• In 1979, David Mace built the first “Sea Life Centre” in Scotland. A radical design in its time, it was an immediate success.
  • In 1983, with financial backing from the Norwegian multi-national Norsk Hydro, David and his team opened a second site in Weymouth, Keith joining the management team shortly after.
  • In 1986, after proving the concept could work in other locations, the company expanded toa third site in Portsmouth – opened by HRH the Princess of Wales. Keith took over management of the new Portsmouth site. 
  • In 1987, David led a VC-backed management buyout of the “Sea Life Centres” group, going on to open further sites in St. Andrews, Hastings, Hunstanton and Great Yarmouth. A joint venture with First Leisure Group in 1990 saw Blackpool join the group as the team explored new ways to expand the company.
  • 1991 saw the building of the pyramids at Scarborough and the acquisition and regeneration of the historic Brighton Aquarium as a Sea Life Centre. 
  • In 1992, David led a merger with Vardon plc, and took over operation of the London and York Dungeons; two of the most popular attractions in their respective cities. The company was busy opening sites in Rhyl and Newquay, and with Keith now heading new projects, taking the first step into Europe in Scheveningen.
  • With David as CEO of Vardon Attractions, the business expanded rapidly, opening new Sea Life Centres in the Netherlands, Belgium, Spain and Germany, where the company would go on to establish a significant national presence. Having piloted the European expansion, Keith was appointed Development Director.
  • In 1996, and what was the largest project to date, the National Sea Life Centre opened in Birmingham, and the London and York Dungeons were substantially re-modelled.
  • Later that year, having recruited Nick Varney as his successor, David left the company to pursue other interests. He had built a multi-site leisure group comprising 26 aquaria and 2 dungeons.
  • After his success with Sea Life and Vardon Attractions, David went on to advise other aquarium companies internationally including Groupe Durand Allizé and Aspro Ocio.
  • With Real Live Leisure, David opened two new aquarium sites in Bournemouth and the Lake District.
  • In 1998, Keith left Vardon to join Grant Leisure Group as their Development Director, and in 2001 led an acquisition of Real Live Leisure from David, later adding Blackpool Zoo to their portfolio, now owned by Parques Reunidos.
    In 2003, Keith founded the respected leisure business consulting company Petersham Group, consulting on development and operation of a wide range of leisure projects internationally, including on a number of aquarium and wildlife projects.
  • David went on to serve as a director of several high-profile companies including Go Ape, Center Parcs, Haulfryn and Lookers plc, and as a Trustee of Jersey Zoo.
  • In 2018, David and Keith came together to form reefLIVE. They were fortunate to meet and work with Joe Lavery, who joins them with his recent wide experience of SEA LIFE globally. A working aquarium consultant, Joe also serves as a Non-executive Director of the National Marine Aquarium and a board trustee for the RSPCA.