Following the acquisition of the London Snow Show from Raccoon Media Group – Mountain Trade Network are delighted to confirm the 2025 London Snow Show will take place on October 18 and 19, 2025 at Olympia!

Olympia was the home of the show for over 20 years, with the show last being held there in 2010. Olympia is one of London’s oldest and most loved event spaces, built in 1886, and is now undergoing a £1.3 billion transformation to become London’s leading premium event space with the refurbishment of both main exhibition halls and the integration of two hotels plus a covered central atrium.

We feel Olympia brings a blend of history, quality and convenience that makes it the perfect home for the Snow Show, with natural light from the glass domed roof giving an outdoor feeling whilst removing the uncertainty of London weather! Served by two tube stations and its own dedicated station at Kensington Olympia just steps from the show entrance, Olympia is very easy to get to. A short stroll from the centre is one of London’s premier shopping areas – Kensington High Street, home to three leading ski retailers. This area has been a hub for UK snowsports for many decades.

The main show hall is on two levels, with a mezzanine balcony surrounding the downstairs space. This provides a great atmosphere for the show, as those on the balcony can look down at the buzzing floor below. It also allows for natural flow throughout the show, with stairs at each corner of the hall plus a brand new glass staircase from the main show floor to the balcony providing simple access between floors.

We’ll be creating themed zones throughout the show based on MTN’s extensive research and understanding of the priorities for UK skiers and snowboarders Downstairs will be the Ski Club exploration zone, main bar and theatre and an interactive feature in the centre of the hall. Upstairs, at one end of the balcony will be the fitness and wellness zone and at the other, equipment and instruction. Our vision is the show will be THE place to come and prepare for the season, with expert talks and guidance on fitness, injury prevention and recovery, kit and equipment, instruction, where to ski and so much more. The show is designed to aid UK skiers in properly preparing for the winter ahead. We are also planning on resources and attractions for seasonaires and other specific segments within snowsports.

Our marketing plan centres on targeted communications to the right audience. The 2024 show at Excel was well attended thanks to a similar approach, and we have all the data from Raccoon not just for 2024 but also for 2023 and the previous National Shows which were well attended by numerous skiers from the London area. In addition our launch media partners, InTheSnow and Ski Club of Great Britain have a very considerable reach to UK skiers, which will be supplemented by MTN’s own consumer data. We are in discussion with more media partners and key companies and organisations within the UK snowsports industry to increase this reach further. The show will also have a dedicated PR service provided by industry experts Ski Press, as well as via MTN’s own press channels. We are very confident we have the reach to the right audience for the 2025 show.