In 1997 Alistair and Juanjo Marquez GM started approaching potential investors to back the plan for a new brand and TV network dedicated to extreme and adventure sports.

[4] UPCtv, the programming arm of Europe's largest cable television operator UPC, was looking for new channels to offer its subscribers and in April 1998 Extreme international was exhibiting at the MIP programming market in Cannes, France, Ben Barrett the sales director was approached by Stephen Cohen, UPCtv's Chief Operating Officer, with a proposal for a joint venture between the two companies.

[5][6] The channel was designed by Gosling and Cohen, management and content was delivered by Extreme International, and technical play out and uplink were supplied by UPC.

In late 1999, Extreme launched its United States operations, and charged veteran producer, Lloyd Bryan Adams with the task of heading up the North American presence.

Extreme operates around three guiding pillars, people, planet, and place and works to sustainably drive sport participation, an active and healthy lifestyle, job creation, infrastructure investment and tourism.

Whilst aligning with five key United Nations Sustainable Development Goals and government agendas there is a commitment to be sustainable, and have launched the Extreme Hangout an events impact platform,[7] are signed up to Planet Mark to measure impact, 1% For The Planet to give back and the UN’s Sports for Climate Action to drive awareness.