From "Cringe" to "Entrepreneur of the Year": The Arctic Trailblazers Story

Entrepreneur of the Year

Being awarded “Entrepreneur of the Year” by Visit South Iceland, the regional destination management organization, is a massive honour, and, if we’re being completely honest, a little bit outside our comfort zone. See, we aren’t exactly the "spotlight" types.

In today’s world, you’re almost expected to be a part-time influencer just to run a tourism business. They say “Content is King”... or Queen... or maybe just a hungry monster that needs constant feeding. We try our best to keep up, and sometimes we think we’re doing alright.

Then we ask our teenage daughters what they think of our social media posts. Their professional diagnosis? “Cringe.”

But this award gives us a huge boost of inspiration. It’s a sign that maybe we aren’t doing everything as "wrong" as our girls like to claim! We can feel that people are genuinely curious about what we’re building. Most people want to try it for themselves, and we get it. We’d want to go on a tour with us, too. That’s always a good sign.

Driven by Passion

We founded Arctic Trailblazers out of pure passion: a love for motorcycles and the Icelandic Highlands, a landscape so unique you sometimes have to remind yourself it’s actually real.

We simply wanted to give more people the chance to feel what we’ve felt so many times: that sense of freedom and stillness... occasionally mixed with rain and wind hitting your face at 100 km/h. Honestly, nothing beats that feeling.

More Than Just Motorcycles

Even though our days revolve around bikes, we don’t see ourselves as a "traditional" motorcycle company. We are an adventure and experience company. Our goal is simple: to create memories that stick with you, hopefully longer than the bruises that sometimes come with the territory.

The most rewarding part of this job, by far, is the moment a guest stops, looks around, and is left completely speechless. The Highlands, combined with the raw power of a motorcycle, can simply be "too much" for the senses in the best way possible.

The "Soft" Side of a "Hard" Sport

Despite the rugged environment and a sport that can look "tough," we place a huge emphasis on the "soft" side of things. We want our guests to feel safe, comfortable, and cared for. We want you to feel like you’re riding with old friends, not just on a pre-paid tour.

We also want to stay small. Unlike most startups, we aren't looking to become the "next big thing." We’d much rather be the small company people remember because they experienced something real. We do things with care, at our own pace, and with deep respect for the Highlands. To us, the highlands are not a "product", it’s a place to connect.

The "No Vacay" Life

In Iceland, we have a joke that the company suffix "ehf." stands for ekkert helvítis frí ("no damn vacation"). Some days, that feels 100% accurate. But somehow, we’ve managed to create a life where we go play in the mountains and call it "work."

We come home with aching muscles, a constant reminder that we aren't twenty anymore, but with sun in our hearts. And if this is work, we couldn't be happier.

We said we weren't big on the spotlight, and our daughters are probably still cringing at this very moment. But if this award is the "cost" of getting to show people our beautiful country, we’ll take it.

— Eva & Óskar

And in the words of Visit South Iceland:

"This year, the Entrepreneur of the Year award was presented to the company Arctic Trailblazers, which has quickly garnered attention for its exciting and high-quality adventure tours in South Iceland.

The company has developed a unique experience where travelers can enjoy nature in a new and dynamic way, including snowbike and enduro tours.

What defines Arctic Trailblazers is the ambition and passion behind their product, which is clearly reflected in the reviews from those who have joined their tours. Guests frequently highlight how the company’s focus on quality, safety, and personalized service has created a truly magical experience.

Owners Eva Sæland and Óskar Sigurðsson have not only increased the diversity of tourism in the region but have also strengthened South Iceland’s image as a premier destination for those seeking adventure and novel experiences. We offer them our warmest congratulations on this achievement and look forward to following their continued development and growth".

— Visit South Iceland