From marshalling stags on muddy quad bikes to hosting corporate conferences for world-renowned brands, Nathan Angus has seen Wildfire Agency evolve from its adrenaline-fuelled roots into one of the UK’s most dynamic events companies. As the Sheffield-based business marks 30 years in 2026, its co-founder and managing director reflects on the journey – and what it takes to keep the fire burning.
I started working in events when I was 11 – not many people can say that,” Nathan tells me, recalling his first Saturday job. “My dad sent me to work for a mate who ran kids’ quad bike parties on a farm out in Moscar. I worked there until I was 14. Then, when the owner decided to sell the place, my dad bought the business – and that’s how it started.”
Back then, the company was known as Demon Wheelers – a name that reflected its early focus on motorised activities like quad biking, hovercrafts and off-road buggies. What began as weekend stag parties quickly grew into a full-time venture, as the family business diversified into team building and corporate events. “It was a bit of a pivot. Manufacturing in Sheffield was starting to die off, and my dad’s other business – making nuts and bolts – was hit hard. So we shifted focus.”
Wildfire (as it’s been known since 2017) became known for high-octane activity days, held on remote farmland in the Peak District then later at a base in Tankersley. At its peak, the company were looking after 150 stags every weekend. “It was hectic – we’d start at 7am, running activities in rotation. Hovercrafts, quads, rage buggies, clay pigeon shooting – you name it. Some weekends we had 15 staff, 200 people, a field, and a big inflatable marquee to welcome guests.”
As you might imagine, the party atmosphere occasionally veered into chaos. “You’d get groups turning up drunk, even though they’d signed the forms saying no alcohol before motorised activities. One lot turned up with cans falling out of the minibus. I had to tell them they weren’t going on the quads. They got aggressive and we had to stand our ground. There were some tricky situations to deal with.”
Eventually, changing planning laws and tightening regulations around motorised activities pushed the business in a new direction. “The farmer we rented from didn’t have planning permission – so we had to stop running events on-site,” Nathan explains. “At the same time, more and more of our work was with big corporate clients like KP Snacks and McVitie’s. So we leaned into that.”
A shift towards bespoke corporate events led to a rapid expansion in services – from themed evenings to conferences and awards ceremonies. “We taught ourselves to croupier casino tables after corporate clients started asking for them. I learned craps in Vegas!”
Today, Wildfire has 18 full-time staff and a wider team of freelance event specialists. They deliver everything from multi-day international trips to conference AV and large-scale themed experiences. “Last week alone, we did a 120-person conference over two days for McVitie’s, a 180-person event in Leicester and a big team-building day styled on Taskmaster. No two days are the same.”
That adaptability proved critical during the pandemic. “When it hit, the phone stopped ringing for bookings – and started ringing with cancellations,” he recalls. “We pivoted straight into virtual events. Within weeks, we were running online escape rooms, quizzes and bingo through Zoom. In December 2020 alone, we did 135 virtual events. It was a busy and actually very profitable period for the business.”
Though virtual work has since tapered off, the legacy of the pandemic – and broader societal shifts – has changed how Wildfire approaches its events. “It’s not about forced fun or one-size-fits-all anymore. It’s about inclusivity – making sure you’re aware of neurodiversity and mental health needs and making everyone feel comfortable. Some people don’t want to be in big groups or do the more physical activities. So we design events with solo and quiet options – and provide things like prayer spaces and sensory rooms if needed. You need a more rounded, responsive approach.”
This people-first approach extends to the business’s internal culture. Nathan’s father, who still works in the business, set the tone early on. “We’ve always had that family ethos – work hard, look after each other. When times are tough, directors take less so staff get paid. We’re not driving around in Porsches while the business suffers!”
It’s a formula that’s kept the business resilient through recessions, COVID and now rising costs. “You have to keep adapting. You can’t say really say no in this line of work; you figure out a way to make it work. We’ve created budget-friendly event options so clients can still support staff morale, even with squeezed budgets. In tough times like we’re experiencing today, people need those moments of connection more than ever.”
Nathan sees that human connection becoming increasingly important in the years ahead – even as digital and AI tools transform the workplace. “Events need to bring people together. It’s less about activities and more about shared experiences, togetherness and wellbeing. Gen Z are increasingly less interested in boozy team-building days. They want purpose and connection. And we’re building our events to reflect that.”
Despite its growth, Wildfire remains proudly rooted in Sheffield, with headquarters in Heeley and clients across the UK. Recent high-profile work includes a full venue takeover of Kelvingrove Museum in Glasgow for Sky’s contact centre awards, and a 60-person incentive trip to Chantilly featuring wine tasting and polo. Closer to home, the team is supporting the British Figure Skating Championships with event production and venue dressing.
So, what’s the secret to being built to last?
“It’s simple,” he says. “Passion, hard graft, and treating people right – your team and your clients. I still love walking into a room and getting a round of applause for hosting an event. You never get bored of that buzz.”
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