Myoko Snowsports

What Myoko Snowsports does

Myoko Snowsports is a private, direct-to-consumer snowsports service operator and division of Snow Resort Link (SRL), headquartered in Myoko City, Niigata Prefecture, Japan. Founded in 2009 and operating across three seasonal bases — Akakura Kanko/Onsen, Lotte Arai Resort, and Suginohara Prince Resort — the company delivers English-language ski and snowboard instruction, equipment rental, professional photography, childcare (ages 6 months to 3 years), and on-site dining (Panorama Café) to international tourists and domestic Japanese visitors in one of Japan's snowiest regions (14–18m annual snowfall).

The product portfolio spans private lessons, group programs (Mini Mountaineers 3–6, Alpine Explorers 7–14 ski, Alpine Shredders 7–14 snowboard, Super 4 adult), adaptive snowsports, powder/freeride programs, Freeride World Tour coaching, and a Multi Resort Program covering 8 linked Myoko resorts. Technology is minimal: bookings are processed via a Zoho Creator portal, with no proprietary software or AI capabilities disclosed. The business is strictly seasonal (December–March/April), employing ~18 core staff plus seasonal instructors, with subsidised staff housing provided through the parent SRL network.

Revenue is generated entirely on a unit-pricing model with multi-day discount tiers. Private lessons range from ¥25,000 (Fresh Tracks 1.75 hrs) to ¥110,000 (Multi Resort Program full day), kids' group lessons from ¥17,000–¥23,000/day, equipment rental from ¥2,760/day (online discounted), childcare at ¥14,000–¥21,000/day, and photography at ¥10,000–¥40,000 per shoot. All-inclusive 10% consumption tax pricing and tiered loyalty discounts indicate a transactional, high-volume leisure model rather than subscription or enterprise contracting. The company has been named Ski Asia Awards — Japan's Best Snowsports School six times (2019, 2020, 2022, 2023, 2024, 2025).

Name

Myoko Snowsports

Legal name

Snow Resort Link

Website

https://myokosnowsports.com

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Myoko Snowsports is a private English-language snowsports school and rental operator serving international tourists at three seasonal bases (Akakura, Arai, Suginohara) in Myoko Kogen, Japan, offering lessons, equipment rental, photography, childcare, and dining as a division of Snow Resort Link.

Ownership category

akta.pro rank

Product category

Snowsports School and Mountain Services

NAICS

Skiing Facilities (713920)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Ski Areas & Lift Operations (Independent Mountains) (THAAAJAB)

akta.pro secondary industries

Winter Activity & Experience Operators (Ice Climbing, Dog Sledding, Fat Biking, Ice Skating) (THAAAJAJ), Winter Adventure Experiences (Ski Touring, Snowshoeing, Dog Sledding) (THAJABAH)

Keywords

• Ski and snowboard instruction
• Snowsports school services
• Winter sports equipment rental
• On-snow photography services
• Mountain hospitality dining

Headquarters

HQ city

Akakura

HQ country

Japan

HQ region

Asia

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. Snowsports School Lessons: Private ski and snowboard lessons and group programs for adults and children at Akakura Kanko/Onsen, Arai (Lotte Arai Resort), and Suginohara Prince Resort. Revenue is earned through per-lesson and per-program fees, billed per session or as multi-day packages with discounts (e.g., 10% off 3-day bookings, 5th day free on 5-day bookings). Programs include Fresh Tracks, Morning, Full Day, Afternoon, Adaptive, Freeride World Tour Coaching, Powder/Guiding, and Multi-Resort Programs. Children's group programs (Mini Mountaineers 3-6 yrs, Alpine Explorers 7-14 yrs ski, Alpine Shredders 7-14 yrs snowboard) are offered at Arai.
2. Childcare Services: Childcare for children aged 6 months to 3 years at the Akakura Snowsports School location. Morning and Full Day sessions available. Revenue is per-session, priced at ¥14,000 (morning) and ¥21,000 (full day).
3. Equipment Rental: Rental of skis, snowboards, boots, helmets, jackets, pants, gumboots, and ski poles for children (from age 3) and adults. Equipment is available at Akakura Village Shop and Arai Snow Resort. Pricing is per-day and tiered by duration (1-21+ days) with progressive discounts from day 4 onward. Online discount of approximately 20% available for advance bookings (5+ days). Valet service included.
4. Photography: Private photography sessions (1-2+ hours) at Akakura and Arai resorts, with professional editing and high-resolution digital copies. Photo shoot pricing at Arai: ¥20,000 (1-hour family/beginner), ¥40,000 (2-hour action shoot), ¥10,000 (30-min extension). At Akakura, similar packages are offered per the Photography page.
5. Panorama Café & Dining: On-site café and dining at Akakura, serving fusion Japanese/International cuisine. Revenue from food and beverage sales. Open 7:30am–9:00pm daily. Lunch, après drinks, and private dinner functions. Located at Myoko Snowsports Village Shop in Akakura.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels3 records

