From Exits to Startups: Tanguy Lamy’s Vision for the Attractions Industry

In the world of startups, many entrepreneurs find themselves working tirelessly to build businesses that push the boundaries of their respective industries. For Tanguy Lamy, co-founder and CEO of AquaZoo Consulting Partners, his journey from exiting his previous venture to founding a company focused on improving visitor experiences at attractions sites represents a mix of ambition, passion, and an unyielding drive to innovate.

A Start in the Attractions Industry

Based in London, AquaZoo Consulting Partners is a B2B SaaS company that creates custom apps aimed at enhancing visitor experiences at attractions such as zoos, aquariums, museums, and theme parks. Lamy, who had already founded and exited multiple businesses before launching AquaZoo, had a deep interest in the attractions industry, as well as the opportunity to leverage his experience in building and scaling tech companies.

“I had been exploring various markets for a while, unsure of the exact form my next venture would take. However, I knew I wanted to build something new - something that combined my fascination with the attractions industry with my experience in building and scaling tech businesses," he explains. "The defining moment that turned this idea into a reality actually came about thanks to Arissa Lotz! I’m not sure if she remembers, but back in October, when we started our master’s programme, she mentioned a pitching event that she couldn’t attend and gave me her ticket. I ended up participating—and winning the event. That was the very first step in bringing this start-up to life. So, I guess I owe her a big thank you!"

A Differentiated Approach to an Industry in Need of Innovation

Lamy’s vision for AquaZoo is clear: to create an app that is not only educational and inclusive but also commercially viable. He stresses that what sets AquaZoo apart from other offerings in the space is its ability to directly increase revenue for clients. This, he asserts, is achieved by enhancing guest retention, which in turn leads to increased on-site spending.

“The app is driven by unique gamification features that allow visitors to engage with zoos, aquariums, and museums in a way that hasn’t been seen before," he says. "Additionally, we have collaborated with top researchers from King’s College London and Imperial to develop state-of-the-art inclusivity features. Our app enables visitors to input any disability or special need, and the entire experience adapts accordingly, including interactive maps tailored to their requirements.”

With this combination of education, inclusivity, and gamification, Lamy and his co-founder are striving to bring a higher level of interaction to the visitor experience, ensuring that their product stands out in a market that has yet to fully embrace the potential of technology.

Bootstrap and Early Success

Despite the challenges that come with building a tech company from the ground up, Lamy is proud of the milestones AquaZoo has already achieved. One of the company’s greatest accomplishments, he notes, is being able to bootstrap the business while simultaneously developing cutting-edge technology.

“We secured our first client just a month and a half after launching commercially—whereas it took our competitors around two years to achieve the same milestone,” Lamy reflects. “That was a huge win for us, and we’re really proud of how quickly we’ve been able to deliver.”

While the company has rejected offers for external funding, opting instead to remain self-funded, Lamy has made it clear that AquaZoo’s success is driven by a specific vision. “We decided to decline the offers because my co-founder and I have a very specific vision for the company," he says. "We knew from the outset that it would take time to establish the business, and our priority has always been to build a high-quality product.”

Learning from Setbacks

Like many entrepreneurs, Lamy’s journey has been marked by both successes and setbacks. One of the most significant challenges AquaZoo faced occurred early on, when the company lost its initial client and partner for an app it was preparing to launch. The loss came as a result of a middle manager who undermined the deal, convincing the director to cancel the agreement. Although Lamy’s frustration is evident, he acknowledges that this experience provided valuable lessons.

“We learned that price and value were not the deciding factors in our initial niche,” Lamy explains. “Our competitors’ distribution channels were so powerful that simply letting our product speak for itself wasn’t enough. It meant our growth was slower than we initially hoped. But in hindsight, that challenge has shaped our approach to expansion. By focusing on building a high-quality and versatile product, we have laid a strong technological foundation that will support long-term scalability.”

Facing the Future: AI, Speed, and Innovation

Looking ahead, Lamy sees an industry that is evolving rapidly. For AquaZoo, the future involves harnessing the power of AI to improve the offering, make operations more efficient, and deliver faster solutions.

“Things are moving incredibly fast, especially with the AI component of our application,” he says. “Advancements in AI will allow us to enrich our offering, enabling us to deliver solutions more quickly and accurately. But while AI will enhance efficiency and user experience, it won’t fundamentally change how the industry operates. The core principles of attractions, engagement, and visitor experiences will remain the same—it’s just that the tools we use to enhance them will continue to evolve.”

In addition to the impact of AI, Lamy is also passionate about changing the pace at which the attractions industry operates. “The slow pace of decision-making and execution from clients and partners can be incredibly frustrating," he notes. "If stakeholders moved faster, we could be much further along in our journey. While we can’t control the industry’s pace, we’ve built our approach around efficiency to stand out.”

Work, Life, and Entrepreneurial Passion

Despite the intense demands of running a startup, Lamy maintains a disciplined routine. “My day starts with a gym session early in the morning, then it’s straight to the office until around 8 PM—Monday to Saturday," he says. "Sundays are my day off, and I try to fully disconnect and recharge.”

However, the balancing act between work and life remains a constant challenge. “It’s tough, especially when dealing with financial pressures and the demands of running a startup. But having the right people around you makes a huge difference. Honourable mention to my girlfriend—who somehow puts up with a permanently stressed-out guy, on a tight budget, who won’t stop talking about what he’s building!”

Reflecting on the broader entrepreneurial journey, Lamy shares a final piece of advice for aspiring founders: “Talk to your customers. Truly understand who they are and what they need or want—not what you think they need or want. It’s an ongoing process. The moment you stop listening, you start losing.”

The Road Ahead

AquaZoo’s trajectory is one of steady growth, with ambitious plans for expansion into multiple markets. As Lamy continues to build and scale his startup, the core principles of innovation, customer focus, and continuous improvement remain at the heart of his vision. For him, entrepreneurship is about far more than just building a company—it’s about creating something that can have a meaningful impact on an industry and a lasting influence on those who interact with it.

And as Lamy continues to grow his business, one thing is clear: he’s not just building a product. He’s building a legacy.