The story behind Grounded Fox

My name is Aaron, and for most of my adult life I’ve been drawn to wide horizons and a slower, more deliberate way of living, the kind you find when you spend meaningful time outdoors.

I’ve lived and worked in remote parts of Australia, including K’gari (Fraser Island), where days were shaped by tides, weather, and simple routines. I’ve spent seasons at sea, sailing from Europe to Asia, learning to trust instinct as much as planning. Along the way, I’ve taught people to surf in Morocco, cycled thousands of kilometres across New Zealand, completed the GB Divide from John O’Groats to Land’s End, and explored the length of the UK by campervan.

Travel has taken me into all kinds of places. Over the years I’ve stayed everywhere from beach shacks and mountain huts to off-grid cabins, boats, vans, and beautifully designed retreats. Experiencing such a wide range of spaces shaped a deep appreciation for environments that feel calm, functional, and considered. Places where design serves life, not the other way around.

Across all these journeys, one thing became clear. The environments we create around ourselves quietly shape how we live, rest, and connect. When those spaces are done well, life feels simpler, richer, and more intentional.

Why I Started Grounded Fox

Grounded Fox began with a simple idea. To help people create outdoor spaces and ways of living that feel genuinely good to spend time in.

After years of moving between islands, boats, trails, and temporary homes, I experienced both the frustration of poorly thought-through setups and the ease that comes from quality, well-designed surroundings. The difference wasn’t about excess. It was about choosing things that last, feel right, and support the way you want to live.

Eventually, those travels brought me home. Today, Grounded Fox is proudly based in Leicester, the symbolic home of the fox and the starting point for the next chapter. It’s where experience turns into something tangible, where ideas become reality, and where this brand is being built with care.

Grounded Fox is shaped by the places that shaped me. The quiet of remote Australian mornings, the rhythm of long ocean crossings, the grit of multi-day journeys, the creativity of self-built spaces, and the clarity that comes from choosing a more intentional way of living.

What Grounded Fox Stands For

Grounded Fox exists for people who want to live deliberately. Whether that means creating a peaceful garden retreat, transforming your house, developing a glamping space, or simply carving out a small corner of nature to call their own.

Everything we curate is guided by lived experience and a respect for quality, durability, and thoughtful design. We value products and solutions that enhance daily life outdoors, not by shouting for attention, but by quietly doing their job beautifully.

The brand is guided by the same values that shaped my years of travel. Quality. Resilience. Curiosity. Freedom.

Where We’re Headed

Grounded Fox is more than a store. It’s a growing community of people shaping spaces and lifestyles with intention.

From our base in Leicester, we work with carefully chosen partners across the UK and beyond, helping customers create outdoor environments that support slower mornings, longer evenings, and a deeper connection to place.

Whether you’re refining a garden space, building something off the beaten path, or rethinking how you spend time outdoors, my aim is simple. To help you create something that genuinely improves the way you live.

This brand is my way of turning years of travel, experience, and learning into something meaningful, something that helps others build lives that feel considered, grounded, and truly their own.

Thanks for being here,
Aaron - Founder, Grounded Fox.