What STORY Thusis does

STORY Thusis is an integrated multi-service hospitality and sports destination located at the entrance to the Viamala Gorge in Thusis, Graubünden, Switzerland. The facility operates four interconnected service areas within a single purpose-built building: Lodge (short-term accommodation including dorms, private rooms, and outdoor campervan pitches), Lounge (café, bar, and event venue), Coworking (workspace and dedicated workshop rooms such as the 42 m² Hohen Rätien room), and Sportwerkstatt (bicycle and ski equipment retail, rental, workshop/servicing, and certified guide-led mountain bike tours and technique training). The company operates through two legal entities — Viamalastorys.ch AG (Lodge, Lounge, Coworking) and its wholly-owned subsidiary Viamala Sportwerkstatt GmbH (sports retail and guiding) — and is privately held by six individuals from the Nidecker and Gerber families, with no external institutional investors identified. Customers include outdoor sports enthusiasts (mountain bikers, hikers, skiers), corporate teams for retreats and workations, individual travelers and families, remote workers and freelancers, and local community event attendees; named enterprise clients include Swisscom & Vodafone Italia, Oetiker, OAG Management Team, and TMS Carpentry.

The underlying technology stack is a conventional cloud-based SaaS composition: Mews powers the property management system and accommodation booking engine, Anny handles workshop room scheduling, and Cycly processes orders and operational services. Distribution combines the direct Mews-powered booking widget on story-thusis.ch, a third-party Booking.com listing for accommodation, a separate e-commerce storefront at shop.story-thusis.ch, and physical on-site retail. Pricing is denominated in Swiss Francs inclusive of VAT and tourist tax, spanning CHF 25 per night for campervan pitches, CHF 90 per person per night for shared-room workation lodging, CHF 125–198 per night for private rooms, CHF 175 per person per day for bike technique training, and CHF 25 per person for event catering add-ons. Bundled multi-day team retreat and workation packages combine accommodation, coworking, guided activities, and catering into single offerings.

The go-to-market model is event-driven and direct-to-consumer, anchored by a regular calendar of community programming (Aperitivo Fridays, STORY Quiz, Kids Disco, Yoga, concerts) and supported by organic social (Instagram, Facebook, LinkedIn), earned media coverage (GEO Magazine, Tagesanzeiger, Bündner Tagblatt), and partnerships with regional and global brands (OAKLEY, züritrails, mounton, Pragmatic Solutions, miaEngiadina). Revenue is generated across lodging, coworking subscriptions, sports retail and rentals, workshop services and guided tours, event hosting and catering, and corporate retreat bundles. The facility received the Property of the Year 2024 award and was featured in GEO Magazine's July 2025 issue on coworkation and regional development.

Name

STORY Thusis

Legal name

Viamalastorys.ch AG

Website

https://story-thusis.ch

Company type

Private

Founded year

2023

Operating status

Operating

Headcount range

11–50 employees

Short description

STORY Thusis is an integrated multi-service hospitality destination in Graubünden, Switzerland, combining a lodge, lounge, coworking space, and bike/ski shop with workshop and guiding services in a single building to serve outdoor enthusiasts, corporate teams, and remote workers.

Ownership category

akta.pro rank

Product category

Multi-Service Hospitality and Active Tourism Hub

NAICS

Traveler Accommodation (7211), Tour Operators (56152), Caterers (722320), Special Food Services (7223)

SIC

Hotels, Rooming Houses, Camps & Other Lodging Places (7000), Hotels & Motels (7011), Services-Miscellaneous Amusement & Recreation (7990), Retail-Eating Places (5812)

akta.pro primary industry

Mountain & Alpine Lodges (THAGAIAE)

akta.pro secondary industries

Adventure/Outdoor Base Hostels (Ski/Surf/Trek) (THAGAGAG), Multi-Activity & Expedition Packages (Guided Adventure Trips) (THAJABAL), Adult Skill-Building Expeditions & Courses (Leadership, Survival, Navigation) (THAAAOAC), Cycling Events (Road Races, Gran Fondos, Sportives) (MPAKAIAC)

Keywords

• Hospitality accommodation
• Sports equipment rental
• Coworking workspace
• Team retreat packages
• Outdoor guided tours

