Soft Life Ski (SLS), the UK collective reshaping what snowsports culture looks and feels like, brought its trademark energy to The Snow Centre in Hemel Hempstead for a one‑day indoor takeover that blended first‑time lessons, freestyle laps and a distinctly Afro‑Caribbean party atmosphere.
The event, captured in a new Olympics.com video report, drew hundreds of newcomers who travelled from East London on complimentary buses organised by SLS. For many, it was their first time stepping onto real snow. The group’s aim was simple: remove the intimidation factor and show that skiing and snowboarding can belong to anyone, regardless of background or experience.
Co‑founder Emmanuel Ojo explained that the movement grew from a small friends’ trip in 2022 that unexpectedly went viral. Since then, SLS has become a community hub for people who’ve never seen themselves represented in traditional Alpine spaces. “We want people to feel comfortable the moment they walk in,” he said in the video, emphasising that most attendees are complete beginners.
The Hemel session delivered exactly that. Instructors guided new skiers and snowboarders through their first slides while a live DJ soundtrack turned the slope into something closer to a block party than a training session. Participants described the atmosphere as confidence‑boosting, with the music helping to ease nerves and keep the mood light.
For SLS, the indoor day acts as a stepping stone to their larger international trips to destinations such as Norway and Switzerland later this winter, offering a low‑pressure environment in the UK helps first‑timers build skills and courage before committing to the mountains.
The après element was just as lively. Dancing, laughter and a crowd that looked refreshingly different from the typical snowsports demographic underscored the group’s mission: to make winter sports feel open, joyful and culturally relevant to communities that have long been underrepresented on the slopes.
