What HIGHLANDER Adventure does

HIGHLANDER Adventure, operated by the Croatian limited liability company Avantura života d.o.o. and headquartered in Zagreb, is a global multi-day hiking event series founded in 2017. The company organizes fully managed hiking experiences in four standardized formats: 1DAY Lyra (approximately 20 km), 2DAY Orion (approximately 30 km with one night of camping), 3DAY Pegasus (approximately 50 km with two nights), and 5DAY Hercules (approximately 100 km with four nights). Participants register through a self-serve website by selecting destination, date, and format, then follow GPX-guided routes from checkpoint to checkpoint, with food, beverages, snacks, safety, campgrounds, trail logistics, finisher pins, and evening activities (live music, workshops, yoga) included. Events are currently held in 20+ countries across Europe, North America, Central America, Asia, the Middle East, and Oceania, with 30+ events organized annually.

The core technology stack consists of an event management platform built around GPX route files (downloadable per format), a Firebase-based GDPR-compliant registration database, and standard Google Analytics for web traffic analysis. The company monetizes primarily through one-time event registration fees, supplemented by merchandise sales via a dedicated e-commerce webshop (shop.highlanderadventure.com) and franchise/license fees from local organizers who operate country-specific events under the HIGHLANDER brand. The franchise model is the principal GTM lever for geographic expansion, enabling asset-light scale into new markets while local operators handle terrain, regulations, and on-the-ground execution.

Customer segments include individual outdoor enthusiasts (the primary segment), group and team participants (with a 3+1 free team registration mechanic), and sustainability-conscious travelers drawn to the company's zero-waste initiatives and conservation partnerships. The Highlander Club tiered loyalty program (10% to 40% registration discounts, free entry at 600+ points), the TrailWise educational video series, and the Highlanders testimonial content collectively form the community-led growth engine. Notable partnerships include Responsible Stewardship (170,000+ kg of waste removed from natural environments since 2022), Sawyer (outdoor gear), The Outward Bound Trust (UK events), and Care for Big Bear (US conservation).

Name

HIGHLANDER Adventure

Legal name

Avantura života d.o.o.

Website

https://highlanderadventure.com

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

11–50 employees

Short description

HIGHLANDER Adventure is a Croatian-founded global multi-day hiking event series organizing fully managed 1-5 day hiking experiences across 20+ countries, serving individual outdoor enthusiasts and groups through direct-to-consumer website registration and a franchise-based operating model.

Ownership category

akta.pro rank

Product category

Adventure Tourism & Outdoor Event Services

NAICS

Tour Operators (56152), Tour Operators (561520), Recreational and Vacation Camps (except Campgrounds) (721214)

SIC

Services-Amusement & Recreation Services (7900), Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Hiking, Trekking & Mountain Guiding (THAJABAA)

akta.pro secondary industries

Mountain, Glacier & Alpine Nature Tours (THAJAIAF), Mountain & Adventure All-Inclusive Resorts (THAGAKAH)

Keywords

• Multi-day hiking events
• Adventure tourism
• Outdoor event series
• Hiking event franchise
• Guided hiking experiences

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Personnel, Marketing or Sales, Supply Chain, Technology or R&D

Revenue model

1. Event Registration Fees: Primary revenue stream from participant registration fees for multi-day hiking events. Registration includes food packages, beverages, snacks, finisher pin, certificate, hiker & luggage tag, GPX file, HIGHLANDER passport, and map. Various format options (1-5 days) at different price points.
2. Merchandise Sales: HIGHLANDER branded merchandise sold through the dedicated webshop (shop.highlanderadventure.com), including apparel and accessories for both outdoor use and casual wear.
3. Franchise/License Program: Local organizers can franchise HIGHLANDER events in their countries, bringing world-class outdoor adventures to their communities under the HIGHLANDER brand.

Go-to-market motion3 records

Distribution channels4 records

Marketing channels10 records

Core offering

HIGHLANDER Adventure organizes fully managed multi-day hiking events (1DAY to 5DAY formats) at iconic global destinations across 20+ countries. Each event includes food, water, snacks, safety, campgrounds, GPX-guided trail logistics, finisher pins, certificates, and evening activities such as live music, workshops, and yoga. The company sells merchandise through its own webshop and licenses its brand and operating model to local organizers via a franchise program.

Product overview

HIGHLANDER Adventure operates as a global multi-day hiking event series that organizes world-class hiking experiences across iconic destinations worldwide. The core product is the HIGHLANDER event format, offered in four variants: 1DAY Lyra (approximately 20 km), 2DAY Orion (approximately 30 km with 1 night camping), 3DAY Pegasus (approximately 50 km with 2 nights camping), and 5DAY Hercules (approximately 100 km with 4 nights camping). All events are fully organized with food, beverages, snacks, safety, campgrounds, trail logistics, GPX routes, finisher pins, certificates, and evening activities including live music, workshops, and yoga. Supporting products include TrailWise (educational video series for preparation), the Highlander Club (tiered loyalty program with registration and merchandise discounts), and the HIGHLANDER TRAILFECTA challenge (complete 3 events in one year for an exclusive Swiss Army knife). The company also offers gift cards and operates a franchise program for organizing events in new countries.

