As covered in a previous blog, the glory days when there were six or seven ski shows around the UK have long gone, but the one that continues to survive is the London Show which this season celebrates the 50th time it has been held in the capital.
During those 50 years it has been held at various London venues and has been run by several different organisers under an assortment of names and banners.
The Snow Show 2026
This year’s name is ‘The Snow Show’ under the theme ‘Your Winter Starts Here’. The current organiser, James Gambrill, is taking the annual event back to Olympia and it is being held on Saturday 17 & Sunday 18 October 2026. In the distant past, the shows were held earlier in the season over 10 days. The length has gradually decreased and it is now staged over a weekend.
This year’s organisers say they are bringing together some of the best-known names in British snowsports alongside destinations, brands, experts and thousands of skiers and snowboarders.
Among the leading names will be Chemmy Alcott, Dave Ryding, Jenny Jones, Charlotte Bankes, Molly Butler, Matt Weston and Warren Smith.
New for 2026
And this year you are invited to take a trip to the theatre.
New for 2026 is the Destinations Theatre, where visitors can hear from people who live and work in mountain destinations around the world.
The CARV Equipment & Instruction Theatre will feature expert advice on equipment, technology, technique and getting more from every day on snow.
The new Fitness & Mindset Theatre will focus on preparing both body and mind for the mountains, with expert speakers.
The Climate Action Stage with Protect Our Winters UK will explore sustainability, climate and the future of the mountain environment.
Visitors can take a virtual run on the new Crystal Ski Simulator, discover the latest equipment and technology in the Fall-Line Gear Zone, and see the latest winter looks at the Fashion Show sponsored by Snow + Rock.
Destinations, Prizes and 50 Years
New destinations at the show include Azerbaijan and Georgia, alongside returning favourites from Italy, Austria, France and Norway.
To celebrate the show’s 50th anniversary, organisers are also giving away 50 prizes for 50 years, with more than £10,000 worth of prizes.
Organiser, James Gambrill, said:
Fifty years is an incredible milestone, but we wanted this year’s show to be about much more than looking back. The Snow Show has always been about bringing people together around a shared love of the mountains, and this year we’re combining that heritage with lots of genuinely new content.
Ultimately, we want people to leave Olympia excited about the season ahead, because your winter really does start here.
London Snow Show Information
Show info: Saturday, 10am – 6pm; Sunday 10am – 4pm.
Venue: Olympia London, Hammersmith Road, London W14 8UX
Tickets: Adults, from £18; weekend tickets £30; family and child tickets available; under-5s go free.
The London Snow Show is a good place to gather info on destinations, fashion, and equipment, but whether you manage to go to the show or not, the experts at Ski Line can provide advice on a vast choice of resorts, and accommodation to suit all budgets and abilities. Talk to the experts by using the contact details below, or online chat facility. You will find these contact details on the Ski Line website.
Chat with our experts
Thinking about skiing this winter? Give us a call, tell us when you want to travel, who’s coming and roughly what you’d like to spend, and we’ll help you find somewhere that gets the balance of snow reliability, skiing and value right.
020 8313 3999
