The London Snow Show took place at the weekend at Olympia after 15 years away from its former home.
Much has changed in the snowsport world since then with the onward advance of internet shopping, digital experiences and technology dominating our lives.
Instant information can be found at the click of a button now and some argue that physical ski shows are simply past their sell-by-date.
London first saw a ski show in the 1970s, and organisers of the show have come and gone over the years.
In 2024 The Mountain Trade Network, acquired the Snow Show brand and is behind the re-launch of the event.
In many ways what was on offer in Olympia was not very different from past ski shows, and to me that is exactly why it was a success.
An old-school event where UK skiers and snowboarders gathered to find out about the season ahead, swap stories, meet old friends, make winter plans and simply celebrate being a skier or a snowboarder.
The London Snow Show 2025. Image © Norway Home of Skiing.
The London Snow Show. Image © PlanetSKI
The London Snow Show. Image © PlanetSKI
The show included a long exhibitor list of destinations, tour operators, brands and snowsports organisations.
There was a number of celebrity speakers, talks and advice sessions, comedy and après style parties with live music.
GB’s greatest alpine skier, Dave Ryding, was at the stand of the ski resort of Gurgl in Austria.
Long queues formed to meet him and leave with an autograph.
He remains one of the nicest people in the Uk snowsport scene and Dave stayed well beyond his allotted hour until the queue died down and he had met everyone who came to see him.
Dave Ryding at the London Snow Show. Image © PlanetSKI
His fans could meet him in person rather see endless social media videos of The Rocket.
He even posed for me.
The London Snow Show. Image © PlanetSKI
There were special features and installations across the two day event including:
- A family area
- The Red Bull action zone
- Luxury and wellness area with speakers
- Live yoga classes
- Kit and instruction zone
- Information theatre
- Photo competitions
- Alpine Stroll
- Themed Après Ski (with Après Ski Bands)
- Ski Bar Comedy
- The Talks Stage hosted by Chemmy Alcott
Established retailers like Ellis Brigham were back for the first time in years.
Not as big a stand as in years gone by, but they were there at the re-launched show.
The London Snow Show. Image © PlanetSKI
While there were some new kids on the blocks.
How pleasant to buy a pair of goggles with an expert on had to advise, and a friend to help you try them, rather than clicking at an online shop while sitting on your sofa at home.
The London Snow Show. Image © PlanetSKI
As I passed by one of the talks stages the ESF were giving a presentation.
“Skiing and snowboarding are all about being with friends and family, interacting in the real world like we are doing here today at the Snow Show,” said Mark Neville from ESF to the audience.
“You can try ski simulators and watch plenty of ski instruction videos, but the best thing is to do it for real out on snow where we can help you become a better skier and get more out of the mountains.”
The London Snow Show. Image © PlanetSKI
I could only nod in agreement.
And as The Show ended at 4 O’clock in Sunday IÂ headed to the Organiser Office to speak to man responsible for bringing the show back to Olympic – James Gambrill, from Mountain Trade Network.
We have posted on the ups and downs of the UK shows over the years on PlanetSKI:
It had a past to live up to and to my mind it did.
The London Ski Show, Olympia 2008. Image © PlanetSKI
The London Ski Show, Olympia 2008. Image © PlanetSKI
It seems others have the same view according to comments over on the PlanetSKI Facebook page:
Neil Dalzell: Myself and a dozen mates were there yesterday. We all had a great time. (Helped as always by the toffee vodka!) Thank you, and we’ll see you again next year.
Henry Druce: Â Great to see the show back where it belongs.
Paddy Daly: A brilliant show, well done to all the team. Must have been a big job to organise it all but you pulled it off brilliantly.
Feel free to add your comments on the PlanetSKI Facebook Page.
As I mentioned earlier, the London Snow Show at Olympic is confirmed for 2026 and I for one will be back, and I recommend you do too if an old-school snowsports show sounds like you cup of tea.
Or a shot of something a bit stronger.
The London Snow Show. Image © Norway Home of Skiing.
The London Snow Show. Image © PlanetSKI
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The post Going Back in Time at The London Snow Show appeared first on PlanetSKI.
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