Welcome to the first instalment of Inside Track – a new unLTD feature from Russell Thompson, Director on Demand, dedicated to uncovering the real stories behind South Yorkshire’s most inspiring business journeys. This month Russell talks to...
When Hannah Duraid set off for Australia in her early twenties, she had no idea she’d return to Sheffield and launch one of the UK’s most successful escape room businesses. Armed with an art degree, a love for travel and the instinct to say “yes” to unexpected opportunities, she created The Great Escape Game – an enterprise that would soon outgrow its DIY beginnings and change her life forever.
After graduating, Hannah was between courses and juggling five part-time jobs. A chance reunion with an old friend who was heading to Australia changed everything. “She said she was scared to go alone, so I booked a one-way ticket the next day,” says Hannah. That spontaneous decision became her first sliding doors moment.
THE FIRST ESCAPE
While travelling, she met Peter. The two became a couple and continued their journey together. On the way back from Australia – via Kuala Lumpur (a detour taken more out of convenience than planning) – they stumbled across their first escape room. “They didn’t really exist in the UK yet,” she recalls, “but in Asia, the standard was amazing. That trip completely changed our perspective.”
Back in Sheffield, Hannah began a teacher training course. Peter, waiting to get certified to work in construction, took a temp job in a call centre. “We’d talked about doing something big. I’d saved about ten grand from working so many jobs – so I said, why not?” That conversation turned into action, and, inspired by their escape room experience abroad, the two signed a lease on a derelict building in the city centre.
“I’d never had a full-time job. Neither had he. We bought random props off eBay, got a mate to build a wall and opened our first room.” Within weeks, it took off. Word spread. Bookings poured in. “We were flying by the seat of our pants,” she laughs. “We didn’t even realise we’d hit the VAT threshold – we had to pay £130k the following year. That’s how little we knew.”
BUILDING SOMETHING BIGGER
Their makeshift escape room, made on a small budget, became the foundation for something much bigger. Hannah and Peter opened new rooms, hired their first employee (who’s still with them today), and expanded into Leeds. “We went from kids who’d never done an interview to running two sites and being number one on TripAdvisor. It was surreal.”
But success brought pressure. “We weren’t prepared for the explosion of competition. There were five escape rooms in the UK when we started. Two years later, there were five in every city.”
Still, their instinct for innovation carried them through. They hired set designers from Alton Towers, opened corporate areas and bars, and built a brand so solid that people mistook for a national franchise. “We just kept running and hoped we didn’t trip.”
LEADING WITH EMPATHY
What sets Hannah apart isn’t just her energy – it’s how she leads. “I don’t attach my identity to a job title or business. I know people call me ‘Hannah from The Great Escape’, but I’m not that. I’m me.” That mindset shaped her approach to leadership.
She describes one of her most useful skills as being able to “see potential in people before they see it themselves”. One example is Beth, who started out fairly shy and unsure and now leads meetings, handles complaints and trains new staff. “I create a safe space for people to fail,” Hannah says. “Because if you’re not failing, you’re not pushing yourself.”
There’s no hierarchy or blame culture in her team. “We’re very honest. We talk. We own mistakes. And we move the needle together.”
For Hannah, there’s no hard divide between work and life – and she prefers it that way. “I don’t really believe in work-life balance. It’s more a blend. Sometimes you work more, sometimes you don’t. I love what I do – I’d do it on holiday.”
Despite all this drive, she’s also good at slowing down. “If I need to lie in for an hour, I do. I’m not hard on myself. I listen to what I need.”
AUTHENTICITY ABOVE ALL
Authenticity is a recurring theme in her business story. “I couldn’t keep up a pretence,” she says. “What you see is what you get.” That transparency extends to her team, her customers and her approach to business.
If she could make one rule for everyone to follow? “Don’t react instantly” is the answer. “Take a moment. Think. Consider. That pause can change everything.”
“I don’t think a business is ever finished,” she says. “There’s no endgame. It’s just what’s next, what’s next, what’s next.” That forward-looking mindset has led Hannah and the team to their latest venture – Gameshow Allstars – the UK’s first-of-its-kind TV gameshow activity bar. Based at Orchard Square and designed to channel the thrill of prime-time television into a live, interactive experience, it’s another example of a knack for spotting untapped potential and turning it into something fun and immersive.
From someone who built a six-figure business from a whim and a whiteboard, that sense of ongoing momentum feels not just fitting – but inevitable.
