{
  "company": {
    "name": "Much Better Adventures",
    "website": "https://muchbetteradventures.com/",
    "record": "https://startuphistory.org/c/muchbetteradventures.com"
  },
  "status": null,
  "history_since": "2009-06-26T06:11:11.000Z",
  "baseline": {
    "snapshot_id": "eaee625e7501e6f99565cafb8b830a0a34393570f8a3f110867b88729ccd31eb",
    "observed_at": "2011-04-30T13:16:46.000Z",
    "headline": "Word of Mouth Adventure.",
    "description": "World's most ethical selection of local adventure companies who will make your Active holidays, adventure holidays and activity holidays so muchbetter for everyone. We have handpicked walking holidays",
    "evidence": "https://web.archive.org/web/20110430131646/http://www.muchbetteradventures.com/",
    "evidence_kind": "internet_archive",
    "facts": null,
    "basis": "first_observation",
    "is_change": false
  },
  "live_captures": 1,
  "last_checked": "2026-11-06T17:45:24.814Z",
  "live_status": null,
  "messaging": [
    {
      "quote_observed_at": "2013-01-14T05:27:48.000Z",
      "variants": [
        {
          "headline": "Word of Mouth Adventure.",
          "subhead": "World's most ethical selection of local adventure companies who will make your Active holidays, adventure holidays and activity holidays so muchbetter for everyone. We have handpicked walking holidays",
          "observed_at": "2011-04-30T13:16:46.000Z",
          "evidence": "https://web.archive.org/web/20110430131646/http://www.muchbetteradventures.com/",
          "evidence_kind": "internet_archive"
        },
        {
          "headline": "Word of Mouth Adventure.",
          "subhead": "World's most ethical selection of local adventure companies who will make your Active holidays, adventure holidays and activity holidays so muchbetter for everyone. We have handpicked walking holidays",
          "observed_at": "2013-01-14T05:27:48.000Z",
          "evidence": "https://web.archive.org/web/20130114052748/http://www.muchbetteradventures.com:80/",
          "evidence_kind": "internet_archive"
        }
      ],
      "headline": "Word of Mouth Adventure.",
      "subhead": "World's most ethical selection of local adventure companies who will make your Active holidays, adventure holidays and activity holidays so muchbetter for everyone. We have handpicked walking holidays",
      "from": "2011-04-30T13:16:46.000Z",
      "to": "2013-01-14T05:27:48.000Z",
      "captures": 2,
      "evidence": "https://web.archive.org/web/20130114052748/http://www.muchbetteradventures.com:80/",
      "evidence_kind": "internet_archive",
      "seen": {
        "between": {
          "from": "2011-04-30T13:16:46.000Z",
          "to": "2013-01-14T05:27:48.000Z"
        }
      },
      "current": false
    },
    {
      "quote_observed_at": "2014-07-11T09:06:11.000Z",
      "variants": [
        {
          "headline": "Chalet hunting made easy",
          "subhead": "Active & Adventure Holidays, Direct from Local Specialists. Save Time Searching, Best Direct Prices.",
          "observed_at": "2014-07-11T09:06:11.000Z",
          "evidence": "https://web.archive.org/web/20140711090611/http://www.muchbetteradventures.com:80/",
          "evidence_kind": "internet_archive"
        }
      ],
      "headline": "Chalet hunting made easy",
      "subhead": "Active & Adventure Holidays, Direct from Local Specialists. Save Time Searching, Best Direct Prices.",
      "from": "2014-07-11T09:06:11.000Z",
      "to": "2014-07-11T09:06:11.000Z",
      "captures": 1,
      "evidence": "https://web.archive.org/web/20140711090611/http://www.muchbetteradventures.com:80/",
      "evidence_kind": "internet_archive",
      "seen": {
        "on": "2014-07-11T09:06:11.000Z"
      },
      "current": false
    },
    {
      "quote_observed_at": "2017-01-29T08:30:14.000Z",
      "variants": [
        {
          "headline": "Holidays. Sorted.",
          "subhead": "Award-Winning Adventure Holidays, Weekend Breaks and Ski Chalet Holidays",
          "observed_at": "2017-01-29T08:30:14.000Z",
          "evidence": "https://web.archive.org/web/20170129083014/https://www.muchbetteradventures.com/",
          "evidence_kind": "internet_archive"
        }
      ],
      "headline": "Holidays. Sorted.",
      "subhead": "Award-Winning Adventure Holidays, Weekend Breaks and Ski Chalet Holidays",
      "from": "2017-01-29T08:30:14.000Z",
