Prime Accountants powers UK Ski Cross team

A major funding boost has secured the future of the UK’s elite Ski Cross team for the 2024-25 season, enabling GB Snowsport to strengthen its competitive edge on the world stage.

Prime Accountants Group, based in the West Midlands with offices in Solihull, Birmingham and Coventry, will fully fund the team’s coaches, technicians and expenses, ensuring critical support as athletes gear up for the Milan-Cortina Olympic qualifying period.

This partnership comes as a lifeline for the Ski Cross discipline, which has historically received limited UK funding despite its potential for podium success.

GB Snowsport, largely funded by UK Sport, focuses on propelling British skiers and snowboarders to the top of World Cup and Olympic podiums. Yet for those who are judged not to have ‘podium potential’, funding is scarce.

Morgan Davies, managing director of Prime Accountants Group, said: “Ski Cross is a sport where hundredths of a second matter and can be the difference between qualifying for major events.

“Countries such as Canada, France and Switzerland provide significantly more funding to their athletes and for GB athletes to compete at this level without backing is an impossible task.

“Supporting the team is bigger than looking after one individual and is simply about providing the athletes with an environment to deliver. It is increasingly up to businesses to help fund those dreams.

“We’ve taken the decision to support GB Snowsport for at least the 2024-25 season and we are committed to working with the organisation longer-term to find solutions to its funding issues.”

Ski Cross athlete Ollie Davies, a silver medallist at the 2023 Reiteralm World Cup, is among those benefitting from Prime’s investment, as is Solihull skier Scott Johns, son of Prime director Kevin Johns, who represented Team GB at the Winter Youth Olympics in 2020.

The 2024-25 Ski Cross season begins at Val Thorens in December, culminating with the world championships in St. Moritz in March 2025, offering an opportunity for British athletes to shine on the global stage.

Vicky Gosling, GB Snowsport chief executive, added: “We’re delighted to welcome Prime Accountants Group on board for the 2024-25 season.

“Our Ski Cross team have delivered some impressive results in recent years, and the support that Prime bring coming into the new season will allow us to invest in the team set-up as the critical Milan-Cortina Olympic qualifying period gets under way.

“This is a really exciting time for British Ski Cross, and we look forward to getting the season started at the Val Thorens World Cup this week.”

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