London Snow Show is Sold
17th October 2024
This weekend will be the last time it is run by the Raccoon Media Group as it is sold to the Mountain Trade Network, MTN. Ski shows have been in decline in recent years, but MTN says it has high hopes for the future. NEW
In 2021 Raccoon launched a ski show in Birmingham, the National Snow Show, and in 2023 took 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:
Now a new chapter will start after Racoon has decided its future interests are elsewhere.
“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.
“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 has not been disclosed.
The National Snow Show, Birmingham. 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 2020 as the London show folded.
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 try 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.
This autumn a new ski show was launched at the Chill Factore indoor snow centre in Manchester.
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.
The London Snow Show. Image © PlanetSKI
“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.
Related Articles:
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.