      "to": "2017-01-29T08:30:14.000Z",
      "captures": 1,
      "evidence": "https://web.archive.org/web/20170129083014/https://www.muchbetteradventures.com/",
      "evidence_kind": "internet_archive",
      "seen": {
        "on": "2017-01-29T08:30:14.000Z"
      },
      "current": false
    },
    {
      "quote_observed_at": "2022-07-05T11:07:29.000Z",
      "variants": [
        {
          "headline": "Proper Adventures In Wild Places",
          "subhead": "Small group adventure holidays in wild places. Join award-winning Epic Weekends and Big Adventure holidays with good people. Just rock up with your rucksack.",
          "observed_at": "2021-01-08T13:22:39.000Z",
          "evidence": "https://web.archive.org/web/20210108132239/https://www.muchbetteradventures.com/",
          "evidence_kind": "internet_archive"
        },
        {
          "headline": "Adventure in Wild Places Again",
          "subhead": "Small group adventure holidays in wild places. Join award-winning Epic Weekends and Big Adventure holidays with good people. Just rock up with your rucksack.",
          "observed_at": "2022-07-05T11:07:29.000Z",
          "evidence": "https://web.archive.org/web/20220705110729/https://www.muchbetteradventures.com/",
          "evidence_kind": "internet_archive"
        }
      ],
      "headline": "Adventure in Wild Places Again",
      "subhead": "Small group adventure holidays in wild places. Join award-winning Epic Weekends and Big Adventure holidays with good people. Just rock up with your rucksack.",
      "from": "2021-01-08T13:22:39.000Z",
      "to": "2022-07-05T11:07:29.000Z",
      "captures": 2,
      "evidence": "https://web.archive.org/web/20220705110729/https://www.muchbetteradventures.com/",
      "evidence_kind": "internet_archive",
      "seen": {
        "between": {
          "from": "2021-01-08T13:22:39.000Z",
          "to": "2022-07-05T11:07:29.000Z"
        }
      },
      "current": false
    },
    {
      "quote_observed_at": "2024-07-02T00:07:33.000Z",
      "variants": [
        {
          "headline": "Adventure in good company",
          "subhead": "Award-winning adventure holidays that do good. Travel in small groups led by expert local guides and help our wild places thrive. Book your next trip today.",
          "observed_at": "2024-07-02T00:07:33.000Z",
          "evidence": "https://web.archive.org/web/20240702000733/https://www.muchbetteradventures.com/",
          "evidence_kind": "internet_archive"
        }
      ],
      "headline": "Adventure in good company",
      "subhead": "Award-winning adventure holidays that do good. Travel in small groups led by expert local guides and help our wild places thrive. Book your next trip today.",
      "from": "2024-07-02T00:07:33.000Z",
      "to": "2024-07-02T00:07:33.000Z",
      "captures": 1,
      "evidence": "https://web.archive.org/web/20240702000733/https://www.muchbetteradventures.com/",
      "evidence_kind": "internet_archive",
      "seen": {
        "on": "2024-07-02T00:07:33.000Z"
      },
      "current": false
    },
    {
      "quote_observed_at": "2026-11-06T17:45:24.814Z",
      "variants": [
        {
          "headline": "Do Wild Things",
          "subhead": "Do Wild Things! Join 250+ solo-friendly, expert-led, outdoor adventures with Much Better Adventures. Book your next escape today.",
          "observed_at": "2026-07-14T22:41:46.000Z",
          "evidence": "https://web.archive.org/web/20260714224146/https://www.muchbetteradventures.com/",
          "evidence_kind": "internet_archive"
        },
        {
          "headline": "Do Wild Things",
          "subhead": "Do Wild Things! Join 275+ solo-friendly, expert-led, outdoor adventures with Much Better Adventures. Book your next escape today.",
          "observed_at": "2026-11-06T17:45:24.814Z",
          "evidence": "https://www.muchbetteradventures.com/",
          "evidence_kind": "live_capture"
        }
      ],
      "headline": "Do Wild Things",
      "subhead": "Do Wild Things! Join 275+ solo-friendly, expert-led, outdoor adventures with Much Better Adventures. Book your next escape today.",
      "from": "2026-07-14T22:41:46.000Z",
      "to": "2026-11-06T17:45:24.814Z",
      "captures": 2,
      "evidence": "https://www.muchbetteradventures.com/",
      "evidence_kind": "live_capture",
      "seen": {
        "between": {
