Inflexion completes buyout of Virgin Experience Days | Incentive&Motivation

Launches News: Inflexion completes buyout of Virgin Experience Days

Inflexion Private Equity today announces that funds managed by Inflexion have completed the buyout of Virgin Experience Days, the UK’s leading experiences business.

Virgin Experience Days offers curated experiences to consumers and corporates, from flying Spitfires to short luxury breaks, selling over 750,000 experiences annually. A high-growth business, revenue has doubled to £50m in three years, driven by a seamless tech-enabled customer experience and the ongoing consumer shift to sharing experiences over tangible goods. Virgin Experience Days operates B2C and B2B divisions. Virgin Incentives, the B2B division, offers experience days for employee rewards and recognition programmes, with clients such as Barclaycard and Samsung.


As part of the buyout, Inflexion introduced leisure sector expert, Simon McMurtrie, as Chairman and the highly experienced Commercial Director, Matthew Briggs. Both will work alongside CEO Paul O’Brien who has led the business for over a decade. Inflexion will work closely with this team to create long-term sustainable growth. Capitalising on our international reach, we will help accelerate sales into new markets with growing demand for personalised experiences, and support the re-launch of Virgin Incentives in the multi-billion pound employee rewards and recognition market. Inflexion’s digital expertise will also help advance the company’s digital marketing strategy.


Paul O’Brien, CEO, Virgin Experience Days, commented, “It’s been a pleasure leading Virgin Experience Days over the last 12 years, and I am proud of the successful business it is today. Inflexion shares our vision for growth, backed by their digital expertise and international reach; we look forward to a prosperous partnership.”


Tim Smallbone, Head of Enterprise, Inflexion, commented, “Virgin Experience Days is a globally recognised and respected brand with international growth potential. We’re delighted to back an ambitious management team in a sector where Inflexion has a strong track record, with businesses such as On the Beach, Reed & Mackay and Reward Gateway. This is the third investment this year for our Enterprise Fund that partners with high-growth businesses in the lower mid-market.”


The Inflexion deal team comprised of Tim Smallbone, Tom Pemberton, Shiva Tiwari and Robin Senivassen; Tom and Shiva have joined the board on completion.


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