London, UK – July 1st, 2026 – The Ski Club of Great Britain has completed the sale of its specialist adventure arm, Mountain Tracks, to Ski Safari, a prominent ski tour operator. This strategic divestment, finalized on July 1st, 2026, marks a significant pivot for the Ski Club, enabling it to sharpen its focus on core membership benefits and services. Mountain Tracks, a company with a rich legacy in expert-led ski touring and off-piste adventures since its founding in 1999, will now embark on a new chapter under the ownership of Ski Safari, a move anticipated to leverage Ski Safari’s established tour operating expertise and expand the reach of Mountain Tracks’ specialized offerings.
The acquisition brings together two entities with distinct but complementary roles within the winter sports industry. Mountain Tracks has carved out a niche by providing high-quality, expert-guided experiences in iconic mountain destinations worldwide. Its portfolio has historically encompassed everything from introductory ski touring trips to challenging expeditions like the classic Haute Route. The Ski Club of Great Britain, a member-driven organization with a history spanning over a century, acquired Mountain Tracks in 2016 with the aim of enhancing its experiential offerings for its members. The intervening decade has seen Mountain Tracks introduce thousands of skiers and snowboarders to the thrill of guided mountain adventures, solidifying its reputation for safety, expertise, and unforgettable experiences.
Katy Ellis, General Manager of the Ski Club of Great Britain, expressed a sentiment of pride and optimism regarding the transition. "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. "We’re excited to see the brand continue to grow under Ski Safari’s ownership and look forward to continuing our relationship in the future." This statement underscores the Ski Club’s positive outlook on the future of Mountain Tracks and highlights the ongoing collaborative spirit between the two organizations.
Strategic Rationale Behind the Divestment
The decision by the Ski Club of Great Britain to sell Mountain Tracks appears to be driven by a strategic imperative to streamline its operations and re-emphasize its core mission. As stated by a spokesperson for the Ski Club GB, "The sale of Mountain Tracks allows the Ski Club 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." This suggests a deliberate move to concentrate resources on areas such as member advocacy, on-snow support services, and the provision of exclusive member benefits, which form the bedrock of the Ski Club’s long-standing appeal.
The growth of the ski tourism market, particularly in the realm of specialized and off-piste adventures, has likely presented both opportunities and challenges for a member-focused organization like the Ski Club. By divesting Mountain Tracks to a dedicated tour operator, the Ski Club can ensure that this segment of the market is served by a company whose primary business model is built around the complexities of travel and adventure logistics. This allows the Ski Club to maintain its relationship with this niche through a partnership, rather than direct operational management.
A New Era for Mountain Tracks Under Ski Safari
For Ski Safari, the acquisition represents a significant expansion of its product offering and a strategic entry into the highly regarded niche of expert-led ski touring and alpine adventures. Richard Rice, Founder and Chairman of Ski Safari, articulated his enthusiasm for the integration of Mountain Tracks into his company’s portfolio. "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 commented. "We look forward to building on its strong heritage and continuing to deliver exceptional mountain experiences for guests in the years ahead."
Ski Safari’s established expertise in crafting bespoke ski holidays, combined with Mountain Tracks’ deep knowledge of backcountry skiing and mountaineering, is poised to create a powerful synergy. This partnership is expected to enhance the existing offerings of Mountain Tracks, potentially through increased marketing reach, access to broader travel infrastructure, and the integration of new technologies or operational efficiencies. The focus, as highlighted by Rice, remains on upholding the quality and integrity of the experiences that Mountain Tracks has become known for.
Continuity and Future Collaboration
Crucially for existing customers and future participants, the transition is designed to be seamless. Business operations for Mountain Tracks are expected to continue as usual, with the existing team remaining in place. This commitment to continuity is vital for maintaining customer confidence and ensuring that the high standards of service are preserved. All current bookings and future reservations will be fully supported throughout the transfer process.
The Ski Club of Great Britain has also emphasized its commitment to maintaining a close working relationship with both Mountain Tracks and Ski Safari. This includes the continuation of exclusive offers and discounts for Ski Club members on selected Mountain Tracks holidays. This ongoing partnership ensures that the value proposition for Ski Club members remains strong, even after the divestment of the operational arm.
