The operator
Niro Sharon guides every departure himself.
Twenty years curating European driving routes. Founded Pure Adrenalin in 2018. Office in Tel Aviv. Picks up every guest at the airport, leads the lead car every day, hosts every closing dinner.
Pure Adrenalin started in 2018 with a simple question — what would I want from a Porsche driving tour in Europe that I cannot currently buy? The answer was not a feature on a competitor's page. The answer was about the operator.
Someone who has personally driven the road, eaten in the restaurant, slept in the hotel — this season, and the season before, and the one before that. Someone who picks up the phone when the front desk at Interalpen Tirol calls. Someone who knows that the Col de Turini is empty at 5am on a Wednesday in May because they have driven it at 5am on a Wednesday in May.
That is the product. The cars are the centrepiece. The hotels are the backbone. But the value — the reason guests come back year after year — is the operator.
Why I lead every tour myself
People ask me this often, especially as we have grown. The honest answer is that running the tours is the part of the job I love. The morning the convoy leaves the Bayerischer Hof… excuse me, the Roomers Munich. The conversation at dinner on day three when a guest finally relaxes. The look on someone's face the first time they understand why a Porsche 911 is a transcendent car, not just a fast one. I will not outsource those moments to a tour manager who learned the route from a binder.
The economic constraint is that this means fewer departures per year than a tour company with a roster of managers. That trade-off is fine. I would rather run twelve weeks of perfect tours a year than forty weeks of decent ones.
The fleet, the hotels, the relationships
The Porsche 911 fleet is mine — the German LB-PF plates you see in the photos are the actual cars guests drive. The hotels are not catalogue picks; they are properties I have stayed at personally many times, where the front desk knows my name. The restaurants are the same. This is not a luxury travel agency repackaging someone else's product. It is a tour operator that owns and operates its own.
The broader project
Pure Adrenalin sits inside a broader brand family — DRV.club — which is the driving community and supercar rental platform we are building globally. Pure Adrenalin is the most concentrated, most curated thing we offer.
If that sounds like you, email me. I read everything that comes in.
— Niro
What past guests say
In their own words.
Niro — you were an exemplary guide, real pleasures. If there is anyone who knows how to make fantasies come true abroad, it is you. No doubt I will be the tourist with you on every trip of mine. Looking forward to the next round. Love you, my king.
Wow, where to start. Service above all. Friendly and warm from the owner Niro side. Crazy experience, no doubt I am a returning customer. Niro you were our guide and friend number one. Lots of love and see you soon on the next trip.
Niro Sharon. There is no one like him. Service. Reliability. He is a beast — what is written, you will get, and more. Worth every shekel. World-class experience.