A conversation with Madeline Williams, Operations Director of Cicerone
How did Cicerone get its name?
Cicerone was founded in 1969 when the late Walt Unsworth and Brian Evans collaborated on a climbing guidebook for the Lake District. The name ‘Cicerone’ was chosen because in Italian, ‘cicerone’ means ‘guide’.
In 1999, my parents, Jonathan and Lesley Williams, took over Cicerone. Two years ago, my brother Joe and I assumed the day-to-day running of the business.
Tell us about the company ethos. Has it evolved over time?
Our company ethos hasn’t changed much over the years; we continually strive to create guidebooks that ensure our customers have the best time on the trail. Our authors are passionate experts in their field, and their love for the mountains and countryside they write about shines through on every page. We believe that every step you take on the trail should be memorable. From the most iconic hikes to off-the-beaten-path trails, our guidebooks offer something for everyone.
How we deliver this has changed and adapted over time as the small team at Cicerone has grown – we now have a staff of 17 outdoor enthusiasts. As technology has advanced, so too has the information our customers need. From eBooks to GPX files, our digital offerings have played a crucial role in our development, and Cicerone continues to adapt.
Tell us about some of your favourite titles and your biggest successes
One of my favourite things about Cicerone is that we inspire our customers to explore hiking destinations they might never have considered, such as Tajikistan or the Karakoram.
Our most popular guidebook is Trekking the Tour du Mont Blanc, closely followed by Walks and Climbs in the Pyrenees. When it was originally published in 1978, it encouraged Britons to explore the Pyrenees on a large scale.
When Raynor Winn released her incredible book The Salt Path a few years ago, we saw an increase in sales of Paddy Dillon’s guidebook to the route. Her book chronicles her and her husband’s journey along the South West Coast Path, which inspired many to tackle the route themselves.
Tell us about your aspirations for the company
We strive to provide our customers with all the latest information on trails and areas. This could mean creating a comprehensive guidebook covering all 2,650 miles of the Pacific Crest Trail or offering inspiration and tools for new hikers to explore the best of an area, as our Short Walks series does.
Ultimately, we take pride in being the leading publisher of nearly 400 guidebooks for walkers, trekkers, climbers, and cyclists, covering destinations in Britain, Europe, and beyond, and we’re committed to maintaining this standard.