Core offering

Myoko Snowsports delivers private and group ski and snowboard lessons, equipment rental, on-snow photography, mountain childcare, and a panorama café at three Myoko Kogen resort bases. The offering targets international visitors to the Myoko region with English-language service and bundled holiday experiences.

Product overview

Myoko Snowsports is a snowsports school and hospitality company operating across three base locations in Myoko, Niigata Prefecture, Japan: Akakura, Arai, and Suginohara. The company offers a comprehensive suite of services including ski and snowboard instruction (private lessons and group programs for all ages and ability levels), equipment rental (for adults and children), professional on-snow photography, childcare services, and café/dining hospitality. The Snowsports School serves as the core product offering various lesson formats from private instruction to group programs for children (Mini Mountaineers, Alpine Explorers, Alpine Shredders), adults (Super 4), and specialized programs including powder/freeride, multi-resort guiding, and Freeride World Tour coaching. Equipment Rental provides skis, snowboards, boots, and accessories. Photography offers private shoots with professional editing. Child Care serves children from 6 months to 3 years. Panorama Café provides dining services at the Akakura location.

Differentiator

Problem solved

Functional benefit

Brands

• Panorama Café & Dining: Fusion Japanese and International cuisine café located at Myoko Snowsports Village Shop in Akakura, offering coffee, lunch, après drinks, and private dinner service.

Products and services

• Snowsports School (Private and Group Lessons) Private and group ski and snowboard lessons delivered in English across Myoko Kogen's Akakura, Lotte Arai Resort, and Suginohara bases, with tiered per-day pricing and multi-day discounts.
• Equipment Rental

Quantifiable outcome

• 6-time winner of Ski Asia Awards — Japan's Best Snowsports School (2019, 2020, 2022, 2023, 2024, 2025)

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Partnerships

Eight partnerships are on record, tiered core and minor.

