So, it’s been an incredible journey to date with the best yet to come…….

Recognising the growing mainstream hunger for action and adventure sports, and with a massive personal passion for the sports, EXTREME was originally founded by Alistair Gosling and Tom Hutton in the mid-1990s to create and distribute content, manage and represent the new generation of athletes and events that were fast gaining popularity globally.


Seeing a gap in the market, The Extreme Sports Channel was the natural next step and after eighteen months of raising investment and preparation the channel launched from Amsterdam on the 1st of May 1999 with backing from UPC and Liberty Media. With its unique blend of 24/7 content and attitude, EXTREME experienced explosive growth and quickly became the #1 action and adventure sport media brand for many millions of fans in over 60 countries worldwide.


In 2009, seeing consumer behaviour rapidly moving online and the change to digital coming Alistair and EXTREME International acquired the EXTREME brand and pivoted away from mainstream media and a new long-term strategy and plan was implemented. Today EXTREME operates and thrives across four key sectors: media and marketing, destination development, events and activations and is underpinned by four key pillars: brand, community, sustainability, and technology. The business is still lead by its founder Alistair Gosling, is driven by the incredible team around him and is backed by Kleinwort Hambros and SocGen Banks.

Check out the EXTREME journey and where action and adventure sports are headed in this great interview with Alistair by RAD Season.