Mark Soanes brings wide-ranging expertise across outdoor adventure, leadership development and business training to our board. As founder and director of Call of the Wild and its travel arm, Adventure Britain, he leads a respected, long-established company delivering high-quality adventure experiences, activity holidays and experiential travel across Wales.

Alongside its adventure offering, Call of the Wild is also recognised as one of the UK’s leading providers of leadership, team-development and corporate training programmes. Working with organisations across the country, the company specialises in behaviour-change training, management development and practical learning experiences that help teams and leaders build confidence, communication and resilience. This dual perspective — tourism and business development — gives Mark a distinctive understanding of the wider visitor economy and the skills needed to sustain strong, future-ready organisations.

Mark’s deep roots in adventure tourism, coupled with his background in developing people and teams, allows him to offer a unique strategic viewpoint on our board. He understands the operational realities of running an outdoor business, the evolving expectations of visitors, and the importance of high standards in safety, sustainability and customer experience.

Collaborative, forward-thinking and passionate about promoting Wales as a destination for meaningful, active experiences, Mark is a highly valued member of Brecon Beacons Tourism. His insight helps us champion innovation, support diverse business models and strengthen the region’s reputation for high-quality adventure and professional development.