Active England has introduced Adventure by AE, its business-to-business brand built to deliver structured partnerships for active travel across the United Kingdom. According to the press statement, this brand formalizes Active England’s long track record of designing small-group experiences for trade partners. It adds operational infrastructure and regional access across England, Scotland, and, beginning in 2027, Ireland.
“Adventure by AE allows us to grow in a way that feels true to who we are,” said Will Cairns, Founder and Managing Director of Active England, in a press statement. “We’ve always believed the most memorable trips come from slowing down, going a little deeper, and spending time in places that mean more. This new brand gives our partners greater confidence in our wider U.K. and Ireland capability, offering clearer structure and access to the same level of quality, care, and authenticity that has always defined our work, while allowing us to expand carefully and deliberately.”
Adventure Across the UK
Adventure by AE integrates years of collaboration with global operators seeking authentic local engagement and ease of delivery within a trade framework. The structure provides full operational support and a streamlined development system for boutique itineraries that cover guided and self-guided walking, cycling and wellness programs.
Scotland is now an active market under the Adventure by AE framework. A full operations team—including a country manager, regional guides and local support staff—is in place to manage itineraries and logistics. This expansion supplements existing hubs in the Cotswolds, Southwest England and Northern England, strengthening cross-regional coordination for long-distance itineraries spanning multiple destinations within the U.K.
Adventure by AE operates exclusively in the B2B environment, offering cooperative models for partner brands, including white-label programs, co-branded routes and bespoke collection design. Its guides are selected both for technical skill and regional insight.
The brand’s current portfolio features several key sample programs. Luxury Cotswold Hiking combines sections of the Cotswold Way with restricted-access paths, with a balanced pace suitable for guests seeking comfort and activity. Classic Scotland Biking covers routes from Speyside through the Cairngorms and into Perthshire, linking demanding climbs with private distillery experiences. The English Wine Route focuses on the South Downs and pairs vineyard visits with rural walking and tastings of English sparkling wines.
The addition of Ireland in 2027 will extend Adventure by AE’s reach beyond Britain, bringing an integrated Ireland portfolio under its management system.
For more information, visit www.adventurebyae.com.
