.


1988

We established Pembroke Management Development, share learning on performance and team work with business. We went on to work worldwide with clients including Body Shop, American Express, Sony, Panasonic and teams ranging from The Red Arrows to Red Bull.


1989

Andy Middleton and Nigel Robinson started the first freestyle kayak competitions in Europe at the Bitches on Ramsey Island


The first event was won by Shaun Baker in a Topolino kayak



1990s


1991

TYF created and launched the World Rodeo Kayak Championships at the Bitches with Charles Willis, then at Palm Equipment International.


“The Bitches World Freestyle Kayak Championships” ignored many of “The Rules” of kayaking and often had parties to match! Think carefully if you are ever offered sponsorship by Jose Cuervo!


1996

Pembroke Management Development, went from success to success as our customers realised the value that coaching could offer their work teams – new environments, new perspectives and an external viewpoint became a winning combination for their development programmes. With high demands on business, the range of programmes quickly diversified to fit into the work place, rather than relying on Mother Nature.


1998

TYF moved its HQ into the middle of St.Davids to 1 High St, still our home today. The space that’s now the shop was originally a thriving, much-loved and money-losing restaurant, Coastal Trader.


1999

TYF weaving sustainability and environmental practice much more closely into everyday business. We upgraded Twr-y-Felin Hotel and raised its eco standards so high that it became Wales’ first certified organic hotel. 


Wyn Evans, who still farms at Caerfai Bay, used to cycle his fine cheese up the lane to our kitchen - the lowest-carbon, most local delicacy imaginable.



2000s

2002

The increase in our adventure activities matched a boom in the market and TYF proposed that an agreement should be sought on how our environmental impact could be managed. The Pembrokeshire Outdoor Charter was born and christened by Sir Chris Bonnington. 


Pembrokeshire College & the University of Glamorgan also picked up on the trend and together we designed the college diplomas in Sports Science with Outdoor Activities.




2005

We celebrated taking out our 100,000th adventure customer to play on the Pembrokeshire coast. 


2006

Signed up with 1% for the Planet, alongside Patagonia and other impact leaders. Over the next 6 years, we gave around £50,000 to charities including theHay Festival, WWF and SAS.


2007

The start of a long and productive relationship with the Hay Festival, where we co-created and sponsored the Hay on Earth lecture series. Over the years, we brought in £250k of Welsh Government funding to support early stage environmental entrepreneurs; winners included St.Davids’ very own Bug Farm.




2007

2007 also saw TYF teaching sustainable economics to the Chinese Government in Chongqing as part of a joint initiative with the Welsh Assembly Government. 


2008

Another epic journey started with the very first Do Lectures. Started by David & Clare Hieatt (now at Hiut Denim), Andy and the TYF team have been involved in these epic events since day 1. Watch Andy’s Do Lecture talk here.


2009

We had outgrown the capacity of our much loved adventure hotel and had already forged strong relationships with new accommodation providers including Celtic Camping, St. Davids Bunk Barns and local bunk houses. 


We sold Twr-y-Felin Hotel to Keith Griffiths who reopened it after much re-building in its current 4* form.



2010s

2010

Andy Middleton invited to 10 Downing street to discuss key environmental legislation with Prime Minister Gordon Brown. 




2011

Fired up by a combination of inspiration and frustration for people not being able to make it along to sustainability events because they were too busy, we ran Project 24 with University of Wales as innovation workshop that starting at breakfast one day and finished as the sun rose the next. Tiring, but wonderful


2013

We transformed our shop into a Patagonia Pro store, working even more closely with one of the world’s most cherished ethical clothing pioneers. TYF are Patagonia’s second-oldest UK retail partner. 


2014

Completion of TYF’s green power-over, with installation of a 45 Kw biomass boiler, solar PV system, electricvehicle charge point. 


2016

TYF became the first certified B Corporation business in Wales. Joining up with B Corp is one of the best moves we’ve ever made, helping us learn faster with other leaders like Innocent, JoJoMaman Bebe, Pukka and Ella’s Kitchen.


Engagement with Cardiff Sixth Form CollegeOxford International College and Westminster school brought pupils from three of the top 10 schools / colleges in the UK to TYF.  


2017

We teamed up with Cardiff based Dusty Knuckle to bring their award winning pizzas to our courtyard. 


2018

We launched a range of ethical products made and produced in and around St Davids. We know you can be proud of the story behind your purchase.


