Hello! We’re Adventure by AE

Adventure by AE represents the next chapter in Active England’s evolution.

It brings structure to years of close collaboration with our trade partners, while responding to growing demand for deeper regional access across the whole of the U.K., truly tailored itineraries, and hands-on operational support.

The brand is designed to strengthen existing relationships, offering a clear, trade-facing framework while preserving the service ethos, experience design, and operational standards that have always defined our work.

As part of this launch, Scotland is now fully operational under the Adventure by AE umbrella. This includes a dedicated country manager, a regional guide team, and established on-the-ground operations.

The expansion reflects sustained partner demand and sits alongside Active England’s long-standing operational bases in the Cotswolds, Devon and Cornwall and Northumberland.

As our founder, Will Cairns, puts it:
“Adventure by AE allows us to grow in a way that feels true to who we are. It gives our partners greater confidence in our wider U.K. and Ireland capability, clearer structure, and access to the same level of quality and care that has always defined our work, while allowing us to expand carefully and deliberately.”