Building Careers Through Open Roads
We started with a simple belief — that the freedom of motorcycle travel and the expertise of automotive tourism could create meaningful career paths for people who live for the journey.
Where We Came From
Back in 2019, a few of us were sitting around after a long ride through the Blue Ridge Mountains. We'd spent years in the automotive tourism industry — leading tours, mapping routes, working with hospitality partners. And we kept running into the same problem.
Talented people wanted to break into this field but had no clear path. Tour companies needed skilled guides but couldn't find them. The gap was obvious. So we decided to do something about it.
We weren't educators by trade. But we knew the work inside and out — from route planning and safety protocols to customer service and seasonal logistics. We figured if we could share what we'd learned over the years, maybe others could skip some of the trial and error we went through.
How Things Developed
We didn't plan to become a full-fledged training organization. It happened gradually as demand grew and we realized people needed more structure.
Initial Workshops
Started with weekend sessions in Martinsville. Six people showed up to the first one. We covered basic route mapping and group ride dynamics — mostly stuff we'd picked up on the job.
Curriculum Expansion
Added modules on customer relations, seasonal work planning, and maintenance basics. Partnered with local shops and tour operators to offer hands-on experience. Around this time we moved online for some content.
Industry Recognition
Several regional tour companies started referring candidates to us for pre-employment training. That validation meant a lot — it showed we were actually filling a real need in the market.
Ongoing Development
We're constantly updating our approach based on what participants tell us and what the industry needs. This year we added a focus on technical requirements for different vehicle types and terrain conditions.
Who's Actually Doing This Work
We're not a big operation. Just a small group of people who spent years on the road and wanted to help others get started. Here's who you'll probably interact with if you work with us.
Soren Blackwell
Spent twelve years leading multi-day motorcycle tours across the Southeast. Now focuses on teaching route planning and weather assessment. Still rides more than he probably should.
Petra Lindstrom
Former emergency responder who transitioned into automotive tourism. Handles all our safety protocols and group management training. Known for being thorough without being preachy.
What Guides Our Thinking
We don't follow any formal educational philosophy. These are just principles that make sense to us based on what we've seen work in practice.
Experience First
You can't learn this work from a textbook. We prioritize actual road time, real scenarios, and hands-on problem solving over theoretical discussions.
Honest Expectations
This field has seasonal ups and downs, physical demands, and some unglamorous moments. We talk about that openly so people know what they're getting into.
Industry Connection
We maintain relationships with tour operators, rental companies, and hospitality partners. That network helps participants understand the broader landscape and potential opportunities.
What We Actually Care About
Safety Without Paranoia
Motorcycles and open roads come with inherent risks. We teach practical risk management and safety awareness without making people afraid to ride. It's about informed confidence.
Respect for the Craft
Leading tours well requires skill — reading weather, managing group dynamics, handling mechanical issues, keeping people engaged. We take that seriously and expect participants to do the same.
Realistic Career Prep
Not everyone who completes our program will end up in automotive tourism full-time. That's fine. We aim to give people the skills and knowledge to make informed decisions about whether this path fits their life.
Ready to See If This Is Your Path?
We're running information sessions throughout 2025 and have training cohorts starting in early 2026. Come talk with us about what the work actually involves and whether it matches what you're looking for.