In a significant realignment of the United Kingdom’s winter sports sector, Ski Safari has officially announced the acquisition of Mountain Tracks from the Ski Club of Great Britain. The transaction, confirmed on June 26, 2026, marks a pivotal shift for both organizations as they navigate a rapidly evolving landscape for specialist mountain travel and member-led services. Mountain Tracks, a premier provider of expert-led ski touring and off-piste adventures, will transition to its new ownership immediately, bringing its deep heritage in alpine exploration under the umbrella of one of the UK’s leading bespoke ski holiday operators.
The acquisition concludes a decade-long chapter for the Ski Club of Great Britain, which originally purchased Mountain Tracks in 2016. Under the terms of the new agreement, Ski Safari will assume full ownership of the brand, its assets, and its operational framework. Crucially, the parties have emphasized that the transition is designed to be seamless for existing customers, with the current specialist team remaining in place to ensure continuity of service and the preservation of the technical expertise for which Mountain Tracks is renowned.
The Evolution of Mountain Tracks: A History of Alpine Excellence
Founded in 1999, Mountain Tracks established itself as a cornerstone of the UK’s mountaineering and specialist skiing community. Its core mission was to provide high-level, guide-led experiences for skiers and snowboarders looking to venture beyond the boundaries of marked pistes. Over the past quarter-century, the company has built an extensive portfolio that includes some of the world’s most iconic mountain journeys, most notably the legendary Haute Route—a demanding traverse between Chamonix and Zermatt that represents a rite of passage for serious ski tourers.
The brand’s reputation was built on the foundation of safety, education, and technical proficiency. By utilizing IFMGA (International Federation of Mountain Guides Associations) qualified guides, Mountain Tracks bridged the gap between recreational resort skiing and professional-grade alpinism. This focus allowed thousands of enthusiasts to transition from their first forays into ski touring to complex multi-day glacial expeditions.
In 2016, the Ski Club of Great Britain (SCGB) acquired the business as part of a strategy to diversify its offerings and provide its members with direct access to specialist mountain skills training and guided tours. During its tenure under the Ski Club, Mountain Tracks expanded its reach, integrating with the Club’s wider community and providing exclusive opportunities for members to explore remote regions in the Alps, the Pyrenees, and beyond.
Strategic Rationale: Why the Ski Club is Refocusing
The decision by the Ski Club of Great Britain to divest from Mountain Tracks comes at a time when the organization is looking to consolidate its efforts on its core mission. As the oldest and largest snowsports membership organization in the UK, founded in 1903, the Ski Club has a mandate to serve a broad demographic of skiers through information, insurance, social skiing programs, and regional representation.
Katy Ellis, General Manager of the Ski Club of Great Britain, explained that the sale is a strategic move designed to sharpen the organization’s focus. “Mountain Tracks has been a great part of the Ski Club for many years, and we’re incredibly proud of the experiences and adventures the team has delivered for our members and guests,” Ellis stated. She noted that the sale allows the Club’s management team to “focus fully on delivering the services and benefits that members value most, while also strengthening efforts to attract new members from across the skiing community.”
Industry analysts suggest that this move reflects a broader trend in the non-profit and membership sector toward "asset-light" operations. By moving away from the direct management of a specialized tour operator, the Ski Club can reduce operational overhead and liability while still maintaining the "Mountain Tracks" experience for its members through a preferred-partner relationship. This allows the Club to return to its roots as a facilitator and community hub rather than a direct commercial competitor in the specialist travel market.
Ski Safari: A New Home for High-End Adventure
For Ski Safari, the acquisition represents a significant expansion into the high-growth niche of adventure and backcountry skiing. Based in Hove, Ski Safari has long been recognized as a market leader in bespoke, long-haul ski holidays, particularly to destinations in North America, Japan, and Scandinavia. The inclusion of Mountain Tracks into their portfolio provides them with an established foothold in the European alpine touring market and a ready-made team of experts.
Richard Rice, Founder and Chairman of Ski Safari, expressed his enthusiasm for the brand’s potential under new management. “Mountain Tracks has a fantastic reputation within the ski touring and mountain adventure community, and we’re delighted to welcome the brand into the Ski Safari family,” Rice said. He emphasized that Ski Safari intends to “build on its strong heritage and continue to deliver exceptional mountain experiences for guests in the years ahead.”
The synergy between the two companies is evident. While Ski Safari excels at logistical planning, luxury accommodations, and global travel arrangements, Mountain Tracks provides the technical "on-snow" expertise required for high-risk, high-reward mountain environments. This combination is expected to appeal to a growing demographic of "adventure-plus" travelers—skiers who seek the thrill of the backcountry but require the reliability and professional backing of a major tour operator.
