It is that niche, Murwin believes, that allows Chasing Atlas to excel at what it does -- creating custom luxury European vacations. No two vacations are the same, as Murwin tailors each trip to the client, creating a one-of-a-kind experience.
"It is my passion," said Murwin, who lives in Park City during the winter and France in the summer. "My goal is to bring adults back to what it's like to be a kid again. Sometimes adults get too caught up in life. I want to bring adventure out in people again, get them to challenge themselves."
While Murwin gives clients flexibility to choose their own vacations, she does have one requirement the trip must be active. That means lounging around in a luxury resort for a week is not an option, but Murwin believes such a rule opens the door to adventure, which may include sports cars, fine cuisine or high fashion, among other possibilities.
"I'm not a travel agency where I just book you a resort," she said.
In the decade prior to creating Chasing Atlas, Murwin helped establish a company that specializes in bicycling tours through Europe, so naturally, clients looking for cycling-themed trips have gravitated to her new business. But that's far from the only type of vacation Murwin arranges.
She even is in the process of arranging for a set of clients to go behind the scenes with a professional soccer team in Barcelona, Spain, where they will rub shoulders with the players and tour the stadium.
"I always enjoy doing things off the bike," said Murwin, who personally oversees each trip, most of which last one week. "Additionally, there's always kind of a male and female aspect to planning the trips to make sure it suits everybody.
Murwin has been surprised by the success Chasing Atlas has found since its opening in January. She is booked out through the end of 2014 and already has begun booking clients for 2015.
"I have more trips booked than I ever had in my previous company," she said.
Chasing Atlas vacations typically cost anywhere from $5,000 to $20,000 per person, not including airfare.
"The price is based on what people want," Murwin said. "People have control of their trip."
In the seven months since Chasing Atlas opened, the company has generated a lot of interest, Murwin said. But apart from the specifics of the services Chasing Atlas provides, Murwin is often asked about one other topic: The company's name.
As it turns out, the name has a special meaning. Atlas is the name of Murwin's daughter, who lives in France.
"I wanted her to know that I'm always thinking about her when I'm working a lot," she said.
1255 Ironhorse Drive, Park City, Utah