Meet The Team

Our staff share one passion...a love of the outdoors.  Experienced climbers, surfers, kayakers, mountain bikers, mountaineers, sled dog mushers, skiers, walkers...our team are experts in their field! That's why, when they recommend a piece of kit, having been there and done it, they really know what they're talking about. 

We believe in continuous training for our staff to ensure that we can offer up to date and first class service and advice when helping you to choose the right kit for your adventures. Personalised in-store services include custom boot-fitting, rucksack fitting and lectures from leading outdoor personalities.

The Apex Staff Team:

Matt grew up in The Forest of Dean and from an early age took full advantage of everything it's outdoor playground had to offer. He has climbed, surfed, kayaked and run sled dogs extensively around the world. He has competed to a high level in all of them and is always finding new and interesting, if not a little dangerous, ways to have fun. You could say he lives his outdoor life to the full, we wonder if he ever sleeps! He currently lives in the Cotswolds with his wife Ems and their 11 sled dogs, 30 surfboards, 6 kayaks, 3 bikes, 3 dog sleds... As well as working for the last 27 years full time as a professional outdoor instructor, Matt has extensive experience in outdoor retail. It had long been Matt's dream to run his own Outdoor Store, now a reality as Matt heads The Apex Team.

Richard is our resident local-yokel, from deepest darkest Devon! Growing up on Dartmoor, he has recently located to The Forest of Dean from The Lake District where he worked for major outdoor retailers for donkey years, with a specialism in boot fitting, tents and camping equipment.  Richard has spent many hours leading walks for The Rambler's Association and spends his spare time taking his Collie Sage for long walks with his wife Julie.


Donnie paddler, climber, king of the Apex selfie, Hilux owner ( he has managed to break a Hilux twice - not even Top Gear could do that!) and partner in Apex. All round outdoor madman! Need guiding down the Wye or even the Ardeche? maybe you need some advice on some climbing gear? or how about that new piece of Gore-Tex clothing? Don's your man! He spends more time sleeping outdoors than indoors, normally under an open boat or Hammock and truly lives the outdoor lifestyle. He can also make you a stunning rose, welded out of copper.... yes he is also a blacksmith!


Cheryl Chief shop tidier and good at keeping the boys in check! Mean paddler, keen climber, rider of wild horses and has owned and run the famous Forest Adventure outdoor centre. Cheryl lives on one of the highest points of the Forest of Dean so knows a thing or two about outdoor gear! Mum of two girls and many horses.


Emsie Paddler, Surfer, Dog Musher, Ultra long distance trekker including the John Muir trail done in one hit! has walked the GR20, climbing Killi, Meru peak, Jebal Toucal, Mt Shasta... are just some of the peaks she has summited. As well as leading groups into wild places and spending time with her dad discovering new species of bugs in the outter Hebrides, Ems looks after the office side of things at Apex. She is chief accountant, book keeper and as the wife of Matt, is in charge of telling the boys to work harder!


Chris Keeper of the wood burner, chief chopper of logs and head coffee taster. With Poppy dog by his side, Chris can normally be found either out back sorting logs out and telling the boys off for burning too many, or finding any excuse to take the micky out of everyone. Teller of tall tales, and bad jokes! As he is one of the other directors, we have to let him. Famous for organising the Forest of Dean Trails half Marathons twice a year and responsible for getting Matt into the outdoors.


Luke design and media guru, advertising mogul by day, skier and UK Softball team player by night! Luca lives and works in the high rise big smoke of London and is one of the founders of Apex Outdoors. Keen skier, musician (even played on the Chris Moyles show), Dad to our little mountaineers Freddie and Sylvie and keen Beach rugby player.




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