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Case Study

The Activities Industry Mutual

About Activities Industry Mutual

  • Established in 2007
  • 812 Members
  • £3.2m assets covered
  • 2,000 claims managed
  • 95% Member retention
  • MS Amlin is the supporting insurer
  • Access to Pharos Response, two Member events per annum plus localised networking events

Product lines covered:

  • Property
  • Public Liability
  • Employers’ Liability
  • Professional Indemnity
  • Motor
  • D&O
  • Legal Expenses
  • Engineering
  • PA & Travel
  • Terrorism

By being part of the AIM community our Members have access to the best practice in risk management. AIM actively supports training programmes and industry-wide developments that enhance standards of professional practice.

Andrew GardinerChairman

The Activities Industry Mutual (AIM) first opened its doors in 2007 as a Mutual to provide specialist liability cover for the outdoor activity sector. It has grown from small beginnings to become one of the market leading providers in the sector with 812 Members and an annual income in excess of £2.3m. Owned by its Members, it provides cover for both organisations and individuals providing activities, ranging from water sports and cycling to climbing and coasteering.

AIM was born out of frustrations for centres who had very little choice in their insurance placement. In addition, the activity centres were being penalised by insurers for being, in their eyes, a “non-mainstream” economic activity and on the basis of perceived risk rather than actual risk.

An industry-wide risk assessment survey of over 800 AALA licensed providers took place. Over 400 responses provided evidence showing a relatively low level of overall accidents and claims, which indicated that the sector was a long way from the perceived high risk view held by insurers. From this report it was clear that a Mutual could offer a cost efficient and stable solution to risk management.

AIM has managed over 2,000 claims, many of which follow injury and hinge on the question of negligence. The Mutual adopts a fair but robust approach to these claims, defending the unmeritorious to preserve the reputation of its Members and the activities industry. The Mutual does not wish to be seen as a ‘soft touch’ but will exercise its discretion in favour of Members where the circumstances require.

Activity centres need to act quickly in the event of something going wrong as negative publicity can be very damaging to their business. Whilst very few Members actually experience such problems, accidents do happen and the response needs to be appropriate and timely. AIM Members identified the need to be prepared for the attention which is likely to follow a major loss and arrangements have been made to enable Members to undergo media training.

AIM has a 40% share of its potential market and a Member retention rate of 90% (including business closures). This demonstrates both the competitiveness of the Mutual product offer and also the commitment of Members to the Mutual principle.