Editor’s Note: Conscious Journeys is Universal Traveller’s editorial series spotlighting the people and principles behind purpose-driven luxury travel.
In this feature, Shane Sterling shares how he stepped away from the high life of royal galas and celebrity events to build something slower, more personal, and deeply meaningful:
A walking tour through the streets of Oxford that blends history, magic, and human connection. It’s a story of rediscovery, intention, and redefining success on your terms.
From Royal Galas to Oxford’s Cobblestones: How Shane Sterling Found a New Stage
For over two decades, Shane Sterling lived a life most entertainers only dream of. He was a full-time close-up magician — not just performing in restaurants or weddings, but at events for the British royal family and international A-list celebrities.
His Royal Highness Prince Harry, at the time, quoted in a letter, “The best close-up magician I have ever seen,” Shane recalls. “I’ve worked at events with major celebrities like Ellie Goulding, Sir Elton John, and KSI, to name a few.”
It sounds glamorous. And on paper, it is. But the reality was far less sparkling.
“I’d perform for maybe 90 minutes at an event,” Shane says. “But I’d spend many hours that day traveling to get there and back. You’re out the door by mid-afternoon and not home until two in the morning. Usually Tuesday – Sunday. No weekends off.”
The job took a toll, especially on my mental health I was not happy.
“I lost friends,” he admits. “Nobody wants to hang out on a Monday night. I missed out on time with my two sons. I’d sleep in late, leave before dinner, and only see them in passing. I was working constantly, chasing bookings.”
Then came 2020. The world shut down. And so did the events industry.
“Like everyone else, I was stuck at home,” he says. “But for me, it was the first time I’d had that kind of stillness in years. I was playing football in the back garden with my boys. I was having dinner with my wife. It felt good.”
It was a turning point.
“I told my wife, ‘I can’t go back to what I was doing. I want to be around more often.’ But I had no idea what else I could do.”
Back to the Old Routine — Until a Tour Changed Everything
When the lockdown lifted, Shane slipped back into what he knew: corporate magic.
Then, one weekend, a rare cancellation opened up some free time. His wife suggested a walking tour in Oxford, the city they’d called home for more than 30 years.
“It was quite boring, and I like history,” Shane laughs. But I remember turning to my wife and saying, ‘I could do this. And I could make it fun. Why not mix magic with the history?’”
That was the spark.
Oxford Magic Walking Tours Was Born
Oxford Magic Walking Tours launched quietly in 2022. No fancy backing. No team. Just Shane — owner, guide, performer, receptionist, and everything in between.
The tour combines history, magic, and real stories in a walk around Oxford University and its filming locations, including those from Harry Potter.
Shane doing what he’s always done: performing. But now it’s on his terms.
“I get to perform. I get to talk about a place I love. And I’m home by dinner.”
The reaction was immediate.
Oxford locals, tourists, students, families — everyone loved it.
Over 100 five-star reviews poured in across Google and Tripadvisor. Guests called it “the best tour in Oxford”, “the highlight of our trip.” and “The best walking tour they have ever been on”
In 2024, Oxford Magic Walking Tours was recognized as the Best New Tourism Business in the UK.
In 2025, the business announced a major partnership with Activity Superstore, bringing the experience to shelves in Boots, Argos, John Lewis, and other leading UK retailers as a gift experience.
A Tour That Feels Personal — Because It Is
“People ask how many staff we have,” Shane says. “It’s just me. I’m the only guide. I answer every email. I built the website. I designed the tour.”
This personal approach is what guests remember. It’s not a corporate product. It’s a deeply personal experience delivered by someone who knows the city inside out.
Shane studied at Oxford University. He’s lived in the area for decades. And when he’s not guiding tours, he’s training and helping coach Judo at Oxford University — a sport in which he’s an 18-time national champion and silver medallist at the Commonwealth Championships.
His story isn’t one of reinvention. It’s about realignment.
“Magic was never the problem,” he says. “It was the way I was doing it. I had to change the shape of my life, not my passion.”
Looking Ahead
In early 2025, Shane launched a new experience: the Oxford Ghost Tour.
Written and produced by him, the tour takes a darker, more psychological approach, drawing inspiration from illusionist Derren Brown’s mind. It explores true stories, hidden alleyways, and the eerie side of Oxford.
“It’s not a cheap jump-scare thing,” he says. “It’s still rooted in history. But it’s about mystery, suspense, and making people think.”
Shane is also working on a Pub tour where he guides you around some of the oldest pubs in Oxford, going all the way back to the 12th century. He tells you stories and performs magic—bar bets, scams, and hustles—all for fun, of course.
“There’s no second me,” he says. “This is personal. I want to keep it that way.”
Today, Shane gets to do what he loves — without missing the things that matter most.
“I take the kids to sporting activities and have dinner with my wife. I guide the tours. I’m still performing. But I’m living, too.”
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