About Jay

Jay Morton

10 years in the Special Air Service (SAS)
4 years in the Parachute Regiment
14 years’ distinguished military service
Special Forces Medic
Hostile-environments expert
Led multiple expeditions around the globe
Multiple ascents of high-altitude mountains
High-altitude freefaller
HBF Mountain Guide
Directing Staff, Channel 4’s SAS: Who Dares Wins
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^{Jay Morton}^{is the founder of}^{Concept Expeditions}^{and one of the world’s most experienced high-altitude leaders. Born in Preston, Lancashire, Jay’s adventurous spirit was clear from an early age, always seeking challenges and rarely indoors.

After joining the British Army in 2004, he served with 3 PARA, deploying to Iraq and Afghanistan, before passing the demanding UK Special Forces selection in 2008. Over a decade in the SAS, he mastered leadership, survival, and strategic planning in some of the planet’s most extreme environments.

Following his military career, Jay turned to exploration and adventure. He has summited Everest twice, guided clients across the Arctic, deserts, jungles, and high-altitude peaks, and appeared as a Directing Staff member on the UK and Australian version of SAS: Who Dares Wins, alongside fellow Special Forces legends. In 2025, he launched Concept Expeditions to bring his expertise to private clients, offering bespoke expeditions and luxury travel experiences. From designing bespoke adventure experiences for HNW clients, working side by side individuals to achieve their mountaineering goals or private guided expeditions anywhere in the world. Jay combines elite-level planning with a human touch to create experiences that are immersive, succfull, safe, and unforgettable.
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Beyond expeditions, Jay is a proud ambassador for Jöttnar (UK technical outdoor clothing), Ducati (Italian high-performance motorcycles) and HMN24 (human-optimisation supplements). He works closely with the veterans’ organisation Veterans for Veterans and has collaborated with global brands including TAG Heuer, Triumph, Harley-Davidson, Bremont and BOSS. He also consults for outdoor and performance companies, applying the same precision and high standards that define his adventures. Jay delivers talks to a wide range of organisations on high performance, resilience and discipline, shaped by his time in the Special Forces and leading expeditions.

At the core of his work is a simple philosophy: adventure should transform, challenge, and inspire, and Jay ensures every journey delivers exactly that.}

HISTORY

Timeline

1984

_{Born in}₁₉₈₄_{and raised in}_Preston_{, Lancashire, Jay was an adventurous kid who hated being indoors. With a short attention span and an endless need for excitement, he was always distracted and often in trouble, traits that hinted early on at a life built around challenge and exploration}

2008

_{Determined to push himself further, Jay set his sights on the}_{UK Special Forces}_{. He went through the notoriously demanding}_{Selection process}_{, passing first time a rare achievement. What followed was a}_{10-year career within the SAS}_{, operating around the world and developing a wide range of specialist skills that would later shape his work in exploration and leadership.}

2019

_{Jay returned to}_{Mount Everest}_{and summited for a second time, reinforcing his status as an experienced high-altitude mountaineer. This climb built on his previous experience, demonstrating not only physical endurance and technical skill but also an ability to lead and make critical decisions in one of the world’s most extreme environments. The second summit cemented his transition from elite soldier to professional expedition leader.}

2021

_{Jay spent the year guiding clients across the globe, from}_{Everest Base Camp}_and_{Lobuche East Peak}_to_Aconcagua_,_Kilimanjaro_,_Chamonix_{, and beyond. His work ranged from expedition groups to bespoke}_{1‑to‑1 guiding}_{, applying his extensive experience to create safe, transformative, and unforgettable adventures in some of the world’s most challenging environments.}

2004

_{Jay left Preston to join the Parachute Regiment in Catterick, where his military career began. After passing the gruelling P Company selection, he served with}_{3 PARA}_{for four years, deploying twice to}_Afghanistan_{and once to}_Iraq_{. Those early years in the regiment built the foundation for his endurance, resilience, and leadership under pressure.}

2017

_{Jay reached the pinnacle of his mountaineering ambitions, summiting}_{Mount Everest}_{for the first time and standing at}_8,848 m_{, on top of the world. The climb tested his endurance, technical skill, and mental resilience like never before, pushing him to operate in one of the planet’s most extreme and unforgiving environments. This achievement marked a transition from elite soldier to high-altitude explorer, laying the foundation for his future expeditions.}

2023

_{Jay joined}_{Channel 4's SAS: Who Dares Wins}_{as an undercover mole, before being revealed as the new}_{Directing Staff (DS)}_{. He took his place alongside fellow Special Forces legends}_{Ant Middleton, Jason Carl Fox, Ollie Ollerton, and Billy Billingham}_{, bringing his extensive operational experience and leadership skills to guide and challenge the contestants.}

2025

_{Jay launched}_{Concept Expeditions}_{to share his expertise and passion for exploration. Through the company, he guides clients on bespoke expeditions and luxury travel experiences, combining elite-level planning skills with a personal, hands-on approach to create unforgettable adventures around the world.}

Timeline

The Journal

Reflecting on 2025 and Looking Ahead to 2026: Adventures, Growth, and New Heights

HOW TO PREPARE FOR HIGH-ALTITUDE SUCCESS

One Deep Breath - How Panic Takes Courage

Let’s turn your ideas into impactful realities.

info@conceptexpeditions.com