Name

True Adventure

Legal name

True Adventure ehf.

Website

https://trueadventure.is

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

1–10 employees

Ownership category

akta.pro rank

Product category

Adventure Tourism

NAICS

Tour Operators (561520), Tour Operators (56152), Scenic and Sightseeing Transportation (487)

SIC

Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Aerial Adventure & Flight Schools (Paragliding, Hang Gliding, Paramotoring) (THAAAKAA)

akta.pro secondary industries

Aerial Adventure Guiding (Paragliding, Hang Gliding) (THAAALAK), Motorized Adventure Rentals & Guides (ATV/UTV, Snowmobile, Dirt Bike) (THAAALAJ), Zipline Mega-Jumps & Giant Swing Experiences (Canyon Swing, Rope Swing) (THAAAMAD)

Keywords

• Adventure tourism
• Tandem paragliding
• Wildlife tours
• Mountain bike rentals
• Outdoor experiences

Headquarters

HQ city

Vík

HQ country

Iceland

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Tandem Paragliding: Primary revenue stream from tandem paragliding flights over Vík, Iceland's South Coast. Customers pay per person for guided tandem experiences including equipment, transportation to launch site, and instruction.
2. Puffin Tour & Shuttle: Shuttle bus service to Mt. Reynisfjall for puffin watching, running May-September with guided tours.
3. e-MTB Rental: Electric mountain bike rentals available as half-day, full-day, or multi-day options with helmet and map included.
4. Combo Packages: Bundled adventure experiences combining multiple activities at discounted rates, including partnerships with Tröll Expeditions for ice cave tours.
5. Gift Cards: Gift certificates for adventure experiences, allowing recipients to choose and book their preferred activity.
6. Photo & Video Package: Optional add-on to paragliding flights: professional photos and videos captured during the experience for additional fee.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

True Adventure operates guided tandem paragliding flights, puffin-watching tours via shuttle to Mt. Reynisfjall, self-guided electric mountain bike (e-MTB) rentals, and offers zipline adventures through partners from its base in Vík í Mýrdal on Iceland's South Coast. All experiences are delivered by APPI-certified Tandem Flight Instructors (TFIs) using tandem paragliding equipment, with on-the-ground sales, online booking, and combination packages marketed to visiting adventure tourists.

Product overview

True Adventure is an adventure tourism operator based in Vík í Mýrdal, Iceland, offering a portfolio of outdoor experiences centered around paragliding, wildlife tours, and mountain activities. The core product is Tandem Paragliding flights over South Iceland's dramatic landscapes, complemented by guided Puffin Tours at Mt. Reynisfjall, self-guided e-MTB rentals, and Zipline experiences in Akureyri (operated by partner Zipline Akureyri). The company also offers combo packages combining multiple activities at discounted rates, Mt. Reynisfjall shuttle services, and gift cards. The business model combines owned activities with partner-operated experiences, all booked through a unified online booking system.

Differentiator

Problem solved

Functional benefit

Products and services

• Tandem Paragliding Guided tandem paragliding flight over Vík's dramatic cliffs, black sand beaches, glaciers, and volcanic terrain with an APPI-certified instructor pilot. Includes 4x4 Super-Jeep ride to take-off, safety equipment, helmet, harness, and wing. ISK 39,000 per person. No prior experience required; weight range 8-120 kg.
• Puffin Tour Guided 1-hour puffin-watching tour at one of South Iceland's largest puffin colonies on Mt. Reynisfjall, including shuttle bus ride, guided tour, and panoramic views of black sand beaches and sea stacks. Max 19 people. ISK 7,900 per adult, ISK 4,900 per child.
• e-MTB (Electric Mountain Bike) Rental Self-guided electric mountain bike rental allowing visitors to explore Vík's landscapes including black sand beaches, cliffs, and Reynisfjall Mountain at their own pace. Includes helmet, map, and guidance. Half day ISK 11,900 per bike; full day ISK 19,900 per bike; extra hours ISK 2,000.
• Zipline Akureyri Zipline adventure experience in North Iceland operated by partner Zipline Akureyri, featuring five zipline rides ranging from 30 to 250 meters through a river canyon. 1.5-2 hour duration, moderate difficulty, max 12 people. ISK 11,900 per adult, ISK 6,900 per child (8-14 years).
• Mt. Reynisfjall Shuttle Shuttle bus service to Mt. Reynisfjall offering transportation up or down the mountain for hikers and puffin watchers. ISK 2,900 per person (20% introductory discount).
• Photo & Video Package Professional photos and videos captured during the tandem paragliding experience, available as an add-on for ISK 5,000 per booking.
• Tandem Paragliding & Zipline Combo Discounted combo package combining tandem paragliding flight with zipline adventure experience. ISK 35,175 per person (25% off recommended adventure bundle).
• Zipline & Ice Cave Tour Combo Combo package pairing zipline adventure with Katla Ice Cave exploration via partner Tröll Expeditions. ISK 33,830 per person (15% off).
• Gift Cards Digital gift cards for True Adventure experiences including tandem paragliding, zipline, and e-MTB rental, allowing recipients to choose and book their preferred adventure experience.

