Active England Launches New Trade-Facing Brand Adventure by AE

Active England has officially unveiled Adventure by AE, a new B2B-focused, trade-facing brand created to serve tour operators and travel advisors seeking active adventure experiences across the U.K.

Adventure by AE will work exclusively within the B2B space, collaborating with tour operators, travel advisors, consortia and experiential travel brands to design bespoke guided and self-guided walking, cycling and wellness journeys. 

Operating behind the scenes as an extension of its partners’ brands, Adventure by AE offers flexible collaboration models including bespoke, co-created and white-label itineraries. Guides remain central to the experience, selected for personality, storytelling and local connection as much as technical expertise. 

The company says Adventure by AE marks the next phase of Active England’s evolution, formalizing years of collaboration with trade partners and responding to growing demand for deeper regional access across the whole of the U.K., tailored itineraries and hands-on operational support. 

Built on the belief that the most meaningful adventures happen beyond checklist sightseeing, the brand offers partners a clear, trade-facing structure while preserving Active England’s signature approach to experience design — rooted in people, place, and the quieter moments that make journeys resonate long after guests return home.  

As part of the launch, Scotland is now fully operational under the Adventure by AE umbrella, supported by a dedicated country manager, regional guide team and established on-the-ground operations. This expansion complements Active England’s existing operational bases in the Cotswolds, the Southwest England, and Northern England. 

“Adventure by AE allows us to grow in a way that feels true to who we are,” said Will Cairns, Founder and Managing Director. “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.” 

Sample itineraries under the Adventure by AE portfolio include Luxury Cotswold Hiking, a refined walking journey balancing scenic sections of the Cotswold Way with private access and unhurried pacing; Classic Scotland Biking, a royal route tracing Scotland’s finest roads from Speyside through the Cairngorms to Perthshire, pairing challenging rides with closed-door tastings; and The English Wine Route, a limited-edition journey through the South Downs blending gentle walking with behind-the-scenes vineyard access and England’s celebrated sparkling wine scene. 

Looking ahead, Ireland is confirmed for 2027, marking the next phase of Adventure by AE’s carefully paced expansion, driven by long-standing partner relationships and a commitment to operational excellence.