Recognising the growing mainstream hunger for action sports, EXTREME was founded by Alistair Gosling and Tom Hutton in the mid-1990s to distribute content, manage, and represent the new generation of action and adventure sports athletes and events.
Seeing a gap in the market, The Extreme Sports Channel was the natural next step and was launched in partnership with Liberty Media, in May 1999. With its unique blend of 24/7 content and attitude, EXTREME quickly became the #1 action sport media brand for millions of fans in over 50 million homes and across 60 countries.
In 2009, seeing the consumer behaviour moving rapidly online, Alistair and EXTREME International acquired the EXTREME brand and shifted focus away from mainstream TV.
Today backed by Kleinwort Hambros and SocGen Banks, EXTREME operates and thrives across destination development, media and marketing services, events and licensing.