Customers who have booked holidays or have future adventures planned with Mountain Tracks will receive direct communication regarding any updates related to their bookings and personal data. The Ski Club GB has assured that all necessary information will be provided to ensure a smooth transition and continued engagement.
Historical Context and Market Position
Founded in 1999, Mountain Tracks emerged during a period of growing interest in ski touring and off-piste skiing. As the pursuit of powder and backcountry exploration gained traction, demand for guided tours led by experienced professionals increased. Mountain Tracks capitalized on this trend, establishing itself as a leader in providing safe, well-organized, and expertly guided adventures. Its focus on iconic destinations such as the French Alps, Swiss Alps, and other renowned mountain ranges, coupled with a commitment to high guide-to-client ratios, has been central to its success.
The acquisition by the Ski Club of Great Britain in 2016 was a strategic move by the club to diversify its offerings beyond its traditional role as a provider of resort information, on-snow support, and member benefits. It represented an effort to engage members with more adventurous and experiential holidays, aligning with a broader trend in the travel industry towards authentic and challenging experiences.
The subsequent sale to Ski Safari in 2026 can be viewed within the context of ongoing consolidation and specialization within the ski travel sector. Ski Safari, known for its curated ski holidays and personalized service, is well-positioned to integrate Mountain Tracks’ specialized offerings into its existing framework. This move allows Ski Safari to broaden its appeal to a more adventurous clientele and to leverage the established brand equity and expertise of Mountain Tracks.
Analysis of Implications
The divestment of Mountain Tracks by the Ski Club of Great Britain is likely to have several implications:
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For the Ski Club: This move allows for a sharper strategic focus. By shedding the operational complexities of a tour operator, the Ski Club can dedicate more resources to its core membership services, advocacy, and potentially explore new avenues for member engagement that are more closely aligned with its historical mission. This could lead to enhanced member benefits, more robust resort information, and a stronger voice in representing skiers’ interests. The continued partnership ensures that members still have access to the specialist adventures they have come to value.
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For Mountain Tracks: Under Ski Safari’s ownership, Mountain Tracks has the potential for significant growth. Ski Safari’s established marketing channels, booking systems, and global reach can help expose Mountain Tracks to a wider audience. The integration could also lead to enhanced product development, with Ski Safari potentially introducing new destinations or types of adventures based on its market insights and existing supplier relationships. The preservation of the existing team is a strong indicator that the operational expertise and guiding standards will be maintained, which is crucial for this niche market.
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For the Ski Touring and Adventure Market: The acquisition by a larger tour operator like Ski Safari could lead to increased accessibility and visibility for expert-led ski touring. This might, in turn, stimulate further growth in the sector. It also signals the maturity of the ski touring market, where established niche operators are being integrated into broader travel companies, reflecting a growing demand for such experiences among a wider demographic. The continued existence of Mountain Tracks as a distinct brand, albeit under new ownership, ensures that this specialized segment of the market remains catered for.
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For Ski Club Members: While Mountain Tracks is no longer directly operated by the Ski Club, the continuation of exclusive offers and discounts provides a tangible benefit. Members can still access high-quality guided adventures, now potentially with the added advantages of Ski Safari’s operational scale. The Ski Club’s stated goal of attracting new members might also be bolstered by this strategic refocusing, as it can present a clearer value proposition centered on its core strengths.
Conclusion
The sale of Mountain Tracks by the Ski Club of Great Britain to Ski Safari represents a significant development in the landscape of ski tourism and adventure travel. It is a strategic move that allows the Ski Club to refocus on its foundational strengths while ensuring that the legacy and expertise of Mountain Tracks continue to thrive under the stewardship of a dedicated tour operator. For enthusiasts of expert-led ski touring and off-piste adventures, the transition promises continuity and potential expansion, with the assurance that the quality of experience remains paramount. The ongoing relationship between the Ski Club and the newly integrated entity underscores a collaborative approach to serving the diverse needs of the skiing community. As the winter sports industry continues to evolve, such strategic realignments highlight the dynamic nature of businesses seeking to optimize their offerings and cater to an ever-changing market.
