National Forest e-Bike Holidays - Local Experiences Are The New Luxury 

Explore the National Forest in the most eco-friendly way possible... on your bike! 

Inspired by their experiences of holidays in Germany, Sue and Alan Jerham recognised the growing interest in e-bikes in the UK and set up National Forest E-Bike Holidays, offering self-guided walking and biking experiences in and around North West Leicestershire. 

These gentle adventures blend sustainability with distinctive, local experiences and a commitment to supporting the local economy – a winning combination that resonates with customers and has already earned national recognition. 

Their self-guided routes are tailored to suit guests’ interests and incorporate suggestions for local businesses, like cafes and restaurants recommended as stopping off points along the way. Itineraries are routed past independent gift and craft shops, with a pick-up service offered for any purchases that guests can’t cycle off with. There is a focus on comfortable, characterful accommodation in small B&Bs, pubs and hotels, plus locally-run activities such as forest bathing, kayaking, wood crafts and time in a family-owned spa.  

This focus on the support of and for the local business community creates a virtuous circle, meaning that suppliers are always keen to collaborate in creating bespoke experiences for their guests and can provide help and assistance when needed. – with two nights in some locations to maximise the time for these experiences.  

Sue and Alan also take the time to let guests know of local events that they might find interesting or fun, from pub quizzes to music nights. This gives visitors a chance to feel part of the local community during their stay. The company also donates £10 from every booking to support further development and maintenance of the woodland in the National Forest. 

Their efforts have also gained well-deserved recognition: the business proudly holds a Gold award for Green Tourism and was the Silver Winner for Ethical, Responsible, and Sustainable Tourism in the national Visit England Awards for Excellence 2023.  

Building sustainability into the business, and rooting operations firmly within the local community, has paid dividends for Sue and Alan. The business attracts visitors who respect the area’s special qualities, care about the environment, travel lightly by bike, foot or public transport and spend money locally.  

All of this has proved a winning formula and played a massive role in contributing to the growing success of the business since it was established.

Sue Jerham - Co-Owner

National Forest E-bike Holidays top sustainability tips 

• Think about business sustainability: The importance of guests’ money staying local cannot be overstated. Sustainability is often about the survival of local businesses and showcasing them is the option that benefits local producers most.  
• Use local to add character to your offering: One of the most effective ways to encourage a higher local ‘footprint’ is by building it in. For example, a menu that is entirely seasonal and locally sourced can help you stand out among your competitors.  
• Present local as the ‘not to be missed’: Visitors are motivated by the immediate desire to experience and enjoy, so they’re more likely to choose something presented as irresistible or unmissable – such as the above example of a delicious description of a seasonal local meal. 
• Make local easy to spot: Your guests might be eager to try the local options, but they might not be able to recognise them when presented with the choice. Using a simple signpost (e.g. a simple logo or sign) that identifies the local option can make a big difference. For example, a morning buffet could use name cards for breakfast items to mark the food and drink items that are locally sourced – making that a factor at the point of guests’ decision.