Senior figures from the British snow industry gathered in Kensington for the Snow + Rock Winter Summit to discuss the trends, challenges and opportunities shaping the sector
Industry experts from across skiing, travel and social media came together to share insights on the future of the sport, with a panel discussion featuring founders, executives and Olympians at the heart of the event.
Hosted by journalist Abi Butcher, the panel brought together voices from retail, sport, community and travel including Ski Club of Great Britain ambassador and four time Olympic skier Chemmy Alcott, Johnny Hayes (Cotswold Outdoor Group Buyer – Snowsports), James Gambrill (COO, Ski Club of Great Britain), Dan Keeley (Community and Events Director, Snow Camp) and Alexander Blunt (co-founder, Heidi).
Key topics included the state of the ski industry post-pandemic, accessibility of travel to the slopes, new technology trends and how the Olympics could help fuel growth by inspiring new participants.
The panel shared a mix of aligned but varied views on the biggest challenges and positive developments in the market, noting that:
Participation has stabilised at around two million British skiers, close to pre-pandemic levels, with around ten per cent being new to the sport.
Cost remains the biggest barrier to entry. Average half-term flights for a family of four can reach around £4,000, but better use of AI-powered tools and greater awareness of emerging destinations could significantly reduce costs. Less well-known resorts such as those in Andorra and Poland provide strong options for value-conscious travellers, potentially opening the door to nearly five million people who want to try skiing in the next year.
Advances in fashion and equipment technology are expanding choice for customers on the slopes, with bolder style increasingly part of the experience.
The Olympics brings a major opportunity for growth. Female participation is the fastest growing area and the panel highlighted that the five leading medal hopefuls for Team GB are all women. Their stories can help inspire the next generation of British athletes.