Ski Canada magazine

What Ski Canada magazine does

Ski Canada Magazine is a privately held Canadian ski publication founded in 1972 and operated by Wigwag Media Holdings Inc. The company publishes a quarterly print magazine (four issues per year, including a September Buyer's Guide) covering ski gear reviews, resort and travel features, ski technique columns, and an annual multi-category ski test conducted at Canadian resorts. Digital access is delivered through the Zinio third-party platform and bundled with print subscriptions, and the magazine maintains an editorial archive of multi-year ski test results and resort coverage.

The business operates a hybrid revenue model combining low-priced recurring print subscriptions (CAD $20/year domestic, $28 USA, $44 overseas), standalone digital access, single-copy newsstand sales at $30.96 per issue, advertising and sponsored content sold to ski resorts and gear/travel brands, and a wholesale Alpine Member Program that distributes the magazine to ski clubs at $1 per copy with custom cover messaging. Customer-facing infrastructure includes a website (skicanadamag.com) with content marketing, a free "Ski Canada Insider" eNewsletter, subscription management via a third-party portal, Google Analytics tracking, and Google AdWords Remarketing for subscriber acquisition. The company is headquartered in Toronto with subscription fulfillment handled out of Markham, Ontario.

Operations remain small and editorial-driven, with only a handful of named staff (Technical Editor Ryan Stuart and Circulation Manager Nancy Parker) visible across the available data, and no disclosed revenue, headcount, or funding history. Strategic emphasis is on extending distribution channels (digital via Zinio, B2B via ski clubs) and building advertiser relationships through sponsored travel content with partners such as Air Canada Vacations and Revelstoke Mountain Resort.

Name

Ski Canada magazine

Legal name

Wigwag Media Holdings Inc.

Website

https://skicanadamag.com

Company type

Private

Founded year

1972

Operating status

Operating

Headcount range

1–10 employees

Short description

Ski Canada Magazine is a privately held Canadian ski publication, founded in 1972 and operated by Wigwag Media Holdings Inc., publishing four annual print issues and a digital edition with gear reviews, resort travel features, and an annual ski test program for Canadian ski enthusiasts.

Ownership category

akta.pro rank

Product category

Consumer Ski Magazine Publishing

NAICS

Periodical Publishers (51312)

SIC

Periodicals: Publishing Or Publishing & Printing (2721)

akta.pro primary industry

Sports & Recreation Magazines (MPAJAEAJ)

akta.pro secondary industry

Travel & Outdoors Magazines (MPAJAEAH)

Keywords

• Ski magazine publishing
• Ski gear reviews
• Resort travel coverage
• Consumer ski media
• Ski industry advertising

Headquarters

HQ city

Toronto

HQ country

Canada

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Print Subscriptions: Annual print subscriptions sold directly to consumers in Canada, USA, and overseas markets. Magazine publishes 4 issues per year.
2. Digital Subscriptions: Free digital access bundled with print subscriptions via Zinio platform. Standalone digital access also available.
3. Newsstand Sales: Single copy sales at newsstands across Canada at $30.96 plus GST/HST per issue.
4. Advertising: Display advertising, sponsored content, and marketing services sold to ski resorts, equipment manufacturers, travel companies, and related brands.
5. Alpine Member Program: Wholesale distribution program to ski clubs and organizations at $1/copy ($4/subscription), offering branded magazine subscriptions with custom cover messaging.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels4 records

Core offering

Ski Canada magazine publishes a quarterly print ski magazine (four issues per year: Buyer's Guide in September, Fall in October, December/January in November, Winter in February) focused on ski gear reviews, resort travel coverage, ski technique columns, and ski industry news. The publication sells annual subscriptions directly to Canadian, US, and overseas consumers, offers a digital edition through the Zinio platform, and distributes single copies at Canadian newsstands. Advertising and sponsored content with ski resorts, equipment manufacturers, and travel companies provide a secondary revenue stream.

Product overview

Ski Canada Magazine is a print and digital publication publishing four issues annually, including an annual Buyers Guide. The magazine offers a digital edition through Zinio integration, an Alpine Member Program for ski clubs, and comprehensive ski testing content through its annual Ski Canada Ski Test program. Content covers ski gear reviews, resort travel features, technique columns, and sponsored resort partnerships.

