Case Study

In December 2024, Absolute Adventure flawlessly executed Big Change’s Strive Challenge, hosting Richard Branson and other VIPs. Featuring exclusive routes, private accommodations, and seamless logistics, the event set a new standard for endurance challenges, earning praise as Big Change’s best-organized experience to date.

In May 2023, Threshold Sports approached Absolute Adventure UAE to design a charity challenge event for Big Change’s Strive Challenge across the 7 Emirates, recommended by a past participant of the Laureus Sport for Good Challenge we organised in 2022. The client’s initial proposed itinerary included long transfers and a dhow trip, given that they were looking for a nature-immersed experience secluded from public view, we refined the itinerary further to meet the client’s expectations.

The event, scheduled for December 1-7, 2024, coincided with busy periods like National Day and the Abu Dhabi Grand Prix, posing logistical challenges including maintaining privacy, highway traffic and densely crowded areas. The group included several high-profile individuals, such as Richard Branson, a UAE royal family member, and business leaders from Virgin, who required a route that ensured security, privacy, and a unique experience.

Given that such an expedition was taking place in the UAE for the first time and our planned expedition for high-profile clients spanned multiple Emirates, we had to remain open to improvisation and provide solutions for accommodation, transport, and routes as per the requested changes. Our team also sourced and coordinated the catering to meet the high standards and dietary requirements sought by the client to ensure a satisfying journey. Given that such an expedition was taking place in the UAE for the first time and our planned expedition for high-profile clients spanned multiple Emirates, we had to remain open to improvisation and provide solutions for accommodation, transport, and routes as per the requested changes. Our team also sourced and coordinated the catering to meet the high standards and dietary requirements sought by the client to ensure a satisfying journey.

With our deep knowledge of the UAE's several terrains, we leverage our expertise to address each client's challenge. Our solution involved a luxurious, exclusive route that met the clients' luxury expectations while ensuring a seamless, secure, and memorable experience.

Read Richard Branson’s blog, which describes his journey on the Strive Challenge from his point of view.

Itinerary Adjustments and Exclusive Venues:

  • Our team suggested Khor Hablayn in Musandam as the ideal location for the dhow cruise and carefully planned it to deliver a stunning location for swimming and sea kayaking, offering an exclusive and serene environment away from the crowds.
  • We introduced Hell and Back Trek, a route we discovered north of Dibba, to which no other operator has access, ensuring complete exclusivity.
  • The Hidden Oasis Loop Trek in Ras Al Khaimah (RAK) was selected for its rarity and beauty. Scheduling it at a later start time and returning before sunset ensured minimal exposure to crowds.
  • We coordinated with four police forces to guarantee the participants' safety and smooth progress on the road cycling leg from Kalba to Hatta.
  • The mountain biking leg in Hatta was strategically positioned after the public holiday, minimising any potential crowd interference.


Exclusive Accommodations and High-Level Catering:

  • Accommodation at BGEC, Kalba Camp, and the Musandam Dhow cruise was booked exclusively, ensuring privacy and comfort. Upgraded menus were provided to meet the luxury standards expected by the clients.
  • The route was designed in a natural loop, connecting Ajman, RAK, Musandam, Kalba, Hatta, and the Dubai Desert Conservation Reserve (DDCR). This approach minimised transfer times, enabling more time for adventure activities.


Expertise in Operations and Logistics:

  • The event required a team of highly qualified staff in various adventure disciplines. Alongside our Absolute Adventure guides, a strong logistics team worked behind the scenes to manage transportation, communications, and other operational details.
  • In Musandam, we deployed a support dhow a day before the event to prepare the site and ensure all logistics were in place for smooth guest arrival.


Strategic Partnerships:

  • For the sea kayaking leg of the challenge, we partnered with Paddler'sHub, a company with the expertise to train Olympic-level athletes.
  • Wolfies, renowned as the world's best bike shop, provided exceptional bikes and support for the cycling legs, ensuring the highest quality of equipment for the participants.

The charity challenge was a notable success, setting a new standard for large-scale events in the UAE. Big Change and Virgin were hosting Strive in UAE for the first time, and Absolute Adventure’s expertise ensured that the extensive, multi-emirate challenge was delivered flawlessly.  Our proficiently crafted route, thorough risk assessments, and safety management plans earned praise for being the best the charity had experienced.

Participants and the organising team were delighted with the high-quality service and exceptional catering, which exceeded expectations. The event ran smoothly without incident, showcasing our ability to deliver a truly unique and seamless experience, even under the most demanding conditions.

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