TYF pioneered the sport of coasteering in the 1980s and, through a highly successful PR campaign, raised awareness of the sport. Coasteering involves travelling around the coast by scrambling, swimming and cliff jumping into the water. Coasteering was accepted as a registered trademark in 2000; to protect the investment and 16 years of intellectual property, TYF created a set of safety and environmental standards (SES) for coasteering with input from other centres. These are run on a ‘not for profit’ basis, with any surplus revenues donated to Surfers Against Sewage. a UK-based pressure group that campaigns for clean water. To make the stories from coasteering sessions more memorable and more easily recounted, sections of each route have been branded recently with new names such as Dambusters, Babylon Bay, Great Plains, Jabberwocky, Soho and many more. Five per cent of TYF’s pre-tax profit is committed to environmental charities, and staff have an optional 5 per cent ‘timebank’ of one day every two months to be used for community development activities.