A Warm Woolly Welcome to AE HQ – Meet Sal

We’re absolutely delighted to be expanding the team and to welcome the brilliant Sal Jefford to the flock as our very first Operations Manager here at AE HQ. From fine tuning trip safety and logistics to launching brand-new adventures and driving forward our sustainability goals, Sal’s role is key to delivering extraordinary travel experiences across the globe – all in a way that’s safe, seamless, meaningful, and fun. She’ll help ensure every journey creates real connections with the people we meet, the places we visit, and the planet we explore. Continuing to harness the mighty power of travel to unite.

Based not far from our Snowdonia/Eryri HQ, Sal’s already bringing bags of energy, heaps of know-how and attention to detail, and a massive love for all things endurance, outdoors, and operational excellence.

But don’t just take it from us – here’s a few words from Sal:

“Hi, I’m Sal, and I’m hugely excited to be joining Jim and Sue at Adventurous Ewe!

I’ve always believed adventure is one of the best ways to connect – to people, places, and your own potential. I’ve spent years in the outdoor pursuits and travel industries, working both on the ground and behind the scenes. I hold a degree in Adventure Tourism Management, plus professional qualifications in Health & Safety and Continuous Improvement. Most recently, I worked in Operational Quality for one of the world’s largest adventure travel companies, where I delivered system overhauls, rebuilt leader training tools from the ground up, and helped ensure every trip ran smoothly and responsibly. I even picked up a “Going the Extra Mile” award along the way – which feels right at home here at AE!

When I’m not deep in spreadsheets or safety management systems, you’ll likely find me training for my next triathlon or ultramarathon, running up a muddy hill with my two border collies, or swimming in open water (no matter the season!). Endurance sports have taught me so much about motivation, planning, and resilience – skills I bring into every part of this role and my own adventure travels.

My next challenge? It’s hard to pick just one; there are too many triathlon-related adventures on the horizon to list! But I’m equally excited to get stuck into my next big challenge with AE: helping to shape incredible, responsible, safe and life-affirming trips for you to experience and enjoy.”

What Sal Brings to the Flock

With Sal on board, we’re strengthening every step of your adventure journey – before you’ve even laced up your boots, sat in the saddle, strapped on the snowshoes or pulled on the swim cap. She’ll be:

Overseeing safety and risk management across our global trips
Ensuring smooth operations and high-quality delivery on every adventure
Supporting our sustainability goals and Travelife bi-annual recertification; to make sure our trips are as positive for the planet and people as they are for our adventurers
Launching brand-new adventures, from concept to departures
Providing expert participant support – making sure all your pre-departure info is spot on, sharing helpful training advice (she’s an endurance pro!), and keeping everything running smoothly behind the scenes thanks to her tech wizardry
And yes – you’ll sometimes find her out on the trail, cheering you on and supporting each of your footsteps!
Amidst it all, Sal is dedicated to a robust training programme in preparation for a beasty Ironman triathlon this October! Maximum respect Sal!

Just like Jim and Sue, Sal will be with you from your first enquiry through to your return home – helping make your Adventurous Ewe experience not only seamless, but personal, memorable, and meaningful every step of the way.

Why it Matters

We’re a small but mighty team here at Adventurous Ewe, and every new team member has a real impact. Sal’s blend of operational brilliance, outdoor passion, and people-first attitude fits right in with our mission: to create epic, responsible adventures that leave a lasting positive impact – on both you and the world around you.

Welcome to the flock, Sal!