KE Adventure Travel purchases Freewheel Holidays and Wheel2Wheel Holidays

KE Adventure Travel, a leading walking and cycling tour operator based in England’s Lake District, has made a significant acquisition in the leisure cycling market. The company has acquired Freewheel Holidays and Wheel2Wheel Holidays from Sports Tours International, a Manchester-based international running and cycling tour operator.

The addition of these two established brands will enhance KE Adventure Travel’s current cycle offering, particularly focusing on easier European cycling routes. Ashley Toft, CEO of KE Adventure Travel, expressed excitement about the acquisition, stating, “We are delighted to welcome Freewheel Holidays and Wheel2Wheel Holidays to KE and to the wider Voyageurs du Monde group. They are two brands with a loyal customer base and a strong online presence, and we look forward to developing both brands and accelerating our growth in this buoyant leisure cycling market.”

The sale of Freewheel Holidays and Wheel2Wheel Holidays comes as Sports Tours International seeks to consolidate its portfolio amid unprecedented growth in the running sector. Tim Przbysz, CEO of Sports Tours International, expressed confidence in the brands’ future under KE Adventure Travel’s management.

In addition to the acquisition, KE Adventure Travel has reached an agreement with Active on Holiday BV, a Dutch leisure cycling and walking tour operator, to sell their product offering in the UK and wider English-speaking markets under the Active on Holiday brand. Steven Rittey, formerly the Product Manager for Freewheel Holidays and Wheel2Wheel Holidays at Sports Tours International, has joined KE to manage and develop all three brands.

This strategic move positions KE Adventure Travel as a key player in the leisure cycling market, offering a diverse range of cycling experiences to customers in the UK and beyond.