Why G-UP Exists.
"G-UP exists to forge “Hard Earned Memories” through tough, fully crewed trail challenges—using every trip we sell to gift life-changing adventures to those who need them most. Because real growth, unbreakable bonds, and the moments that truly matter are always earned on the other side of the challenge"
"I’m Gordon—a 47-year-old husband, father, granddad and a lifelong mountain enthusiast.
When I was young my life took a sudden turn and I found myself standing on my own, having to navigate the world and build my own life and family from the ground up.
The weight of those early years left an indelible mark on my character, revealing their true meaning only as time passed. Those experiences left a deep void, but it also lit a permanent fire inside me. It took me years to realize that the moments that truly define us—and the memories that survive a lifetime—don't happen in comfortable, routine days. They are forged when you step into the unknown, push through hardship, and accomplish something hard alongside the people you love.
For decades, the mountains have been my proving ground. I’ve been exploring these trails since I was a boy, and my passion has taken me thousands of miles across the world—from 100-mile ultra-marathons in the UK to the most demanding trails and remote landscapes across Europe, Asia, Oceania, and the Americas. Through every gruelling mile, making “Hard Earned Memories” along the way, I’ve realised that the true legacy of the trail is found in the unbreakable bonds forged with those by your side.
I’ve guided friends and family across the West Highland Way and technical European routes, and have spent years crewing ultra-runners through their darkest, most gruelling miles. I know exactly what it takes to keep someone moving when exhaustion sets in and the weather turns.
I built G-UP to give you the chance to step away from daily life and create “Hard Earned Memories” with your family and friends—without the burden of complex logistics.
We provide the crew, the mobile basecamp, trailside support, and certified wilderness safety expertise so you can focus entirely on the journey.
Even better? Every trip booked helps us fund gifted mountain adventures for individuals and families unable to access the magic of the mountains—giving them the chance to build “Hard Earned Memories” that can never be taken away.
You bring the grit. We handle the rest.
West Highland Way Race 2024
Ben Nevis Ultra 2022
Arc of Attrition 100 Mile 2026