When Malika Khan got the chance to try skiing on a dry slope with her local youth group, she grabbed it with both hands — but she couldn’t help but notice the lack of diversity.
“As a young Muslim woman who wears a hijab, there was no one like me when I started,” says the 21-year-old from Sparkhill in Birmingham, who believes that the prevailing stereotype of a skier in Britain — that of a white, wealthy, middle-aged man — has a big part to play in this. “Being part of an Asian community, I never thought I’d get the opportunity to do something like this.”
The stats support Malika’s experience. The latest research into participation (carried out by GB Snowsport, the UK’s governing body for snowsports, in 2021) reveals that the average skier is far from representative of the population in terms of age, ethnicity, affluence or even disability.
Fortunately, a raft of organisations and businesses are working hard to turn that image on its head, making the sport more accessible for all.
“We actively promote diversity and representation in winter sports through our social media platforms, making it clear that individuals from all backgrounds are encouraged to participate,” says Wenona Barnieh, one of the five co-founders behind Mount Noire.
The travel company, which was launched in 2019, is on a mission to bring colour to the mountains by hosting trips and indoor snow dome sessions for anyone curious to see what it’s all about.
“For example, one woman in her late twenties was intrigued by the idea of winter sports after finding us on Instagram,” continues Barnieh. “She joined our trip to Val d’Isère last year, which ignited a passion for skiing that she never knew she had. She’s now been on two further trips with us and is keen to become an ambassador for our company.”
Mount Noire is one of numerous partners and ambassadors that will help to promote inclusivity on the slopes at the London Snow Show, taking place next month in partnership with the Evening Standard. With 34 speakers and a host of exciting talks and workshops, such as a panel led by Snowsport England looking at breaking down the barriers to snowsport, the organisers have ensured that the two-day event is just as essential for snow virgins as those who have been skiing since they could walk.
“We do not want price to be an issue for this show,” says Ashley Cox, the event marketing director. “We’re offering lots of free tickets in the run-up, and are reaching out to local community groups to ensure the free tickets end up in the hands of people who want them.”
Another organisation helping to change the perception of snowsports is Disability Snowsports UK, a charity that seeks to enhance and enrich the lives of those with disabilities, and will also be appearing at the Snow Show.
“We make sure people have access to accessible, affordable and appropriate opportunities, be it lessons, group holidays or facilities,” says Virginia Anderson, who is the charity’s CEO. “One of our goals is to give people who’ve had a life-changing diagnosis or accident their independence back by giving them the freedom to ski with their family and friends, and not be stuck in the adaptive world.
“We’re also working with companies like Crystal Ski and Iglu Ski to raise awareness and help them offer a better experience to people with disabilities.” Bringing all this inclusivity together under one umbrella is Snowsport England (snowsportengland.org.uk). The national body for snowsports in England is committed to inspiring participation at every level, from helping beginners find their nearest dry slope to developing young snowsport enthusiasts into potential athletes. The fact that Malika Khan is now, five years on, a qualified ski instructor, inspiring other Muslim women to give it a try, is proof the approach is working, according to Dominic McGonigal, chair of Snowsport England.
“We’re simply passionate about the sport,” he says, “and we want more people to enjoy it.”
