Glamping experience in high demand

Camping has long been part of Alberta’s identity. With glacier-fed lakes, mountain views and iconic parks, the province is a magnet for outdoor enthusiasts. But as crowds grow and campsites book up months in advance, a new demand is emerging — one that’s quieter, easier and a little more comfortable.

Glamping, a blend of “glamorous” and “camping,” pairs the beauty of the outdoors with upscale amenities. And it’s more than a short-lived trend. With Alberta’s glamping market estimated at $40 million and growing by over 10 per cent annually, it's reshaping the way people think about tourism, land use and entrepreneurship.

With this opportunity in mind, Maverick McCullagh founded Tranquility Base Glamping, an off-grid retreat he pitched at the 2025 JMH LaunchPad Pitch Competition.

Walking away with $40,000 in prize support, McCullagh’s vision for a luxury retreat just outside Calgary was no longer just an idea, but a business on the rise.

Finding inspiration in stillness

McCullagh, a graduate of MRU’s Bachelor of Business Administration — Supply Chain Management program, had always been drawn to his family’s 40-acre property in Water Valley, about an hour northwest of Calgary. It was where he’d go to unplug, long before that became a wellness buzzword.

During the pandemic, the land took on new meaning. “The peace and disconnection I felt out there made me realize how rare it is to have access to a space like that,” he says. “That feeling of ‘people need this’ kept coming up.”

That instinct became the foundation for Tranquility Base Glamping — a boutique, off-grid retreat designed for comfort, solitude and connection to the land.

“I’ve always had this DIY mentality,” McCullagh says. “As a kid, I was constantly building, tweaking, repurposing whatever I had around me — old computers, random tools. I didn’t think of it as entrepreneurship, I just really enjoyed problem-solving and creating.”

That same mindset guided the early stages of his business. The idea formed slowly, shaped by long walks on the property and late nights researching everything from tent design to off-grid hospitality models.

“I mapped out what the guest journey could look like, from arrival to stargazing to the kind of morning coffee moment someone might have by the lake,” he says.

Building a brand from the ground up

In 2024, McCullagh built the first site on the Water Valley property: a canvas tent with a heated king-size bed, solar-lit trails and private lakefront access. Over 43 nights, it brought in $15,000 in revenue with an 83 per cent profit margin.

Even with strong research behind him, McCullagh was surprised just how much guests craved the simplicity.

“People weren’t asking for hot tubs or high-speed wi-fi. They were blown away by the stars, the silence, the sound of the lake.”

Glamping isn’t just a novelty — it’s a response to a saturated system. People want nature, but they also want ease. McCullagh’s project hits that niche with precision, offering an experience that’s curated, personal and unplugged.

From pitch to possibility

Refining his business took both trial and teamwork. Through MRU’s LaunchPad program, McCullagh found not only funding, but mentorship and guidance. One piece of advice stayed with him: “It’s not just a tent — it’s an experience.”

That simple insight helped him reshape the brand’s purpose. “It wasn’t about amenities,” he says. “It was about emotion.”

His six-minute pitch, delivered to a crowd of 300 and a panel of five judges, combined market data with personal storytelling. It landed. Alongside cash, McCullagh won branding support from Grant Design, run by MRU business alumna Aislinn Grant, and digital strategy support from Catch Digital.

“I didn’t expect to walk away with so many relationships, mentors, peers and supporters all rooting for me. That community surprised me in the best way.”

Growing with intention

Now, McCullagh is preparing to scale up. He plans to add additional sites, create programming for retreats and events, and build partnerships with other small businesses in the region.

What won’t change is the heart of it all.

“I want to grow it slowly and intentionally,” he says. “Eventually, I’d love to live on the land full time and create a fully immersive, nature-forward hospitality brand.”

Part of that vision is about elevating the guest experience in simple but meaningful ways. Plans for next year include a revitalized beachfront with soft white sand, a patio and gazebo designed for gathering, and a sauna with cold plunges and outdoor showers.

For McCullagh, Tranquility Base Glamping isn’t just a business. It’s a deeply personal expression of something bigger — the idea that in a world moving fast, people are hungry for stillness. His success suggests he’s not alone.