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Hi, I'm Joe

a marine biologist
& public aquarium consultant
based in the UK.

I’m a marine biologist and public aquarium consultant with 18 years’ experience in the aquarium sector. From my early career in animal husbandry, to the design & delivery of more 25 major capital projects, I’m driven by a deep commitment to animal welfare and a core belief that public quariums can inspire lasting change for visitors.

Current Roles

Development Consultant, reefLIVE

Development Consultant for reefLIFE, currently pursuing aquarium acquisitions and pre-construction projects across the UK and Europe.

Board Trustee, Ocean Conservation Trust

As a board member for the UK-based Ocean Conservation Trust, a global ocean conservation charity, I provide guidance to deliver on our mission to restore marine habitats, promote ocean literacy, and drive sustainable behaviour change for a thriving ocean and future.

Non-Exec Director, National Marine Aquarium

The largest aquarium in the UK and a proud part of Plymouth’s cultural and conservation landscape, I sit on the board of directors and help to shape the aquarium’s vision, mission, and long-term objectives.

Technical Director, Ninetyone Innovation

A leading provider of innovative and exciting "interactives" for the zoo and aquarium sector, I have responsibility over the design, development, and manufacture of all products. We sell through our exclusive distributor, 121 Animal Handling.

Side Projects

Digital Guidebook for Visitors

Created an advanced digital guidebook app to improve guest experience at zoos & aquariums. Includes built-in education quizzes and rich animal profiles for every exhibit.
Explore →
Citizen Science Research

Started a research project that crowdsources animal sightings from the UK coastline, providing scientists with valuable data to advance marine research and conservation.
Explore →
Animal Welfare Resources

Built a set of mobile-friendly tools to help zookeepers & aquarists maintain high standards of animal welfare without getting bogged down in mathematics and equations.
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Previous Roles

Global Research & Development Curator

Merlin Entertainments, plc

Leading innovation for the group of 57 SEA LIFE aquariums worldwide, implementing initiatives globally to drive improvements experientially & financially.
European Project Curator

Merlin Entertainments, plc

Leading major capital projects at the 34 SEA LIFE aquariums across Europe, including opening Penguin exhibits in the UK, France, and Portugal.
Global Project Supervisor

Merlin Entertainments, plc

Design, development, and delivery of new global SEA LIFE aquariums up to £8 million, overseeing builds in the US, China, and Dubai.
Aquarium Curator

SEA LIFE Manchester

Managing a team of 9 direct reports, responsible for diving, life support, and animal welfare at the UK's newest public aquarium.

Projects

In The Media

News

Services

😎

Zoological Leadership

From interim management and team recruitment, to compliance and collection planning, I offer strategic curatorial leadership for aquariums of all sizes — bringing structure and clarity to your team.
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🛠️

Project Delivery

Whether you're planning a new exhibit or a whole site build, I'll help you bring new ideas to life from concept creation and feasbility studies, to permitting, livestock moves, and on-the-ground opening support.
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💡

Aquarium Innovation

Looking for a new visitor experience to drive revenue, or an exciting interactive to delight your guests? I'll help you make your site stand out and leave a lasting impression on every guest.
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📝

Zoo Compliance

From zoo inspections and accreditations, to process, policy, and paperwork, I'll get you inspection-ready, improve your documentation, and build robust compliance systems from scratch.
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Consultancy Services

Project Planning

Whether you're planning a new exhibit, a full site refurbishment, or a completely new build aquarium, I offer expert guidance in all aspects of aquarium project planning. From feasibility studies, planning applications, and investment decks, to concept development, livestock planning, and scheme design, I work tirelessly to understand your vision, collaborating with your team to help bring that vision to life.
Project Delivery

Whether we worked together on the planning stages of your project, or whether you've already got one about to start, I offer a multitude of project delivery support. I work on everything from animal transports, recruitment of key staff, water conditioning, preparing exhibits for opening, and much more. I'll be with you every step of the way, ensuring your attraction gets through opening without a hitch.

Experience Development

From close-up encounters to feeds & tours, VIP experiences are a core part of the aquarium offer. I'll work closely with you and your team to develop new, unique offers that use your existing resources to drive higher visitation, better guest satisfaction, and ultimately to increase revenue. Together, we'll make your aquarium the go-to destination for immersive experiences that leave a lasting impression on every guest.
Operational Efficiency

With an eye for detail and a commercial mindset, I specialise in zoo & aquarium cost-saving through operational efficiency. By implementing my tried & tested strategies across your husbandry operation, I'll reduce waste and streamline processes to generate significant annualised savings. Let's work together to get your business operating at peak efficiency, maximising profitability for years to come.

Management Contracts

I provide a tailored management service specifically designed for business owners seeking outside leadership for their aquarium venture. These services go beyond just ensuring animal welfare and zoo license compliance, extending to recruitment, master planning, day-to-day operations, and financial optimisation as well. I seamlessly integrate into your team to elevate every aspect of your aquarium.
Special Assignments

Whether there's a new idea you want to bring to life, an experience you want to develop, or an opportunity to take advantage of, I've helped many clients acheive very specific goals. You might have an upcoming inspection, a specific challenge on the horizon, or a particular problem you need to solve. Either way, I provide flexible consulting for custom and one-off projects to suit your needs.

Clients

Testimonials

We had Joe in as a trouble-shooter at a time when we were going through big changes within the buisness. The buisness is now on an even keel with many positives appearing daily, Joe is very much a key part of our continued success for the foreseeable future.

Philip Miller MBE

Executive Chairman, Stockvale Group
Joe has been an integral part of the reefLIVE project team, developing a new approach to the design and operation of public aquaria. He brings a deep knowledge and experience of the sector gained worldwide, and a keen understanding of the wider challenges of operating an aquarium attraction. He’s an innovator, easy to work with and highly literate in digital media.

Keith Thomas

Managing Director, reefLIVE

He is a standout aquarium talent, with an outgoing personality that people gravitate toward. Joe also has a strong and creative technical mind, and I have always been impressed with his ability to look at a problem and come up with an elegant and often outside the box solution. He is the rare innovator who is also a charismatic leader.

Steve Bitter

Director of Husbandry,

Branson Aquarium
Joe has a brilliant ability to think critically and often come up with out-of-the-box solutions. He puts the time in, does the research, and the end result is usually a bit unexpected and very interesting. He is an innovator and very resourceful within his large network. A great asset to any business, he will always think a bit differently.

Marie Collins

Head of SEA LIFE USA,

Merlin Entertainments
I have known Joe for the last few years and he has always been a pleasure to work with - professional, focused, and creative. He has been very supportive of the SEA LIFE Trust and our work and has provided great support and advice to the teams at both our Sanctuaries. I hope I get the chance to work with him again one day.

Andy Bool

Chief Executive Officer,

The Mammal Society
Joe is an incredibly diligent, energized, and innovative person. I would highly recommend Joe, who will take on a new project and really drive it forwards. I have seen him do this in a variety of roles. Joe is also fun to work with and is a great team player. He has shown a real passion in the many curatorial subjects he’s headed up successfully.

Chris Brown

Head of SEA LIFE Europe,

Merlin Entertainments