A Lake District adventure firm has acquired two leisure cycling brands.
KE Adventure Travel, the specialist walking and cycling tour operator based in Keswick, has taken over Freewheel Holidays and Wheel2Wheel Holidays from Manchester-based international running and cycling tour operator, Sports Tours International.
The addition of these two established brands and their websites, will enhance KE’s current cycle offering, with their focus on easier European cycling routes, the firm said.
Ashley Toft, CEO of KE Adventure Travel, said: “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.”
KE Adventure Travel, which was established in 1984, has bought both brands from Sports Tours International, which is seeking to consolidate its portfolio.
Sports Tours International CEO Tim Przbysz added: “We are thrilled that Freewheel Holidays and Wheel2Wheel have found a new home with KE Adventure Travel, where we are confident the brands will be managed to realise their potential and will allow us to concentrate on our core product offering.”
KE Adventure Travel has also come to an agreement with Active on Holiday BV, a Dutch leisure cycling and walking tour operator and also a part of the Voyageurs du Monde group) to sell their product offering in the UK and wider English-speaking markets, utilising the Active on Holiday brand.
Steven Rittey, who has been establishing and launching Active on Holiday in the UK over the last year, and who was formerly product manager for Freewheel Holidays and Wheel2Wheel Holidays at Sports Tours International, has joined KE to manage and develop all three brands.