Market Context: The Rise of Backcountry and Ski Touring
The timing of this acquisition is particularly noteworthy given the current trends in the global ski industry. Since 2020, there has been a documented surge in interest in ski touring and split-boarding. Data from industry bodies such as the Snowsports Industries America (SIA) and various European tourism boards indicate that the "backcountry" segment has seen year-on-year growth exceeding 15% in some regions.
Several factors are driving this trend:
- The Search for Solitude: Following the overcrowding of popular European resorts, many skiers are seeking "slow travel" experiences that prioritize quiet, natural environments over high-capacity lift systems.
- Technological Advancements: Modern touring equipment—including lighter skis, "pin" bindings, and more comfortable walk-mode boots—has made the ascent significantly more accessible to the average recreational skier.
- Climate Resilience: As lower-altitude resorts face shorter seasons due to climate change, the ability to "skin" up to higher, more reliable snowpacks has become an attractive insurance policy for dedicated skiers.
- Wellness and Fitness: The physical challenge of uphill skiing aligns with the broader global trend toward fitness-oriented vacations and outdoor wellness.
By acquiring Mountain Tracks, Ski Safari is positioning itself to capture a larger share of this lucrative and resilient market segment.
Continuity and Member Benefits
A primary concern during any corporate acquisition is the impact on the existing customer base. Both organizations have moved quickly to reassure clients that it will be "business as usual." The Mountain Tracks brand will remain distinct, and the specialist staff who handle bookings and guide coordination will continue in their roles.
Crucially for the Ski Club of Great Britain’s 30,000+ members, the relationship with Mountain Tracks will not be severed. The two organizations have established a long-term partnership agreement that includes maintaining exclusive offers and discounts for Ski Club members on selected Mountain Tracks holidays. This ensures that the primary benefit of the previous ownership—subsidized or preferential access to expert guiding—remains intact.
The Ski Club issued a statement clarifying the transition for current bookers: “For existing Mountain Tracks customers, communications regarding holidays, bookings and future adventures will continue through Mountain Tracks following completion of the transfer. Customers will be contacted directly with further information regarding any data and communication updates.”
Timeline of the Transition
The handover process has been structured to minimize disruption to the upcoming 2026/2027 winter season. The timeline of the event is as follows:
- Pre-2016: Mountain Tracks operates as an independent specialist under its original founders.
- 2016: The Ski Club of Great Britain acquires Mountain Tracks to expand its commercial and member-service portfolio.
- 2016–2025: Mountain Tracks grows its offering, surviving the challenges of the COVID-19 pandemic and the subsequent rebound in adventure travel.
- Early 2026: Strategic review by the Ski Club board identifies the need to refocus on core membership services.
- June 26, 2026: Official announcement of the sale to Ski Safari.
- Q3 2026: Integration of Mountain Tracks’ backend systems into Ski Safari’s infrastructure while maintaining the brand’s front-facing identity.
- Winter 2026/27: First full season under Ski Safari ownership, with all existing itineraries and guide contracts honored.
Broader Implications for the UK Ski Industry
The sale of Mountain Tracks is reflective of a wider consolidation within the UK travel industry. As operational costs rise and consumer expectations for specialized, high-quality service increase, smaller niche operators are often finding it beneficial to join larger groups that offer better economies of scale, more robust digital marketing capabilities, and greater financial security.
For the UK ski market, this move signifies a maturing of the "adventure" sector. What was once a fringe activity for a handful of extreme enthusiasts has become a professionalized, mainstream segment of the travel industry. The backing of a powerhouse like Ski Safari suggests that Mountain Tracks may soon expand its reach beyond the European Alps, potentially offering guided touring programs in locations like Hokkaido, Japan, or the backcountry of British Columbia—areas where Ski Safari already possesses significant logistical strength.
Furthermore, the Ski Club of Great Britain’s decision to "return to basics" may signal a trend for other member-led organizations to divest from commercial arms that require heavy management oversight. By focusing on advocacy, member safety, and community events, the Ski Club may be better positioned to represent the interests of British skiers in a post-Brexit, climate-conscious world.
Conclusion: A New Chapter for Adventure
As the transfer of ownership concludes, the outlook for Mountain Tracks appears bright. With the backing of Ski Safari’s extensive travel network and the continued support of the Ski Club of Great Britain’s membership base, the brand is well-positioned to lead the next generation of off-piste and touring adventures.
The deal represents a rare "win-win-win" in the travel sector: Ski Safari gains a prestigious specialist brand; the Ski Club of Great Britain secures its financial and operational focus; and the skiing public retains access to high-quality, expert-led mountain experiences. As the 2026/2027 season approaches, the industry will be watching closely to see how this new partnership evolves and what new heights Mountain Tracks can reach under its new stewardship.
