Sector spotlight: team building

From collaborative painting to the Crystal Maze, team building in 2018 knows no bounds.

A concept that once struck fear into many office workers, corporate ‘away days’ – as they have been rebranded – have enjoyed a resurgence in recent years, as forward-thinking bosses take a strategic approach to staff wellbeing and development.

This is giving rise to a number of Bristol companies dedicating or redefining their businesses to meet the increasingly complex demands of team building sessions.

Artist and lecturer Luke Palmer launched social enterprise Collaborative Painting UK in 2017 after recognising the creative workshops he ran could also be used to provide self-development sessions for professionals.

Profits from the team-building activities now fund creative arts opportunities for young people, local charities, adults with special educational needs and disabilities, and community groups.

Art workshops with Collaborative Painting UK translate into self-development sessions for professionals

Luke says that ‘corporate away days’ is a growing industry in the city and one that has evolved away from an emphasis on competition towards a collaborative approach.

“Business owners are realising that engaging their staff in experiences that bring people together and are good fun results in happier employees, better relationships between staff and management, and improves staff retention rates,” says Luke.

“This makes for a more efficient business, more engagement and commitment from employees, and builds a better business model.

“Employees feel valued when an employer offers them an interesting, engaging and fun team building or professional development opportunity.”

Whereas staff training used to predominantly take place in a classroom-style environment, it is now widely recognised that engaging people in more innovative ways can get the best out of individuals.

Collaborative Painting UK ploughs money made through team building sessions into creative arts opportunities

“Corporate team building should be about engaging, inspiring and making an employee feel valued, part of the team and respected for the part that they play in the business,” says Luke.

“If this is effective, then an employer will reap huge rewards in a more motivated, reliable and positive employee.

“There is a growing appetite for varied and new forms of team building activities that really engage the participants and can offer clear and powerful lessons that inspire.”

Such is the extent of the growth in the sector that Richard Harpham, CEO of Escape Hunt, is refocusing the company’s business model to concentrate more on its team building offer.

Escape Hunt is increasingly geared towards corporate customers

A global company with a recently-opened venue in Cabot Circus, Escape Hunt used to be geared towards entertainment customers, but is now realising the potential in corporate clients, which account for as much as 50 per cent of the business in some sites.

Richard believes part of the popularity lies in the fact that the immersive experience, in which small teams solve clues and puzzles against the clock, is inclusive and appeals to all – something that is important with diverse workforces.

“The escape rooms offer an environment where people can work together and you lose the sense of office hierarchy,” he says.

Something Richard is finding particularly interesting is how lateral-thinking activities can play a key role in training, corporate learning and development – a concept that a number of innovative companies are already maximising on.

ACF offers everything from duck herding to the Crystal Maze

ACF Teambuilding and Events, based at Aldwick Farm on the outskirts of Bristol, is an old hat in the industry, with more than 20 years’ experience running corporate and private events.

Managing director Mark Fanning says the secret to the company’s enduring success lies in the team of expert instructors, including a number of former police officers and military personnel, and the ability to adapt to meet changing demands.

ACF now offers some 400 different activities, from re-enacting recent BBC hit Bodyguard, to hosting a Bake Off contest, duck herding, tank driving and more.

“The sector has definitely diversified,” says Mark. “Part of the reason is that ‘team building’ can come with negative connotations, so a lot of companies call them ‘away days’ or ‘corporate fun days’.”

Mark believes the element of fun is crucial as a way of bringing people together and says it’s also important to have inclusive activities that cater for diverse workplaces and engage as many employees as possible.

The former fire fighter has noticed a shift in expectations as television proves an ever-strong influencer, with participants keen to have a go at activities such as those seen on the Crystal Maze, Task Master and the Great British Bake Off.

He believes this has also helped to revive the sector.

Four or five years ago when we were coming out of a recession, companies wanted to just go and have some fun,” continues Mark. “But the better the economic climate, the more likely we are to see bosses developing teams and using psychometric testing to assess staff abilities.

“We are now doing more tailored packages for bigger clients, whether it includes business games, psychometric assessments, energisers, adrenaline-fuelled outdoor pursuits or a combination of all four.

“We are also doing more family fun days, where companies pay to have the whole family along.”

As contemporary team building evolves, gaps in the market are being identified by companies keen to offer something a bit out of the ordinary. Where the Wall is a thoroughly Bristol example, as an enterprise offering street art and Banksy-related tours across the city.

inPlay Golf is working to encourage mixed-ability teams as well as avid golfers

inPlay Golf, on Bristol Harbourside, is another seeking to maximise its potential within the corporate sector.

“When we opened inPlay Golf just over four years ago, we knew our state of the art coaching and playing technology would appeal to the avid golfer, but we also wanted to encourage those that had never swung a golf club before to just ‘give it a try’,” explains director Nicky Barrington.

“We set about creating a relaxed and informal, yet professional environment which was enjoyable for all and came up with a playing format called the ‘Team Bay Challenge’ which is great for mixed ability groups, such as staff team building.

“We get some fantastic feedback from our team building groups. If I could bottle the laughter and sell it, I would make a fortune.”

The key elements to a successful team building enterprise are broadly to make it: fun, inclusive, collaborative and a test of skills. But it is not an easy task to keep up with employer’s expectations.

Leap of Faith offers corporate team a ‘survival situation’ day

Chris Ireson, manager of Leap of Faith high ropes course at Bristol Zoological Society’s Wild Place Project, near Cribbs Causeway, says that in the four years he has been running team building days out, demands have already changed.

He also agrees it is a growth area, with around 20 per cent of his business now coming from corporate clients.

“More and more, people want a fun day out rather than having too much emphasis on the team building,” he says.

“That part comes from having fun together. We do a survival situation in which a hot air balloon has crashed in the woods and they have to work as a team to survive. That’s really popular.

“I think people want plenty of choice – they generally want a full day out, and as we are based at Wildplace, we have giraffes and cheetahs right there so it’s a great location to visit.

“One of the challenges is to get a selfie with a giraffe – I think people generally are looking for something different and inclusive.”

Read more: Sector spotlight: B Corps