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Profiles
8 min

Massimo Ferro

The mountain bike concierge in the Aosta Valley
Words and photos by
Mattias Fredriksson
May 11, 2023

Nine years ago, Massimo Ferro left a steady job to pursue his dream of mountain bike guiding. His passion for his local mountain bike trails and enthusiasm for his hometown of Aosta in northwestern Italy has come together in one of the Alps’ most successful guiding operations.

The 44-year-old Ferro is a proper Aosta Valley local — born and raised here.

“I’ve travelled a lot, and in my opinion, the Aosta Valley is one of the most incredible places in the world.”
Massimo Ferro
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Massimo Ferro in his true element; high up in the mountains, riding bikes all day and enjoying the fruits of the labour.

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Massimo Ferro in his true element; high up in the mountains, riding bikes all day and enjoying the fruits of the labour.

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The charismatic Ferro is genuinely passionate about his work as a mountain bike guide. He loves to share the trails with visitors and show them a good time in the Aosta Valley.

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The charismatic Ferro is genuinely passionate about his work as a mountain bike guide. He loves to share the trails with visitors and show them a good time in the Aosta Valley.

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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 rapidly from sponsorship to world travel and film shoots. “It was a dream life!”

Mountain biking also came into his life early. “In the beginning, I just rode for training, not for the pleasure of riding a bike.”

But his perspective suddenly changed 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’d just found the same adrenaline high that had drawn him to snowboarding.

Massimo and Fabrizio became good friends. In 2008, they started Aosta Valley Freeride, which evolved from a blog they wrote together into organizing weekend rides for family and friends.

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There are endless trails in the Aosta Valley, and Massimo Ferro knows them all. Here, in front of Grivola (3,969 m/13,022 ft, on a route between Pila via Cogne to Aosta with Karen Eller and Holger Meyer.

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There are endless trails in the Aosta Valley, and Massimo Ferro knows them all. Here, in front of Grivola (3,969 m/13,022 ft, on a route between Pila via Cogne to Aosta with Karen Eller and Holger Meyer.

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A part of Ferro’s job is to scout new locations for potential client trips. This two-day adventure over Col de Vessonaz, in a remote corner of the Aosta Valley, was such an assignment.

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A part of Ferro’s job is to scout new locations for potential client trips. This two-day adventure over Col de Vessonaz, in a remote corner of the Aosta Valley, was such an assignment.

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Early bird at Bivacco Rosaire Clermont, a sturdy stone cabin near Col de Vessonaz, enjoying a coffee before a long day in the saddle.

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Early bird at Bivacco Rosaire Clermont, a sturdy stone cabin near Col de Vessonaz, enjoying a coffee before a long day in the saddle.

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Initially, Aosta Valley Freeride was a hobby project, but it grew a bit each year. “We bought our first bike trailer in 2009 – a significant investment, recalls Ferro. “As we got more and more requests for guiding and shuttle services, we slowly realized we might be able to make a living off this one day.”

In the meantime, Ferro bought into a skate and snowboard shop in downtown Aosta. “The shop did well — but I felt limited there. I realized that I needed to be more outdoors and wanted to be a mountain bike guide, which at this point, was not a known profession in Europe — at least not as a full-time job.” Ferro sold his shares in the shop just four years later.

“I figured I would never regret it, so I had to try,” he recalls.

The beautiful Aosta Valley spreads wide on the sunny side of the Mont Blanc massif north of Turin — home to well-known ski resorts, including Champoluc, Gressoney and La Thuile.

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Part of the job as a mountain bike guide is knowing the name of every peak, pass and trail out there. Massimo Ferro keeps passing the test, even when he is out with Swiss guests.

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Part of the job as a mountain bike guide is knowing the name of every peak, pass and trail out there. Massimo Ferro keeps passing the test, even when he is out with Swiss guests.

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About halfway down the valley, the historic town of Aosta boasts 36 000 inhabitants — a sizeable city for the Alps. It’s a “real town” with an industrial backbone, and the blend of people from all walks of life creates a charming, authentic atmosphere, unlike many mountain towns, which tend to be all about tourism.

Ferro channelled all his energy into Aosta Valley Freeride, and it snowballed. “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 couple of additional guides as needed. On top of that, three drivers work full-time to keep up with the demand for shuttle services and airport runs.

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Aosta Valley Freeride started in 2008. Since then, Ferro’s company has evolved from a blog into organizing weekend rides for family and friends to a professional company with about ten employees and 1500 annual guests.

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Aosta Valley Freeride started in 2008. Since then, Ferro’s company has evolved from a blog into organizing weekend rides for family and friends to a professional company with about ten employees and 1500 annual guests.

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“Our clients value our insider perspective — we incorporate the local secrets into trips of any length — for any ability.” With Aosta Valley Freeride, Ferro has created a reputation that keeps riders returning year after year.

