Queensland businessman Andrew Stribling knows his office in Brisbane’s CBD is a little unusual.
In one room, blood stains streak the walls. Down another corridor, a laboratory holds the key to a deadly virus. Elsewhere, a makeshift prison cell stands ready.
Soon these spaces will be filled with teams racing against the clock to solve mysteries, crack codes and complete daring missions.
And for Stribling, these immersive worlds are serious business.
As co-owner of escape room franchise Fox in a Box Australia, he has spent the past decade turning elaborate storylines, puzzles and challenges into a thriving enterprise.
But the journey began somewhere far less dramatic: a shopping centre juice bar.
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A taste for entrepreneurship
Stribling entered franchising in 2005, opening a juice bar in suburban Brisbane.
Over the following decade, he and a business partner grew the operation into a network of 15 stores.
By 2017, they were ready for a new challenge.
"We wanted to diversify and look at something different and more exciting," Stribling says.
The inspiration arrived after his business partner returned from a trip to England, where he had been introduced to a relatively new form of entertainment.
"He came back and said, 'I think I've got what our next venture will be.'"
At the time, escape rooms were largely unknown to both men.
After researching the concept and ‘playing’ several rooms themselves, they became convinced there was an opportunity.
"We realised people could come together as a group, whether it was friends, families, school groups or work teams, and have an incredible experience for an hour," Stribling says.
"When people create memories like that, they don't forget them."
Backing an emerging idea
As they explored the industry further, Fox in a Box continued to stand out.
The franchise, founded in Europe, had developed a strong reputation for immersive experiences and inventive room designs.
After travelling to Sweden to meet the founders and attend one of Europe's largest escape room conferences, Stribling signed the first Fox in a Box franchise agreement for Australia.
And people quickly embraced the concept.
"I think Australians are quite tribal. They enjoy being together, whether that's sport, barbecues or other shared experiences," he says.
"Escape rooms give people the chance to work together, have fun and challenge themselves."
An experience for everyone
Today, the business attracts a diverse customer base.
During weekdays, corporate groups fill rooms as part of team-building activities.
Evenings often bring couples and friends looking for a unique night out.
Weekends are packed with birthday celebrations and family groups.
To cater to different audiences, rooms can be adapted to suit varying levels of difficulty, making the experience accessible to everyone from young children to seasoned puzzle enthusiasts.
"Some people want a fun introduction, while others want a really tough challenge," Stribling explains.
"Our goal is making sure everyone has a great experience."
Behind the scenes, dedicated game masters monitor each session, offering guidance when needed to keep teams engaged and moving forward.
"The whole point is to have fun," he says.
Building for growth
Throughout that journey, Stribling says ANZ has remained a trusted partner.
The relationship began with his first juice bar venture more than 20 years ago and has continued through each stage of expansion.
"We've been with ANZ since 2005," he says.
"It has always felt like a partnership."
Stribling says that willingness to understand new business ideas has been particularly valuable when exploring unconventional ventures.
"When you're doing something different, you need people prepared to understand where you're trying to go," he says.
"ANZ has always been willing to have those conversations."
As well as Brisbane, Fox in a Box now operates on the Gold Coast and in Perth and Adelaide, with Stribling eyeing Melbourne or Sydney for the next chapter of growth.
Alicia Muling is a Senior Journalist at ANZ