Elemental
-ness
Every company says it has values. Ours have a name. Elemental-ness is the way we’ve done things since 2006, and it’s the reason people come back.
A distinct way
of doing things
We have a distinct approach to life at Elemental. We call it Elemental-ness. It sets us apart in everything we do and it influences every decision we make.
It’s more than a mindset. It’s a commitment to getting things right at every turn, for every guest, every session, every day of the season.
Four core values sit at its heart. They’re not framed on an office wall. They’re the standards we hold ourselves to every single day. They shape our interactions, guide our decisions and form the foundation of every experience we deliver.
At its heart,
four core values
The defining principles behind every session we run and every bed we make. Here they are, in full.
Safety, fun and learning
Safety is the foundation of every great experience. It’s what lets everyone engage fully, explore and enjoy their time with us.
But safety alone isn’t enough. We weave in plenty of fun, moments of joy, laughter and connection. And because we never miss a chance to inspire growth, every experience teaches something new and builds confidence.
When safety, fun and learning come together, the result is unforgettable.
Sweat the small stuff
The smallest things often make the biggest difference, so we’re obsessed with precision and care.
We aim for perfection, anticipating needs before they arise and solving problems before they occur.
Relentless attention to detail makes experiences seamless, and marks us out as a team that truly cares.
The client is king
Our clients are at the centre of everything we do.
Customising experiences, responding to special requests, going the extra mile so everyone feels valued and understood. We don’t just provide services. We build partnerships based on trust and a shared vision for success.
At Elemental, you’re not just a client. You’re royalty.
Respect 360
Respect is the cornerstone of our culture. We treat everyone, clients, colleagues and partners, with kindness, fairness and understanding.
And it doesn’t stop with people. It extends to the environment, the community and the resources we use.
Respect 360 means seeing the bigger picture and acting with integrity, gratitude and care.
What is our
inspiration?
Elemental is the brainchild of Dany Duncan, who has more than 40 years’ experience working in outdoor pursuits in the UK and overseas.
He started out running watersports centres and children’s activity holidays every summer, then teaching skiing every winter. That included coaching paralympic skiers and competing in ski mountaineering. In 2006 he set up Elemental UK, a company devoted to adventurous activities in the mountains and on the water.
The first base was Swanpool Beach in Falmouth, a naturally sheltered bay that’s perfect for kayaking and sailing. Beach centres in Newquay followed in 2011, and in 2022 came the first hotel, Elemental Surf Lodge, with an on site surf school for the waves at world famous Fistral. Winters still see Dany and the team heading to the Alps, running ski trips to France, Italy, Switzerland, Austria and beyond.
Twenty years on, Elemental has an established band of highly qualified, DBS checked staff, and has welcomed thousands of people to the beach and the mountains, whatever their age and skill level, nurturing talent and building confidence.
Elemental-ness
in action
These values aren’t a poster in reception. They’re the principles that guide us every step of the way. This is Elemental-ness. This is who we are.
“Whether it’s customising experiences or going the extra mile to make everyone feel valued and understood. We don’t just provide services, we build partnerships based on trust and a shared vision for success.”Dany Duncan · Managing Director
The best way to get it
is to experience it
Elemental-ness runs through every programme we offer in Newquay. Pick a starting point.
Accommodation
Rooms at the lodge, between Towan and Fistral. Honest beds, shared spaces and the academy next door.
Find out more →Surf lessons
Tailored coaching for every skill level, from first waves to fine tuning, run by the Elemental Surf Academy.
Find out more →Equipment hire
Quality boards and winter ready wetsuits, looked after the way we look after everything else.
Find out more →Kids Club
Fun and safe holiday adventure programmes. Safety, fun and learning, purpose built for the youngest surfers.
Find out more →Time 2 Move
Funded activity and healthy meal initiatives for local families. Respect 360, in practice.
Find out more →Book your session.
Lessons, hire and programmes, all bookable online through our sessions system.
Book your session →Beyond surfing
and staying
The lodge is one part of Elemental UK. The same values run through everything else we do for schools and groups, beyond the waves of Newquay.
Swanpool Activity Centre
Coasteering, kayaking and beach days on Falmouth’s sheltered south coast.
Find out more →
Elemental Ski
School ski trips run with the same care we bring to the surf.
Find out more →
French Adventure
A summer residential across the Channel, for schools that want to go further.
Find out more →Come and feel
the difference
The values are on this page. The proof is at the lodge. Book a session, plan a stay, or just come and say hello.
