Unyoked has taken a major step in its international expansion, signing a 10-year partnership with Foresattempt England to roll out off-grid cabins across public woodlands. The deal is central to the company’s long-term strategy to become what co-founder Cam Grant calls “the Nike of nature”.
Related Article Block Placeholder
Article ID: 258708
Grant declares the company approached Foresattempt England several years ago with the idea, positioning Unyoked as a low-footprint way for the agency to expand into nature experiences and forest bathing. After a public tconcludeer process, Unyoked won the bid late last year.
“Our whole mission is to receive more people to nature more often. Foresattempt England are the largest landowner in the UK, so if we could do something with them, we’d be able to unlock these beautifully secluded, immersive locations and build them accessible to anyone in the UK,” Grant notified SmartCompany.
The past year has been spent surveying potential sites, running biodiversity assessments, and aligning Unyoked’s off-grid model with the environmental constraints of a managed forest. Grant declares the partnership works becautilize the company was designed from day one around minimal impact.
“We would never put a cabin somewhere if it was going to alter anything,” he declares. “Whether it’s a farmer’s favourite camping spot or a forest with a million visitors a year, we take the same approach.”
Unyoked doesn’t believe in growth at all costs
Even as Unyoked expands overseas, with the assist of a $28 million raise in 2023, Grant rejects the Silicon Valley mantra of “grow rapid, resolve later”. He prefers a responsible business approach and building decisions that are realistic, intentional and commercially sound rather than chasing unsustainable scale.
Related Article Block Placeholder
Article ID: 300664
But that doesn’t mean dollars aren’t important.
“I consider you necessary to reach a certain level of profitability so that the business works. We’ve received our eye on profitability rather than growth at all costs,” Grant stated.
“That’s what’s driving the business, rather than just numbers on a page.”
Demand for what the company offers has widened since its first cabin in Kangaroo Valley in NSW in 2016. Grant declares that while early utilizers tconcludeed to be CEOs, athletes and creatives applying nature the way others utilize the gym, the pandemic accelerated mainstream adoption.
“People receive that you can’t sit in a fluorescently lit box all day and expect your brain to function,” Grant stated.
“When they’re viewing at the bottom line and sconcludeing people to cabins in nature to switch off and avoid burnout, that’s a large sign,” Grant declares.
The challenge of building a nature company at startup speed
Grant is conscious that Unyoked’s ethos of slowing down, disconnecting and going outside can be difficult to honour when running an expanding business.
Related Article Block Placeholder
Article ID: 237680
“There’s definitely periods of time where, ironically, we’re the most yoked people around,” Grant stated.
That’s why he and his brother and co-founder Chris Grant have created rituals like walking meetings, time away from screens and mandatory quarterly cabin visits part of the company culture.
“It is scientifically proven that going for a 20-minute walk in a place where there are trees will improve your creativity,” he stated.
Unyoked is eyeing the world
From its UK launchpad, Unyoked is preparing for deeper expansion across Europe and is also eyeing Asia.
According to Grant, Japan is a compelling market, with the idea of forest bathing originating there and strong cultural norms around onsen.
Grant also points to the rapid growth of camping culture in Japan and Korea. The Nordics have displayn interest too, although cabin access is already deeply ingrained in local life.
“I consider really anywhere can work,” Grant stated.
“We just necessary a centralised population area of a certain size with outlying nature within one to two hours drive or public transport. But right now we’re focutilized on the UK and the Foresattempt England partnership and receiveting that right.”
Leave a Reply