What Skischule St. Moritz does

Skischule St. Moritz, operating as Snowsports St. Moritz AG under the brand 'The Red Legends', is Switzerland's oldest and largest ski school, founded in 1929 by Giovanni Testa in St. Moritz, Graubünden. The company delivers ski, snowboard, and cross-country instruction for children and adults across six owned locations in St. Moritz, Celerina, and Samedan, with an integrated product portfolio spanning private lessons, group classes, early-morning 'White Carpet' sessions, premium 'Legend' private instruction with hotel pickup (CHF 270+), and experience-based offerings including night skiing at Corvatsch, freeride and off-piste guiding, sledding, and snowshoe tours. Specialty programs include Switzerland's first Blind Ski School (est. 1982, 28 certified instructors) and youth development in partnership with Skiclub Alpina. The school operates an elite Demo Team (Guardia Cotschna) that competes at the Swiss Snow Happening and Bündnermeisterschaften.

The business operates on a unit-pricing professional services model with peak season staffing of approximately 420-450 team members from over 14 nationalities. Distribution combines direct-to-consumer channels (six physical offices, TrekkSoft-powered online booking at shop.skischool.ch) with a referral channel through luxury hotel partners including Badrutt's Palace, Kulm, Kempinski, Carlton, Grace La Margna, Cresta Palace, and Club Med. Since 2022, the company has extended into year-round operations with guided hiking, e-bike tours, and paragliding combinations in the Upper Engadin. Revenue streams remain primarily winter-concentrated but are now seasonally diversified. No public revenue is disclosed.

Underlying technology is modest: TrekkSoft booking and payment infrastructure, the Carv wearable analytics platform for advanced technique coaching, and proprietary teaching methods (the 'Natural Skiing Technique' developed by founder Testa). The school is privately held with no external investors, no parent company, and no public listing. The legal entity Snowsports St. Moritz AG is incorporated as a Swiss Aktiengesellschaft headquartered at Via Stredas 14, CH-7500 St. Moritz.

Name

Skischule St. Moritz

Legal name

Snowsports St. Moritz AG

Website

https://skischool.ch

Company type

Private

Founded year

1929

Operating status

Operating

Headcount range

51–100 employees

Short description

Skischule St. Moritz is Switzerland's oldest and largest ski school, founded in 1929, providing ski, snowboard, cross-country, and summer outdoor instruction across six locations in St. Moritz, Celerina, and Samedan to families, adult skiers, and luxury resort guests.

Ownership category

akta.pro rank

Product category

Ski School Services

NAICS

Sports and Recreation Instruction (611620), Sports and Recreation Instruction (61162)

akta.pro primary industry

Ski & Snowboard Schools (Instruction & Coaching) (THAAAJAC)

akta.pro secondary industries

Winter Sports & Snow Training Schools (Ski, Snowboard, Ice Sports) (MPAKAJAI), Guided Backcountry & Off-Piste Services (Ski Touring, Splitboarding, Heli/Cat Skiing) (THAAAJAD), Nordic & Cross-Country Centers (XC Skiing, Biathlon, Snowshoe Trails) (THAAAJAE), Snow Tubing, Sledding & Winter Fun Parks (THAAAJAG)

Keywords

• Ski school services
• Snow sports instruction
• Winter sports lessons
• Mountain guide services
• Outdoor recreation activities

Headquarters

HQ city

St. Moritz

HQ country

Switzerland

HQ region

Europe

Offices6 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Snow Sports Instruction Services: Direct revenue from providing ski, snowboard, and cross-country skiing lessons to children and adults. Services include group classes, private lessons, and specialized programs. Revenue generated per lesson/hour with tiered pricing based on service level.
2. Summer Outdoor Activities: Revenue from summer activities including guided hiking and mountain biking tours in the Upper Engadin region. Started in 2022 as seasonal diversification.
3. Winter Experiences: Revenue from experiences including night skiing, snowboarding, sledding, snowshoe tours, and freeride guiding. Premium pricing for VIP night skiing (CHF 5,000+).

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

Skischule St. Moritz is Switzerland's oldest and largest ski school, providing private and group ski, snowboard, and cross-country skiing lessons for children and adults across locations in St. Moritz, Celerina, and Samedan. The company also offers premium winter experiences (night skiing, freeride guiding, sledding, snowshoe tours), a specialized Blind Ski School, and summer outdoor activities including guided hiking and mountain biking tours in the Upper Engadin region.

