Industry Insider: MTB career insights with Rich Wilford
Here's how Rich went from seasonaire to founder of a mountain bike holiday company.
Sometimes life takes you in directions you'd least expect. Almost 13 years ago, Rich Wilford set something in motion that would change the course of his career and you've got to admire what he's built with Atlas Ride Co. What started as a way to keep a seasonaire lifestyle alive, turned into something much bigger. This is his story...
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Have you ever wondered what it's like to run your own holiday company for mountain bikers? There's no one better to tell you than someone who has done it from scratch.
In your own words, who are you and what do you do?
I’m Richard Wilford, living between Bristol and Bath. Life evolves around bikes, snowboarding, surfing, two slightly wild kids and travelling. Having lived in the Alps for eight years, the mountains will always be a big part of my life.
What is your job?
Founder and Owner of Atlas Ride Co (Formerly MTB Beds) and Atlas Ski Co. From founding the business in 2012, I have carried out every role possible from serving up poached eggs in our first-ever catered MTB chalet in Morzine to the acquisition of a UK MTB business during COVID-19 ensuring our business could continue to operate.
How did you get into what you do?
I graduated with a degree in Business and Events Management from Bournemouth University in 2008 and dived straight into a ski season in Morzine, which turned into eight years of living, riding, snowboarding and establishing the businesses there.
How long have you been working in the bike industry?
For nearly 12 years – the business was established in February 2012. I am not quite sure where the 12 years have gone but it has been bloody good fun and challenging at the same time.
How have things changed since you started?
Where do I start? We all know the mountain bike scene has exploded and to experience this from a travel and tourism perspective has been crazy. There have been some serious highs and some serious lows.
I would say 2019 was our biggest year ever with the most clients travelling across the UK and Europe to destinations that were starting to fully embrace the world of mountain biking. Events such as the EWS and DH World Cup were pulling in crowds like we had never seen before and then, bam, it all stops.
What didn't stop, however, was the trail building and, on reflection, this has meant that destinations have developed ever further with new trails, more infrastructure and new brand partnerships. From Finale Ligure to the Scottish Highlands, Aosta Valley and beyond the number of world-class riding destinations is now incredible.
E-bikes need to be touched on quickly as the boom in e-MTB tours in the UK and Europe has been incredible. Our UK tours are now 50:50 e-MTB vs analogue and once airlines find a way to let riders fly with the batteries we will see this grow even further.
Is there anything you wish you could change about your role/job?
If I moaned about my job I think I would get told off by multiple friends and family. But, in all honestly, there isn't anything I would change about the role I play. I get to travel, be a professional guide, develop amazing partnerships, deliver what I think are pretty bloody good holidays and put huge smiles on our clients' faces! It's pretty rad!
What does the average week look like?
There is no real average week and that is what I love about the job. One week we might be researching a new destination, meeting new guides and filming content. The next I am at a trade show like ISPO in Munich talking to new brands and trying to grow the business.
There are weeks when I am on the computer a lot, doing the school run and based at home more which is usually much needed.
What advice would you give to someone who wants to do your job/what you do?
Work for another business first, build up your little black book of contacts, grow industry relationships and understand who your clients could be. Immerse yourself in the industry and put yourself in the shoes of your clients. You have to love what you do, you are providing an experience and it has to be good, the competition is strong.
What do you like most about what you do?
Putting smiles on clients' faces, providing an experience they never thought was possible or expected. Whether it’s helping someone conquer their fears on a section of trail or showing them a secret section of singletrack and hearing their version of events at the bar afterwards.
I enjoy the business element and developing relationships with other industry professionals to not only deliver amazing products and services but also grow and protect our sport and the environment we use.
If you weren’t doing this, you would be?
Back in the mid-2000s I always wanted to work on the Swatch TTR World Snowboard Tour. Those events were sick. Something like that!
What have been some of the highlights of your career?
Looking back, growing the business from scratch with zero management experience and no investment is something I am pretty proud of now. In the early days, it was a means to an end, to just keep the dream of living in the Alps and having fun alive.
Now it has turned into a bit of a beast. Acquiring a UK business during COVID-19 to launch our UK business which is now growing year on year was also very interesting and a huge learning curve. I am sure there is a lot more to come.
The industry is in a bit of a tough situation in terms of the cost of living. Do you see it recovering any time soon and, if so, what will brands need to do to stay relevant and afloat?
I think it is all about providing a high-quality and personable service. We are seeing it more and more now where successful local bike shops go above and beyond and carve out their niche, which people are happy to pay for. On the flip side, some huge brands have been slashing prices lately and trying to move large amounts of stock. This has offered up some bargains which would not have been attainable to many riders before.
From a travel perspective, our costs and therefore prices are increasing but we are busier than ever, people with disposable income have simply become far more particular about where they spend and expect serious value for money. If brands can offer that then there is ample opportunity to survive and thrive.
What do you dislike most about the cycling industry?
It is a pretty bloody good industry to be involved in and it keeps you on your toes at the moment. It would be great to see more cooperation between brands to try and bring prices down, maybe that is a pipe dream. It would be awesome to see more awards (including travel) and collective events, also.
How do you keep things balanced when your hobby becomes your job?
That can be a tricky one. When I am riding for fun, I try to ride in locations that will not become part of one of our tours, this allows the brain to turn off and I can just enjoy the riding. Slapping some golf balls, surfing and taking some time out from the bike is essential. Grabbing the e-bike and smashing some turbo laps for a few hours is always good, sometimes you don't need a mega ride!
