This month we kick off a very special year: Midgard Adventure turns 15!
Fifteen years of hiking boots and river crossings, laughter and friendships, volcanoes and concerts. To celebrate, we sat down with the founders and owners of Midgard to hear some stories from the journey so far.
How did the idea for Midgard Adventure first come about?
Siggi: “The idea was born while I was backpacking in New Zealand… I met guides in Queenstown, which back then was known as the adventure capital of the world. I loved the idea that you could get paid to ‘entertain’ people in nature. When I started telling a guide about Iceland — the glaciers, valleys, volcanoes, rivers — he said, ‘so it’s just like here.’ And that’s when the vision formed in my head. I spent the next two months developing it and the next three years making it happen once I got back home.”
What was the first-ever tour you ran? Any funny memories?
Siggi: “My first trip was a freebie. People didn’t really trust a 23-year-old guide yet, so I offered free consulting at hotels to win them over. One American guest agreed to come to Þórsmörk with me — and actually two friends tagged along, so it ended up being a 3:1 guide ratio! We found a canyon where a hot river flowed under the lava from the Fimmvörðuháls eruption. After that trip, word spread quickly and the bookings started rolling in. One of my early guests, Jure, later helped me create the documentary “Crossing Iceland” and we even started working with BBC crews. It all started there.”
If you could give “2010-you” one piece of advice, what would it be?
Addi:“Change absolutely nothing! The hassle and hard work will pay off — maybe not always financially — but in the lifestyle of a mountain and nature enthusiast.”
What’s one thing you are most proud of when you look back?
Addi: “The happy faces of travellers and staff members, and all the friendships and memories we’ve made. It’s endless. That’s what makes it all so worth it.”
What has been the biggest change you’ve seen since the beginning?
Hildur: “The amount of people! We’ve built an amazing team over the years. And of course, opening Midgard Base Camp and the restaurantchanged everything. We wanted a place where guests and locals could connect after a day of adventures — and it has gone far beyond my expectations. It’s a place where people relax, unwind, create wonderful memories and feel at home.”
What’s something that has stayed exactly the same since day one?
Addi: “Our love for Iceland and our respect for nature. And after 20 years exploring the Highlands, I still find new places and new beauty in different light and weather. It’s absolutely insane.”
What’s one thing about Midgard that most people don’t know?
Björg:“Our office is in a storage room!”
If Midgard Adventure were a person, how would you describe its personality?
Stefan: “Super warm and friendly but also partly chaotic while calm on the surface. Young at heart, definitely in decent shape, loves and cares for nature and a good challenge outside the comfort zone. That Midgard person has a good taste in music, loves a party and deep talks about feelings, doesn’t mind bad weather but sees it as part of the adventure. Someone once called the Midgard vibe “laid-back professionalism” and I think that fits quite perfectly to us and that Midgard person.”
Midgard has always been a bit like a family. What does the Midgard family mean to you?
Hildur: “It’s a close-knit group of special people — warm, helpful, fun, adventurous, and open-minded. I would even spend Christmas with all of them (which says a lot, because I’m Christmas-crazy!). What’s beautiful is that it’s not just the old team welcoming the new ones anymore. The whole staff takes care of each other. That’s precious, and I don’t take it for granted.”
What does “adventure” mean to you today? Has it changed over the years?
Björg: “Today, adventure is simply coming to work. I’m incredibly lucky to spend my days surrounded by happy people — guests excited for a tour, and staff who are just great to be around. Early on, adventure meant changing my life path to work outdoors. Now, it’s the people that are the true adventure.”
What’s one thing that never fails to make you smile at Midgard Base Camp?
Stefan: “The staff — every single one is unique, funny, and kind. When we hire, we don’t just hire employees; we hire future friends (and I have even mentioned this in the interviews before). Experience can be learned, but being a good person can’t. And then of course, the guests – hearing how we helped create a memory they’ll never forget is incredibly touching and something I absolutely love about my “job”.”