Product overview

Skischule St. Moritz operates as a comprehensive winter and summer sports school offering a diverse portfolio of instruction and experience services. The core offering centers on private and group ski instruction across multiple locations (St. Moritz, Celerina, Samedan), with dedicated children's programs using the Snowli mascot system. Adjacent snow sports include snowboard instruction and cross-country skiing lessons. The school differentiates through premium 'Legend' private lessons with hotel service, early-morning 'White Carpet' experiences on freshly groomed slopes, and advanced technique programs using Carv sensor technology. Beyond traditional instruction, the portfolio spans memorable experiences including night skiing at Corvatsch, off-piste/freeride guiding, snowshoe tours, sledding adventures, and a specialized Blind Ski School serving visually impaired guests. The 'Red Legends' brand encompasses a Demo Team performing formation skiing shows. Summer operations extend the business into mountain biking, hiking with paragliding combination experiences. The school operates as the largest ski school in Switzerland with approximately 420 team members serving over 14 nationalities.

Differentiator

Problem solved

Functional benefit

Products and services

• Privat Ski Private ski lessons for adults and children meeting instructors at ski resort locations, available in 2-3 hour sessions for individuals or small groups.
• Privat Legend Ski Premium private ski instruction including hotel pickup and drop-off service, available in specific languages, for groups of 4+ persons or extended sessions of 2-7 hours.
• White Carpet Specials Ski Early morning private ski lessons on freshly groomed slopes before regular operations begin, offered in St. Moritz and Celerina.
• Children's Group Ski Classes (Ski Klassenunterricht Kinder) Group ski lessons for children aged 3-4 years (Snowli Kids Village) and 5+ years across multiple locations (St. Moritz, Celerina, Samedan) with age-appropriate teaching methods and equipment.
• First Ski Experience Beginner ski experience for first-timers including 2-hour private lesson with equipment rental (skis, boots, poles, helmet) at beginner-friendly terrain in Celerina.
• Ski Technique (Ski-Technik) Advanced ski technique improvement using Carv wearable sensors and analysis, with options including The Carv Legend and The Carv Pro Legend programs.
• Private Snowboard (Privat Snowboard) Private snowboard lessons for children and adults at ski resorts with 2-3 hour sessions available.
• Privat Legend Snowboard Premium private snowboard instruction including hotel pickup/drop-off, available in 2-7 hour sessions, accommodating groups and specific language requests.
• Private Cross-Country Skiing (Privat Langlauf) Private cross-country skiing lessons in both classic and skating techniques, available in St. Moritz and Celerina locations with various duration options.
• Privat Legend Cross-Country (Privat Legend Langlauf) Premium cross-country skiing instruction with hotel pickup service in St. Moritz and Celerina.
• Night Skiing (Nachtskifahren) Night skiing experiences including Snow Night Corvatsch (Friday evenings), Glüna Plaina full moon skiing on Diavolezza, and VIP exclusive nighttime piste rental.
• Freeride & Off-Piste Guided off-piste experiences with certified guides covering avalanche safety education, available as half-day or full-day programs in Corviglia, Corvatsch, and Diavolezza areas.
• Sledding (Schlitteln) Guided sledding tours including the 4.2km Muottas Muragl run with 718m elevation and the 6km illuminated Preda-Bergün track.
• Snowshoe Tours (Schneeschuhtouren) Guided snowshoe tours through pristine winter landscapes, offered in various lengths and difficulty levels customized to guest needs.
• Blind Ski School (Blindenskischule) Specialized ski instruction for blind and visually impaired individuals, including children's ski camps, private instruction, and Nordic skiing, with 28 certified blind ski instructors.
• Private Bike Guide (Bike-Guide Privat) Mountain bike guiding services including e-bike tours and trail riding in the Engadin region, offered as 3-hour or full-day tours for up to 6 persons.
• Guided Hiking (Geführte Wanderung) Guided hiking tours to scenic viewpoints in Engadin, with options including Hike & Fly combining hiking with paragliding tandem flights, offered in 3-hour or 5-hour durations.
• Children's Club (Kinderclub) Non-ski childcare service for children aged 3+ including creative activities, games, and indoor/outdoor play with professional supervision.

Segments6 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

18 partnerships are on record, tiered core, premium, supplying, classic and minor.

