Deviate Cycles Expands Guide & Coach Program Globally

PRESS RELEASE: Deviate Cycles

Deviate Cycles is taking its Guide and Coach Programme global, building on the success of its Scottish pilot launched in 2024. This expansion aims to support guides and coaches worldwide, offering them access to high-performance bikes, collaboration opportunities, and a growing community of like-minded professionals.

Ben and I started out guiding and coaching in Scotland and the Alps, spending years on the trails. We know firsthand that guided trips not only build skills but also create lasting connections and a drive to get out and explore. Our first bike, the Guide, was a direct result of those experiences—designed with the demands of a full guiding season in mind. With this Programme, we wanted to find ways to support those helping riders progress and explore, whilst also providing bikes built to handle the sheer distance and varied conditions they face.—Chris Deverson, Deviate Co-Owner & Technical Director

As part of the programme’s launch on a global scale, Deviate is inviting guides and coaches from around the world to get involved. Whether you're leading backcountry adventures in North America, enduro training camps in Europe, or multi-day expedition rides in Asia, this initiative is designed to support your role in the riding community.

To mark this occasion, Ben and Chris teamed up with McTrail Rider to revisit the Cairngorms route where they had guided a familiar group some 10 years ago - an experience that ultimately inspired the creation of the Guide.

Fancy trying this yourself? Access the GPX files and a rundown of the route.

The Guide & Coach Programme has two main goals:

• To support the guiding and coaching community
• To encourage riders to explore and connect through shared experiences

That’s why the programme offers more than just industry discounts. Successful applicants also gain access to:

• Collaboration opportunities, including video projects with Deviate ambassadors
• Inclusion on the expanded Guides & Coaches Affiliated Map, making it easier for riders to connect with experienced professionals
• The chance to take part in new initiatives created either by Deviate or in collaboration
• Support packages tailored to their own clients and customers

Since launching the Scottish pilot of the programme, Deviate has worked with dedicated guides and coaches on projects like the Scottish Routes, a video and blog series that explores the personal connections riders have with specific trails—whether it’s a route that helped build a community, one that weaves together history and stunning scenery, or, in Deviate’s case, the place where an idea ultimately turned into a company.

A great example is the Rise and Grind episode featuring guide and coach Emily Greaves. The film has motivated others to get out and try something new and has been screened at multiple festivals and events, including the recent Fort William Mountain Festival.

Collaborating with Deviate Cycles has been a massive boost for my work as a guide and coach at Comrie Croft. From using the Highlander II as my go-to bike for guiding and coaching, to teaming up at the Dirt Divas festival and creating the first Scottish Routes film, it's been great from day one. The Highlander II is literally the perfect bike for me—built to handle the demands of repeated days on the trails, no matter the conditions. This capable machine tackles everything Scotland throws at it, from our gnarly trails to big mountain days. Its reliability means I can focus on what I love: guiding and coaching—without worrying about my bike.—Emily Greaves, Comrie Croft Bikes

Find Out More
For guides and coaches looking to join the Deviate Guide & Coach Programme, this is a chance to gain support, build partnerships, and ride mountain bikes engineered for reliability and low maintenance—all while working with a brand that shares their passion for the mountains.

To find out more and to apply for the programme, visit deviatecycles.com

Posted In:
Industry News Press Releases Deviate

Author Info: