Rim Tours was founded in the late 1980s by Matt Hebberd and Kirstin Peterson, who arrived in Moab when mountain biking was barely more than an idea — and over 35 years helped transform a former mining town into a world-renowned mountain biking mecca. In 2023, long-time Rim Tours guide Reid Bakken and his brother Eric purchased the company, continuing the legacy that Matt and KP built while bringing fresh energy and entrepreneurial vision to the next chapter. This is the story of how Rim Tours came to be and where it’s headed.
The Pioneers: Matt and KP
When Matt Hebberd and Kirstin Peterson arrived in Moab in the late 1980s, the town’s economy was still recovering from the bust of the uranium mining industry. Mountain biking was an emerging sport, and Moab’s potential as a riding destination was just beginning to be recognized. Matt and KP saw something in the red rock landscape that others hadn’t fully grasped — and they set out to share it with the world.
They weren’t alone. A small gang of boot-strapping entrepreneurs were converging on Moab at the same time, each bringing different skills and vision. Together, this group transformed Moab from a quiet desert town into the mountain biking capital it is today — a destination known to riders worldwide.
Building the Overland Mountain Bike Tour
Rim Tours’ breakthrough innovation was the “overland” mountain bike tour — a multi-day, camping-based expedition modeled after the overnight raft trips that had long been successful in Moab’s river corridors. The concept was simple but groundbreaking: take riders deep into the backcountry for days at a time, with a fleet of specially outfitted 4x4 trucks providing support, carrying gear, and enabling a level of backcountry comfort that made multi-day desert riding accessible to a much wider audience.
This format — which Rim Tours pioneered and perfected over three decades — became the model for tours like the White Rim 4-Day, The Maze 5-Day, and numerous other multi-day expeditions that remain the core of our business today.
The Team Behind the Success
Matt Hebberd, who was inducted into the mountain biking hall of fame, managed a growing fleet of bikes and vehicles while bringing infectious enthusiasm to every ride. He rode every day, always bringing the stoke. Kirstin Peterson was the business strategist, skillfully navigating the company through three decades of growth, economic cycles, and the evolving outdoor tourism industry.
Together, they built something rare in the outdoor industry: a company with genuine longevity and a culture that attracted and retained exceptional people. Many Rim Tours employees have made careers in Moab while working with the company for a decade or more. The guide team’s depth of experience — some with 10, 15, even 20+ years of guiding in Moab — is a direct reflection of the work environment Matt and KP cultivated.
The Transition: A New Generation
The stars aligned in 2022 when Reid Bakken — a long-time Rim Tours guide, enthusiastic builder, entrepreneur, and dedicated singletrack explorer — along with his oldest brother Eric, offered to buy the company. Eric and his wife Eva own Village Roaster, a successful coffee shop, and bring small business expertise to the operation. Reid brings a deep love of the trails, a hands-on approach to every aspect of the business, and a vision for Rim Tours’ future.
It took a few years to work out the details and transfer the numerous commercial permits that enable Rim Tours to operate on public lands. In late 2023, the deal was signed, and the company officially transitioned to new ownership.
What Stays the Same
The core of Rim Tours — what makes it special — isn’t changing:
- Classic desert experiences like the White Rim Trail and The Maze
- High-alpine summer adventures on the Colorado Trail and the Bryce to Zion route
- Daily guided rides in Moab for every skill level
- Expert guides who know every rock, view, and story on the trail
- Backcountry gourmet meals on multi-day tours
- The highest quality bikes available for rental
Don’t be surprised if you catch Reid answering the phone between welding projects or filling in for guides on your tour. That hands-on approach is part of the new Rim Tours DNA — and very much in the spirit of how Matt and KP built the company in the first place.
Thank You, Matt and KP
Thank you for everything you built at Rim Tours. For 35+ years of guiding, cooking, wrenching, driving, and sharing the desert with thousands of riders from around the world. For creating a company culture that attracts the best guides in the business. For proving that a passion project born in a small desert town can become a world-class operation.
Look for two glowing retirees out on the trails, enjoying their well-earned free time.
— Reid and the Rim Tours Team
Frequently Asked Questions
When was Rim Tours founded?
Rim Tours was founded in the late 1980s by Matt Hebberd and Kirstin Peterson, making it one of the oldest continuously operating mountain bike tour companies in the United States. The company has been guiding riders in Moab for over 35 years.
Who owns Rim Tours now?
Rim Tours is owned by Eric and Eva Bakken and Reid Bakken. Reid is a long-time Rim Tours guide, and Eric and Eva bring small business expertise from their ownership of Village Roaster coffee shop. The transition was completed in late 2023.
Has the Rim Tours experience changed under new ownership?
The core experience remains the same — the same classic tours, the same expert guides, the same backcountry gourmet meals, and the same commitment to quality that Matt and KP established over 35 years. The new owners are building on that foundation while bringing fresh energy and ideas.
What makes Rim Tours different from other Moab tour companies?
Over 35 years of operating history, one of the most experienced guide teams in the business, pioneering the overland multi-day mountain bike tour format, and a company culture that has retained top guides for a decade or more. Few outdoor tour companies anywhere can match Rim Tours’ combination of longevity, expertise, and guide quality.