The UK’s largest consumer ski and snowboard event of the year, the London Snow Show, returns to its former home at Olympia, marking its first appearance at the venue in 15 years. The reimagined event promises a refreshed experience for winter sports enthusiasts ahead of the 2025/26 ski season.
A cultural and architectural landmark since opening its doors in 1886, Olympia has long been synonymous with hosting some of the capital’s most remarkable events, continuing to play a central role in shaping London’s history today. The Snow Show’s move back to its home venue aligns with Olympia’s wider £1.3 billion regeneration, launching in the second half of 2025, which will place the iconic events venue at the heart of London’s newest cultural destination.
Formerly known as The London Ski Show (amongst other names), the Snow Show has a long-standing connection with Olympia, dating back as early as 1976. Following its acquisition by The Mountain Trade Network in 2024, the show will return to Olympia’s National Hall, showcasing an exciting mix of ski and snowboard destinations, tour operators, and global brands. Attendees can also look forward to celebrity speakers, expert-led talks, après-style entertainment, live music, and more.
Founder of The Mountain Trade Network, James Gambrill, said:
“We’re really excited to be bringing the Snow Show back to its home at Olympia. Many skiers and snowboarders have great memories of the show over the years, and we hear so much enthusiasm for the venue. We’re also looking forward to bringing new elements to the event, creating a fun, action packed weekend, with lots to do and see, as well as plenty of opportunities to book holidays and buy equipment.”
The London Snow Show welcomed over 10,000 visitors in 2024, with 38% of the audience coming from Greater London. The event continues to attract a highly engaged demographic, with intermediate to advanced snowsports participants representing approximately 85% of attendees. Olympia's central location, excellent transport connections and proximity to West London's active, affluent, and travel-focused community make it an ideal venue for reaching the show's core audience.
Director of Exhibitions at Olympia Events, Nick Graham, commented:
“We’re thrilled to welcome The London Snow Show home to Olympia. It’s an event that shares a rich history with this venue and sparks a lot of interest with our visitors and the local community. We’re excited to once again serve the passionate snowsports audience based in and around West London, as well as the wider London community, and look forward to seeing its exciting relaunch.”
Special features and installations across the two-day event include a dedicated family area, the adrenaline-fuelled Red Bull Action Zone, a luxury and wellness space with guest speakers and live yoga classes, a kit and instruction hub, an information theatre, photo competitions, and more.
Confirmed exhibitors for 2025 include tour operators such as Crystal, Inghams, and Ski Club Freshtracks, with destinations including Norway, Andorra, Colorado, St Anton, and Gurgl. The retailer Ellis Brigham is returning to the show after several years away, as well as others including Ski Exchange.
The London Snow Show takes place on 18-19 October 2025 at Olympia, London.