Ski instructor platform reaches new heights

A London-headquartered ski lesson booking platform is on course for full-year profitability after recording its strongest winter season to date.

Maison Sport Group, which operates Maison Sport and Supreme Ski School, surpassed £18 million in total booking revenue during the 2025/26 ski season, with bosses hailing its “highly scalable but fundamentally resilient” business model.

The performance was driven by a 34 per cent year-on-year increase, continuing a decade-long run of more than 30 per cent annual growth.

More than 18,000 lesson experiences were booked across the group during the season, with an average of 2.5 participants per lesson, taking the total number of customers taught to around 50,000.

The business saw strong demand from its core UK customer base, alongside growth from American and Italian customers. 

Resorts in the French Alps, including Courchevel, Chamonix and Val d’Isère, were among its strongest-performing destinations.

Maison Sport’s core booking revenue rose 33 per cent year-on-year, while its individual customer base grew 30 per cent. 

Supreme Ski School, acquired by Maison Sport Group in 2022, recorded a 40 per cent revenue increase and 34 per cent customer growth.

Nick Robinson, chief executive and co-founder of Maison Sport, said: “Our marketplace model is proving not only highly scalable but fundamentally resilient, shifting how the winter sports industry operates. 

“This year we have successfully put 50,000 snow sport enthusiasts on the mountains and matched them with personalised expert instructors and that’s something we’re all really proud of.” 

Nick adds that snowboarding was the fastest-growing discipline on the platform, with revenue up 47.5 per cent, prompting the launch of dedicated freestyle ski and snowboard lessons.

He added: “In any business, it is important to remain agile and to listen to your customers.

“We observed a significant increase in interest in freestyle skiing and snowboarding, so we responded to our customers' needs with the new offering this season. 

“It’s part of the sport that is only going to keep growing.” 

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