What Uteguiden does

Uteguiden is a Norwegian outdoor adventure and guiding company founded in 2012 by Oscar Almgren and headquartered in Stranda, Sunnmøre. The company operates from six bases along the northwest coast of Norway — Stranda, Ålesund, Valldal, Åndalsnes, Molde, and Geiranger (opened 2025) — offering year-round guided activities including kayaking, hiking, biking, rafting, climbing, RIB/boat tours, and ski touring, alongside instructional courses (kayak, ski, avalanche safety, and the Uteguiden Academy). It serves individual tourists, corporate groups, and school classes, with a primary value proposition rooted in certified multilingual local guides with deep regional expertise.

The business is supported by an integrated technology stack combining Bilberry for activity bookings, Sharefox for equipment rental management, Shopify for the webshop, and Mailchimp for email marketing, with analytics via Google Analytics, Google Tag Manager, and Facebook Pixel. The Stranda Buldresenter bouldering gym introduces a subscription-style indoor recurring revenue stream using a proprietary SoiLL digital wall system. Ancillary revenue lines include equipment rental (rental.uteguiden.com), webshop sales (shop.uteguiden.com), gift cards, and multi-day adventure week packages.

Uteguiden generates revenue through a mix of one-time activity bookings, structured courses, subscription gym access (NOK 300–700/month), usage-based equipment rental, and merchandise sales. Go-to-market is primarily direct-to-consumer via the company's website, supplemented by phone/email sales and walk-in bookings at physical offices. The company is privately held by Oscar Almgren, Erlend K. Ringstad, and Erlend Hjelme, with growth funded organically and through strategic M&A — including the 2020 merger with Valldal Naturopplevingar and the 2024 acquisition of 62 Adventure.

Name

Uteguiden

Legal name

Uteguiden AS

Website

https://uteguiden.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

11–50 employees

Short description

Uteguiden is a Norwegian outdoor adventure guiding company founded in 2012, operating from six bases in the Sunnmøre and Romsdal region to deliver year-round guided tours, courses, equipment rental, and a bouldering gym to individual tourists, corporate groups, and schools.

Ownership category

akta.pro rank

Product category

Outdoor Adventure Tourism

NAICS

Tour Operators (561520), Scenic and Sightseeing Transportation, Water (48721), Scenic and Sightseeing Transportation (487)

SIC

Services-Miscellaneous Amusement & Recreation (7990), Services-Miscellaneous Equipment Rental & Leasing (7350)

akta.pro primary industry

Water & Marine Guiding Services (Kayak, Canoe, Raft, SUP, Sailing) (THAAALAB)

akta.pro secondary industries

Technical Outdoor Guiding Services (Hiking, Trekking, Mountaineering) (THAAALAA), Whitewater Rafting, Kayaking & Canoeing Outfitters (THAAADAB), Adventure Equipment Rental Shops (Outdoor Gear, Camping, Climbing, Water Sports) (THAAALAI)

Keywords

• Guided outdoor adventures
• Outdoor activity tours
• Adventure guiding services
• Bouldering climbing gym
• Outdoor equipment rental

Headquarters

HQ city

Stranda

HQ country

Norway

HQ region

Europe

Offices6 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Guided Tours and Activities: Revenue from guided outdoor activities including kayaking, hiking, biking, rafting, boat tours, climbing, and ski touring. Activities are booked per person with varying prices based on duration and type.
2. Courses and Training: Revenue from instructional courses including kayak courses, ski courses, avalanche courses, and the Uteguiden Academy. These are structured educational programs with specific pricing.
3. Climbing Gym (Stranda Buldresenter): Monthly subscriptions, drop-in fees, and punch cards for bouldering gym access. Subscription-based recurring revenue model with no binding period.
4. Equipment Rental: Rental of outdoor equipment including kayaks, SUP, bicycles, skis through rental.uteguiden.com
5. Webshop Sales: Online retail of outdoor gear and equipment through shop.uteguiden.com
6. Gift Cards: Gift cards sold with customizable amounts, valid for one year from purchase date, usable on all tours and courses

