Hupiski Oy
HupiSki Oy operates the Tornimäki ski centre in Mikkeli, Finland — a single-location, full-service winter sports resort with five slopes, two snowparks, a children's area, ski school, rental, cafe, and retail shop, serving families and recreational skiers in Eastern Finland.
- Company typePrivate
- Founded2020
- HeadquartersMikkeli, Finland
- Headcount1–10
- GTM typeB2C
- OfferingServices
What Hupiski Oy does
HupiSki Oy is a Finnish privately held family company that operates the Tornimäki ski centre in Mikkeli, Eastern Finland, approximately 7 km from the city centre. Founded on 1 November 2020 when entrepreneur Heidi Kelho took over the resort from its previous long-time operator, the company runs a single-location, full-service winter sports facility comprising five slopes (green to red difficulty, 60m vertical, longest run 700m), two snowparks/streets, the HupiCross ski-cross style trail, and the Hupilandia children's area with toboggan slope, serviced by three lifts (T-bar, button lift, rope tow).
The business operates a vertically integrated ski-resort model with seven distinct revenue streams: lift tickets and season passes (the primary driver, issued via the SkiData KeyCard system), equipment rental, ski school (Werneri children's programs, adult courses, private lessons), the on-site TorniCafe, retail shop and HupiSkishop e-commerce, equipment maintenance and SUKSINARIKKA summer storage, and the Kamapörssi trade-in program. Pricing is unit-based across most offerings, with annual season passes (€345-€415) and reciprocal 'kaverikeskukset' benefits at four partner Finnish resorts (Laajis, Häkärinteet, Mielakka, Laajavuori) anchoring customer retention. Sports-benefit payment integration (Smartum, Edenred, Epassi) broadens payment accessibility for Finnish consumers.
The customer base is concentrated in the Mikkeli region and Eastern Finland, with families with children as the primary demographic served by Hupilandia, Werneri courses, and family season-pass bundles. The 2025-26 season ran 61 days with ~260,000 lift rides (vs. 91 days and ~465,000 lift rides in 2022-23), illustrating material weather-driven variability in operating volume. The team is small (1-10 employees with ~12 named seasonal staff) and owner-led, supported by a 2023 customer satisfaction score of 9.4/10 across 128 respondents and a 9.4/10 rating, with 95% rating slope conditions as 'good' or 'very good'.
Hupiski Oy firmographics
Firmographics- Name
- Hupiski Oy
- Legal name
- HupiSki Oy
- Website
- https://www.tornimaki.fi
- Company type
- Private
- Founded year
- 2020
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- HupiSki Oy operates the Tornimäki ski centre in Mikkeli, Finland — a single-location, full-service winter sports resort with five slopes, two snowparks, a children's area, ski school, rental, cafe, and retail shop, serving families and recreational skiers in Eastern Finland.
- Ownership category
- akta.pro rank
Hupiski Oy industry classification
Industry- Product category
- Ski Resort Operations
- NAICS
- Skiing Facilities (71392)
- SIC
- Services-Membership Sports & Recreation Clubs (7997)
- akta.pro primary industry
- Integrated Ski & Mountain Resorts (Lift-Served Skiing/Riding) (THAAAJAA)
- akta.pro secondary industry
- Winter & Mountain Guides (Ski, Snowshoe, Avalanche, Ice Climbing) (THAAALAF)
Keywords
Where Hupiski Oy is headquartered
LocationHeadquarters
- HQ city
- Mikkeli
- HQ country
- Finland
- HQ region
- Europe
Offices1 record
Markets served
Hupiski Oy business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Infrastructure, Supply Chain, Marketing or Sales, Technology or R&D
Revenue model
- Lift Tickets & Season Passes: Primary revenue driver. Tickets sold by duration (1h to 2 days) and as season passes. KeyCard system used globally across SkiData resorts. Season passes offered at discounted rates during promotional campaigns (Pink Friday). Family season pass bundles available.
- Equipment Rental: Full sets (skis/board, boots, poles, helmet) and individual items rented by duration. Includes Hupilandia-specific rental. Equipment trade-in program drives upgrades.
- Ski School / Lessons: Private lessons (50min, 100min) and group courses including Werneri children's program (2-day), adult beginner courses, and snowboard courses. Lessons include lift pass and equipment during the session.
- Food & Beverage (TorniCafe): On-site café serving made-in-house food, traditional slope meals (hot dogs, fries), weekend soup lunches, and seasonal menus. Private event rental available.
- Retail Shop: On-site and online shop (hupiskishop.fi) selling skis, boots, helmets, goggles, clothing (Picture Organic, Blackstrap). Brands include Volk, Elan, Atomic, Burton, Dalbello, Roxa, Bolle, Giro. Ski testing services for Volk and Elan. New/used equipment trade-in.
