The UK’s leading multi-platform ski media brand
InTheSnow is the UK’s leading multi-platform ski media brand, created for skiers, snowboarders and mountain travellers who want trusted, useful and inspiring winter sports coverage all year round.
Since launching in winter 2007, InTheSnow has grown from a free ski magazine into a year-round ski media platform spanning print, digital, email, social, video, podcast and live experiences. Our audience is passionate, loyal and always planning the next adventure, whether that means a first family ski holiday, a spring trip to the Alps, a deep-snow week in Japan, a North American road trip or a careful search for the right skis, boots and kit.
Our role is simple: to help skiers make better decisions, discover new places and stay close to the mountains.
The UK’s only free monthly ski magazine
InTheSnow remains the UK’s only free monthly ski magazine, produced to a premium standard and distributed through carefully selected ski, outdoor, travel and lifestyle locations.
Each issue brings readers the latest ski news, resort features, destination ideas, snow reports, gear reviews, interviews, safety advice and seasonal inspiration. It is made for skiers who want both the practical details and the feeling of being back in the mountains, even when they are reading at home, in a ski shop, at a snow centre or on the way to resort.
For 2026/27, InTheSnow reaches skiers through 55,000 printed copies per issue, a strong direct postal subscriber base and a carefully targeted national distribution network across the UK ski and outdoor market.
Where skiers research, plan and book
Today’s ski audience moves between platforms. They read print, search online, compare resorts, follow snow conditions, watch video, listen to podcasts, open newsletters and look for advice from voices they trust.
InTheSnow is built around that journey.
Our website reaches skiers at the point of active research, with destination guides, resort news, snow reports, ski holiday ideas, gear features and practical advice. Across the season, our digital audience uses InTheSnow to compare where to go, when to travel, what to pack, what to buy and how to get more from each ski day.
A direct line to committed skiers
The InTheSnow newsletter gives readers a regular, useful connection to the ski world, with news, destination ideas, snow updates, gear coverage, competitions, offers and seasonal inspiration delivered direct to their inbox.
With 145K active and engaged subscribers, cleansed weekly, it is one of the strongest direct ski audiences in the UK. It reaches readers who have chosen to hear from us and who are already interested in travel, equipment, holidays, resorts and winter sports brands.
Social, video and mountain storytelling
Across Instagram, Facebook, TikTok, YouTube and short-form video, InTheSnow brings ski culture to life with high-impact visual storytelling.
Our social and video channels share resort inspiration, snow conditions, event coverage, competitions, gear content and ski stories built for discovery. The media pack records more than 120K social followers, peak monthly reach of up to 4M accounts and more than 10M YouTube views to date.
It is fast-moving, visual and immediate, but still grounded in the same editorial judgement that has shaped InTheSnow from the beginning.
The Whiteout Ski Podcast
The Whiteout Ski Podcast gives InTheSnow a trusted long-form voice in the ski world, bringing listeners interviews, industry conversation, resort stories, athlete insight, gear discussion and the mountain news that matters.
It reaches a committed audience of skiers, travellers and mountain enthusiasts who actively choose to listen while travelling, planning trips, commuting or simply keeping winter close. The 2026/27 media pack places the podcast within the top 8% of podcasts globally, with 5K to 7K weekly downloads and award-nominated recognition in the travel media sector.
Listen to The Whiteout Ski Podcast
Edited by Patrick Thorne
InTheSnow is edited by Patrick Thorne, one of the world’s best-known ski journalists and a lifelong chronicler of snow, resorts and mountain culture.
Patrick has spent decades reporting on the global ski world, from resort openings and record snowfalls to lift developments, ski racing, climate pressures, new destinations and the people who shape winter sports. Alongside a specialist team of editors, writers, presenters, contributors and creative partners, he keeps InTheSnow close to the real stories of the mountains.
What we cover
InTheSnow covers the ski world with a blend of practical authority, industry knowledge and genuine enthusiasm for winter travel.
We report on ski news, resort openings, snow conditions, new lifts, destination developments, ski holidays, family skiing, beginner advice, gear, piste safety, off-piste awareness, winter sports events, ski culture and the people who make mountain life so compelling.
Our coverage spans the Alps, Scandinavia, North America, Japan, Scotland and emerging ski destinations around the world, always with a focus on what readers need to know and what makes each place worth their attention.
For skiers and for the ski industry
InTheSnow exists for skiers first, but we also work closely with destinations, tourist boards, tour operators, retailers, equipment brands, hotels, events and outdoor partners who want to reach a highly engaged UK ski audience.
Our commercial partnerships are built around stories skiers care about, using print, online, email, social, video, podcast and live experiences to create campaigns that feel useful, relevant and trusted.
Editorial integrity matters. The best partnerships work because they help readers discover somewhere to go, something to try, something to learn or something that genuinely improves their time on snow.
Stay with us
Whether you are chasing December’s first turns, planning half-term, looking for late-season snow, comparing new gear or simply missing the mountains, InTheSnow is here to keep you connected to winter.
Read the latest issue, explore our ski news, browse resort guides, sign up to the newsletter and listen to The Whiteout Ski Podcast for the stories, advice and inspiration that help shape better days on snow.