As CEO of the Adventure Racing World Series (AR World Series), Heidi Muller has expanded this global series of Adventure Racing events by building relationships, sharing her knowledge and experience, mentoring race directors, and infusing her commitment to the sport into every interaction. With more than 25 years in sport and business, navigating the way forward for the global AR World Series brand is a new era for this visionary businesswoman.
Heidi’s start in sport began with track (SA Hurdles champion) and netball. But it was her work in modelling and the winning of pageant titles, that led to Heidi competing in the Miss South Africa pageant. As the Runner-up, Heidi’s world opened wide, and her life became immersed in fashion, beauty, modelling, and world travel. She started her first company in the business of coordinating and producing events and shows.
Although Heidi studied Business Management, she comes from an entrepreneurial home. Her parents led by example by carving their own route to build businesses. Heidi and her two brothers inherited their spirit of innovation and creativity, and the fortitude to work hard, strive for excellence and to pursue their dreams.
Athletic and fit, Heidi was introduced to the sport of Adventure Racing by her then-boyfriend, now husband, Stephan Muller. For 10 years, she raced competitively in South Africa and at international expedition-length adventure races.
Heidi’s love of Adventure Racing turned into a full-time job when the concept of Expedition Africa was conceived. For 15 years, she has been whole-heartedly invested in growing the sport in South Africa by organising multiple events of varying distances each year, in addition to the annual, expedition-length Expedition Africa. This multi-day, international race has been held in different countries including South Africa, Eswatini (Swaziland), Lesotho, Rodrigues Island and India.
In October 2023, Heidi welcomed the Adventure Racing World Championship to South Africa when the 11th edition of Expedition Africa proudly hosted over 100 four-person teams from 32 nations. In 2024 this multi-day event was held in Namibia, the country of Heidi's birth, after which ownership of Expedition Africa was passed to new owners. Heidi and family have now moved to a new life in Australia and Heidi devotes her time and energy to growing the ARWS.
Philanthropy is important to Heidi. Her events contribute to the communities through which they pass, whether she commissions local artisans to create event trophies and memorabilia, incorporates cultural sites and projects in the race, utilises communities or donates to schools.
As CEO of a global company, Heidi balances her responsibilities to AR World Series, multinational meetings across time zones, and directing her adventure races with being a mother of three; two of her children are still in primary school. Her husband Stephan shares her passion for Adventure Racing. He is the Course Director of the events that they organise. She appreciates his support as she steers the global company and brand of AR World Series forward.
Heidi’s superpower is the ability to bring people together, to harness their skills, and to unite their efforts to create a masterpiece. She does this for her own adventure racing events as well as those that she mentors and consults. Heidi also encourages and empowers women to take up leadership roles in Adventure Racing.
Heidi enthuses an energy and deep knowledge for the complex sport of Adventure Racing. Her ambitious drive together with her experience in business, and as a competitor and Race Director establishes her pedigree and sets her apart as a woman leading the way with the global Adventure Racing World Series brand under her stewardship. The coming years will see her focus on growing and developing the sport into new countries and developing youth participation and competition.
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World Series CEO Heidi Muller Talks about Life, Family and Adventure Racing - Endurance Sportswire
Heidi Muller Leads a Buy Out to take the ARWS into a New Era
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The Adventure Racing World Series (ARWS) has officially unveiled its Hall of Fame Class of 2026, recognising 34 inductees representing 12 nations who have shaped the sport across decades of expedition racing.
On the eighth day of non-stop racing at the Adventure Racing World Championship the majority of the teams are still making their way to the finish line; a goal they have been striving for, day and night, as they cross Corsica’s mountains and paddle around the island’s coastline.
That historic moment was not just the end of one of the toughest Adventure Racing World Championships ever, and a magnificent sporting achievement, but also the culmination of a two decade long quest to win the world title.
The top 3 teams have broken away, and it looks like they will fill the podium places, but the race is so close any of them could still win the world title.
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Parts of the course were affected by a storm front which swept onto the West coast of the island, bringing the risk of thunder storms, higher winds, cooler temperatures and rain.
On day 4 of ‘ARWC2026 - Corsica is Magic’, the race had a clear front-runner for the first time as Team Luberon MUC broke away from the lead pack.
By day 3 of ‘ARWC2026 - Corsica is Magic’ every team taking part knew they were in an Adventure Racing World Championship that would take all of their resolve and grit to finish.
At 06:00 AM this morning 98 teams representing 30 nations officially set off from Cours Pascal Paoli in Corte, marking the start of the Adventure Racing World Championship 2026; ARWC 2026 - Corsica is Magic
The event is known for showcasing rugged Canadian Shield terrain, remote lakes and rivers, and strategic route choices that reward teamwork, navigation and perseverance. The Algonquin Highlands region is well suited to a backcountry race where reaching the finish line is a major accomplishment.
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Mexico’s La Ruta Madre expedition race returns as a Qualifier for the Adventure Racing World Series in March 2027 with a landmark partnership uniting the course design skills and international reputation of Bend Racing with the established local expertise of the La Ruta team, led by Javier Barreda.
From 27 September, with the arrival of the first teams, ten days of adventure between Corte and L’Île-Rousse will begin. A parade of nations, a prologue through the Citadel, a dawn start, live race coverage and beach finishes: Corsica is preparing to embrace the excitement of the world’s greatest adventure racing event.
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