Europe’s indoor snow scene just took a giant step forward. Snowcentres Limited, the UK’s leading indoor snowsports operator, and SnowWorld, the biggest name in European indoor ski resorts, have agreed to merge, forming an undisputed champion for year-round skiing, snowboarding and winter lifestyle.
What’s happening
The combined group will operate 12 indoor snow sites across five countries (Netherlands, UK, Germany, Belgium and France), welcome 4.5 million+ visitors a year, generate £100m+ in revenue, and employ 1,000+ full-time team members. It will also become the world’s largest ski school, opening up more pathways for beginners and progression for seasoned riders.
Ownership will be split 50/50 between the current shareholders of Snowcentres and Alychlo, the investment company of Belgian entrepreneur Marc Coucke, a structure designed to align long-term ambitions on both sides.
Why it matters for skiers and riders
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Bigger footprint, better access: More sites, more sessions, and more choice for UK and European riders year-round.
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Largest ski school in the world: Expect expanded lesson capacity, advanced coaching pathways and clearer progression routes from first turns to race and freestyle programmes.
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Sustainability front and centre: The new group says it’s committed to a sustainable business model and striving for energy neutrality, with operational synergies to boost efficiency without compromising snow quality.
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Investment in product & experience: A stronger balance sheet and shared expertise should speed up improvements—from snow surfaces and park builds to F&B, events and athlete support.
Who’s steering the ship
A new international Executive Committee will be based at Roosendaal, Netherlands, led by Group CEO Wim Hubrechtsen. He’ll be joined by Ian Brown (Snowcentres’ Managing Director), Bas van Tilborg (Group CFO) and Maarten Schürmann (CCO).
“We bring together the market leaders of Europe and the UK to form an undisputed European champion.” — Wim Hubrechtsen, CEO, SnowWorld Group
“This combination will give us the scale, expertise and resources to further develop our destinations and continue delivering memorable experiences to millions of visitors each year.” — Ian Brown, Managing Director, Snowcentres Limited
“Snowcentres has built its position as the market leader in the UK through a relentless focus on quality, customer experience, and innovation… I am truly excited about what lies ahead as we embark on this journey together.” — Richard Cook, Director, Snowcentres Limited
“SnowWorld has been one of the most inspiring buy-and-build success stories within Alychlo’s portfolio… We are very pleased and confident to welcome Snowcentres as our new strategic partner in this next phase of growth.” — Pieter Bourgeois, CEO, Alychlo
The group plans to accelerate expansion in mainland Europe and the UK, pursuing both internal upgrades and external opportunities. The focus: product quality, operational excellence, and sustainability, including energy performance, snowmaking efficiency and site modernisations.
What this could mean next
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Ski school evolution: With the scale to standardise best-practice coaching and invest in instructor development, expect smoother booking journeys and clearer level frameworks.
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Events & community: More capacity for comps, demo nights and grassroots programmes, plus better alignment with national governing bodies and athlete pathways.
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Freestyle & race: Bigger resources for park builds, race lanes and performance coaching, potentially lifting the quality and consistency of features across the network.
Fast facts (at a glance)
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12 sites • 5 countries • 4.5m+ annual visitors
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£100m+ revenue • 1,000+ FTE employees
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World’s largest ski school
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HQ: Roosendaal, Netherlands
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Shareholding: 50% Snowcentres’ current shareholders / 50% Alychlo
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Leadership: CEO Wim Hubrechtsen; MD Ian Brown; CFO Bas van Tilborg; CCO Maarten Schürmann
The bottom line
For UK skiers and riders, the SnowWorld–Snowcentres merger promises more capacity, better coaching and a stronger year-round experience, anchored by a serious sustainability agenda. If the new group delivers on its ambitions, indoor snow in Europe could be about to level up, again.
