A decade ago, Massimo Ferro left a stable job to follow his dream of mountain bike guiding. His love for his local trails and passion for his hometown of Aosta in northwestern Italy have merged into one of the Alps’ most successful guiding businesses.
The 45-year-old Ferro is a true Aosta Valley native — born and raised in this region.
Massimo Ferro
The tall, dark, and handsome Italian has a firm handshake and a constant smile. Like most mountain kids, he got into skiing at a young age. Soon, he fell in love with snowboarding and moved quickly from sponsorship to world travel and film shoots. “It was a dream life!”
Mountain biking also entered his life early. “In the beginning, I just rode for training, not for the pleasure of riding a bike.”
But his perspective suddenly shifted in 2006 when Ferro rode with his friend Fabrizio Troilo, a downhill racer. By the end of the day, he was hooked once again. He had just found the same adrenaline rush that had pulled him to snowboarding.
Massimo and Fabrizio became close friends. In 2008, they launched Aosta Valley Freeride, which grew from a blog they wrote together into organizing weekend rides for family and friends.
Initially, Aosta Valley Freeride was a hobby project, but it grew each year. “We bought our first bike trailer in 2009 – a significant investment, recalls Ferro. “As we received more requests for guiding and shuttle services, we realized we might someday make a living from this.”
Meanwhile, Ferro invested in a skate and snowboard shop in downtown Aosta. “The shop performed well— but I felt restricted there. I realized I needed to spend more time outdoors and aspired to become a mountain bike guide, which at that time wasn’t a recognized profession in Europe, at least not full-time.” Ferro sold his shares in the shop after just four years.
“I figured I would never regret it, so I had to try,” he recalls.
The stunning Aosta Valley stretches broadly on the sunny side of the Mont Blanc massif north of Turin — home to well-known ski resorts, including Champoluc, Gressoney, and La Thuile.
About halfway down the valley, the historic town of Aosta has 36,000 residents — a sizeable city for the Alps. It’s a “real town” with an industrial backbone, and the mix of people from all walks of life creates a charming, authentic atmosphere, unlike many mountain towns, which tend to be focused mainly on tourism.
Ferro focused all his energy on Aosta Valley Freeride, and it grew rapidly. “Our clients value our insider perspective — we incorporate the local secrets into trips of any length — for any ability.” Currently, the company has five full-time guides and a few additional guides as needed. Additionally, three drivers work full-time to meet the demand for shuttle services and airport runs.
Ferro’s meticulousness, a hallmark of excellent concierges, sets Aosta Freeride apart from other MTB guiding services with a more limited focus.
Massimo Ferro
Ferro was well-established before COVID hit. The pandemic was tough — but over the last few summers, Aosta Freeride has nearly returned to its pre-pandemic levels, with more than 1500 guests each season.
But Ferro is motivated by something beyond money when he thinks about the future of Aosta Valley Freeride.“I want Aosta Valley Freeride to keep its personal touch. I want to attract guests who appreciate what we do for them, as well as for this region and the local trails.”
Eventually, Ferro established Aosta Valley Trail Care as part of this broader goal. The idea was sparked during a holiday in California when Ferro gained valuable insights into trail maintenance from local builders.
Like many classic destinations in the Alps, the trails surrounding Aosta date back long before anyone thought of the words ‘tourism’ or ‘adventure sports’. Centuries ago, these trails were built for travel and trade. In the mid-1800s, climbers began exploring the mountains, followed by hikers, and over time, modern outdoor recreational spots developed.
Most importantly, European riders have capitalized on what was already available. Purpose-built mountain bike trails remain rare, and the notion that they require ongoing maintenance has yet to gain widespread acceptance.
After the trip to California, I realized we needed to take action to preserve our trail network for future generations. The rapid growth of mountain biking meant it was time to act before the trails got damaged.
Now Ferro organizes regular work bees where volunteers gather to do trail maintenance, led by his business partner, Tom, and the crew from Aosta Valley Freeride.
Massimo Ferro
True to form, this mountain biking concierge is dedicating time to refine his guest experience at every level — ensuring his clients receive the very best that Aosta has to offer.