• Snow Resort Link (SRL)coreStrategic or Co-development PartnerMyoko Snowsports is a division of Snow Resort Link (SRL), one of the premier providers of international snowsports services, hotel and hospitality services, and English language experiences in Japan. SRL provides the organisational infrastructure, staff housing (subsidised accommodation for all team members), and a network of hospitality assets including Hotel Silverhorn and Panorama Café & Dining in Akakura.
• Lotte Arai ResortcoreStrategic or Co-development PartnerMyoko Snowsports operates its Arai base within Lotte Arai Resort, a premier 4 & 5-star ski resort opened in December 2017. Services include private lessons, children's group programs, equipment referrals, photography, and multi-resort programs. The resort offers 6 lifts, 15 marked runs, 8 off-piste zones, 18m average snowfall, and extensive facilities including 5 hotels, 11 restaurants, onsen, spa, pool, and childcare.
• Suginohara Prince ResortcoreStrategic or Co-development PartnerMyoko Snowsports operates at Suginohara Prince Resort, offering private ski and snowboard lessons and photography services. The resort features long, wide groomed runs and powder areas, and is one of the four linked resorts in the Akakura/Ikenotaira/Suginohara cluster.
• Nagano Snow ShuttleminorChannel Partner/ Reseller/ DistributorNagano Snow Shuttle provides direct bus transfer services from Narita and Haneda airports to Myoko. Referenced as a recommended transport option for guests visiting Myoko Snowsports.
• Dancing SnowminorStrategic or Co-development PartnerDancing Snow provides professional backcountry ski tours (hiking above the lifts) and avalanche terrain experiences. Recommended by Myoko Snowsports for guests seeking full backcountry experiences beyond the resort boundaries. Partnered for the Multi Resort Program FAQ referencing.
• Akakura Kanko ResortcoreStrategic or Co-development PartnerAkakura Kanko is one of the two interlinked resorts (with Akakura Onsen) that form the main base for Myoko Snowsports in Akakura. Myoko Snowsports operates its primary Village Shop and Champion Shop in this area, offering lessons, equipment rental, childcare, and photography.
• Akakura Onsen ResortcoreStrategic or Co-development PartnerAkakura Onsen is interlinked with Akakura Kanko and forms the second resort within Myoko Snowsports' primary Akakura base area. The resort offers skier terrain, hot springs, and additional lift access for Myoko Snowsports guests.
• Hotel SilverhornminorStrategic or Co-development PartnerHotel Silverhorn in Akakura is part of the Snow Resort Link network. It is listed as a location for hospitality employment positions (via [email protected]) and a recommended accommodation option. Myoko Snowsports guests may be referred to Hotel Silverhorn for lodging.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Hokkaido Mountain Guides: Backcountry and resort ski guiding service in Hokkaido, Japan. Comparable to Myoko Snowsports' Freeride World Tour coaching and powder programs in serving advanced international skiers seeking Japanese powder experiences.
• Evergreen Outdoor Center: Long-established English-language ski and snowboard school in Hakuba, Japan, offering private/group lessons, rentals, and guiding to international guests. Directly comparable in business model, customer segment, and service mix to Myoko Snowsports, but operating in a different Japanese ski region (Nagano/Hakuba).
• Niseko Mountain Guides: Backcountry and powder ski guiding operation in Niseko, Hokkaido. Comparable to Myoko Snowsports' powder/freeride and multi-resort programs in offering guided Japanese-powder experiences to English-speaking international clients.
• Nozawa Onsen Snowsports: Ski school and snowsports service provider at Nozawa Onsen Ski Resort in Nagano, Japan. Comparable to Myoko Snowsports as a regional Japanese ski school catering to both domestic and international guests with lessons, rentals, and guiding.
• Hakuba Snowsports: English-language ski and snowboard school based in Hakuba Valley, Japan, providing lessons, guiding, and rentals to international tourists. Closely comparable to Myoko Snowsports in service offering, target market, and English-instruction positioning.

Others

• Suginohara Prince Resort: Ski resort operator hosting Myoko Snowsports' Suginohara base. Comparable as a resort partner providing terrain and lift access; not a direct competitor in ski instruction but defines the operating envelope for that base.
• Lotte Arai Resort: Owner/operator of the Arai mountain where Myoko Snowsports' Arai base operates. Comparable as a host resort infrastructure partner; not a snowsports school, but a key commercial counterparty and a competitive benchmark for destination-level ski resort operations in Japan.

Regional players

• Japan Ski Experience: Ski holiday specialist curating lessons, rentals, and guided experiences across multiple Japanese resorts. Comparable as an English-language channel into Japanese ski instruction, though it does not operate its own snowsports school infrastructure like Myoko Snowsports.
• SkiJapan.com: Japan-based inbound ski tour operator packaging accommodation, lift passes, lessons, and transport primarily for Australian and international visitors. Comparable to Myoko Snowsports in serving the inbound English-speaking ski market, but operating as a tour operator rather than an on-mountain school.

Broad incumbents

• Aspen Snowmass Ski & Snowboard School: Large, mature ski school within a major North American resort group offering private/group lessons, children's programs, and adaptive programs. Comparable in service taxonomy (children's groups, private lessons, adaptive, multi-day packages) and premium positioning, though operating in a different geography and at substantially larger scale.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/myokosnowsports

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 Myoko Snowsports