Differentiator

Problem solved

Functional benefit

Brands

• HIGHLANDER Club: A tiered loyalty program offering points-based discounts and perks for repeat participants, ranging from 10% to free registration rewards
• TrailWise
• HIGHLANDER Webshop

Products and services

• HIGHLANDER 5 DAYS - Hercules A fully organized 5-day hiking event covering approximately 100 km with 4 nights of camping. Includes food, beverages, snacks, safety, campgrounds, trail logistics, GPX route, finisher pin, certificate, and evening activities such as live music, workshops, and yoga. Aimed at experienced hikers seeking the most demanding challenge in the HIGHLANDER lineup.
• HIGHLANDER 3 DAYS - Pegasus A fully organized 3-day hiking event covering approximately 50 km with 2 nights of camping. Includes food, beverages, snacks, safety, campgrounds, trail logistics, GPX route, finisher pin, certificate, and evening activities. Targeted at intermediate hikers.
• HIGHLANDER 2 DAYS - Orion

Quantifiable outcome

• Participants follow standardized GPX routes from checkpoint to checkpoint, with support provided along the way
• +1 more outcomes

Segments3 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Seven partnerships are on record, tiered core and minor.

• Responsible StewardshipcoreStrategic or Co-development Partner · 1 January 2022Organization focused on protecting outdoor spaces and public lands through education, community action, and large-scale clean-up initiatives. Since 2022, together with HIGHLANDER they have removed over 170,000 kg of waste from natural environments.
• Care for Big BearcoreStrategic or Co-development Partner · 1 January 2020Organization encouraging responsible exploration of the San Bernardino National Forest area. Partnership of five years promoting Leave No Trace principles, supporting local green businesses, and community efforts.
• Southern California Mountains FoundationminorStrategic or Co-development PartnerPartnership to protect and preserve the San Bernardino National Forest. HIGHLANDER adopted a bench along the Big Bear trails as part of this collaboration.
• Hike the Good HikeminorGTM or Marketing PartnerPartnership using nature as a tool for mental well-being. Ambassador Jesse Cody shares his personal journey through depression and how hiking saved his life at HIGHLANDER Big Bear Lake events.
• SawyercoreStrategic or Co-development PartnerWater filtration, insect repellent, first aid, and sunscreen products supporting the HIGHLANDER community. Sawyer introduced hollow fiber membrane technology to the outdoor industry over a decade ago. Marketing Director Travis Avery participates in HIGHLANDER Big Bear Lake.
• One ATTA TimeminorStrategic or Co-development PartnerNonprofit founded by Sean Kappauf bringing clean drinking water to communities worldwide. Started with 50 water filters after a trip to El Salvador and has grown into a global movement. Sean joins HIGHLANDER Big Bear Lake to share the journey.
• The Outward Bound TrustcoreGTM or Marketing Partner80-year organization using life-changing outdoor experiences to help young people. Participants can join Team Outward Bound at HIGHLANDER Lake District, with code OUTWARDBOUND20 for entry, and funds raised help young people experience the outdoors.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Tough Mudder: Global obstacle/adventure event series with ticketed multi-format events and strong community/lifestyle brand. Comparable event-driven GTM, community-led growth, and ticketed adventure experience model, though obstacles-based rather than hiking.
• Spartan Race: Large endurance and obstacle event series operating globally with tiered formats and lifestyle branding. Comparable event-driven, multi-format, community-led business model and global franchise-style event rollout.

Direct peers

• G Adventures: Large global tour operator specializing in small-group adventure travel including multi-day hiking and trekking itineraries across many countries. Comparable D2C model, adventure positioning, and global geographic footprint.
• Intrepid Travel: Globally operating adventure tour company offering active itineraries including multi-day hiking trips across all continents. Comparable target customer, sustainability positioning, and breadth of country coverage.
• Exodus Travels: UK-based adventure tour operator with a wide range of multi-day walking and trekking trips across many countries. Directly comparable product offering, customer segment, and adventure-led brand positioning.
• UTMB (Ultra-Trail du Mont-Blanc): Organizes multi-day mountain ultra-endurance events globally, including week-long stage races. Closely comparable to HIGHLANDER's multi-day hiking format, premium pricing, and global destination-led positioning.
• World Expeditions: Global adventure tour operator running guided multi-day hiking and trekking trips worldwide, including iconic destinations. Direct overlap in product (organized multi-day hikes), customer (outdoor enthusiasts), and geographic reach.
• REI Adventures: Operates guided multi-day hiking and backpacking trips worldwide under a strong outdoor brand. Comparable product (organized multi-day hikes with logistics included), customer base, and content-led GTM.

Others

• TourRadar: Online marketplace aggregating multi-day adventure and hiking tour operators globally. Not a competitor but a distribution channel and ecosystem participant where HIGHLANDER-style products are bought and compared.

Emerging players

• Wild Women Expeditions: Specialty tour operator running guided multi-day hiking and nature-based trips, with a focus on community and sustainability. Comparable product (multi-day hiking), small-group format, and values-driven positioning, though more niche in audience.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCGL_IGOf7hPG1-WdPsWXbIw
• Facebookfacebook.com/HighlanderAdventure
• LinkedInlinkedin.com/company/highlanderadventure
• Instagraminstagram.com/highlander.adventure
• TikToktiktok.com/@highlander.adventure
• Xx.com/I_am_HIGHLANDER

Revenue estimate

Valuation estimate

Number of profiles

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 HIGHLANDER Adventure