Quantifiable outcome

• 15-20 minutes of actual flight time per tandem paragliding experience
• +2 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Four partnerships are on record, tiered core and minor.

• Tröll ExpeditionscoreStrategic or Co-development PartnerTrusted partner providing Katla Ice Cave tours combined with True Adventure's zipline experience in a discounted combo package (ISK 33,830, 15% off). Both companies share premises at Víkurbraut 5 in Vík.
• Zipline AkureyricoreChannel Partner/ Reseller/ DistributorTrusted partner operation in North Iceland offering zipline experiences referred by True Adventure. Anita (True Adventure co-founder) co-manages Zipline Akureyri with Jón Heiðar. True Adventure redirects customers seeking zipline experiences to this partner.
• Fisfelag Reykjavikur (FR)coreOthersCertified ultralight club by the Icelandic Civil Aviation Administration (ICAA), operating under the International Airsports Federation (FAI). FR rates True Adventure's pilots and provides regulatory oversight for their paragliding operations.
• Co-located Businesses at Víkurbraut 5minorGTM or Marketing PartnerCompanies sharing the building at Víkurbraut 5 including The Soup Company, Icelandic Lava Show, and Zipline Iceland. These businesses co-promote and cross-refer customers in Vík's tourism ecosystem.

Scale indicators5 records

Recent moves1 record

Expansion highlights5 records

Regional players

• South Coast Tours Iceland: Regional South Iceland tour operator focusing on guided day tours along Iceland's South Coast including Vík-area attractions. Comparable because it competes for the same South Coast tourist customers as True Adventure, though it focuses on guided bus tours rather than adventure activities.

Direct peers

• Arctic Adventures: One of Iceland's largest adventure tour operators offering multi-day and single-day adventure packages (glacier hikes, snowmobile, rafting, paragliding). Directly comparable because it competes for the same international tourist customers visiting South Iceland and bundles adventure activities through online booking.
• Zipline Iceland: Co-located partner at Víkurbraut 5 in Vík offering zipline experiences. Directly comparable as a small adventure operator sharing the same premises, customer base, and Vík tourism ecosystem; True Adventure redirects customers seeking zipline experiences to this operator.
• Icelandic Lava Show: Co-located operator at Víkurbraut 5 offering a unique indoor lava-flow experience. Comparable as a small, single-site Icelandic experience operator targeting the same Vík tourist market and benefitting from the same cross-promotion ecosystem as True Adventure.
• Icelandic Mountain Guides: Long-established Iceland adventure operator offering glacier walks, ice cave tours, and mountaineering with certified guides. Comparable to True Adventure in target customer (international adventure tourists), guided-activity model, and South Iceland geography, with similar premium-pricing positioning.
• Zipline Akureyri: North Iceland zipline operator co-managed by True Adventure co-founder Anita. Directly comparable as a small, geographically concentrated adventure operator selling a single signature activity to international tourists through online booking.
• Tröll Expeditions: Co-located partner at Víkurbraut 5 offering Katla Ice Cave tours that True Adventure packages into combo products. Directly comparable as a small adventure operator in the same building, sharing the same Vík tourism ecosystem and international tourist customer base.

Broad incumbents

• Reykjavik Excursions: Established Icelandic tour operator (part of Icelandair Group) offering a broad portfolio of day tours and transfers across Iceland. Comparable as a South Iceland adventure tour provider serving the same international tourist market, though at significantly larger scale and broader scope than True Adventure.
• Troll Expeditions: Established Iceland multi-day adventure tour operator offering glacier hikes, ice cave tours, and activity packages. Comparable as a competitor for South Iceland adventure tourists with overlapping product categories (ice caves, glacier tours) and direct-to-consumer online booking.

Emerging players

• Midnight Sun Adventure: Smaller Iceland adventure tour operator offering paragliding, ziplining, and rafting in the Reykjavík area. Comparable to True Adventure as a small-scale paragliding-focused operator selling tandem flights to international tourists through direct online booking.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/ta_iceland

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 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 True Adventure