The Group owns 100% of Snozone which is the largest indoor ski slope operator in Europe.
Snozone’s real-snow venues are located in the Xanadu centre in Madrid, and the Xscape leisure centres in Milton Keynes and Yorkshire. Snozone also operate an indoor dry slope in Basingstoke.
Since their inception in 2000, Snozone have taught over 5 million people to ski and snowboard!
Snozone’s aim, put simply, is to provide an outstanding experience all the time, every time. Their real snow slopes, safe environment and friendly expert coaches provide excellent leisure experiences.
Snozone have held the Trip Advisor certificate of Excellence for the Yorkshire and Milton Keynes venues since 2016 and were awarded Travellers Choice status in 2020.
Whilst competition in the indoor snow slope sector has been strong since 2009, Snozone is clearly the market leader and pre-tax profits have risen each year from a base of £0.5m (2011) to £1.5m (2019) despite rising rents and a highly congested active-leisure market. With the acquisition of Madrid, pre-rent profits (EBITDAR) will now exceed £5m with pre-tax profits above £2m.
Snozone provide ski and snowboard lessons all year round and family sledging sessions. They also shape their slopes to cater for freestyler skiers and snowboarders.
Snozone have full conference and banqueting facilities for children’s parties, corporate events, product launches and celebratory gatherings. They also fully own and operate their own licenced restaurants; The Alpine Kitchen.
Each Snozone has a primary catchment area that extends to a 1h 15min drive time. Snozone market to different guest types to maintain usage around the day part. This ranges from the weekend family day out to the Thursday evening freestyle student.
The staff were incredibly helpful, knowledgeable and encouraging.
Snozone receive continuous recognition for their education@snozone programme which encompasses a range of practical activities that build and develop confidence, improve communication and introduce children to attainment through participation. In addition, for older children Snozone assess and mark the snowsports components for A level and GCSE PE & Sport and deliver talks on how Snozone operates as a business for BTEC Business Studies students.
Their week long school holiday camps support the school curriculum’s ‘good citizenship’ ethos with first aid courses for children- ‘mini-medics’ , sign language and conversational French and Spanish, with of course, physical exercise with skiing and/or snowboarding lessons on the slopes.
Snozone are two time winners (in 2017 & 2021) of the School Travel Award for ‘Best Sporting Venue’ beating such established companies as; Manchester United, Twickenham Stadium, The National Football Museum, Wimbledon Lawn tennis museum & tours, Wembley Stadium and the London Stadium.. This award is voted for by teachers for destinations who excel in “Learning outside the classroom”.
GalleryTake a closer look at Snozone
Snozone are passionate about making snow sports accessible for all and are the only European operator to have their own Disability Snow School. In 2019, Snozone were also accredited as a Disability Committed Employer.
Snozone lead their sector in strongly supporting Sport England’s initiative – ‘This Girl Can’- dismantling the barriers that prevent women and girls from participating in sport.
Snozone are also passionate about operating as a responsible business and uphold very definitive ESG policies. In addition, in 2020 they converted their entire electricity supply to 100% renewable green energy.
Snozone operate with a Balanced Scorecard governing performance, their KPIs are equally weighted with ‘People’, ‘Guest’ and ‘Shareholder’ measures.
General Manager, Snowzone Madrid