2019

We’ll be installing a help-yourself repair station in the shop so that missing buttons, loose threads and felted repairs can be done for free on any brands’ clothing. 


We’re also increasing the range of our hire kit so that you can rent a Kelly Kettle or bucket BBQ rather than buy one. You can also look forward to a brand new bakery opening on site courtesy of Dusty Knuckle and we anticipate taking out our 200,000th customer.



Andy Middleton, Chief Operating Officer

Andy started TYF in 1986 and after 30 years as Managing Director embarked on a new mission as Chief Exploration Officer at the end of 2017. In his new role he is responsible for searching out new possibilities and projects and extending TYF’s already vibrant networks.

  • andy.m@tyf.com


Sarah Middleton, Founding Director

As a founding director of TYF Sarah sits on our board of directors. Alongside this she also runs personal development and life coaching courses - something we offer to all employees. To find out more go to www.sarahjmiddleton.co.uk


  • sarah.m@tyf.com


John Byrom, Head of Adventure

John has been part of the TYF team for as long as we can remember and has spent the last five years as Head of Adventure. 

John is responsible for the safety of all our customers, training the guide team to ensure we deliver high impact and quality sessions. 

  • john.b@tyf.com


Samantha Minas, General Manager

Sam's role in the business has grown since she joined the team in 2015 from adventure coordinator to retail manager and now General Manager. She has been able to use the juggling skills gained during her time in the circus to coordinate our staff teams, head up our marketing and ensure that we remain true to our sustainability principles. 

  • samantha.m@tyf.com


Jack Middleton, Business Development Manager

Jack works closely with other managers across the business to drive growth and maximise the impact that we are able to make on our school, corporate and educational programmes. 

  • jack.m@tyf.com


Brigit Thurstan, Finance Manager

Brigit joined the TYF team in 2018 and has been using her skills in web development and finance to help revolutionise the way that TYF conducts business. 

  • brigit.t@tyf.com


Stacy Marklew, HQ Manager

Stacy’s retail leadership is built on an eye for detail, desire to make a difference and passionate belief in the need to build excellence on systems and training. Stacy has worked tirelessly to ensure the suppliers we work with match our B corp values. is instrumental in driving forward TYF’s goal of becoming world-class in retail customer service. 

  • stacy.m@tyf.com


Bryony Rees, Education Manager

Bryony is a Geography teacher and Outdoor Instructor with experience working for schools in Wales, Malaysia and New Zealand. She has extensive experience in the outdoor education sector, particularly in water sports and climbing, which compliments her teaching skills and allows her to bring colour to the classroom and theory to life. As the newest member of the TYF team, she will be creating and developing innovative educational programmes that meet the national curriculum standards, incorporating global issues which require critical thinking, in turn advancing the skills of future focused students. 

  • bryony.r@tyf.com


Isabelle Budd, Logistics Coordinator

Issy is a recent geography graduate from the University of Sheffield and has been coming down to the Pembrokeshire coast with friends and family for years. 

In her role as TYF's logistics manager Issy helps to organise and deliver all of TYF's corporate and educational trips and in the summer months helps to coordinate the 6000 adventure customers that embark on adventures with TYF.

  • isabelle.b@tyf.com


Bonnie Middleton, Marketing Manager

Bonnie has worked at TYF intermittently over the last 10 years across various areas of the business. From retail assistant to adventure coordinator, Bonnie is now working at getting the TYF message out to a wider audience through her new role as marketing manager. Follow updates on facebook and instagram at @tyfadventure 

  • bonnie.m@tyf.com


Helen Keller

“Life is either a daring adventure or nothing.”

TYF are fourth generation adventure pioneers, committed to using the power of play and learning in wild places to reconnect people to each other, our environment, and the shift needed to re-balance wellbeing.We are pioneers, we are fighters and we are hard workers. We use the power of business to make a positive impact for our employees, community and nature. We laugh, we cry and we play, and most of all, we love the privilege of sharing our magical land with others. 


Director Jack Middleton’s great-grandparents were leading cavers in Yorkshire in the 1930s. Jack’s grandfather, the legendary George ‘Doc’ Middleton, now 97, was a leading light of UK surf life-saving and took up sea kayaking in his 60’s. 


TYF are part of a unique family adventure business too - Andy’s sister runs Derwentwater Marina and Sarah M’s brother founded Baja Outdoor Activities in Mexico and her cousin Pete Ward recently started an The Real Adventure Company business in St.Davids.