Headquarters

HQ city

Thusis

HQ country

Switzerland

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Lodge accommodation: Short-term lodging in rooms (dorm/bunk, single, double) and outdoor bus/campervan pitches at the STORY LODGE. Revenue earned per night with flexible and fixed booking terms; prices in CHF including VAT and tourist tax.
2. Coworking subscriptions and workshop room rental: Flexible and fixed coworking workplace subscriptions, plus dedicated workshop room rental (e.g., Hohen Rätien room, 42 m²). Billed per time period or session.
3. Sportwerkstatt — gear shop (online and on-site): Retail sale of mountain bikes, ski gear, accessories, and apparel both in the physical shop and via the online store (shop.story-thusis.ch). Also rents bikes and equipment. Revenue from one-time product sales and rental transactions.
4. Sportwerkstatt — workshop services and guided tours: Bike and ski workshop/servicing, plus guided mountain bike tours, technique training courses, and skills coaching. Cancellation policy: free up to 30 days prior, half refunded up to 20 days prior.
5. Lounge — catering and events: Daily café and lounge operation offering food and beverages; events including STORY Quiz, Kids Disco, Yoga, concerts, and private celebrations generate additional revenue through tickets, catering packages, and bar sales.
6. Team retreats and workation packages: Bundled multi-day packages combining accommodation, coworking access, guided outdoor activities, meals, and workshop facilitation for corporate teams and groups.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels9 records

Core offering

STORY Thusis operates a multi-service hospitality and sports facility in Thusis, Graubünden, combining short-term lodging (rooms and outdoor pitches), a sports shop with bike/ski rental, workshop servicing, and guided mountain bike tours, coworking workspace with a workshop room, and a café/lounge venue for events and catering. It serves individual travelers, families, outdoor sports enthusiasts, remote workers, and corporate teams seeking integrated workation and team retreat packages in the Swiss Alps.

Product overview

STORY Thusis operates as a multi-service hospitality and sports facility offering four integrated core areas: Lodge (accommodation with rooms, communal spaces, and self-service amenities), Sportwerkstatt (sports equipment shop, rental, service workshop, and guided bike tours for summer and winter), Coworking (flexible workspaces and workshop rooms for remote work and team events), and Lounge (catering, events venue, and social hub with daily breakfast service). The company also operates an Online Shop for equipment purchases and course registrations. Services are coordinated through cloud-based booking systems (Mews for accommodations, Anny for workshop rooms) and the overall experience is designed around outdoor activities in the Graubünden region, particularly mountain biking and skiing.

Differentiator

Problem solved

Functional benefit

Brands

• STORY LODGE: Temporary home accommodation offering rooms for relaxation, holidays, workations, team retreats, skiing, mountain biking, and hiking stays.
• STORY LOUNGE
• STORY COWORKING
• STORY SPORTWERKSTATT

Products and services

• STORY Lodge (Accommodation) Short-term accommodation offering rooms (dorm/bunk, single, double), garden access, communal kitchen, ski and bike storage, a 24-hour self-service corner, family-friendly facilities, and outdoor bus/campervan pitches. Designed for individual travelers, couples, families, workation guests, and corporate teams visiting the Viamala Gorge and Graubünden alpine region.
• STORY Sportwerkstatt (Sports Retail, Rental, Workshop, and Guiding) Combined sports shop, equipment rental, service workshop, and guided mountain bike tour offering for summer (bikes) and winter (ski) sports. Sells mountain bikes, ski gear, accessories, and apparel; rents bikes and ski equipment; provides bike and ski servicing and repairs; offers certified mountain bike guiding and technique training courses. Operated by Viamala Sportwerkstatt GmbH. Free professional advice is provided.
• STORY Coworking (Workspace and Workshop Rooms) Flexible and fixed coworking workplace subscriptions, plus dedicated workshop rooms (e.g., Hohen Rätien, 42 m²) with views of the Viamala Gorge. Targets remote workers, freelancers, and corporate teams for daily work, team offsites, workation weeks, and strategy workshops. Workshop rooms are booked via Anny scheduler.
• STORY Lounge (Café, Bar, Catering, and Events) Central café, bar, and event venue offering daily breakfast buffet, food and beverages, catering, concerts, private celebrations, and corporate events (including STORY Quiz nights and Kids' Disco). Functions as the social hub where guests check in and out and meet locals and other visitors.
• STORY Online Shop E-commerce storefront selling sports equipment, workshop course registrations, and event tickets directly to on-site guests and remote customers across Switzerland. Operated by Viamala Sportwerkstatt GmbH.
• Workation Package Multi-day bundled packages combining coworking workspace with accommodation and regional activities for individuals and teams seeking a change of scenery from the workplace. Pricing examples: CHF 90 per person per night in shared/multi-bed room, from CHF 125 per person per night in single room, from CHF 198 per night in double room, all including breakfast.
• Team Retreats and Offsites Package Corporate packages including workshops, strategy sessions, and outdoor activities at locations including the Hohen Rätien workshop room and extended retreats from Thusis to La Punt. Combines lodging, coworking, meals, guided activities, and workshop facilitation.
• Mountain Bike Guiding and Technique Training Certified bike guide services and skill development programs including zücritrails technique weekends, training ONE for beginners, and E-Bike technical training. Designed for outdoor sports enthusiasts seeking to improve their mountain biking skills.
• Equipment Rental (Bikes and Camping Pitches) Short-term rentals of bikes and camping pitches (Büsli) on STORY premises for outdoor activities in the Viamala region. Lodging pitch pricing: CHF 25 per night + CHF 5 per person for own bus/campervan pitch on STORY premises, including power hookup.
• Workshop Courses (Bike Maintenance, E-Bike, Women's Workshops) Technical training courses including bike maintenance workshops (Werkstattkurse), e-bike technique training, and women's exclusive workshops (LasCiclistas). Available as standalone courses via the online shop and on-site events calendar.
• Event Hosting and Private Celebrations Venue rental and catering services in the STORY Lounge for celebrations, concerts, corporate events, and special occasions including STORY Quiz nights and Kids' Disco. Catering add-on example: CHF 25 per person for a 2-course menu (green salad with kernels and Annina's Pizzoccheri).