• SC Alpina (Skiclub Alpina St. Moritz)coreStrategic or Co-development Partner · 1 November 2022Partnership since winter 2022/23 providing comprehensive offerings for ski club members including competition-oriented training and camaraderie activities. Skischule St. Moritz Partner Level equips youth with gloves.
• MonclerpremiumOthersPremium partner of Skischule St. Moritz. Special limited Moncler 'Guardia Grischa' anniversary pullover sold with proceeds supporting the Blind Ski School.
• Cite-gestionpremiumOthersPremium partner providing business services support.
• Geronimi (Fahrzeuge)supplyingOthersSupplying partner providing vehicles and transportation services.
• Skiservice CorvatschsupplyingOthersSupplying partner for ski service and maintenance equipment.
• Level GlovessupplyingOthersSupplying partner providing gloves and hand protection equipment.
• 1177.storesupplyingOthersSupplying partner for retail merchandise.
• OdlosupplyingOthersSupplying partner for sports apparel and base layers.
• Caffè CarlitosupplyingOthersSupplying partner for coffee and hospitality services.
• Mountains (Bergerlebnis Engadin)classicOthersClassic partner for mountain experience offerings in the Engadin region.
• Badrutt's Palace HotelclassicOthersClassic partner hotel providing luxury accommodation for ski school guests.
• Kulm HotelclassicOthersClassic partner hotel in St. Moritz.
• Carlton St. MoritzclassicOthersClassic partner hotel in St. Moritz.
• Kempinski Grand Hotel des BainsclassicOthersClassic partner hotel in St. Moritz.
• Grace La Margna St. MoritzclassicOthersClassic partner hotel in St. Moritz.
• Cresta PalaceclassicOthersClassic partner hotel in Celerina/St. Moritz region.
• Club MedclassicOthersClassic partner resort offering all-inclusive ski packages.
• Swiss-Ski-School NetworkminorChannel Partner/ Reseller/ DistributorMember of Swiss ski school network association.

Scale indicators5 records

Recent moves8 records

Expansion highlights5 records

Others

• Badrutt's Palace Hotel: Iconic luxury hotel in St. Moritz and a Classic Partner. Functions as a key distribution channel and signal of premium positioning; in a related ecosystem rather than direct competition, but a potential conflict-of-interest if the hotel ever launched its own ski concierge instruction.

Direct peers

• Ski School Verbier: Swiss ski school in the 4 Vallées system offering private and group instruction across ski, snowboard, and telemark. Comparable as a premium Swiss destination ski school competing for the same international clientele.
• Ski School Arlberg: One of Austria's largest ski schools (St. Anton, Lech) with comparable offering of private lessons, children's programs, and race training. Compares as a European ski school at similar scale serving premium international clientele.
• Ski School Zermatt: One of the largest ski schools in Switzerland operating in a premier Alpine destination (Zermatt/Cervinia). Comparable in offering private and group lessons across ski, snowboard, and freestyle disciplines at premium pricing.
• Schweizer Ski- und Snowboardschule Davos: Major Swiss ski school serving Davos-Klosters, comparable in scope (ski and snowboard instruction across multiple locations) and membership in the Swiss Ski School Network. Directly competes for the same international guest pool visiting Graubünden resorts.
• Ski School Saas-Fee: Swiss ski school in a high-altitude glacier resort offering ski, snowboard, and freeride instruction. Comparable in size, location within Switzerland, and pedagogical focus — and a direct competitor referenced in the Demo Team's competition record (Swiss Snow Happening Saas-Fee 2025).

Regional players

• Bergbahnen Engadin St. Moritz: Operator of mountain lifts and ski infrastructure in the same Engadin region (Corviglia, Corvatsch, Diavolezza). Not a direct competitor in instruction but a critical upstream partner — controls the terrain Skischule St. Moritz uses and could potentially launch in-house instruction.

Emerging players

• New Generation Ski School: UK-based ski school operating in multiple European resorts with focus on British market. Comparable in offering private and group lessons at premium prices; smaller in scale but competes for the same Anglo-Saxon tourist segment visiting St. Moritz.

Broad incumbents

• École du Ski Français (ESF): France's national ski school network with thousands of instructors across 250+ resorts. Operates at vastly larger scale than Skischule St. Moritz and represents the dominant incumbent in European ski instruction; comparable in core offering (private and group lessons) and pricing tiering.
• Club Med: All-inclusive resort operator with ski schools in multiple Alpine destinations. Existing partnership with Skischule St. Moritz; competes in the all-inclusive ski package segment and operates parallel ski instruction at its own resorts.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/skischule-st-moritz

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Skischule St. Moritz