Going back to your roots has had a powerful and quite literal meaning for Jacob Robinson. Born of the generation that played outside until the street lights came on, rode bikes down dirt roads, and didn’t flinch getting their hands dirty. A more simplistic way of life that we often see vanishing in the rearview of our fast-paced future.
But, like most modern, young families, the hustle and bustle of everyday life can interfere with grand plans of presence, connection and plain fun. In 2019 Jacob set out to change that. Not only for his family, but for others. He asked himself, “how do we bring people together, families together, build experiences together?” Dig World might have seemed like just a fun concept at first - a park where kids get to play in dirt and maneuver construction machinery. But, that idea ended up just scratching the surface of the magic that lies beneath.
The Robinsons had learned firsthand the importance of quality time and creating memories with the ones you love the most. After a harrowing illness at two years old, their eldest son, Pierce, was left forever changed. Building this place for not only his own son who loves construction, but for his community as whole, has been an endeavor worth the risk. “The goal is for everyone to be able to mentally check out, be here, be present,” Jacob says.
From driving skid steers and digging with excavators, to racing mini tractors and making basketball shots from boom lifts, Dig World has become a place where the essence of simplistic, hands-on fun takes precedence. The kind of fun that doesn’t need to be taught. The kind of fun that lets imaginations run wild. The kind of fun that lets kids act like, well…kids. “I don’t recall asking my Dad to take me to work with him when I was young, although I would have liked spending time with him, but how amazing is it I get to bring my kids here with me, and they enjoy it so much. Even if we closed the doors tomorrow, it’d all be worth it,” he says.
Watching the joy and experiences families, friends and the community live out walking through the front gates of their Texas property has been a reward bigger than he imagined. But at the heart at what remains true, is the purpose behind the park. The simple ways kids can be kids, parents can let loose, and memories can be carved out like indentations in the sand. “We get to work at a job that our customers will remember forever. How humbling and insane is that?” Jacob says. Memories made for all.
There’s a common misconception that digging in dirt is just for the boys, but Jacob explains that kids of all ages, girls included, also have the time of their lives operating heavy machinery, driving around the track and spending screen-free time with their families and friends. Striving to make the park more and more accessible for all is a constant goal for Jacob as well.
They host quarterly Special Needs Nights for the whole family, in addition to being the proud partners of the Make-A-Wish Foundation. Events like these really let Jacob and his team step outside the day-to-day operations, and remind them what a difference this place makes in the hearts of so many. His son Pierce is now nonverbal but has an uncanny ability to recognize and react to visuals like logos, and Jacob explains that, “he’ll pull at the DIG logo on my shirt, and that just means the world to me knowing he truly loves this place so much.” After Dig World officially took root in Katy, TX in 2022, Jacob and his family faced another detour - a dicey one.
In 2025, Jacob was approached to appear on ABC’s Shark Tank. Now swimming with the big sharks, Dig World struck a deal with financier, Robert Herjavec. But this appearance was more than just Hollywood smoke and mirrors. “It was an amazing experience,” he says. “It forced us to kind of put our future plans into gear, really get us thinking about where and how we want to grow.” And, digging deeper and growing goals are in no shortage around here. “We’ve set out to open ten parks in five years, all over the country,” Jacob explains.
Their second location is opening this summer in Grapevine, TX. And with the hindsight of running a successful park for three years, crafting and building out a second one has been quite the expansive experience. Along with co-owner Alex Carroll, the brains behind the creative experience, they lovingly refer to this next chapter as Dig World 2.0. With elevated activities and branding, their flagship Katy Mills location will boast new upgrades to match. “And now we get the chance to dream big, build more parks, and open them around the country, and bring my kids to visit, how cool is that?” Jacob says.
DIG World is located adjacent to Grapevine Mills mall and in addition to excavator games, a skid steer course and boom lifts, they have a full playground, pavilion, gem mining, yard games and dig boxes perfect for field trips and corporate events. More info can be found at DigWorldNation.com
The Robinsons had learned firsthand the importance of quality time and creating memories with the ones you love the most. After a harrowing illness at two years old, their eldest son, Pierce, was left forever changed.
“And now we get the chance to dream big, build more parks, and open them around the country, and bring my kids to visit, how cool is that?” Jacob says.