Niro Sharon picks the hotels, chooses the roads, books the restaurants.

Pure Adrenalin started where most luxury tour operators end. Most begin with a brochure. This started with a question I asked myself in 2018 — "what would I want from a driving tour in Europe that I can't currently buy?" — and the realisation that the answer wasn't a feature on a competitor's page.

The answer was about the operator. Not the cars, not the hotels, not the routes — those exist everywhere. The answer was: someone who has personally driven the road, eaten in the restaurant, slept in the hotel, this season, and the season before that, and the one before that. Someone who picks up the phone when the chef at Castel Fragsburg wants to know how many people prefer the lamb. Someone who knows that the Stelvio is empty at 6am on the second Tuesday of September because the cycling sportive switches over that week.

That's the product. The cars are the centrepiece. The hotels are the backbone. But the value — the reason you spend €25,000 with us instead of €5,000 on a self-drive rental — is the operator.

Why I do it myself

I get asked this a lot, especially as we've grown. The honest answer is that running these trips is the part of the job I love. The morning before a Stelvio drive. The conversation at dinner on day five when a guest finally relaxes. The look on someone's face when they understand, for the first time, why a 911 GT3 is a transcendent car instead of just a fast one. I am not going to outsource those things to a tour manager who learned the route from a binder.

The economic constraint is that this means we run fewer departures than a tour company that books two trips a week. The trade-off is fine. I'd rather run 12 weeks of perfect tours a year than 40 weeks of decent ones.

What I'm trying to build

Pure Adrenalin sits inside a broader idea — DRV.club — which is the network and platform for serious drivers globally. Pure Adrenalin is the most concentrated, most curated thing we offer: a week with me, a Porsche, and ten other drivers who'd rather spend a week on the Stelvio than anywhere else.

If that sounds like you, email me. I read everything that comes in. The shortest path from your inbox to a Porsche on the Stelvio is a paragraph that tells me what you've been thinking about.

— Niro