LAAX

What LAAX does

LAAX (legal entity: Mountain Vision AG) is a year-round mountain resort in the Flims Laax Falera region of Graubünden, Switzerland, operated as part of the Weisse Arena Gruppe. The resort is positioned around freestyle culture rather than traditional alpine tourism, anchored by five snowparks, the world's largest halfpipe, and a 2,000 sqm indoor Freestyle Academy for snowboarding, skiing, and skateboarding. Beyond winter sports, LAAX runs summer operations including mountain biking (Test a TREK), hiking, via ferrata, the 1.56 km Senda dil Dragun treetop walk (marketed as the longest in the world), the rocksresort Park (Urban Surfwave, Snakerun, Park Tower with Zipline and Vertical Drop), and an Art+Culture program.

The commercial offering is vertically integrated across lift access (FlemX barrier-free cable car and chairlifts), accommodations (rocksresort, signinahotel, Riders Hotel, GALAAXY mountainhostel, Segneshütte, Casa Mulania, LAAX Homes), F&B across 20+ restaurants and bars, equipment rental at three locations (LAAX Rental, Burton Store/Test Center, Trek Test), instruction (LAAX School for ski, snowboard, bike, kids programs), and digital channels (shop.laax.com, LAAX mobile app for mobile ordering and reservations, LAAX Live webcams).

LAAX generates revenue from a diversified mix of transaction-based streams (day and season lift tickets, activity passes, equipment rental, lessons) and recurring-style streams (lodging, dining), monetized via direct-to-consumer channels and brand partnerships (Burton, Red Bull, Oakley, Vans, GoPro, Swatch, YETI, Zeekr, Sunrise for 5G). Customer segments are horizontal, spanning freestyle enthusiasts, families, summer outdoor adventurers, and culinary/cultural travelers. The company is privately held, Swiss-domiciled, with 51-100 employees and no public financials, funding rounds, or M&A activity disclosed in the source material.

Name

LAAX

Legal name

Mountain Vision AG

Website

https://laax.com

Company type

Private

Founded year

1996

Operating status

Operating

Headcount range

51–100 employees

Short description

LAAX (Mountain Vision AG, part of Weisse Arena Gruppe) is a year-round Swiss alpine mountain resort in Graubünden focused on freestyle skiing and snowboarding, operating five snowparks, the world's largest halfpipe, an indoor Freestyle Academy, integrated hotels, F&B, rental, and school services for individual guests, families, and action-sports travelers.

Ownership category

akta.pro rank

Product category

Mountain Resort & Ski Tourism Services

NAICS

Skiing Facilities (713920), Recreational Goods Rental (532284)

SIC

Hotels, Rooming Houses, Camps & Other Lodging Places (7000), Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Integrated Ski & Mountain Resorts (Lift-Served Skiing/Riding) (THAAAJAA)

akta.pro secondary industries

Ski & Mountain Full-Service Hotels (THAGAAAJ), Mountain & Ski Homes (THAMAAAG), Mountain & Alpine Lodges (THAGAIAE), Mountain Gondola & Chairlift Passenger Transport (Non-ski Commuter/Tourist) (THAIAKAD)

Keywords

• Mountain resort services
• Freestyle sports
• Ski lift operations
• Alpine hospitality
• Adventure tourism

Headquarters

HQ city

Laax

HQ country

Switzerland

HQ region

Europe

Offices5 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Technology or R&D, Supply Chain