- Equipment Maintenance: Full service and basic service for skis, boards, and cross-country skis; hot waxing, grinding, binding installation. Storage service (SUKSINARIKKA) includes off-season storage, protection wax, and wax removal in autumn.
- Online E-commerce: hupiskishop.fi sells season passes, gift cards, and equipment. Gift cards purchasable with sports benefits (Smartum, Edenred, Epassi).
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Lift tickets — 1 hour to 2 days, adults, youth (12-16y), and children (6-11y) |
| Subscription | Annual | Season passes with early-bird discount (Pink Friday promotion) |
| Unit Pricing | Pay-as-you-go | Private ski lessons — 50min and 100min, with additional person discounts |
| Unit Pricing | Pay-as-you-go | Children's Werneri courses — 2-day programs |
| Unit Pricing | Pay-as-you-go | Equipment rental — full set and individual items by duration |
| Unit Pricing | Pay-as-you-go | Equipment maintenance and storage services |
| Unit Pricing | Pay-as-you-go | TorniCafe food and beverage |
Go-to-market motion1 record
Distribution channels2 records
Marketing channels6 records
Hupiski Oy product offering
Product offeringCore offering
Hupiski Oy operates the Tornimäki ski centre near Mikkeli, Finland, providing skiing facilities across 5 slopes, 2 snowparks, and the Hupilandia children's area with 3 lifts. The offering is supported by equipment rental (full sets and individual items), ski and snowboard instruction via the HupiSki School (Werneri children's courses, adult courses, private lessons), professional equipment maintenance and summer storage, the on-site TorniCafe, and a retail shop with an online storefront at hupiskishop.fi.
Product overview
Hupiski Oy operates Tornimäki ski resort near Mikkeli, Finland as a full-service winter sports center. The offering consists of ski area operations (5 slopes, 2 snowparks, Hupilandia children's area, 3 lifts) supported by equipment rental and maintenance, HupiSki School for instruction (Werneri children's courses, adult courses, private lessons), TorniCafe restaurant, and an on-site shop. Additional services include Kamapörssi trade-in program and Sukinari summer storage. An e-commerce platform (HupiSkishop) enables online sales of season passes and gift cards. Season pass holders receive reciprocal benefits at partner ski centers (Laajis, Häkärinteet, Mielakka).
Differentiator
Problem solved
Functional benefit
Brands
- HupiSki: Parent brand for ski school and resort operations. Named after founder Heidi Kelho's dog 'Hupi', with 'hupi' also meaning joy and fun in Finnish.
- Hupilandia
- HupiPark
- HupiCross
- TorniCafe
- HupiSkishop
Products and services
- Lift Tickets and Season Passes
Quantifiable outcome
- 95% of 128 surveyed customers rated slope conditions as 'very good' or 'good' — highest-scoring service attribute in the 2023 customer satisfaction survey.
- +2 more outcomes
Companies that use Hupiski Oy
Customer profileNamed customers3 records
Segments3 records
Ideal customer profiles3 records
Hupiski Oy technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration4 records
Feature4 records
Hupiski Oy partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered minor and core.
- Janne LipsanenminorPark design consultant hired in 2021 to help develop snowpark facilities at Tornimäki. Local professional (from Mikkeli) brought in to enhance terrain park offerings alongside Peetu Piiroinen.
- Peetu PiiroinenminorOlympic medalist snowboarder hired as snowpark design consultant in 2021. Brought in to design and develop the park facilities, lending professional expertise to the terrain park layout and features.
- Laajis (Ski Resort)minorPartner ski resort offering reciprocal benefits for Tornimäki season pass holders. Laajis provides discounted lift tickets (or free entry on exchange days) to Tornimäki season pass customers. Part of the 'kaverikeskukset' (friend centers) network.
- Häkärinteet (Ski Resort)minorPartner ski resort offering -20% discount on lift tickets for Tornimäki season pass holders. Part of the reciprocal 'kaverikeskukset' network.
- Mielakka (Ski Resort)minorPartner ski resort offering free skiing on exchange days for Tornimäki season pass holders (exchange day: 28 Jan 2023). Uses SnowCard system, card purchasable at Mielakka for €6.
- Laajavuori (Ski Resort)minorPartner ski resort offering -50% discount on day lift tickets for Tornimäki season pass holders. Part of the reciprocal 'kaverikeskukset' network.
- Suomen Nuoriso-opisto (Finnish Youth College)minorEducational institution collaborating with HupiSki to host Suomen Hiihdonopettajat ry (Finnish Ski Instructors Association) ski and snowboard instructor certification courses at Tornimäki. 8-day courses held twice annually (January). Course graduates may be hired at the resort.
- Suomen Hiihdonopettajat ry (Finnish Ski Instructors Association)minorNational ski instructor professional association whose certified courses are hosted at Tornimäki in collaboration with Suomen Nuoriso-opisto. Certification provides qualified ski instructors for the resort and the broader Finnish ski industry.
