About Urban Trails™
Built to make you the protagonist of the city, immersive, story-led walking tours that also give back locally.
Our mission
Adventures that bring story, place, and puzzles together into one seamless walking tour.
We believe exploring a city should feel like you belong in it, woven into its culture, its history, and the narrative unfolding around you. Not just observing from the outside, but taking an active role in what you notice, what you solve, and how the story moves forward.
Our tours are designed as one cohesive experience, helping you spot the details most people pass by and creating memories you will actually talk about afterwards.
It is easy to start, easy to follow, and easy to stay immersed. Open it on your phone, step into the story, and keep moving, even when signal drops.
How it started
It began with a simple ambition, to create walking tours that feel truly purposeful, where story, local history, and mystery come together so exploration feels meaningful, not just directional. Urban Trails was built for that feeling, that even as a visitor, you can feel part of a city’s narrative.
As we explored what was out there, we kept seeing the same gap, history, gamification, and story rarely come together as one designed journey. Urban Trails exists to solve that, building walking tours where story, location, and puzzles reinforce each other, and everything feels purposeful.
From the first trails, we learned what matters most, smooth flow, real moments of surprise, and shared discovery. Every route we build still follows that principle.
Our approach
We build every adventure around three guiding pillars:
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1
Story-led journeys
The story ties everything together. Each clue, challenge, and stop has a purpose, so every step feels like progress through a single unwinding journey.
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2
Immersive, multi-sensory discovery
We design tours where participation feels both effortless and inevitable. The story makes you feel necessary, and the city becomes part of the experience as puzzles turn real details into meaningful moments, right where you’re standing.
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3
Effortless access and continuous flow
No app to install and no complicated setup. You stay present in the city and glance at your phone only when you need to. The experience keeps its momentum, even with patchy signal.
Adventures with impact
Every Urban Trails™ ticket purchased contributes to our annual charity fund. At the end of each year, the total is donated to local charities in the cities where we operate. When you play, you help support the places that make these adventures possible.
Meet the Team
Nice to meet you! We’re the people behind Urban Trails, creating the most interactive walking tours you’ll ever play.
Founder & Managing Director
Urban Trails started with Joe, inspired by a love of digital RPGs, exploring new cities, and the kind of history that’s best enjoyed with a pub stop along the way. Wanting to bring that mix of play, discovery, and real-world adventure together, he created Urban Trails to feel fresh, interactive, and a world away from your usual walking tour. With a first-class degree in Industrial Design from Brunel University London and more than 10 years of experience in strategic design and design delivery for major global brands, he sets the direction for Urban Trails and leads the team in bringing that vision to life.
Director of Optimizations
Chloe brings clarity and pace to the team, helping ideas become decisions and making sure the details behind each adventure actually hold together in practice.
Creative Director
Jaz leads the creative side of the project, developing the visual language, tone, and storytelling direction that give Urban Trails its distinct personality.
Marketing Director
Marie connects the work to the audience, turning the brand, the message, and the experience into something people instantly understand and want to join.
Technical Director
Warren keeps the engine running, building resilient systems and anticipating edge cases so the experience feels smooth for players from first tap to final clue.