Revenue model

1. Lift Tickets: Day tickets and season passes for ski lifts, bike trails, and attractions including FlemX, Freestyle Academy, and Treetop Trail.
2. Accommodations: Hotel and apartment rentals including rocksresort (8 restaurants, 6 bars, 9 shops), signinahotel, Riders Hotel, Casa Mulania, mountainhostel GALAAXY, Berghaus Nagens, and Segneshütte.
3. Food & Beverage: Over 20 restaurants and bars in valley and mountain locations offering diverse cuisines from gourmet to traditional Swiss dishes, plus apres-ski venues.
4. Equipment Rental & Retail: LAAX Rental shops in Flims, Laax, and Falera offering bikes, skis, snowboards, protective equipment, via ferrata gear, and repair services. Burton Store and Test Center on-site.
5. LAAX School Lessons: Ski, snowboard, cross-country, and bike lessons for all ages plus specialized programs including Freestyle Academy, Race Academy, and Ami Sabi nature education.
6. Activity Tickets & Attractions: Day passes for rocksresort Park including Urban Surfwave, Snakerun, rocks Park Tower (Vertical Drop, Zipline, Spiral Slide), and adventure packages.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels6 records

Core offering

LAAX operates a year-round mountain resort in Graubünden, Switzerland, focused on freestyle culture. The resort sells ski lift tickets, season passes, accommodations across multiple owned hotels and apartments, equipment rentals, ski/snowboard/bike school lessons, food and beverage across 20+ restaurants and bars, and access to freestyle facilities including five snowparks, the world's largest halfpipe, the Freestyle Academy indoor facility, and the Baumwipfelpfad treetop trail.

Product overview

LAAX Mountains is a year-round mountain resort in Graubünden, Switzerland, operated by Mountain Vision AG under the Weisse Arena Gruppe. The resort offers a comprehensive portfolio of products and services organized around five pillars: (1) Accommodations including rocksresort, signinahotel, Riders Hotel, GALAAXY mountainhostel, Segneshütte, and LAAX Homes holiday apartments; (2) Freestyle experiences comprising five snowparks, the world's largest halfpipe, Freestyle Academy (2,000 sqm indoor facility), and rocksresort Park with Urban Surfwave, Snakerun, and rocks Park Tower; (3) Activities including LAAX School (ski, snowboard, bike, hiking lessons), LAAX Rental (equipment), Test a TREK (bike testing), Burton Test Center (snowboard testing), Baumwipfelpfad treetop trail, and various dining options; (4) Dining with restaurants and bars in the valley and on the mountain; and (5) Art+Culture programming with events, exhibitions, and concerts. The resort also provides digital services including the LAAX App for mobile ordering and reservations, and LAAX Live for webcams and live data.

Differentiator

Problem solved

Functional benefit

Brands

• rocksresort: Family-friendly apartment resort with 8 restaurants, 6 bars, 9 shops located directly at the LAAX valley station, featuring modern design with alpine adventure.
• signinahotel
• Riders Hotel
• LAAX School
• LAAX Rental
• Freestyle Academy
• Baumwipfelpfad (Senda dil Dragun)
• rocksresort Park

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

14 partnerships are on record, tiered core and minor.

