When I was blinking my first blinks in 1966, George Butterfield graduated from law school. But instead of buckling down behind a desk, he, his wife, and her brother decided to do the logical thing and lead bike tours around Europe. They did it immersively, including exposure to local culture, meeting the natives, and enjoying great food and wine. They loved how those trips went, named the technique “active luxury,” and formed Butterfield & Robinson around it. The company bills itself as a travel designer, and the model has worked well, considering it’s still around after 50 years. He’s cycled into the Worthy 100 for his considerable philanthropic efforts, including his work with Ontario College of Art and Design, through which he helped raise more than $40 million. He’s also worked with the Canadian Paraplegic Association, PEN Canada, and the Worldwide Fund for Nature.
