The Ski Club of Great Britain has officially announced the appointment of Katy Ellis as its new General Manager, effective May 19, 2026. This leadership transition follows the departure of James Gambrill, who has served as the organization’s head since 2021 and is credited with revitalizing the historic institution during a period of significant industry volatility. Ellis, a seasoned veteran within the organization, steps into the role as the Club navigates a rapidly evolving snowsports landscape characterized by shifting traveler demographics and environmental challenges.
Katy Ellis brings more than two decades of experience to the General Manager position. Prior to this appointment, she served as the Head of Holidays, where she was responsible for the strategic oversight of the Ski Club’s Freshtracks holiday programme. Since assuming that role in 2022, Ellis has been instrumental in expanding the Club’s travel offerings and maintaining the high standards of its unique social skiing model. Her 20-year history with the organization has seen her hold several senior leadership positions, providing her with an intricate understanding of the Club’s operational mechanics and its diverse membership base.
In her new capacity, Ellis will report directly to the Club Chair and the Council members, who are elected annually at the Club’s Annual General Meeting (AGM) in November. Her primary mandate involves maintaining the Club’s current growth trajectory while ensuring its long-term financial stability and cultural relevance in a modern context.
The Legacy of James Gambrill
The departure of James Gambrill marks the end of a transformative five-year era for the Ski Club of Great Britain. When Gambrill took the helm in 2021, the organization was widely perceived to be in a state of "drifting and decline," struggling to find its footing after years of stagnant membership and the unprecedented disruption caused by the global pandemic. Gambrill is credited with modernizing the Club’s operations and reinforcing its value proposition to the British skiing public.
Gambrill is returning to a full-time leadership role with the Mountain Trade Network (MTN) and the Snow Show London. His immediate focus will be the delivery of the 2026 London Snow Show, scheduled for October 17–18. The Snow Show remains a cornerstone event for the UK snowsports industry, acting as a primary driver for equipment sales and holiday bookings ahead of the winter season.
Angus Maciver, Chairman of the Ski Club of Great Britain, praised Gambrill’s contributions, noting that the Club is currently in its strongest position in years. Maciver described Ellis’s promotion as a "natural progression," emphasizing that her deep-rooted connection to the membership and staff makes her the ideal candidate to build upon the foundations laid over the past five years.
A Century of Influence in Snowsports
Founded in 1903 at London’s Café Royal, the Ski Club of Great Britain is one of the oldest and most influential snowsports organizations in the world. As a not-for-profit entity, it has played a foundational role in the development of British skiing, from the establishment of early racing rules to the promotion of Alpine tourism. For over 120 years, the Club has served as a central hub for enthusiasts, providing resources, community, and advocacy for skiers and snowboarders.
The Club currently boasts a membership exceeding 17,000 individuals. This community is supported by a robust infrastructure of full-time and part-time staff, as well as an extensive network of volunteer resort representatives. The organization’s influence extends beyond social skiing; it has historically been a key player in the UK’s competitive snowsports scene, with HRH The Duke of Kent serving as the Royal Patron and former Olympic skier Chemmy Alcott acting as the Club’s Ambassador.
The Freshtracks Programme and Resort Operations
Central to the Ski Club’s modern identity is the Freshtracks holiday programme, which Katy Ellis has managed for the past several years. The programme is designed specifically for skiing enthusiasts who wish to travel with like-minded individuals of similar abilities. It caters to a wide range of niches, including solo travelers, who often find the social structure of the Club’s holidays more welcoming than traditional tour operator packages.
The Freshtracks portfolio currently includes over 60 ski resorts globally, categorized into six distinct experience types:
- On Piste: Focused on groomed runs and technique.
- All Mountain: For those who enjoy a mix of terrain.
- Off Piste: Guided adventures in powder and unmanaged terrain.
- Ski Touring: Emphasizing wilderness exploration and uphill travel.
- Weekend: Short-break options for time-constrained professionals.
- Bucket List: Once-in-a-lifetime trips to long-haul destinations like Japan, Canada, and the United States.
In addition to the holiday programme, the Club maintains a significant presence in 23 premier destinations across the Alps and North America through its Resort Reps scheme. These representatives undergo a rigorous 10-day training course every December in resorts such as Tignes to ensure they can provide expert guidance and facilitate social skiing for members. This service allows members to arrive in a resort and immediately find a group to ski with, significantly enhancing the value of membership.
Strategic Challenges in a Changing World
Despite its recent successes, the Ski Club of Great Britain faces a complex set of challenges as it moves toward the second half of the decade. The snowsports industry is grappling with the dual pressures of climate change and economic shifts. Shorter winter seasons and the rising cost of international travel have forced many organizations to rethink their business models.
For Ellis, the primary challenge will be ensuring the Club remains relevant to younger generations. Historically, membership organizations have struggled to attract Gen Z and Millennial participants, who often prefer flexible, digital-first travel arrangements over traditional club structures. To combat this, the Club has invested in its digital platforms and expanded its partner scheme, which is now the largest of its kind in the UK.
The partner scheme offers members significant discounts on brands such as Snow + Rock, Sunweb, SkiSet, and Ski Solutions. In many cases, the savings from a single holiday booking or equipment purchase can exceed the annual cost of membership. Maintaining and expanding these partnerships will be crucial for retaining value-conscious members in a competitive market.
Furthermore, the Club’s financial foundations remain a point of focus. As a not-for-profit, all revenue is reinvested into member services, including the maintenance of the Club’s own chalet accommodations in the French resorts of Flaine and Chamonix. Ensuring these assets remain profitable while keeping membership fees accessible is a delicate balancing act.
Leadership Vision and Industry Reaction
Upon her appointment, Katy Ellis expressed a commitment to growth and innovation. "We continue to see strong growth in our Freshtracks holidays programme," Ellis stated. "Our team continues to grow too, with a passionate mix of staff and an increasing number of resort reps. We have lots of exciting plans for the future and I’m looking forward to building on the strong position the club is in today."
Industry analysts view Ellis’s appointment as a signal of stability. By promoting from within, the Ski Club is signaling to its members and partners that the successful strategies of the last five years will continue. The focus on specialized holiday categories, such as ski touring and off-piste adventures, aligns with broader travel trends that favor experiential and "slow" tourism over mass-market packages.
The Ski Club also continues to provide one of the most comprehensive travel insurance policies available to UK skiers. Unlike many standard travel insurance products, the Club’s policy specifically covers off-piste skiing and heli-skiing, which are often excluded from basic coverage. This remains a significant draw for the Club’s more adventurous members and reinforces the organization’s role as a specialist in the field.
Future Outlook
As the 2026/27 winter season approaches, the Ski Club of Great Britain appears well-positioned to maintain its status as the UK’s leading membership body for snowsports. The transition from James Gambrill to Katy Ellis represents a handoff from a leader who stabilized the organization to one who has been deeply involved in its most successful commercial ventures.
The broader implications of this appointment will likely be seen in the Club’s upcoming strategic plan, which is expected to emphasize digital engagement and sustainable travel. With a dedicated membership base of 17,000 and a history that spans the entire evolution of modern skiing, the Ski Club remains a vital component of the British sporting landscape. The leadership of Katy Ellis will be defined by her ability to bridge the gap between the Club’s storied 120-year history and the demands of a high-tech, environmentally conscious future.