• BurtoncoreGTM or Marketing PartnerIconic snowboard brand influencing the sport since 1977. Burton European Open marked the beginning of a long-standing partnership. Burton Store located in LAAX with products also available at Test Center on Crap Sogn Gion.
• OakleycoreGTM or Marketing PartnerOAKLEY represents innovation, performance, and precision with high-tech eyewear and functional outerwear setting new standards in action sports. Athletes worldwide and LAAX staff rely on Oakley for visibility and protection.
• VanscoreGTM or Marketing PartnerVANS has shaped skate and snowboard culture since 1966 with authentic style and functional design. Represents creativity, progression, and strong community matching LAAX's freestyle culture.
• YETIminorGTM or Marketing PartnerYETI represents robust, durable, high-performance outdoor equipment. Products made for adventure with highest quality and innovative design setting new standards in cooling and durability.
• SwatchminorGTM or Marketing PartnerSwiss watch brand since 1983 bringing fresh ideas and trendsetting style to Swiss watchmaking. Watches celebrate personal expression with innovation and positive provocation.
• SunrisecoreTechnology or IntegrationSunrise set new standards for digital connectivity in the mountains with the first 5G antenna in a ski resort. High-speed internet enables streaming, navigation, and smart services on the slopes.
• GoProminorGTM or Marketing PartnerGoPro represents action, creativity, and unforgettable experiences. Innovative camera technology enables stunning footage in any environment, capturing moments with best quality.
• ZeekrminorGTM or Marketing PartnerZeekr represents electric vehicle performance with design that stands out. For those who seek more than simply getting from A to B. More performance, luxury, and craftsmanship.
• Red BullcoreGTM or Marketing PartnerRed Bull represents action, adrenaline, and limitless energy. Through innovative events and strong partnerships, Red Bull shapes action sports culture worldwide.
• The Green MountainminorGTM or Marketing PartnerTHE GREEN MOUNTAIN offers the possibility to reduce meat consumption without feeling of sacrifice. Swiss company quality showcased in mountain restaurants.
• CalandaminorGTM or Marketing PartnerCalanda represents Swiss brewing art and Alpine tradition. Brewed with pure mountain water from Graubunden, offering refreshing taste and highest quality.
• Yindin (Secret Garden Resorts)coreStrategic or Co-development PartnerLeading freestyle area in Asia and official venue of the 2022 Winter Olympic Games. 'One Pass, Two Resorts' exclusive partnership: LAAX TOPCARD holders ski free for 5 days at partner resort. Yindin is China's freestyle hotspot.
• Trek BikescoreTechnology or IntegrationTEST a TREK program at LAAX Rental in Flims offers latest mountain and e-mountain bike models for testing on endless LAAX trails. Models include Slash 8, Checkpoint ALR 5, Powerfly+ 6, Fuel+ EX 8, and Rail+ 8.
• TCS (Touring Club Switzerland)minorStrategic or Co-development PartnerTCS Pop-Up Glamping partnership offering cozy, comfortably furnished cotton tents on Alp Nagens at 2,000 meters elevation from end of June to mid-September.

Scale indicators8 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Val Thorens: Europe's highest ski resort in the Trois Vallées with extensive lift network and integrated lodging. Comparable to LAAX in operating a large-scale integrated alpine resort with year-round positioning.
• Avoriaz: French purpose-built ski resort with car-free pedestrian design and strong freestyle/boarder identity. Comparable to LAAX in lifestyle positioning, freestyle emphasis, and integrated ski-in/ski-out resort architecture.
• Chamonix Mont-Blanc: Legendary French alpine resort with extreme skiing heritage, large lift network, and integrated lodging. Comparable to LAAX as an internationally recognized destination with year-round mountain activities.
• Davos Klosters: Major Swiss alpine destination combining extensive ski terrain, multiple integrated mountain villages, and a year-round events calendar. Comparable to LAAX in scale of integrated Swiss mountain operations.
• Saas-Fee: Swiss car-free alpine resort with a strong freestyle and snowboarding identity, premium lift operations, and year-round mountain activities. Closest direct peer to LAAX in target market, freestyle positioning, and integrated destination model.
• Verbier: Swiss premium ski resort with extensive off-piste terrain, luxury lodging, and a strong international clientele. Comparable to LAAX in integrated resort offerings and high-end guest mix.
• St. Anton am Arlberg: Premier Austrian ski destination known for off-piste and après-ski culture with extensive lift and lodging infrastructure. Comparable to LAAX as a leading European alpine destination with multi-property integration.
• Zermatt: Iconic Swiss car-free ski resort with year-round skiing, luxury lodging, and mountain gastronomy. Comparable to LAAX as a high-amenity integrated Swiss resort serving international visitors.

Emerging players

• Yindin (Secret Garden Resorts): China's leading freestyle resort and official 2022 Winter Olympics freestyle venue, already partnered with LAAX via the 'One Pass, Two Resorts' program. Comparable as a freestyle-led integrated mountain destination serving a different geography.

Broad incumbents

• Compagnie des Alpes: Listed French operator of multiple major ski resorts and leisure destinations. Comparable to LAAX as a portfolio operator of integrated ski resort assets, though at significantly larger scale and with broader leisure park operations.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/laaxskiresort
• Facebookfacebook.com/LAAX
• LinkedInlinkedin.com/company/skischool-flims-laax-falera

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries10 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about LAAX