If Carlsberg Did Veteran Days Out…

At Cervus, we spend most of our time tackling complex defence challenges with data, tech, and an unhealthy amount of caffeine. But once a year, we focus on something even more important: giving back to the veterans who make our company stronger, smarter, and significantly funnier. Perhaps that’s no surprise — after all, Cervus was founded by veterans too. Supporting those who’ve served isn’t a policy for us; it’s part of our DNA. So this year, in the spirit of gratitude (and questionable judgement), we took everyone downhill mountain biking. Because nothing says “thank you for your service” quite like pointing a group of ex‑military professionals down a mountain and hoping the waiver covers everything.

Why are Veterans good for Cervus?

Veterans make exceptional employees in a fast-paced defence SME because they are naturally calm under pressure. Most people panic when Teams freezes; veterans remain composed while charging down a trail that appears to have been designed by someone who actively dislikes bicycles. They’re also incredibly decisive. In both a small business and a steep rock garden, hesitation is what gets you hurt. Veterans commit to a line with total confidence, even if that line occasionally results in a rapid, unplanned dismount.

Teamwork is another quality that shines. No veteran rides alone, and no one is ever left behind. The same instinct shows up at work, where they communicate, support each other, and carry teammates through tricky terrain. They’re also gloriously allergic to excuses. Hit a tree? Bad line choice. Chain snaps? Should’ve checked it. Customer changes the requirements again? Par for the course. Veterans bring accountability wrapped in humour, which is a powerful combination in a company that lives and breathes agility.

Being a Defence SME in the UK is like downhill biking

In truth, downhill biking and life inside a defence SME have more in common than you might think. In both environments, you pick a line and hope it works. Everything happens fast. Deadlines, customer requests, and unexpected jumps appear without warning. Risk is part of the equation too — controlled, calculated, and occasionally followed by someone politely suggesting that maybe you push a bit less hard next time. And, just like at the end of a sprint cycle, you regroup at the bottom with whoever survived and immediately start planning the next run.

The day itself had everything you’d expect: crashes, speed, heroic saves, and moments where gravity briefly lost the argument. But far more importantly, it had camaraderie. Veterans encouraging each other, laughing at the near misses, checking in after the heavy landings, and showing the same spirit that makes them invaluable at Cervus. It reminded us that we don’t just value them for their service in uniform, but for the character, drive, and good humour they bring into the business every single day.

If Carlsberg did veteran days out, they’d probably look a lot like this. But they don’t — so we’ll happily keep doing them ourselves.

Because when you mix veterans, mountain bikes, and a defence SME, you get one guaranteed outcome: maximum commitment, minimal brakes, and a Health & Safety representative who suddenly regrets asking, “So what’s the plan for today?”