Atlas Ride Co is one of the leading Mountain Bike Holiday providers in the world with destinations across the UK, Europe and ROW we pride ourselves on delivering some of the most professional, fun, challenging and exciting MTB holidays going. After 12 years of operating Atlas Ride Co continues to grow and develop to ensure our tours and service only get better as we grow.
The business, founded by Rich with help from his brother David back in 2013 designing websites and logos then with Ben coming on board the business really took off. After two ski seasons out in France Rich broke his ankle on Le Pleney and whilst sat on the sofa with his leg up in the air the penny dropped and the business was born. Created from a passion and stoke for riding bikes in the cultural home of European mountain biking, Morzine. It has grown from a one-man band to multiple full-time staff and a bag full of seasonal staff who join us each season across multiple global destinations.
Home sweet Home, Morzine village is a beautiful place in the summer
Why did we chose to live in Morzine
Why Morzine? In the Winter the Portes du Soleil is the largest linked ski area in the World with 12 resorts spread out across two countries, linked via 180 lifts and 650km of pistes, it's thriving community of locals and expats creates one of the best seasonal and weekly ski experiences on the planet. In the summer, the Portes du Soleil turns into the biggest bike park in Europe with 7 zones all connected by the lift system; Morzine, Avoriaz, Les Gets, Chatel, Champery, Morzine and Morgins.
These world-famous mountain bike resorts are all linked via 24 lifts, one lift pass and can all be accessed without a car from Morzine. It's community in the summer months is what truly makes Morzine the heart of the Portes du Soleil and Europe's cultural mountain bike home. With every type of rider from World Cup athletes to seaonnaires, from local hero to family groups, Morzine is the go to base of operations for a mountain bike holiday.
Mountain bikers come for a week or a season and feel like they are part of something, a greater family and the draw to return year after year is so strong many UK Expats now call the Morzine area home.
Finale Ligure & Morzine are both MTB heaven
The team is now split across the UK, Morzine and Finale Ligure. Morzine was our first and still most popular destination with over 10 properties and years of experience running MTB-specific holidays behind us. We believe this allows us to provide the best mountain bike holidays possible and is the base of operations.
Finale Ligure in Italy is where we now run mountain bike tours for the longest period (Spring, early summer and Autumn, nearly 5 months in total) and has some of the best trails in the world, hands down. As the final round of The Enduro World Series (now Trophy of Nations) the bike racing season has been closing out the year on the Ligurian coast for many years now, with the Mediterranean Sea, Italian hospitality, great weather, gelato and great food, the end of season party is legendary!
Bath is where the head office is based. Right in the city centre and a stone's throw from some of the biggest names in the bike industry, we are in a great little action sports and mountain bike family.
Epic riding in Aosta
Who are we?
Dave is the brains behind the website, Rich is the man at the top of the tree, the brains and conduit for new ideas the face of the business, you'll see him in the office or at bike parks and events across the UK spreading the good word of Atlas Ride Co. Ben who joined the ownership structure in 2013, keeps the balls in play across Europe developing new locations. You'll likely meet him as a guide in Finale Ligure or hovering about hassling the team in Morzine. Dave, Rich and Ben are family men now, Rich with 2 girls, Dave with two lads and Ben with a little boy, the change from young lads shredding bikes to responsible citizens and parents has certainly changed the business's direction over the years!
We are fortunate enough to partner with some of the best names in the industry, Fox Head, Peaty's Products, Deity Components, One Up, Smith, Five Ten, Specializes Bikes and GoPro, as well as Yellow Jersey Insurance, and our partnership with B1ke to give something back to the grassroots of the sport.
Of course, all of this is underwritten by top-level insurance with Travel Vault and subsidiary companies in France and Italy, we are Brexit-proof, we are built for the future, we contribute and employ in every area we operate and your money is protected every step of the way.
The future hopefully involves more resorts, more ideas, more concepts and hopefully more laughs! All while trying to bring the best mountain biking from around the world to our clients, riding our bikes as much as possible and keeping the good times coming. See you soon, keep it fully open and rubber side down.
