👀 Ski Brands Should Be Eyeing Slovakia

👋 Intro

Hey – Richard here (formerly of Snowbistro.com).

I’m relocating to the High Tatras mountains in Slovakia – where my wife is from – and I’m now focused on promoting Slovakian ski resorts to the UK market via my new domain: Tatras.ski.

You can also find me over on X at @SkiSlovakia, where I’ll be sharing updates, resort insights, and gear testing content from Central Europe.

This email’s coming to you via beehiiv, the best newsletter + website platform I’ve found (I’ve finally ditched Wordpress for good).

🏔️ Industry Insight: Amplid CEO on the Cost Wall

Peter Bauer, founder of Amplid Snowboards, recently made a bold but clear statement in the most recent issue of Board Sport Source:

It’s a sentiment echoed across the sector — rising costs are pushing snow sports out of reach for young and emerging riders. Season passes topping €1,000 in the Alps aren’t helping.

But in Slovakia, the story is very different…

🎟️ The Gopass Advantage: Central Europe’s Best-Kept Secret

This past winter I was skiing in the Tatras and picked up an early-bird Gopass season pass from the lift office in Tatranská Lomnica.

Here’s what €559 gets you:

✅ Access to 10 resorts (Slovakia, Austria, Poland, Czechia)
✅ 200+ km of slopes
✅ Night skiing, goX cashback & extra perks
✅ Flexible payments: €250 now, €309 by end of September

Compare that with:

• France’s 3 Vallées: €1,240

• Italy’s Dolomiti Superski: €990

• Austria’s Tirol Snowcard: €1,050

Slovakia is unmatched in value-per-euro.

🇬🇧 UK Market Context: Untapped Opportunity

Despite modern infrastructure and attractive pricing, major UK ski operators like Crystal and Inghams still don’t offer Slovak resorts.

But interest is growing:

• Direct flights from the UK to Poprad, Bratislava & Kraków

• Strong local offerings like Liptov Lodge and ChaletJasna already serve British guests

• Resorts like Jasná feature high-speed lifts, terrain parks, and reliable snowmaking across 49 km of pistes

With UK skiers facing Alpine sticker shock, Slovakia is a natural alternative for budget-conscious families and freeriders alike.

🧠 Opportunities for Ski Businesses

🏷️ Tour Operators

→ Add Slovak resorts to your lineup

→ Offer “Gopass-approved” trip bundles for value-seeking travellers

🎿 Equipment Brands

→ Serve the Slovak retail market directly

→ Place demo gear with riders and guides in a unique terrain

🧪 Product Testing & Storytelling

→ The High Tatras are an ideal testing ground for new kit

→ Work with trusted local operators like:

• SplitSpot: guided splitboard tours, avalanche training

• Rock & Snow: freeride groups, ski mountaineering, Chopok & beyond

🎬 Final Word

Slovakia is no longer a secret — just under-served.

With modern infrastructure, low costs, and a motivated new generation of riders, this is a region smart brands and operators should already be exploring.

The biggest resort Jasná is slowly gaining UK awareness (thanks to WeLove2Ski features and others), but High Tatras resorts like Tatranská Lomnica remain largely off the radar — despite significant investment by TMR and recent films like Arc’teryx Presents: Going East (watch from 11m).

💬 What Do You Think?

Are you already watching Slovakia?

Should the UK ski industry be doing more?

Hit reply — I’d love to hear your thoughts.

Cheers,

Richard

Tatras.ski | @SkiSlovakia