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About Snow Schoolers
By: Brian Bensch | Published: 2026 days ago.
At Snow Schoolers we believe the glass is always half-full. As a team of lifelong skiers and technologists, we believe in a future where any American can afford to learn how to ski. We are committed to making that possible by developing a marketplace for private ski & snowboard lessons. Through our comprehensive software platform, and with the dedicated hard work of all our our instructors, we enable our guests to easily book lessons online with an instructor that they can trust. For our instructors, we provide 100% schedule flexibility, allowing an expert ski instructor to experience the same level of freedom that freelancers enjoy today across the country. Lastly, but most importantly, we serve as a digital marketing and booking agency for our ski area partners, helping them to attract valuable new customers and increase their revenues.
“When did you first learn to ski?” It’s a question we often ask our prospective instructors and our other diehard skier friends. For most of us, we learned when we were little, when our parents took us to a local, family-friendly ski hill. Unfortunately, those local hills are becoming less and less common today, as the corporatization of skiing continues and the differences between the haves and have-nots of the ski industry have lead to over 50 ski areas going out of business in the last two decades.3 Over the long term, we hope to reverse that trend. Our ambitions are grand, but our tone is humble, and our core focus for the 2016/2017 season is to establish a successful proof of concept that an outsider company like Snow Schoolers can drive meaningful results for local ski areas. In December 2016, we officially opened our doors to the public for the first time.
In simple terms, at Snow Schoolers we aim to do for the ski-school industry what Uber and Airbnb have done for the transportation and accommodations industries. We feel that booking an expert instructor you can trust should be just as easy as buying a plane ticket online or hailing a cab to the airport. In addition to the high cost, we believe that there's just too many steps and effort involved in booking a ski lesson today, which causes many new skiers to have a suboptimal first experience. Today, less than 5% of Americans (11 million people) will go skiing at least once this year. In contrast, European countries like Germany and France see upwards of 20-30% participation. We belive that any American should be able to learn to ski, and we're looking forward to helping make that a reality.
We have developed a collaborative partnership model with existing ski-school operators that ensures that the ski area’s financial interests are aligned, that safety and liability concerns are accounted for, and that allows guests to experience the full benefits of an online and mobile friendly user experience. At Snow Schoolers you can either book a lesson instantly with the best instructor available, or alternatively you can browse all of our available instructors and choose the one that’s best for you. With detailed instructor profiles and reviews, you can now exercise the same level of discretion when choosing a ski instructor, as you do when searching Airbnb for your vacation rental, or Yelp for your dinner reservation.
To all of our followers and prospective customers, please bear in mind that this ‘16/17 season is just the tip of the iceberg. We plan to build Snow Schoolers into a thriving ski school marketplace where instructors can teach across dozens of mountains around the world, and where students anywhere can access an expert instructor from their smartphone with just a few taps.