- SkiData (Lift Ticket System)coreTechnology provider for the KeyCard-based lift ticket system. KeyCards are reusable (€8), remotely readable, and valid across all ski centers using the SkiData system worldwide — enabling international interoperability for season pass holders.
Scale indicators5 records
Recent moves6 records
Expansion highlights5 records
Hupiski Oy competitors and assessment
Company assessmentDirect peers
- Häkärinteet: Regional Finnish ski resort that is a reciprocal partner of Tornimäki, offering -20% lift tickets to Tornimäki season-pass holders. Operates in the same small-resort, family-and-recreational segment.
- Laajavuori: Jyväskylä ski centre offering Tornimäki season-pass holders -50% on day lift tickets. A small regional Finnish ski resort operating with similar scale, terrain mix, and target segments.
- Himos Lomat: Central Finland (Jämsä) ski resort operating a similar small-scale, family-focused ski product with rental, ski school, and lodging. Comparable in target segment, scale, and value proposition to Tornimäki.
- Laajis: Small Finnish ski resort in Jyväskylä and a reciprocal "kaverikeskukset" partner of Tornimäki. Operates with comparable scale, lift infrastructure, and target customer (Finnish families and recreational skiers), making it the closest direct comparable.
- Mielakka: Kouvola-based Finnish ski resort and Tornimäki partner offering reciprocal exchange-day access via the SnowCard system. Similar small-resort positioning and customer base in southern/eastern Finland.
Broad incumbents
- Tahko Ski Resort: One of Finland's largest ski resorts in Nilsiä, Kuopio, with extensive slopes and a full destination lodging ecosystem. Same product categories as Tornimäki but at destination scale with multi-day visitor economics.
- Ruka Ski Resort: Major Finnish destination ski resort in Kuusamo with the country's largest lift network by ridership. Same core business (lift tickets, ski school, rentals, F&B) but operates at destination scale, serving both domestic and international visitors.
- Vuokatti Sport Resort: Major Finnish year-round sport and ski resort in Sotkamo, formerly the employer of Tornimäki founder Heidi Kelho. Operates the same product mix (ski school, rentals, slopes, F&B) at significantly larger scale and includes indoor/dry-slope facilities.
- Levi Ski Resort (Sirkka): Largest ski resort in Finland (Kittilä), operating 43+ slopes, extensive snowmaking, and a full destination resort ecosystem. Comparable in product category (lift-served skiing with rentals, ski school, F&B) but operates at far greater scale and serves international destination visitors.
Regional players
- Pyhä Ski Resort: Northern Finland (Pelkosenniemi) ski resort with a more freestyling- and family-oriented product and strong Lapland destination positioning. Operates a comparable product set (slopes, ski school, rentals, F&B) in a different geography with different visitor mix.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
Hupiski Oy social profiles
Digital presenceHupiski Oy financial estimates
Financial estimateRevenue estimate
Valuation estimate
Hupiski Oy leadership team
Management profileNumber of profiles
Profiles1 record
Hupiski Oy funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Hupiski Oy M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Hupiski Oy
What does Hupiski Oy do?
Hupiski Oy operates the Tornimäki ski centre near Mikkeli, Finland, providing skiing facilities across 5 slopes, 2 snowparks, and the Hupilandia children's area with 3 lifts. The offering is supported by equipment rental (full sets and individual items), ski and snowboard instruction via the HupiSki School (Werneri children's courses, adult courses, private lessons), professional equipment maintenance and summer storage, the on-site TorniCafe, and a retail shop with an online storefront at hupiskishop.fi.
Is Hupiski Oy a public or private company?
Hupiski Oy is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Hupiski Oy founded?
Hupiski Oy was founded in 2020. It employs 1 to 10 people.
Where is Hupiski Oy based?
Hupiski Oy is headquartered in Mikkeli, Finland, in the Europe region.
How does Hupiski Oy make money?
Seven revenue lines are on record. Lift Tickets & Season Passes are the primary driver. The others are equipment Rental, ski School / Lessons, food & Beverage (TorniCafe), retail Shop, equipment Maintenance and online E-commerce.
Who are Hupiski Oy's main competitors?
Direct peers on record are Häkärinteet, Laajavuori, Himos Lomat, Laajis and Mielakka. Broad incumbents are Tahko Ski Resort, Ruka Ski Resort, Vuokatti Sport Resort and Levi Ski Resort (Sirkka). Pyhä Ski Resort is listed as a regional player.
Does Hupiski Oy have an API?
No public API is recorded for Hupiski Oy.
What industry is Hupiski Oy in?
Hupiski Oy's product category is Ski Resort Operations. Its primary akta.pro industry code is THAAAJAA, Integrated Ski & Mountain Resorts (Lift-Served Skiing/Riding), with a secondary code of THAAALAF, Winter & Mountain Guides (Ski, Snowshoe, Avalanche, Ice Climbing). Its NAICS code is 71392 and its SIC code is 7997.