Snowcentres Limited, the leading indoor Snowsports operator in the United Kingdom and SnowWorld, Europe’s leading operator of indoor ski resorts, announced the merger of the two businesses today, creating the undisputed European champion in year-round indoor skiing, snowboarding, and winter sport lifestyle.
European Champion in Indoor Winter Sports
The two companies will combine their strengths to shape the future of indoor snow sport activities. The new group will operate 12 sites across five countries (Netherlands, UK, Germany, Belgium, and France), welcoming over 4.5 million visitors annually and generating in excess of £100 million in revenue. The group will employ more than 1000 full-time team members.
This merger will also establish the largest ski school in the world, offering unparalleled opportunities for winter sports enthusiasts of all levels.
Under the terms of the transaction, the current shareholders of Snowcentres and Alychlo (the investment holding of the Belgian entrepreneur Marc Coucke) will each hold 50% of the combined entity’s shareholding, ensuring full alignment of interests between both groups as they embark on the next phase of growth.
Accelerating Sustainable Growth
The new group will leverage its strong balance sheet and track record to focus on further opportunities to build and develop the business in mainland Europe and the UK. Both internal and external synergies will be pursued with a focus on enhancing product quality and operational excellence. Sustainability remains a core pillar of the vision and the new group is committed to maintaining a sustainable business model and to strive for energy neutrality in the future.
Leadership and Governance
An international Executive Committee will be established with headquarters in Roosendaal, the Netherlands. It will be led by Wim Hubrechtsen as Group CEO and joined by Snowcentres’ Managing Director, Ian Brown, Bas van Tilborg as Group CFO and Maarten Schürmann as CCO. This leadership structure will ensure strategic alignment, efficient integration, and continued growth across all markets.
Richard Cook, Director of Snowcentres Limited
“Snowcentres has built its position as the market leader in the UK through a relentless focus on quality, customer experience, and innovation. Joining forces with SnowWorld allows us to channel all our energy into shaping the future of indoor winter sports from a position of overall leadership.
With Alychlo’s strategic vision and the growth track record of the SnowWorld team, we now have the perfect combination of elements to succeed. I am truly excited about what lies ahead as we embark on this journey together.”
Pieter Bourgeois, CEO of Alychlo
“SnowWorld has been one of the most inspiring buy-and-build success stories within Alychlo’s portfolio. Over the past years, the team has shown exceptional strategic vision, execution power, and resilience in building a truly European leader in its sector.
We are very pleased and confident to welcome Snowcentres as our new strategic partner in this next phase of growth. Their entrepreneurial spirit and operational excellence make them a perfect match for our shared ambitions.
I also want to express my appreciation to all shareholders and the management team of Snowcentres for their strong leadership, professionalism, and shared commitment in shaping this exciting new chapter for both organisations.”
Ian Brown, Managing Director, Snowcentres Limited.
“We are thrilled to be joining forces with a partner that shares our values and our commitment to quality. This combination will give us the scale, expertise and resources to further develop our destinations and continue delivering memorable experiences to millions of visitors each year.
I very much look forward to working closely with Wim Hubrechtsen and the wider team as we drive the new group forward into its next chapter.”
Wim Hubrechtsen, CEO of SnowWorld Group
“This combination marks a natural next step in our growth journey and a powerful extension of SnowWorld’s existing strategy. By joining forces with Snowcentres, we bring together the market leaders of Europe and the UK to form an undisputed European champion.
Beyond the geographical complementarity, our organisations share a remarkable cultural fit — both built on entrepreneurship, a passion for excellence, and an unwavering commitment to deliver the very best experience to our customers and athletes.
Together, we are ideally positioned to accelerate our sustainable growth, expand our international footprint, and continue to raise the bar for quality and innovation in indoor winter sports.”