Differentiator

Problem solved

Functional benefit

Products and services

• Ski Canada Magazine (Print Subscription) Canada's most-read ski magazine, published quarterly in print with annual subscription tiers for Canadian ($20), US ($28), and overseas ($44) consumers covering ski gear reviews, ski technique columns, and ski resort/travel features.
• Ski Canada Digital Edition Digital edition of Ski Canada magazine distributed through the Zinio platform; included free with print subscriptions and available as a standalone digital access option for readers.
• Ski Canada Annual Buyer's Guide Annual September issue providing comprehensive buyers' guides and reviews of skis, apparel, boots, and ski equipment for the upcoming ski season.
• Alpine Member Program Wholesale club subscription program that distributes Ski Canada issues to Canadian ski clubs at $1 per copy with home delivery and digital access, supporting custom cover messaging for member organizations.
• Ski Canada Insider eNewsletter Free email newsletter delivering the latest ski gear, travel, and resort updates to subscribers, distributed from the skicanadamag.com site as a top-of-funnel lead capture for subscriptions.

Named customers1 record

Segments1 record

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Two partnerships are on record, tiered minor.

• Air Canada VacationsminorGTM or Marketing PartnerSponsored content partnership featuring ski vacation packages to Canadian resorts (Whistler, Sun Peaks, Big White, Banff, Kicking Horse) and Swiss destinations (Zermatt, St. Moritz, Jungfrau). The magazine publishes travel content promoting Air Canada Vacations ski packages including flights, accommodations, lift tickets, and transfers.
• Revelstoke Mountain ResortminorGTM or Marketing PartnerSponsored feature content covering Revelstoke Mountain Resort as a premier ski destination in British Columbia. Content highlights resort terrain, accommodations (Sutton Place Hotel, Sandman Hotel), and real estate opportunities.

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Outside Magazine: Outside is a large US-based outdoor enthusiast publication with print, digital, and event businesses covering skiing, hiking, and adventure travel. Comparable to Ski Canada as a multi-discipline outdoor magazine monetized through subscriptions, advertising, and travel content.

Direct peers

• Powder Magazine: Powder Magazine is a US ski publication focused on deep-snow and backcountry skiing with print and digital editions. Comparable to Ski Canada in its quarterly-ish print cadence, gear testing programs, and reliance on enthusiast subscriptions plus ski industry advertising.
• Ski Magazine: Ski Magazine is the largest US-based ski publication with gear reviews, resort coverage, and ski technique content. It is the closest direct competitor to Ski Canada in the North American ski enthusiast magazine category, with a similar subscription and advertising business model.
• Backcountry Magazine: Backcountry Magazine covers human-powered skiing and snowboarding with print and digital editions in North America. Comparable to Ski Canada in its print subscription model, gear reviews, and resort/backcountry travel coverage for enthusiast skiers.
• Freeskier Magazine: Freeskier is a North American ski magazine covering freestyle and all-mountain skiing with print issues, gear reviews, and resort features. It competes for the same advertising dollars from ski brands and resorts as Ski Canada.
• Skier Magazine: Skier Magazine is a North American print and digital ski publication covering gear, travel, and technique. Comparable to Ski Canada in its enthusiast subscription model, ski test programs, and ski resort advertising partnerships.

Regional players

• Explore Magazine: Explore is a Canadian outdoor adventure magazine covering skiing, hiking, and paddling with print and digital editions. Comparable to Ski Canada as a Canadian outdoor enthusiast publication monetized through subscriptions and adventure-travel advertising.
• Canadian Cycling Magazine: Canadian Cycling Magazine is a Canadian enthusiast publication with print and digital editions covering cycling gear, travel, and technique. Comparable to Ski Canada in its Canadian enthusiast subscription model and outdoor-sport advertising base.

Emerging players

• Tetongravity: Tetongravity is a digital-first ski and outdoor culture publisher with news, gear reviews, and video content. Comparable to Ski Canada in covering ski gear, resorts, and culture, and competing for the same Canadian and North American ski brand advertising spend.
• Snowboarder Magazine: Snowboarder Magazine is a US-focused snowboarding publication with print and digital editions covering gear, resorts, and technique. Comparable to Ski Canada as an adjacent winter-sport enthusiast publication targeting overlapping North American ski-resort advertising dollars.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks1 record

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/ski-canada-magazine

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 Ski Canada magazine