Active Travel Group sees annual sales top £50m

Wilderness Group, Ski Solutions and Cycling for Softies parent Active Travel Group (ATG) has seen annual sales rise 19% to top £50 million.

Booked revenue for the 12 months to April was also up by 65% compared to pre-Covid to £51 million.

Sales across all categories – walking, cycling and ski – have performed ahead of expectations, showing strong forward momentum into 2025, according to the company.


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Wilderness Group is more than 95% sold for this summer, while Ski Solutions described 2024-25 demand as “staggering”, up 19% ahead of a record-breaking prior year.

Top trending destinations this summer include Scotland, where Wilderness reports a 20% increase in bookings from international travel agents, and the Cotswolds where e-bike trips have seen surging demand. 

Self-guided specialist Cycling for Softies offers e-bikes on all itineraries and has seen the strongest demand this summer for luxury Tuscany and Umbria tours, supported by the acquisition and integration of local specialist Inspired Italy in 2023.

Group chief executive Craig Burton said: “It’s been another fantastic year for ATG. Demand for premium, activity-based travel continues to grow from both our domestic and international markets, and we are delighted with performance across the group measured both financially, and through the world class NPS of 80-plus we are generating from our customers’.

He added: “Our investment in technology is supporting this growth, and with all group brands launching new websites to market in the last 12 months we feel well enabled to deliver our core organic plan which will see a further 50% sales growth to £75 million by 2028.”

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