What are your hopes or dreams for Midgard’s future?
Björg: “To keep doing what we do: staying honest in business, positive in relationships, and making a difference in people’s lives — staff and guests alike. Maybe one day open another Midgard… who knows? Ideas are welcome!”
Anything you’re especially excited about for the 15th birthday celebrations?
Hildur: “I can’t wait to see all my old colleagues at the party! And I’m excited about everything lined up this year — the yoga retreat in May, concerts with Bogomil Font and Stefán Hilmarsson, and more events in the making. This birthday gives us a reason to celebrate big! And not just for a day but for the months to come!
And so, the adventure continues…
This birthday isn’t just a celebration of the past — it’s a celebration of what’s still to come. Thanks to everyone who’s been part of the Midgard story so far. Here’s to another 15 years of fun, friendships, and unforgettable moments!
The Midgard Story
The story of Midgard began when 23-year-old Siggi Bjarni took a life-changing trip to Queenstown, New Zealand. While traveling, he recognized the potential of his own hometown Hvolsvöllur in a similarly beautiful and adventurous landscape. Once back home, he founded Midgard Adventure, just one day before the iconic Eyjafjallajökull eruption in 2010. Coincidence? We don’t think so!
The mission was simple: to share his love of the country and backyard he grew up exploring. Soon Siggi was joined by Addi, his cousin’s husband and Stefnir, a neighboring horse farmer. In 2013 Addi’s mother, Björg, wanted in on the adventure and joined as the CEO. And since there’s nothing quite like working 24/7 with your mother-in-law, Hildur, Addi’s wife, joined the family circle. Together the family designed trips, activities and tours, doing only the things they loved most, in this incredible area they are lucky enough to call home.
The building that is now Midgard Base Camp started its life as a cement factory and was built by Siggi’s father, Svenni, more than 50 years ago. After years of neglect, we bought the ruins of the factory to have a place where we could wash and repair our super jeeps and store our equipment. That evolved into the vision of Base Camp, having a place to host and hang out with our guests after tours.
At first, the banks did not share our vision, so we went at it alone – no loans, just a lot of love, hammers and nails. The dream really came to life when Stefan, Hildur’s Swiss friend from teenage times, joined in. Over a cheese fondue dinner, he decided to join, became a co-owner, moved to Hvolsvöllur, got a Midgard tattoo, and the rest, as they say, is history.
Family and friends came together in the construction of Midgard Base Camp – even today, most of the furniture is homemade! When we opened our doors in May 2017, more family members joined in. Kalle, Björg’s brother-in-law, visited, got happily stuck and joined the crew. His wife Harpa joined forces in our travel agency in 2022. That same year, Björg’s husband, Markús, made the big move from Reykjavík to the adventure capital or as we call it the “centre of the universe”: Hvolsvöllur.
Community is at the heart of Midgard. Many of us grew up here, while others fell in love with the area and joined this close-knit team – Midgard would not be the same without a Þórir, Gina, Raimonds, Tanya, Olga, Ruben, or a Jón Gisli (just to name a few). It’s the fantastic people that create the warm, welcoming Midgard vibe. And let’s not forget about Hekla and her granddaughter, Askja, the two black Labradors, who also “work” here, adding their own special charm.
You get the point, Midgard Base Camp has become an extension to our home. It’s a place to relax, swap adventure stories, eat great meals, experience incredible events, enjoy a beer and surround yourself with good people.
Today Midgard is run by Björg, Hildur, Stefan and Addi. Our roles may have evolved, but the values have stayed the same: Fun, Family, Flexibility and Sustainability. Every decision, big or small, is guided by these priorities. Looking ahead, we see Midgard’s vision as being a role model in everything we do, creating core memories, connecting people to nature and each other, because we care.
In short, Base Camp is our home, and we hope you’ll feel at home here too.