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“Our clients value our insider perspective — we incorporate the local secrets into trips of any length — for any ability.” With Aosta Valley Freeride, Ferro has created a reputation that keeps riders returning year after year.

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Ferro and veteran pro rider Holger Meyer take a break at Bivacco Rosaire Clermont.

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Ferro and veteran pro rider Holger Meyer take a break at Bivacco Rosaire Clermont.

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But Ferro wanted more. He assembled a group of investors and opened The Place in 2021 — and it’s been a game-changer for Aosta. With a restaurant, bar, and coffee shop — and of course, a high-end bike shop — it’s a natural gathering place for local and international riders. Guests meet their guides here, get set up with rental bikes, then grab an espresso and brioche before climbing into their shuttle van. The lunch menu rocks, the après are packed, there is great gear and clothing, and a top-notch service department.

“We provide a complete mountain bike experience that includes much more than just riding your bike — it includes the culture, the local community, the trails, the food and the vibe.”
Massimo Ferro

This attention to detail – the hallmark of a good concierge – sets Aosta Freeride apart from other narrowly-focused MTB guiding operations. The timing couldn’t have been better. By taking the chance when he did, Ferro was well-established before COVID hit. The pandemic was challenging — but last summer, Aosta Freeride had almost recovered to its pre-pandemic level with more than 1500 guests.

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Massimo Ferro is driven by something other than money when he considers the future of his company.
“I want Aosta Valley Freeride to maintain the personal touch. I want to attract guests that appreciate what we are doing for them, as well as for this region and the local trails.”

Read more

Massimo Ferro is driven by something other than money when he considers the future of his company.
“I want Aosta Valley Freeride to maintain the personal touch. I want to attract guests that appreciate what we are doing for them, as well as for this region and the local trails.”

Read more
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Like most mountain kids, Ferro got into skiing at a young age. Soon, he fell in love with snowboarding and moved rapidly from sponsorship to world travel and film shoots. His snowboard roots are noticeable in his mountain biking; look at his style in this shot!

Read more

Like most mountain kids, Ferro got into skiing at a young age. Soon, he fell in love with snowboarding and moved rapidly from sponsorship to world travel and film shoots. His snowboard roots are noticeable in his mountain biking; look at his style in this shot!

Read more
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Eight years ago, Massimo Ferro left a steady job to pursue his dream of mountain bike guiding. His passion for his local mountain bike trails and enthusiasm for his hometown of Aosta in northwestern Italy has come together in one of the Alps’ most successful guiding operations.

Read more

Eight years ago, Massimo Ferro left a steady job to pursue his dream of mountain bike guiding. His passion for his local mountain bike trails and enthusiasm for his hometown of Aosta in northwestern Italy has come together in one of the Alps’ most successful guiding operations.

Read more

But Ferro is driven by something other than money when he considers the future of Aosta Valley Freeride.“I want Aosta Valley Freeride to maintain the personal touch. I want to attract guests that appreciate what we are doing for them, as well as for this region and the local trails.”

Ferro launched Aosta Valley Trail Care a couple of years ago as part of this broader goal. The inspiration came during a holiday in California when Ferro learned a lot about maintenance from local trail builders.

Like many classic destinations in the Alps, the trails surrounding Aosta date from 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 started to explore the mountains, followed by hikers, and over time, modern outdoor recreational destinations evolved.

Most importantly, European riders have taken advantage of what was already here. Purpose-built mountain bike trails are still uncommon, and the idea that they require continual maintenance has needed to gain traction.

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Few places in the world can match the quality of the trail riding available in the Aosta Valley: spectacular vistas, epic trails, and a cultural experience in a great mix.

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Few places in the world can match the quality of the trail riding available in the Aosta Valley: spectacular vistas, epic trails, and a cultural experience in a great mix.

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Ferro captured in Val Ferret, with the impressive Mont Blanc Massif in the background.

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Ferro captured in Val Ferret, with the impressive Mont Blanc Massif in the background.

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“After the trip to California, I realized we had to do something to preserve our trail network for the next generations. The exponential growth in mountain biking meant it was time to do something before they get destroyed.”
Massimo Ferro

Now Ferro organizes regular work bees where volunteers meet up to do trail maintenance led by his business partner Tom and the crew from Aosta Valley Freeride.

“We work directly with landowners to ensure they know we care about the trails and the tourism dollars they bring to the region. As a result, most of them now accept mountain biking — which is not the case in many parts of Italy.”

True to form, this concierge of mountain biking is investing the time to fine-tune his guest experience on every level – to ensure his clients enjoy the very best that Aosta can provide.

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Mattias Fredriksson is a photographer, journalist, and editor-in-chief for Interstellar. For almost 30 years, Fredriksson has documented ski and mountain bike cultures globally. He is a veteran adventure photographer with over 500 cover shots to his name and impressive longevity in the outdoor space. Fredriksson continues to contribute to many publications and photographs global campaigns for commercial clients. He lives in Terrace, British Columbia.
Massimo Ferro
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