Real Snow Rail Jam Comes to London

24th September 2024

Last modified on October 1st, 2024

Peak Performance transformed the famous Covent Garden Piazza into the epicentre of UK ski culture by throwing a ski rail jam, harking back to the 1995 big air that took place in the Piazza. UPDATED

It all took place on Friday, September 27th.

The Scandinavian mountain brand, stamped its mark on London by dropping into the capital with a brand new store, its first in the UK, and a snow-filled ski jam.

Seven tons of real snow was involved.

Covent Garden Rail Jam. Image © PlanetSKI

And several world-class Peak Performance athletes:

Alex Hackel
Hedvig Wessell
Henrik Windstedt
Anni Karava

Plus some of the UK’s best on-snow talent who demonstrated what the freeride spirit looks and feels like in 2024 through a series of demos on jumps and rails.

The public were able to sign up for free Give It A Go With A Pro Tuition Session with the UK Jibworx team.

Covent Garden Rail Jam. Image © PlanetSKI

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Image c/o All Conditions Media.

The all-day event was hosted by action sports commentator Tim Warwood, fresh from his stint on the mic for the BBC at the Paris Olympics earlier this summer.

Different athlete demonstrations took place throughout the jam, including a “Tricktionary” of freeski skills to help educate onlookers on the differences between a grind and slide to fakie, concluding with an end-of-day athlete showdown to claim the Rail Jam Crown.

The event payed homage to 1995’s Covent Garden Big Air event – a competition in the shadow of the piazza that is regarded as the arrival of freeride snowsports into the UK.

Speaking about the event, Peak Performance VP marketing Tina Rolén said: “We can’t wait to mark the opening of our new store – and celebrate the end of summer – by bringing the spirit of freeride skiing to the heart of London”.

Peak Performance’s Covent Garden outpost is the brand’s first UK store. It joins a range of international shop openings in Berlin, Vancouver, Innsbruck, Beijing, Yokohama, and Shanghai.

Founded in 1986, the Scandinavian brand is renowned for its premium technical ski and outdoor wear as well as its bold and progressive design aesthetics.

Earlier this year, its Vertical Pro range was worn by athlete Hedvig Wessel as she became Freeride World Tour champion 2024.