          "from": "2026-07-14T22:41:46.000Z",
          "to": "2026-11-06T17:45:24.814Z"
        }
      },
      "current": true
    }
  ],
  "changes": [
    {
      "n": 1,
      "id": "page-72d13d3abca680f3f1003211d9e62993cc9ff0b3cc940764fc11de64546af4fc:eaee625e7501e6f99565cafb8b830a0a34393570f8a3f110867b88729ccd31eb:hiring:20dd4c09cc4ab0aa",
      "before_evidence": "https://web.archive.org/web/20090626061111/http://muchbetteradventures.com:80/",
      "before_evidence_kind": "internet_archive",
      "kind": "hiring",
      "label": "Hiring",
      "summary": "Added a careers page.",
      "between": {
        "from": "2009-06-26T06:11:11.000Z",
        "to": "2011-04-30T13:16:46.000Z"
      },
      "evidence": "https://web.archive.org/web/20110430131646/http://www.muchbetteradventures.com/",
      "evidence_kind": "internet_archive",
      "basis": "page_facts",
      "topic": "https://startuphistory.org/t/added-careers-page"
    },
    {
      "n": 2,
      "id": "page-efd457a1e516f1902cdbcf09aa8f7c1983018945e7bab1c7690e7e99aa1f9565:8a8d17ac10134e13b8b6614d89b7f108f03ede80d08214abf751db8800a0f5e7:headline:1db8ad0b26ec53c5",
      "before_evidence": "https://web.archive.org/web/20130114052748/http://www.muchbetteradventures.com:80/",
      "before_evidence_kind": "internet_archive",
      "kind": "headline",
      "label": "Headline",
      "summary": "Changed its homepage headline from “Word of Mouth Adventure.” to “Chalet hunting made easy”.",
      "between": {
        "from": "2013-01-14T05:27:48.000Z",
        "to": "2014-07-11T09:06:11.000Z"
      },
      "evidence": "https://web.archive.org/web/20140711090611/http://www.muchbetteradventures.com:80/",
      "evidence_kind": "internet_archive",
      "basis": "page_facts",
      "topic": null
    },
    {
      "n": 3,
      "id": "classifier-8a8d17ac10134e13b8b6614d89b7f108f03ede80d08214abf751db8800a0f5e7:15a0ae123cecac73ed442803cfe507445d279eb567f601d1f875cedb52f0d26e:repositioning",
      "before_evidence": "https://web.archive.org/web/20140711090611/http://www.muchbetteradventures.com:80/",
      "before_evidence_kind": "internet_archive",
      "kind": "repositioning",
      "label": "Messaging",
      "summary": "Changed its homepage headline from “Chalet hunting made easy” to “Holidays. Sorted.”.",
      "between": {
        "from": "2014-07-11T09:06:11.000Z",
        "to": "2017-01-29T08:30:14.000Z"
      },
      "evidence": "https://web.archive.org/web/20170129083014/https://www.muchbetteradventures.com/",
      "evidence_kind": "internet_archive",
      "basis": "classifier",
      "topic": "https://startuphistory.org/t/repositioned"
    },
    {
      "n": 4,
      "id": "page-15a0ae123cecac73ed442803cfe507445d279eb567f601d1f875cedb52f0d26e:8607e73a88c5ac28963072e87a049ad0e8a614077c3836c00e11a085f2f6d618:headline:ad53633473d129d7",
      "before_evidence": "https://web.archive.org/web/20170129083014/https://www.muchbetteradventures.com/",
      "before_evidence_kind": "internet_archive",
      "kind": "headline",
      "label": "Headline",
      "summary": "Changed its homepage headline from “Holidays. Sorted.” to “Proper Adventures In Wild Places”.",
      "between": {
        "from": "2017-01-29T08:30:14.000Z",
        "to": "2021-01-08T13:22:39.000Z"
      },
      "evidence": "https://web.archive.org/web/20210108132239/https://www.muchbetteradventures.com/",
      "evidence_kind": "internet_archive",
      "basis": "page_facts",
      "topic": null
    },
    {
      "n": 5,
      "id": "page-8607e73a88c5ac28963072e87a049ad0e8a614077c3836c00e11a085f2f6d618:4645fe52b24cdeca3418d881c046a1c70b522f07e180e386b87877d5658d186e:funding:d2eb895d3a69de1b",
      "before_evidence": "https://web.archive.org/web/20210108132239/https://www.muchbetteradventures.com/",
      "before_evidence_kind": "internet_archive",
      "kind": "funding",
      "label": "Funding",
      "summary": "Announced on its homepage: “Campaign Family Relief Fund Together we’ve raised over £20k for families in the most remote parts of the world, who have lost their livel…”.",
      "between": {
        "from": "2021-01-08T13:22:39.000Z",
        "to": "2022-07-05T11:07:29.000Z"
      },
      "evidence": "https://web.archive.org/web/20220705110729/https://www.muchbetteradventures.com/",
      "evidence_kind": "internet_archive",
      "basis": "page_facts",
