London Snow Show is Sold

17th October 2024

Last modified on October 21st, 2024

The Raccoon Media Group has sold it to the Mountain Trade Network, MTN. We hear what PlanetSKI readers made of this year’s show and what they want to see at the new-look show.

In 2021 Raccoon launched a ski show in Birmingham, the National Snow Show, and in 2023 transferred it to London.

It was the first show in London since 2019 after The Telegraph announced it was pulling the plug on its show in Battersea.

We reported on it at the time:

The Telegraph Ski & Snowboard Festival Is Axed

Now a new chapter will start after Raccoon has decided its future interests are elsewhere.

Ski shows have been in decline in recent years, but MTN says it has high hopes for the future

“Under the new stewardship of Mountain Trade Network, the London Snow Show brand will continue to evolve, maintaining its position as a key community hub for the UK’s snowsports scene,” said a statement from MTN.

The London Snow Show. Image © PlanetSKI

“MTN’s extensive experience and commitment to supporting the industry ensure that the brand will not only sustain its momentum but also grow in reach and impact.”

MTN, that runs the trade event LISTEX, was founded by James Gambrill, who is now Chief Operating Officer of the Ski Club of Great Britain.

He made the announcement at the LISTEX event ahead of this weekend’s London Snow Show at the ExCel Centre in east London.

James Gambrill at LISTEX. Image © PlanetSKI

“Having founded LISTEX to run alongside the London Snow Show I’m delighted MTN have agreed to purchase The London Snow Show from Raccoon Media Group,” said James Gambrill.

“Raccoon have done a fantastic job of launching the event and bringing the Snow Show back to London after a gap of three years.

“I’ve personally been attending the London Snow Shows for over 25 years and know how important they are to UK skiers and snowboarders.

“MTN taking over this event with its incredible legacy, to drive it even further forward into the future, is very exciting and I’m looking forward to a fantastic event in 2025”.

We understand James Gambrill will continue his involvement with the Ski Club GB, but offer his experience & expertise in the running of the London Snow Show by MTN.

The amount of money paid by MTN has not been disclosed.

The National Snow Show, Birmingham. Image © PlanetSKI

Updated:

On the PlanetSKI Facebook page we asked readers what they wanted at the new-look London show next year:

Erica Ansell – I think I’d like to see more kit/manufacturers. I hadn’t been to a ski show for 30+ years and then last year decided to attend London, we found it really useful as my husband was able to try some BOA ski boots which he then went on to buy. We attended again this year and were looking for ideas for our next trip, we came away with lots of info on a possible trip to Japan, and two one hour free ski at Hemel snow dome. So for us it was successful but we are in North Essex so not too far to travel.

Phil Comelio – Interesting bit of news. I enjoyed the talks this year, and getting to meet people like Dave Ryding was cool, but very little of what I saw on the stands was interesting. I’d like see a lot more of the big brands having stands at the show. Too much of the clothing was either retro or targeted at boarders, and I’m not their market.

Martin Corby – Went yesterday to find hardly any retail. We were in the market for a new outfit for my wife. Very dissapointing and our mission failed. In answer to your question – more retail !

Carol McCaffrey – It was absolute rubbish yesterday – complete waste of a 5hr round trip.

Iain Menzies – I would like to see a show back in Scotland

Lynsey Devon – Not ExCel!

The London Snow Show. Image © PlanetSKI

It is undoubtedly a huge challenge with the glory days of the London ski shows long since gone.

They used to be 10-day affairs at Olympic and Earls Court and were ‘must-attend” events for consumers and snowsport businesses alike.

Not so any more, and those times are not set to return.

We looked back at the history of the London ski shows in 2016 as it moved to Battersea.

The London Ski Show: A History

The London ski show started in 1973.

It was the year Britain joined the Common Market, the power crisis plunged the country into a three-day week, women were admitted to the Stock Exchange for the first time.

And the Ski Show was born, the brainchild of an entrepreneur called Peter Anslow.

Crucially, his idea was backed by the then editor of the Daily Mail, Sir David English, whose support made it happen.

It was an innovation that helped open up the sport, once the preserve of the rich, to the masses.

The show started out at the Royal Horticultural Halls in Westminster – first at the old hall, then the new.

The show was the place to go for your mountain gear, and what gear it was.

Just take a look at the skis and boots in this film:

Here’s a video from the 1978 show at Earl’s Court:

There was mixed reaction at the LISTEX industry event with some questioning why MTN would want to take such a risk, and others welcoming the injection of new blood and ideas as MTN tries to re-vamp what some see as a tired formula.

We understand the Show will continue at the ExCel Centre next year with new plans and innovations being discussed.

No details have been unveiled and it remains to be seen whether potential profit comes from footfall of skiers and snowboarders buying tickets, or exhibitors wanting to reach visitors.

This autumn a new ski show was launched at the Chill Factore indoor snow centre in Manchester.

New Snow Show for the North

Judging by the people we have spoken with who attended the event it was a great success with plenty of customers visiting and the brands/businesses reporting brisk trade.

It has already been confirmed for next year, so there seems to be life left in the idea of a physical consumer snowsport show.

“LISTEX has more than doubled in size in the last three years and since then we’ve also launched LISTEX Luxury which has also grown quickly to become a must attend event for those working in the luxury snowsports industry,” said the CEO of MTN, Babsi Lapwood-Gambrill.

“With SASTEX focusing on the summer alpine market launching in 2025 as well as taking over the London Snow Show this is an exciting period of growth for MTN.

“With such a great team in place we are confident of creating a wider range of must attend events for the Mountain Sports Industry.”

MTN’s task is translating their undoubted success on the industry side of the the UK snowsports industry to the consumer side.

MTN needs to make a physical ski show a must-attend event again in the digital world.

Here at PlanetSKI we will be keeping you up to date on the new-look London Snow Show 2025 and we wish it every success.

About the Mountain Trade Network

The Mountain Trade Network is owned by James Gambrill and Babsi Lapwood-Gambrill.

It’s a Dedicated Network for Mountain Professionals

From the largest corporations to independent businesses, the Mountain Trade Network offers all members access to information, research, resources, news and of course the chance to meet fellow mountain professionals online and at a number of live events for mountain professionals, including LISTEX, SASTEX and LISTEX Luxury.

Members can publish and view opportunities in the MTN Marketplace.

In October 2024, MTN officially took over the London Snow Show and will launch its first consumer event in October 2025.