Richard Branson, Strive Iceland and the Laugavegur Trail
Richard Branson’s recent Iceland adventure was not a whistle-stop celebrity visit. With the Strive Collective, he travelled into the country’s central highlands, cycling remote gravel tracks in Fjallabak Nature Reserve and trekking the Laugavegur Trail through rhyolite mountains, black sands, glacial rivers and geothermal steam.
For travellers, the story is a reminder of what makes this part of Iceland so extraordinary: Fjallabak and Laugavegur are a true wilderness journey, rewarding preparation, respect for weather and a willingness to slow down.
A Strive journey in Iceland
The 2026 Strive Iceland programme brought together adventure, challenge and community. Richard Branson described Strive as a chance to step away from the daily diary and share an experience that takes people outside their comfort zones. The collective, founded by Sam Branson, Noah Devereux and Richard Branson, brings people together around physical challenge, meaningful connection and positive impact.
In Iceland, the itinerary combined gravel cycling through Fjallabak, the classic Laugavegur hike, a visit inside Þríhnúkagígur lava chamber and snorkelling in Silfra. Yet the highland section gives the journey its identity. Richard travelled with his son Sam, and the group also spent an evening with Iceland’s President, Halla Tómasdóttir.
Fjallabak Nature Reserve: Iceland at its most elemental
Fjallabak Nature Reserve lies in Iceland’s interior, beyond the reach of ordinary paved-road travel. Its name means “the back of the mountains”, fitting for a region of high passes, lava fields, geothermal valleys, braided rivers and colourful peaks.
The best-known gateway is Landmannalaugar, famous for natural hot springs and mountains made from rhyolite. Minerals in the rock give the slopes shades of orange, red, gold, green and blue-grey. In changing light, the same mountain can look entirely different from one hour to the next.
Travelling through Fjallabak by bike or on foot changes the scale completely. Gravel tracks stretch between mountains; the wind has room to build; and there are long periods without buildings, services or reliable signal. That remoteness is part of the experience—and the reason visitors need to treat it seriously.
- Volcanic terrain: lava, ash, obsidian and black sand.
- Geothermal energy: steam vents, hot springs and warm-coloured hills.
- Highland weather: sunshine, wind, fog and rain can all arrive on the same day.
- No shortcuts: roads are seasonal, rivers can be impassable and distances are greater than they appear.
The Laugavegur Trail: the route behind the journey
The Laugavegur Trail is Iceland’s best-known multi-day hike. The classic route runs roughly 55 km from Landmannalaugar to Þórsmörk and usually takes four days, although some walkers continue over Fimmvörðuháls to Skógar.
Near Landmannalaugar, hikers begin among warm springs and vividly coloured mountains. Further south, the route crosses black-sand plains, snow patches and lava fields, then moves through green valleys and alongside glacial rivers. By Þórsmörk, birch woodland and glacier-framed valleys make it feel like another country.
A classic four-day route
- Landmannalaugar to Hrafntinnusker: geothermal hills and exposed high ground.
- Hrafntinnusker to Álftavatn: lakes, green slopes and broad valley views.
- Álftavatn to Emstrur/Botnar: black sand, river crossings and open space.
- Emstrur to Þórsmörk: greener terrain, deep canyons and a spectacular valley finish.
Plan carefully for a better highland experience
The Laugavegur is achievable for many reasonably fit visitors, but it is not a city walk. There are no shops along the route, weather can change quickly and hikers may need to ford cold rivers. Book huts or a supported trek well in advance; check SafeTravel, forecasts and road conditions; carry waterproof layers, warm insulation, sturdy boots and navigation essentials; and never cross a river when conditions are unclear.
Stay on marked trails and leave fragile moss, volcanic ground and hot-spring areas undisturbed. A guided trek is an excellent choice for visitors who want the full route without taking on every logistical decision alone.
See the same landscapes your way
For a full-day highland adventure, our Laugavegur and Fjallabak Super Jeep Tour takes you through volcanic valleys, colourful mountains and highland roads, with time to experience the landscapes that make this part of Iceland so remarkable.
For a more exclusive private option, the Private Landmannalaugar Highlands Tour is a 13-hour 4x4 journey with a driver-guide, flexible stops and a route through Háifoss, Sigöldugljúfur, Ljótipollur and Landmannalaugar.
The highlands ask for effort, but the reward is more than the view: shared memories, a conversation in a mountain hut and the perspective that comes from a landscape much larger than everyday life. You may not follow Richard Branson’s exact itinerary, but Fjallabak and the Laugavegur Trail offer the same essential experience—wild country, meaningful challenge and an Iceland that feels genuinely far away.