      "topic": "https://startuphistory.org/t/announced-funding"
    },
    {
      "n": 6,
      "id": "page-4645fe52b24cdeca3418d881c046a1c70b522f07e180e386b87877d5658d186e:426b390d850fdc8344d6bf5bac97040a53ab8f7f915fb7e8b862c6772a732b30:headline:65e2e43215f19f28",
      "before_evidence": "https://web.archive.org/web/20220705110729/https://www.muchbetteradventures.com/",
      "before_evidence_kind": "internet_archive",
      "kind": "headline",
      "label": "Headline",
      "summary": "Changed its homepage headline from “Adventure in Wild Places Again” to “Adventure in good company”.",
      "between": {
        "from": "2022-07-05T11:07:29.000Z",
        "to": "2024-07-02T00:07:33.000Z"
      },
      "evidence": "https://web.archive.org/web/20240702000733/https://www.muchbetteradventures.com/",
      "evidence_kind": "internet_archive",
      "basis": "page_facts",
      "topic": null
    },
    {
      "n": 7,
      "id": "page-4645fe52b24cdeca3418d881c046a1c70b522f07e180e386b87877d5658d186e:426b390d850fdc8344d6bf5bac97040a53ab8f7f915fb7e8b862c6772a732b30:hiring:9913577dd0a491e3",
      "before_evidence": "https://web.archive.org/web/20220705110729/https://www.muchbetteradventures.com/",
      "before_evidence_kind": "internet_archive",
      "kind": "hiring",
      "label": "Hiring",
      "summary": "Opened a job board on Workable.",
      "between": {
        "from": "2022-07-05T11:07:29.000Z",
        "to": "2024-07-02T00:07:33.000Z"
      },
      "evidence": "https://web.archive.org/web/20240702000733/https://www.muchbetteradventures.com/",
      "evidence_kind": "internet_archive",
      "basis": "page_facts",
      "topic": "https://startuphistory.org/t/added-careers-page"
    },
    {
      "n": 8,
      "id": "page-426b390d850fdc8344d6bf5bac97040a53ab8f7f915fb7e8b862c6772a732b30:c85bfbda3d51807b7a735aeea8adc3f58974d843f3adab73ec95b8a0ccf2c3d9:headline:0528b26191257e17",
      "before_evidence": "https://web.archive.org/web/20240702000733/https://www.muchbetteradventures.com/",
      "before_evidence_kind": "internet_archive",
      "kind": "headline",
      "label": "Headline",
      "summary": "Changed its homepage headline from “Adventure in good company” to “Do Wild Things”.",
      "between": {
        "from": "2024-07-02T00:07:33.000Z",
        "to": "2026-07-14T22:41:46.000Z"
      },
      "evidence": "https://web.archive.org/web/20260714224146/https://www.muchbetteradventures.com/",
      "evidence_kind": "internet_archive",
      "basis": "page_facts",
      "topic": null
    }
  ],
  "update": {
    "headline": "Much Better Adventures updates branding and careers presence",
    "summary": "Much Better Adventures has refreshed its homepage messaging multiple times, currently featuring the headline “Do Wild Things”. It has also added a careers page, opened a job board on Workable, and highlighted a fundraising campaign on its homepage.",
    "points": [
      {
        "text": "Between July 2024 and July 2026, Much Better Adventures changed its homepage headline from “Adventure in good company” to “Do Wild Things”.",
        "kind": "fact",
        "changes": [
          8
        ]
      },
      {
        "text": "Between July 2022 and July 2024, Much Better Adventures changed its homepage headline from “Adventure in Wild Places Again” to “Adventure in good company”.",
        "kind": "fact",
        "changes": [
          6
        ]
      },
      {
        "text": "Between June 2009 and April 2011, Much Better Adventures added a careers page, and between July 2022 and July 2024 it opened a job board on Workable.",
        "kind": "fact",
        "changes": [
          1,
          7
        ]
      },
      {
        "text": "Between January 2021 and July 2022, Much Better Adventures announced on its homepage a “Campaign Family Relief Fund” stating “together we’ve raised over £20k for families in the most remote parts of the world, who have lost their livel…”.",
        "kind": "fact",
        "changes": [
          5
        ]
      }
    ],
    "written_at": "2026-11-07T15:00:44.460Z",
    "basis": "ai_analysis",
    "model": "gpt-5.1-2025-11-13"
  },
  "method": {
    "version": "messaging-v1",
    "description": "https://startuphistory.org/method"
  },
  "license": "CC-BY-4.0",
  "cite": "StartupHistory, “Much Better Adventures” company record, https://startuphistory.org/c/muchbetteradventures.com"
}