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Outdoor adrenaline activity venture Zip World has appointed its second chief executive this year. Andrew Hudson has taken over from Adrian Jones, former US president of theme park operator Merlin Entertainments, who made the decision to step down last month after only six months in the role.

Mr Hudson joined Zip World in 2018 with responsibility for its commercial activity, including growing the number of sites to seven and helping complete a hotel acquisition. He also led the project team which secured matched allocated funding of £6.2m from the Welsh and ������Ƶ government-backed North Wales Growth Deal which will see Zip World build a new cable car attraction and electric bus network.

Mr Hudson said he is now planning to build on the company’s success by expanding its portfolio of sites across the ������Ƶ and overseas. “Zip World has become one of the most aspirational brands in the marketplace over the past decade, creating a multitude of world-class experiences that have helped to preserve and enhance the unique qualities of local areas in post-industrial locations,” he said.

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“Since joining the company, I have been fortunate enough to lead a talented team to establish a clear vision and marketing strategy for the brand that has played a crucial role in driving sustainable growth. I am particularly proud of the company’s resilience during the pandemic and exponential growth since then, having launched six new experiences and doubling visitor numbers since pre-pandemic levels."

He added: “It is a real privilege to be asked to lead the organisation during this next period of exciting growth. I’m looking forward to drawing upon my deep knowledge of the business as we strive to unleash the adventure in all of us by creating invigorating experiences that are safe and inclusive.”

Zip World’s founder Sean Taylor said: “This appointment marks a new era for Zip World and I’m incredibly excited for the company’s future. We have experienced huge growth since the opening of our first site in 2013, and Andrew’s contribution, loyalty and dedication to the business have been transformative.

“His leadership skills, extensive experience and laser focus on strategic decision making based on consumer insights have meant that we’ve been able to establish an innovative and unique business that is truly a leader in its category. Our goal is to create unforgettable experiences for our customers, and I have no doubt that Andrew will continue to strengthen Zip World’s reputation as the ������Ƶ’s leading active leisure brand while driving forward responsible and sustainable change.”