In 2021 I went on a journey into understanding my roots and my family's history led me to discover that our lineage traces back roughly 1,500 years to a juniper forested area in the Aseer Mountains. That journey led me to spend five years building the Trans عسير Mountain Range, TAMR: Saudi Arabia's first and most demanding bikepacking route, spanning over 1,700 km through some of the most dramatic terrain in the Peninsula.
عَسير
Shrouded in mist and mystery, the Aseer Mountains rise from Saudi Arabia’s southwestern edge, their jagged peaks defying the desert’s grip. The Arabic word “Aseer” meaning “difficult” or “harsh” is an accurate description as these mountains have long been a fortress against time, their rugged terrain, shaping the resilience of those who call them home. For centuries, the Aseeri people have thrived here, their traditions etched into the land through ancient poetry, terraced farmlands and the vibrant Al-Qatt Al-Asiri art that adorns their homes.
“Aseer”
At the heart of it all lies Jabal Sawda, the kingdom’s highest peak, standing watch over ancient villages and terraced farms where coffee trees and honeybees flourish. The air is cool, a stark contrast to the scorching lowlands, and the forests hum with life, baboons in the trees, eagles riding the thermals, whispers of the elusive Arabian leopard. Once a crossroads of trade and migration, Aseer remains both a refuge and a challenge, step into its mist, and you may find yourself lost, not in direction, but in wonder.
What Sets Us Apart
People-First Approach
Everything we do is built around understanding your needs and helping you succeed—because when you thrive, so do we.
Long-Term Relationships
We’re not just here for the now. We love creating lasting relationships with our clients and growing with them over time.
Proven Process, Flexible Execution
We bring structure where it counts and adaptability where it matters. Our methods are clear, but always responsive.