Mountain medicine: How Matt Irvin and Adventourage are powering Utah’s outdoor experience

Photo: Neighbors of the Wasatch Back // Deb Dekoff.

Imagine your perfect day outside. It starts when you get picked up at your doorstep, helmet in hand. First up: an e-mountain-bike ride with a guide who takes you through Wasatch Mountain State Park’s trails, which most people have never even seen. After lunch, you zoom through the forest on a utility terrain vehicle (UTV), exploring unknown parts of the Uinta Mountains. Snacks? Yes, please. You finish it all rafting the Provo River. Nightcap and sunset. Check. And if you still can’t get enough, you may meet for dinner at the Back 40.

“Dining is the best kind of adventure, and sharing a meal together after a day of adventures is very bonding,” says Matt Irvin, founder and owner of Adventourage, a premier outdoor-adventure company.

Your dream day is a typical day for Matt and his team. “We have exclusive permitting in the Uinta-Wasatch-Cache National Forest and Utah state parks,” he says. “Which means we have access to more than 3 million acres of rideable terrain.” Adventourage offers unforgettable experiences such as backcountry snowmobile tours, offroad UTV rides, and guided wilderness adventures. Its staff specializes in taking guests to places that few others can.

“We ignite the flame to be an adventurer,” notes Matt. “We curate private experiences based on skill level, from families to corporate events and everything in between.” It’s a true concierge service: door-to-door shuttles, professional guides, and access to exclusive terrain. “We’re more than just a guide company,” Matt asserts. “We’re a lifestyle brand.” 

Adventourage also offers unique clothing and specialized equipment. Youth riders start as young as eight, and many clients return year after year. “We build real relationships,” says Matt. “We watch these kids grow up. At this point, it’s become a family of adventure enthusiasts.” He’s always been the outdoorsy type, so it’s no surprise he’s turned his passion for nature into a career.

Matt hails from El Paso, Texas, and spent years exploring the rugged landscapes of Santa Teresa, New Mexico, as a Boy Scout. “I’m a desert guy,” he admits. He moved to Sandy in 2013, then to St. George to help his father build an alternative-energy and hydrogen-technology machine shop. The business expanded north, eventually bringing Matt and his wife, Chaoyu, along with their three sons, to Heber—and ultimately Midway, where they’ve lived for the past 11 years.

The couple met on a blind date at a concert in Colorado and have been together ever since. In a twist of symmetry, they launched their respective businesses on the same day. Chaoyu is a board-certified physician associate and the founder of Peak Concierge Medicine.

They’ve put roots down in Midway. “We love the access to nature here,” Matt shares. “There’s a nostalgic, small-town feel where neighbors help each other, and there’s a real sense of community.” That sense of community is something Matt has worked hard to give back to. Adventourage opened in 2020 and has been delivering unforgettable experiences ever since—from backcountry skiing and snowboarding to electric mountain biking, rafting, and year-round guided adventures. But for Matt, the mission goes far beyond recreation and adrenaline rushes.

“Access is everything,” he says. “If we want people to experience these places, we have to take care of them first.” That mindset has made Adventourage one of the most active private contributors to trail development, maintenance, and winter access in the region.

Through a Governor’s Office of Economic Opportunity (GOEO) grant, Matt and his team, alongside volunteers from the Wasatch Trails Foundation, rehabilitated more than 11 miles of trail, including Dutchman’s Way and Dutch Canyon Road in Wasatch Mountain State Park. And when the grant ended, the work didn’t. “We didn’t just finish the project and walk away,” says Matt. “We’ve continued maintaining and improving those trails because that’s our backyard.”

In the winter, Adventourage plays a critical role in snow grooming across the Uinta-Wasatch-Cache National Forest, often covering terrain from Lake Creek to Mill Hollow and at times extending toward Strawberry Reservoir. “We’re out there making sure people can access these areas safely,” he says. “A lot of these zones wouldn’t be usable in the winter without grooming.”

What most people don’t see is what it takes to make that happen. Snow grooming is a major operational expense: equipment, fuel, labor, and constant maintenance. Much of that burden is carried directly by Adventourage. “It’s not small,” he notes. “But if we want access, we have to invest in it. This is about showing up for the community.” Much of that work is done in coordination with the U.S. Forest Service and local partners, and often goes well beyond what’s required.

Education is another cornerstone of that effort. Adventourage actively promotes responsible recreation through its role as a Tread Lightly! partner and course leader—setting the standard for how to ride, explore, and protect public lands responsibly. “We want people to have an incredible time out there, but we also want them to respect it,” says Matt. “If we don’t take care of these places, we lose them.”

That balance between access, safety, and preservation is reflected in the team itself. “I have a core team of in-house guides and professional riders,” he continues. “We’re trained in everything from mechanical repair to wilderness medicine. We take that responsibility seriously.”

Matt has been a professional guide for more than 14 years and still finds inspiration in the transformation he sees in his clients. “I love watching people step into something they’ve never done before and realize what they’re capable of,” he shares. “Especially with kids; it changes them.”

In a world dominated by screens and constant noise, those moments matter. “We call it mountain medicine,” Matt says. “Put the phone away. Breathe. Take it in.” Many people want to get outside but don’t know where to start. Adventourage meets them where they are. “Not everyone is in peak shape, so we have e-bikes. We bring the gear. We remove the barriers.”

Adventourage recently secured a Priority Use permit with the U.S. Forest Service and is developing new safety products for side-by-side vehicles. “We’re building for the long haul,” he adds.

And while Matt spends his days helping others find adventure, his greatest one has been at home. As the father of three young boys, he’s intentional about balancing work and family. “Chaoyu and I plan everything around being present for our kids,” he says. “Especially in the mornings.” But for Matt, being a dad isn’t separate from what he does—it’s woven into it. “My kids are growing up in it. We’re out there together training, learning, and building real skills.”

The two older boys are already wilderness response–trained and actively participate in avalanche-scenario training alongside Matt, learning how to assess terrain, manage risk, and respond in real-world situations. They’re also developing mechanical skills, guiding awareness, and backcountry-survival techniques. In essence, they’re growing up with a hands-on understanding of the environments their father works in every day. “It’s not just about adventure,” says Matt. “It’s about responsibility. Knowing how to take care of yourself, your team, and the people around you.” The youngest, still just getting started, is already along for the ride. “We’re bringing him up the same way. It’s just part of our life.”

The family works together. Matt and Chaoyu juggle their own businesses, and the older boys pitch in and help with the youngest. “My team has been huge in helping me find that balance,” he says. “We’ve gone through the fire to get here.”

When Matt does find downtime, you’ll find him outside with his family. “I love the quiet—fishing with my boys, just being out there,” he shares. He’s also a musician, and he relishes time spent composing music, playing guitar, and performing as a classically trained upright-bass player.

If you’re outside on a beautiful trail in Wasatch County, there’s a good chance that Matt Irvin had something to do with it. And that’s exactly how he likes it—sharing the experience, building the access, and giving back to the place he calls home.