Take Your Guiding & Coaching Further with Deviate Cycles

Join our global Guide & Coach Programme — designed to support passionate professionals like you with exclusive benefits, collaborations, and bikes built for the toughest trails.

  • Whether you opt for the versatile do it all Highlander II or trail crushing Claymore, we will provide exclusive discounts on frames and full builds to help get you started.

    This can be for specific individuals or for a wider fleet (for your team and/or your customer hire fleet).

  • We will offer exposure with social media and networking opportunities to all of our guides and coaches.

    You will also gain exposure on our Guide & Coach Finder page.

  • Each guide and coach will receive perks to offer to your own customer-base, giving them another reason to work with you!

Deviate Cycles

Born from guiding

Ben Jones and Chris Deverson founded Deviate Cycles after years working as mountain bike guides in the Alps and Cairngorms.

Experiencing frequent bike failures, they combined Chris’s engineering expertise with their guiding insights to inform the designs we have in our lineup today.

“With this Programme, we wanted to find ways to support those helping riders progress and explore, whilst also providing bikes built to handle the sheer distance and varied conditions they face.”
- Chris Deverson, Deviate Co-Owner and Lead Engineer

BUILDING A COMMUNITY

Our Guide & Coach Programme goes beyond just discounts. It’s about supporting a passionate network of mountain bike guides and coaches who in turn are shaping the wider MTB community. By empowering those who inspire, teach, and lead, we’re helping to grow a stronger, more connected riding community.

An example of collaboration opportunities is this episode of the Scottish Routes series, where Deviate Guide Emily Greaves takes us on a unique morning adventure in Comrie, Scotland.

Her Rise & Grind initiative unites riders, runners, and hikers for a 7:30 AM climb up Standing Stone Hill, fostering connections and a shared love for the outdoors. Emily’s story embodies the Deviate Guide & Coach Programme, supporting those who create meaningful MTB experiences.

The impact has stretched beyond Comrie, with the film showcased at events like the Fort William Mountain Festival, inspiring more riders to engage with their communities.

By joining the Deviate Guide & Coach Programme, guides like Emily gain industry support, exposure, and bikes built for the toughest conditions.

Emily Greaves

“Collaborating with Deviate Cycles has been a massive boost for my work as a guide and coach at Comrie Croft. From using the Highlander II as my go-to bike for guiding and coaching, to teaming up at the Dirt Divas festival and creating the first Scottish Routes film, it's been great from day one. The Highlander II is literally the perfect bike for me—built to handle the demands of repeated days on the trails, no matter the conditions. This capable machine tackles everything Scotland throws at it, from our gnarly trails to big mountain days. Its reliability means I can focus on what I love: guiding and coaching—without worrying about my bike.”

— Emily Greaves, Comrie Croft Bikes

louise haggarty

“What can I say? Deviate have designed the perfect bike for guiding and coaching with the Highlander II. No matter what I’m riding, this bike matches my energy (and I’ve been compared to the Duracell bunny more than once!). It feels just as alive when I’m coaching beginners on flow trails as it does when I’m guiding in the most rugged parts of Scotland. I’ve never ridden a bike this versatile.
Having the support of Deviate means not only getting the opportunity to showcase Scotland in the Scottish Routes film - highlighting Torridon, one of my most favourite places to ride - it also means getting to work with real people, who are in it for their love of riding and adventure and creating a community around this. It just ticks all the boxes for me!”

— Louise Haggarty, Head In The Sky MTB Coaching & Guiding

Key Benefits

Our Guide and Coach Programme offers more than just industry discounts. Successful applicants gain access to:

  • Collaboration Opportunities – For example, video projects with Deviate ambassadors, dig and demo days and social collaborations.

  • Visibility & Exposure – Get featured on the Guides & Coaches Affiliated Map, connecting you with new clients.

  • Community Events & Initiatives – The chance to take part in new initiatives created either by Deviate or in collaboration with you.

  • Support Packages – Tailored perks for your own clients and customers.

All this as well as industry discounts which can be for specific individuals or for a wider fleet (for your team and/or your customer hire fleet).

We will share more detail of these benefits to all successful applicants.

Apply Now

Please note, you will be required to share further details including guide/coach certifications after this initial stage, in order to be successful in your application.