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels6 records

Core offering

Uteguiden operates as an outdoor adventure guiding company, delivering year-round certified-led experiences including kayaking, hiking, biking, rafting, climbing, ski touring, snowshoeing, and RIB/boat tours across six bases in the Sunnmøre and Romsdal region of Norway. The portfolio also includes structured instructional courses (kayak, ski, avalanche, and the Uteguiden Academy), the Stranda Buldresenter bouldering gym, equipment rental, a webshop for outdoor gear, and gift cards. Services are sold directly to individual travelers and to corporate/school groups, complemented by a coffee bar (Hygge) at the Stranda headquarters.

Product overview

Uteguiden is an outdoor adventure and guiding company offering a comprehensive portfolio of nature-based experiences across the Sunnmøre Alps region. The core offering consists of guided outdoor activities (kayaking, hiking, biking, rafting, climbing, skiing) and professional instructional courses. Additional services include equipment rental, a bouldering gym (Stranda Buldresenter), an e-commerce webshop, gift cards, and multi-day adventure packages. The company operates from six bases (Stranda, Ålesund, Valldal, Geiranger, Åndalsnes, Molde) and serves both individual travelers and corporate/group clients.

Differentiator

Problem solved

Functional benefit

Products and services

• Guided Outdoor Activities and Tours
• Professional Courses
• Stranda Buldresenter (Bouldering Gym)
• Uteguiden Webshop
• Equipment Rental
• Gift Cards
• Adventure Weeks
• Corporate and Group Tours
• RIB and Boat Tours

Named customers3 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration8 records

Feature1 record

Partnerships

One partnership is on record.

• Reisegarantifondet (Travel Guarantee Fund)coreOthersMandatory membership in the Norwegian Travel Guarantee Fund, which secures customer reimbursement in case of insolvency or dissolution of the company. This is a regulatory requirement for travel operators in Norway.

Scale indicators3 records

Recent moves10 records

Expansion highlights6 records

Broad incumbents

• Hurtigruten: Established Norwegian cruise and expedition company with broad coastal tourism portfolio including fjord cruises. Overlaps with Uteguiden's RIB/boat excursions and Geiranger/fjord sightseeing experiences, though Hurtigruten serves a much wider itinerary.

Direct peers

• Hvitserk Adventures: Norwegian adventure tour operator specializing in multi-day expeditions (hiking, skiing, polar) using certified local guides. Highly comparable on multi-day adventure packages, certified guides and premium outdoor positioning.
• Voss Active: Norwegian outdoor adventure company based in Voss offering rafting, climbing, kayaking, paragliding and team-building. Direct match on activity mix (water + mountain), B2B corporate segment and Norwegian outdoor guiding model.
• Fjord Tours: Major Norwegian tour operator offering fjord sightseeing and multi-modal excursions (bus, boat, rail) across western Norway. Directly comparable in destination, customer type (international leisure visitors), and bundled sightseeing/adventure product.
• Troll Active: Norwegian adventure tour operator offering rafting, climbing, hiking and team-building events. Comparable activity portfolio, guide-led outdoor experiences and corporate/event customer base.
• UpNorway: Boutique Norway-focused travel company curating authentic outdoor and cultural experiences for international visitors. Comparable on curated outdoor experiences, content-driven marketing and D2C bookings in western Norway.
• 62°NORD: Norwegian tour operator offering guided nature and adventure experiences in coastal and Arctic Norway (Svalbard, Havøysund). Comparable on guided adventure offerings, certified guide network and DTC channel model.

Others

• Visit Norway: Official Norwegian national tourism marketing organization. Not a competitor, but an ecosystem participant whose campaigns drive inbound demand that Uteguiden's offerings ultimately capture.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/Uteguiden
• Instagraminstagram.com/uteguiden
• Xx.com/Uteguiden
• LinkedInlinkedin.com/company/uteguiden

Compliance5 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 records

Subsidiaries3 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Uteguiden