Albion are preparing for a bumpy ride in the Premier League - in the mountain bike capital of Austria.
The Seagulls are gearing up for their first season in the top flight for 34 years in Leogang.
Chris Hughton's squad arrived in the exclusive and sparsely populated Alpine resort (below), near Salzburg, on Saturday for a training camp and their opening pre-season friendly against German club Fortuna Dusseldorf on Friday evening.
They are staying in a five-star hotel in a get-away-from-it-all location, a far cry from the global scrutiny surrounding the super stars of the Premier League.
Former Albion defender Gary Hobson, who organises the club's pre-season trips, told The Argus: "They went to Tenerife last year, which was probably a little bit different for Chris.
"I've worked with him for years, going back as far as Newcastle, Birmingham and Norwich. He has always looked towards the Alpine, mountainous kind of camp.
"Tenerife for Chris was a different one, although the club for the last few years have always done Portugal and Spain.
"Every year Chris mixes it up. He'll never go to the same place twice.
"Leogang is a great outdoor place, mountain biking, hiking, but it's a quite exclusive area as well. They are in a beautiful hotel.
"You are not surrounded by holidaymakers, which you can be exposed to in the warmer, Mediterranean climates."
There is not much chance of Hughton's players, including first summer signing Pascal Gross, being invaded by autograph hunters.
Leogang has a tiny population of 3,000 and regularly stages a mountain bike World Cup downhill event.
Albion will be pedalling hard against the giants of the Premier League like Manchester City, who visit the Amex on the opening day of the season on Saturday August 12.
They are in good company in choosing a destination which turns from a top ski resort in the winter to a football camp in the summer.
Austria, Germany and Switzerland have all become hugely popular for English clubs.
Hobson (below) revealed: "There are dozens of clubs out there. Personally I've got about six. From the UK I guess there are 15 to 20 teams.
"I've got Brighton and Huddersfield are in Germany. Wolves are in Austria, not a million miles from where Brighton are.
"Leeds as well, West Ham are out there, Norwich have already been.
"The pitches (below) are a at a very good level and the mountainous surroundings give that feeling of fresh air. There is a little bit of altitude but nothing significant."
Finding suitable opponents to launch Albion's pre-season programme has been much easier for Hobson than in previous years.
"There are lots of foreign clubs out there too and you can take your pick when you are a Premier League club," he said.
First day of training camp is behind us. Time to welcome Pascal Gross to the team. Don't worry @AlmogCohen8 i will take care of him✌️ pic.twitter.com/ftbeVllPou
— Tomer Hemed (@tomerhemed10) July 9, 2017
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