Quantifiable outcome

• All four areas (Lodge, Lounge, Coworking, Sportwerkstatt) officially opened by November 2023

Named customers5 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature1 record

Partnerships

Six partnerships are on record, tiered minor and core.

• mountonminorStrategic or Co-development Partner · 28 September 2026Cooperation with mounton for the Workation Week — Gestalte dein Lebensmodell event. Mounton is a life-design and personal development consultancy that co-designs and co-hosts the week-long workation program combining remote work, outdoor activities, and personal development workshops.
• züritrailsminorGTM or Marketing Partner · 19 September 2026Co-organized züritrails – Technik Weekend bike event in partnership with züritrails. STORY Thusis provides the venue, accommodation, meals, and logistics while züritrails provides certified bike guides and the technique training curriculum. Both brands co-promote the event.
• OAKLEYminorGTM or Marketing Partner · 31 July 2026OAKLEY x STORY Ride Out event — an co-branded mountain bike event where OAKLEY showcases its latest products and STORY Thusis provides the venue and trail access. OAKLEY benefits from the brand-aligned outdoor audience; STORY gains event credibility and footfall.
• Pragmatic SolutionscoreStrategic or Co-development Partner · 1 October 2023Partnership with Pragmatic Solutions to cultivate healthy organizations together — likely in the context of organizational development, team culture consulting, or wellbeing programs integrated into corporate team retreats and workations. Representatives include Mischa Ramseyer, Norbert Zeller, Flurina Nidecker, and Martin Gerber.
• miaEngiadinaminorStrategic or Co-development Partner · 1 October 2023Partnership with the miaEngiadina association — a regional tourism and cultural initiative in the Engiadina valley. The partnership enables cross-promotion of outdoor experiences and helps position STORY Thusis within the broader Graubünden active tourism ecosystem.
• MewscoreTechnology or IntegrationCloud-based property management system (PMS) powering the accommodation booking engine on the STORY Thusis website. Mews handles the distributor/booking flow for rooms and services.

Scale indicators3 records

Recent moves12 records

Expansion highlights5 records

Direct peers

• Outsite: Workation-focused coliving/coworking platform offering curated stays for remote workers. Comparable to STORY's coworking and team retreat packages combining workspace with destination lodging.
• Swiss Backpackers / Hotel & Backpacker Lodges: Network of Swiss mountain hostels offering dorm and private rooms in alpine towns. Comparable to STORY's Lodge as adventure-oriented Swiss accommodation with communal atmosphere.
• Selina: Global hostel/lifestyle brand combining accommodation with coworking, wellness, and adventure experiences in destination locations. Directly comparable to STORY's integrated lodge + coworking + guided-activity model aimed at remote workers and active travelers.
• Mountain Hostels Switzerland: Swiss hostel brand operating adventure-oriented lodging in alpine locations (Interlaken, Grindelwald). Comparable to STORY as an adventure-base lodging concept combining dorms/private rooms with activity-oriented services for outdoor travelers.

Regional players

• Berghotel Lenzerheide (and other Graubünden alpine hotels): Established alpine hotels and resorts in Graubünden offering lodging plus ski and bike services. Comparable to STORY in geography and guest demographic, but larger and less integrated across coworking/F&B.
• Bikepark Lenzerheide / Bike Hotels Switzerland: Regional mountain bike destination hotels and services in Graubünden offering gear, guiding, and accommodation. Comparable to STORY's Sportwerkstatt and bike-tour offerings for the same Graubünden mountain bike audience.

Others

• Mews (booking platform customer set): Cloud PMS used by STORY for bookings. Indirect peer as comparable single-location boutique hotels and hostels operating on Mews in the Alpine space.

Emerging players

• Workany / Workation Platforms: Emerging platforms aggregating workation-friendly accommodations. Comparable as a channel and category peer for STORY's workation positioning, though not a direct property competitor.

Market position

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/storythusis
• LinkedInlinkedin.com/company/story-thusis
• Instagraminstagram.com/storythusis

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries1 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 STORY Thusis