The Experiential Edge: With The Lion's Den
- Eleanor Loveday
- 13 minutes ago
- 5 min read
Nestled behind the Red Lion pub in Bishopgate, Norwich, is The Lion’s Den, an outdoor wellness and social space.
When we visited founder Lee Tayler on a crisp autumn morning, staff greeted customers by name, offered hot water bottles, and brewed some of the best coffee in the city. Straight away, it was obvious that a visit to The Lion’s Den means a warm welcome.
We sat down with Lee to talk about what ‘experiential’ means to his business, and how enriching visitor experience has helped drive success.
The conversation is part of our Experiential Edge series, which gives businesses the tools and mindset to unlock the power of experience.
Our chat with Lee was incredibly insightful – packed full of practical advice and valuable tips that you can take away, no matter your business sector or size.
Here’s what we learnt.
Community is everything
The Lion’s Den was built around two key ideas: bringing people together, and getting outdoors.
From conversations with locals, research, and general observation, Lee identified a need for social spaces that are not purely centred around alcohol – particularly in the winter months, when options are limited and loneliness peaks.
The Den provides a year-round outdoor space for people to meet, supporting wellbeing and genuine connection. Now, community groups from run clubs to parent and baby circles now call it home. These partnerships have brought loyal customers and genuine advocacy, both online and via word of mouth referral.
The Lion’s Den have created their own communities too, and really it’s this that forms the backbone of the business. The monthly ‘Out There’ group invites people to run, walk, cycle or paddleboard, make new friends, and enjoy a hot drink in the Den after. A recent Out There saw 150 attendees, the biggest group so far. Lee also described their busy Social Monday events, AquaPaddle sessions, and talked about individuals who make an hour in the sauna or coffee outdoors a weekly ritual.
For Lee, the secret is consistency. Hosting events at the same time, to the same standard, builds habits, trust, and mental shortcuts for customers. For instance, when they're wondering where to meet a friend on a Monday night, Social Mondays at The Lion's Den come to mind.
Hosting and customer experience
Walking into the Lion’s Den feels like arriving at someone’s home, and that’s no coincidence. Lee refers to his staff as Hosts, and encourages them to treat guests exactly as they would a guest in their own home.
The brand philosophy is all about slowing down and reconnecting, and staff are central in making that a reality. Taking time to chat, listen, and form real connections has helped turn one-off visitors into regulars. People don’t just come for a sauna or to be in the outdoors, they come for the way it makes them feel.
Immersive experiences
Sitting in the Den or the sauna garden, you do feel disconnected from the outside world, enjoying a slice of tranquility right in the city centre. But the immersive environment is no accident - it's the result of attention to detail and engaging all five senses.
Sight
A design that reflects the cosy, welcoming nature of the Den – from comfortable furniture to locally grown flowers on each table. All set in front of the beautiful river, with swans and paddleboarders passing.
Sound
A gentle breeze, the flow of the river, surrounding chatter, the crackling of a fire.
Touch and texture
Guests can wrap a soft blanket around themselves, warm themselves with a hot water bottle, and hug a mug of soup.
Scent
Incense burns in the sauna garden, filling the air with a gorgeous calming scent. Lee explains that it’s consistently the same signature smell, and that it's become a distinctive brand asset in its own right. Customers have noticed it in other places and been reminded of a place they enjoy, saying they "smelled the Lion’s Den”
Did you know - scent is thought to be the most underutilised sense in marketing? It's closely connected with memory, perception and emotion, and is thought to emotionally affect humans up to 75% more than any other sense, according to Martin Lindstrom in his book Brand Sense.
Taste
Guests are given fresh orange slices in the sauna garden. Lee explains that your taste buds enlarge in the heat, meaning many customers describe it as ‘the best orange they’ve ever eaten’.
What’s next?
While nurturing the existing customer base remains top priority, The Lion’s Den have another exciting venture on the horizon.
The Lion’s Den City is a brand-new venue opening in December 2025. Located on White Lion Street (perfect, we know) in the heart of Norwich, it boasts a ‘sauna cinema’, 30-person rooftop sauna, and Norwich’s first dry bar. We’re excited to see how the brand and community continues to grow in the new space.
5 things you can learn from The Lion's Den, to help find your own experiential edge
Aim for the top of the benefit ladder
Memorable brand experiences should aim for the highest parts of the benefit ladder - emotional association, and socio-cultural purpose (if it fits. Not every brand should be aiming for socio-cultural purpose, and that's okay). Lee described The Lion's Den as a 'feelings business', striving to create feelings of community, belonging, escapism... the list goes on. And it's true, there's a definite ambience that's felt as soon as you arrive, and sticks with you after you leave. What do you want your customers to feel?
Be customer orientated
The Lion’s Den have created such a powerful, loved brand by listening to their community, and building experiences around customer insight.
Personalisation matters
Taking time to build genuine connections, personalising the customer experience and focusing on community will make people feel more connected to the brand, boosting loyalty, advocacy and referrals.
Create sensory experiences
'Poly-sensory branding' will make you more memorable by building associations – like the signature incense and orange slices at The Lion's Den.
Be consistent
Show up consistently for customers, maintain standards, and keep it simple. For instance, run an event at the same time every week so that people know where to find you.
The Lion’s Den are a fantastic example of how the experience economy is growing in Norfolk, and we hope that Lee’s story has inspired you as much as it did us. Why not take a moment to reflect, and consider what you might take from The Lion’s Den in order to find your own experiential edge. No matter where you’re based, how big or small your business is, or what sector you’re in, we think there’s plenty to learn.
And if you're local to Norfolk like us, we’d greatly encourage you to visit the Den. We’ll see you there!
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